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Contently’s new data analytics product Insights measures engagement, not pageviews

Jobbing product managers familiar with advertising tech will be aware that the rise of content marketing has posed a problem for conventional metrics. Before it emerged, most advertisers were chiefly interested in how many eyeballs and clicks landed on their ad, which made tracking the number of pageviews a useful stat. But content advertising has a different aim; it’s all about building relationships with customers for longer term mutual benefits. And pageviews don’t really measure relationships. Measuring relationships  How can brands, advertisers and agencies get a handle on whether content marketing is working in its stated aim? That’s a question that New York’s rising content marketing startup Contently is seeking to answer with its new data analytics product, Insights. For Contently’s co-founder, Shane Snow, if content marketing isn’t succeeding in building relationships, it’s just creating content for nothing. Pageviews are too crude to offer any insight into this. Ad tech product managers will know only too well that they give a good picture of how much traffic an ad might be attracting, but they don’t give the faintest inkling as to whether people are reading the content because they like it or because they think it stinks and want to…

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Contently renews its fight against cheesy content marketing with $9 million cash injection

Remember those content farms that flooded search engines with low-grade, link-baited content marketing? Well, thanks to rapid changes in digital advertising and publishing business models, they’ve become a good deal less prevalent than they used to be. But as well-informed a tech product managers will be aware, New York-based tech startup Contently has singlehandedly played a major part in that war on cheesy content since its launch in 2011. And, having just snagged $9 million in Series B funding, it’s well positioned to continue the battle with renewed fortitude. Two business models in one With its army of freelance journalists and its software platform, Contently joins brands and marketers with talented freelancers to produce truly engaging, top-quality native content created for today’s digital-savvy consumers since 2011. As its co-founder and CEO, Shane Snow, puts it, Contently “is a mix between two business models, a software technology company and a talent management company.” That mix has certainly proven a hit with investors, as the recent hefty round testifies. But any product manager with more than a passing acquaintance with native advertising will know what’s turned them on: when content marketing is handled intelligently, it’s proven very effective. An all round hit?…

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New York content marketing startup Contently takes the multimedia turn

Here’s a question to tax the gray matter of enterprising tech product managers and chief revenue officers: how do you get your newly-launched tech company to transform the 48 cents you have sitting in your bank account into well over $1 million in revenue in a few short years? If the answer clamoring for attention is “impossible”, Shane Snow, co-founder of the New York-based content marketing Contently would beg to differ, because that’s exactly what he and his two buddies achieved with Contently by linking brands to content-creating journalists. From text to multimedia Snow agrees that content marketing is an especially hot new space which everyone is clamoring to get a piece of, as any product manager in this part of the tech market can confirm. But Snow and his colleagues have pretty sound business antennae; they’ve realized that, as this form of marketing matures, brands want more than the written word for their content. That’s why Contently is expanding its roster of freelance journalists to include experts in multimedia messaging. Snow explains: “We’re getting more inquiries around infographics and videos and photos. There’s more than one way to tell a story. Often the best way to tell a story…

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