Content Marketing Strategy by The Economist around New Year!

It’s that time of the year when we all would like to look back. We all would wait for TV channels to air top 10 world news, top 10 sports news etc. Here is an example of how a publishing brand has provided an interactive experience of looking back on their website with the help of interesting content marketing strategy. It’s none other than The Economist. Beginning 1st December, they share one important news per day that was published earlier in the year. Some digital marketers may tag it as a ‘repeat visit tactic’, some may call it as a ‘content marketing initiative’, overall the thought and execution both deserves an applause.

Thought: Shortlist best content rich informative articles (that consist of maps, charts, data visualizations and interactive features) published throughout the year, share it with target audience and bring them back to the website, which is an excellent content marketing strategy.

Execution: Unlike a blogpost with a list of top news items, an element of interactiveness has been very well leveraged. A layer of suspense and hence curiosity has been infused into the effort, which is very good from engagement perspective. A specific page has been created and titled as The 2015 Daily Chart Advent Calendar, which hosts a calendar.

Content Marketing Strategy

Each date’s window is locked and will reveal the content only on that day. So as of 5th December, only five windows (From 1st -5th Dec) have been enabled. When you click on other days, it shows the locked sign.

The Economist promises a new graphic that’s hidden behind the Number 25 window, which will be revealed only on the eve of the Christmas.

The Economist has been doing this exercise year-on-year and you can check their earlier year’s calendars too.

The Economist previous calendars

The major learning from this content marketing strategy campaign are:

  1. No fresh content required for the Christmas campaign
  2. Great thought to re-use existing content
  3. Intelligent way to bring back traffic to the website
  4. Surprise element ensures visitors will revisit website regularly for these 25 days
  5. From engagement perspective it’s a great strategy

This article was originally posted on Digital Defynd.

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I am presently employed as Associate Director (Paid Media) at Performics.Resultrix, a Publicis Groupe company. Prior to this role I was employed with HCL Technologies as Senior Manger (Digital Marketing). My earlier digital marketing assignments were with ZenithOptimediaIndia (Publicis Groupe) and AdGlobal360. You can follow me on Twitter @anandan22 for all conversations on digital marketing.

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