Content Marketing is where all the action is. A part of every CMO’s agenda, the evolving marketing tool has become a must for every brand. Either brands themselves are becoming publishers or are outsourcing their content needs to specialists. Given all this buzz, it is no surprise that content marketing as an investment avenue is on the top of venture capitalists’ list.
According to an article in CB Insights, in the last twelve months content marketing firms have seen an investment of approximately $292 million spread across 44 deals. Considering the effort marketers are putting into creating and distributing content, a large part of the funds can be expected to be diverted towards developing tools to measure the success of the content in addition to developing better creation and distribution platforms.
Here’s taking a look at some of the recent global deals in the content marketing space:
- Taboola: The latest deal in the sector and probably the largest so far is the series E funding of $117 million raised by Taboola, the Israeli-owned & New York based content marketing firm. The fresh funds have come from existing and new investors including Comcast Ventures and the parent of Condé Nast. The newly acquired funds will be used to further its product development initiatives and acquisitions says founder & CEO Adam Singolda.
- Trapit and Advocate: In December 2014, not only did the two firms offering diverse services raise $10 million in series B funding from Rogers Venture Partners and a few others but also merged to form a single entity- Advocate-Trapit. Trapit, which is known for collating topic-based content from around the web, and Advocate, which helps businesses coordinate how employees promote their companies on social media, aim to provide consumers with a complete content marketing platform that will allow them to create and share quality content.
- Percolate: The content creating and sharing platform raised $24 million Series B fund with Sequoia Capital as the main investors in March 2014. With this second funding, the New York-based startup aims to rigorously market its product and expand globally.
- Newscred: In January 2014, the B2B content marketing and syndication platform in its latest fund-raising outing sealed a deal worth $25 million in Series C funding, Interwest Partners being the lead funders. With this deal Newscred has managed to raise funds totaling to $46 million in five years of being in operation.
- Sharethrough: The native-ad server raised a total of $ 27 million in two separate deals in 2014 ($ 17 million in January and another $ 10 million in September). To further its plans to get a foothold in the European market, it also acquired London-based competitor VAN. The company aims to strengthen its marketing and engineering teams with the new funding.
Apart from these a few other names that have acquired fresh funding are – Contently ($ 9 million), Triblio ($3.4 million in seed funding), Simplereach ($ 9 million), and Visually ($ 8.1 million), not to forget Outbrain that filed for a Nasdaq listing seeking a valuation of approx $1 billion.
With Taboola giving a minty start, 2015 seems set to be another contentful year for content marketing.