Discover some of the Economist's content marketing challenges
The Economist is an English-language weekly magazine-format newspaper owned by the Economist Group and edited at offices in London. Continuous publication began under its founder, James Wilson, in September 1843.
In 2015 its average weekly circulation was a little over 1.5 million, about half of which were sold in the United States.
The Economist already have a great award winning lead generation machine driving their subscription led strategy. Website and web hosted content is a key element in showcasing Economist stories and clinching the deal to signup and subscribe In this instance, The Economist marketing team was tasked with increasing engagement and subscription rates among a specific audience: Millenials
Students, and more widely millennials, who will account for 75% of the workforce by 2025 (Source: Forbes) and are motivated by workplace conditions, even sacrificing salary for the right environment. The Economist sought to appeal to the demographic with content around the topic of work.