100 Million Visitors, Year One
Content Strategy & Editorial Consulting
100M+ unique visitors in year one. #11 mobile site in the U.S. (Quantcast, December 2013). “The Baby Drop Box” trailer became the most-viewed online documentary trailer in the world with 11M+ views.
THE CLIENT
FaithIt.com launched in 2013 as a digital-first platform dedicated to curating stories of faith, culture, and inspiration for a new generation. Backed by Outreach Media Group, the site set out to bridge the gap between faith-driven storytelling and viral, mobile-first media — in a space where few had figured out how to do both.
THE CHALLENGE
In 2013, the faith-based digital media space was underdeveloped but not underserved. Faith organizations were producing content — the problem was scale, curation, and cultural fit. FaithIt needed a content process that could identify stories with viral potential while staying authentic to the mission, a curatorial voice that could speak to a new generation without losing the core audience, and a team that could move fast enough to build momentum in a media environment where timing is everything.
THE STRATEGY
The insight was that viral and values-driven are not in conflict — they require the same core skill: finding stories that make people feel something and giving those stories a frame people want to share. Thelemata contributed to building FaithIt’s editorial identity from the ground up, treating curation as a craft rather than aggregation. The goal was to make FaithIt the source — the site journalists, pastors, and readers came to first, not second.
EXECUTION
Thelemata served as one of FaithIt’s first curators, shaping both the content process and editorial strategy during the platform’s formative launch period:
Refined the content curation system to prioritize viral potential while maintaining authenticity to FaithIt’s mission
Helped define tone, format, and audience voice — establishing the editorial identity that guided the platform’s growth
Identified and surfaced high-impact stories early, including features on SoulPancake, which went on to grow into a significant cultural platform
Supported the breakout of “The Baby Drop Box” trailer, which became the most-viewed online documentary trailer in the world with over 11 million views
Built a curator process that scaled content production without sacrificing authenticity or editorial judgment
RESULTS
Unique visitors, year one: 100M+. U.S. mobile site ranking: #11 (Quantcast, December 2013). “The Baby Drop Box” trailer: most-viewed online documentary trailer in the world — 11M+ views.
SoulPancake: identified and featured early; grew into major cultural platform. Curator process: built and scaled while maintaining editorial authenticity.
“…you’ll always have a special place in our story. Thanks for all your creative work and attention to detail.” — Brian Orme, Editor, FaithIt.com
“We appreciate all the work you’ve done to help us get FaithIt off the ground.” — Ashley Bryant, Outreach Media Group
THE TAKEAWAY
FaithIt proved that faith-based content could compete at the highest levels of digital media when the curation was treated seriously. Thelemata’s contribution was foundational — not just finding stories, but building the editorial logic and process that made it possible to scale without losing the voice that made the platform worth following in the first place. One hundred million visitors in year one is not an accident. It’s the result of getting the fundamentals right before the traffic arrived.
SERVICES DELIVERED
Content Strategy and Editorial Planning, Curation Process Design and Implementation, Audience Voice and Tone Development, Story Identification and Viral Content Sourcing, Editorial Consulting (Launch Phase).