Content Firm Buys B2B Marketing Data Startup
A service that specializes in providing content to a wide range of business clients now has a new resource to offer content-related data and insights to those clients, particularly those in the business-to-business sector.
Contently provides content marketing services, including creative talent and a software platform to manage content processes. The company just announced that it has recently acquired Docalytics, a startup firm based in Minnesota that provides in-depth marketing data. Specifically, this data can help B2B marketers evaluate how people react to and engage with their downloadable content such as PDFs, white papers and case studies.
The acquisition seems to make sense. Contently already has built a successful content platform and established itself as a go-to resource for brands in need of content assistance. Adding the ability to help clients measure and analyze the impact and performance of that content is the perfect complement to that foundation.
“We understand that creating an organization propelled by great content marketing is a big investment, and brands need hard numbers to prove that their investment is paying off,” Contently CEO Joe Coleman said in a post announcing the move. “Downloadable content has always been a key part of content marketing—especially for B2B brands—but until now, there hasn’t been a way to see how potential customers are interacting with that content.”
Coleman noted that integrating Docalytics into the company’s existing software will “allow Contently customers to track engagement on downloadable content, thereby getting a deeper understanding of how well their content investment is paying off.”
The company says the expanded data capabilities will let marketers track downloadable content, optimize lead capture forms, and integrate with marketing automation, CRM, and email marketing platforms.
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