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Posts Tagged ‘contently’

Native Ads Beat Out Content from BuzzFeed, Mommy Blogs, Fox News

A third of the way through Contently co-founder Shane Snow‘s appearance today on Bloomberg TV’s Market Makers alongside Advertising Age‘s Michael Sebastian, details were shared about the online media world’s version of the Pepsi Challenge… from hell.

“That was the interesting thing about our study,” Snow understated. “We pit sponsored content against BuzzFeed, mommy blogs, Fox News, and it actually beat those three categories. But it was less trustworthy than the New York Times.

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A Different Kind of ‘Snow’ Fall: WSJ Assesses Contently

As depressing as it can sometimes be, in journalism and elsewhere, the old adage – ‘Follow the money’ – still holds true.

ShaneSnowThumbIn this case, we’re talking about $9 million in Series B funding for Contently, a company founded by Shane Snow (pictured), Joe Coleman and Dave Goldberg. Per Wall Street Journal startups, tech and venture capital reporter Lora Kolodny, the company is looking to stake its claim of the ever-expanding realm of Houdini journalism (our term, not hers). From her article:

In typical content marketing, companies ask writers, designers and photographers to employ journalistic skills to create commissioned blog posts, infographics and multimedia stories. The stories help their businesses persuade prospects or customers to follow them online, buzz about their brands, and hopefully buy what they’re selling.

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Contently, Marketplace for Freelance Journalists, Secures $2 Million in Funding

To continue the conversation about media startups receiving funding, next up: Contently.

The company, started in 2010 as an open marketplace for writers and publishers, has raised$2 million in funding. According to Ad Age, Lightbank, founded by two early Groupon investors, led the round that included additional investors.

Co-founder Shane Snow told Ad Age that the early vision for Contently was to be “the freelancing software marketing arm of The New York Times.”  He added, “I was hoping to save journalism or something.” But as the article notes, the company has changed directions and now focuses on helping brands like American Express, LinkedIn and Best Buy secure content via its writer marketplace versus connecting writers with traditional media companies. Apparently the demand for content is higher for brands.

“The promise for the journalists now isn’t ‘Hey, you can write for The New York Times,’ it’s ‘Hey, you can write for AmEx,’” Snow said. “Not as glamorous, but it often pays better.”