Contently has purchased Docalytics for an undisclosed sum to ramp up its data offerings for publishing-minded, business-to-business clients. In the increasingly competitive content marketing space, Contently hopes to offer customers better actionable results.
"Data is key to B2B marketers, and this allows us to provide them with data that no one else can," said Joe Coleman, CEO of New York-based Contently.
Docalytics, a startup based in St. Paul, Minn., essentially lets marketers see past downloaded content as it pertains to case studies, white papers, PDFs, e-books and even sales decks. Through heat-mapping technology and other systems, users can learn things like how long readers spent on certain pages, how many pages they read and what graphics they engaged with. The idea is that Docalytics' program lets marketers improve such content for better future performance.
For Contently clients—which include Adecco, Discover, and Domo—Coleman said, "They'll be using it to optimize lead generation, to tweak and improve sales presentations, even to improve their internal communications."
The content-marketing sector seems to be heating up, with other notable players such as Percolate and Newscred attracting huge investor dollars in the past year. Though, Contently may have just gained an edge in the B2B realm, letting its customers get a clearer view of performance across mobile and desktop.
"Attributing the impact of content marketing on sales is difficult because people usually interact with a brand across multiple touch points before becoming a customer," said digital marketing consultant David Deal. "The marketer that cracks the code of content attribution across the sales funnel will win."
Meanwhile, Contently will continue to maintain Docalytics' office in the Twin Cities metropolitan area, adding to its New York, London and San Francisco locations.