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Content Firm Buys B2B Marketing Data Startup

content marketing firmA 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.

As an innovative inbound marketing agency, KEO Marketing can help in implementing a comprehensive content marketing strategy that meshes both the creative and analytics components. Contact KEO Marketing, or download our complimentary Advanced Content Marketing Guide today.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.