Contently Buys Analytics Startup

Content marketing software provider Contently announced that it has acquired its first company, Docalytics, for an undisclosed price on Thursday.

The acquisition of Docalytics adds the company’s proprietary marketing tracking and analytics software, Insights Engine, to Contently’s marketing platform. Insight Engine will now be integrated with Contently’s pre-existing analytics suite, providing customers with one centralized location for tracking, managing, and optimizing their content marketing campaigns.

Contently offers content marketing and workflow services to companies, and its client roster includes Google, Walmart, GAP and the Associated Press.

Docalytics’ software adds the ability to track downloadable content, such as PDFs, to the Contently platform.

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This may be of special interest to email marketers, since providing downloadable, free content has been shown to boost email open rates significantly. A recent test by Bluewire Media of 6,300 email subscribers revealed that downloadable free templates and tools produced a boost in open rates.

In addition, Contently clients will now be able to optimize lead capture forms and integrate Docalytics’ services with their marketing automation, CRM and/or email marketing platforms.

“Downloadable content (PDFs, e-books, white papers) is a core part of every B2B marketer's content strategy, but no solution has existed to track, measure, and optimize these assets like other web-based content,” states Joe Coleman, Contently CEO and co-founder, in a press release. “Our acquisition of Docalytics changes that, giving marketers access to a whole new universe of data. It's impossible to make smart content marketing decisions without granular data, and expanding the amount of tracked assets is an ongoing initiative for us.”

“Integrating Docalytics into our 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,” writes Coleman in a blog post online.

The entire Docalytics team is staying onboard at Contently, and will now operate as employees of Contently’s Midwest office. 

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