Contently: Optimizing Content for the Digital World

Joe Coleman, CEO, ContentlyJoe Coleman, CEO
For brands—big and small, content marketing technology plays a crucial role in streamlining the process in which they create marketing messages, engage audiences, and optimize their operations. Today, Marriott is creating Emmy-winning short films, Red Bull runs a 135 person media company, and GE has the most popular podcast in the world. This reflects that articles, e-books, videos, infographics, comics, GIFs, and white papers to reach people across social media, email, and dozens of other channels—are essential in engaging consumers in the digital world. “Technology has made it easier to reach people with information than ever before,” begins Joe Coleman, CEO, Contently. “As a result, brands are investing heavily in content marketing technologies.”

Established in New York, NY, Contently is a technology company that helps brands in creating great content at scale. The company empowers enterprises with smart technology, content marketing expertise, and vetted creative talent—journalists, photographers, designers, videographers, and other intermediate requirements. “We are a software business built by content creators, and both our products and our philosophy reflect this—which is why we count some of the best content marketing brands in the world as our clients,” affirms Coleman.

Contently provides formidable enterprise technology that assists in creating, distributing, and optimizing content. Further, the company helps manage its customers’ corporate content in a centralized location and streamline their approval processes, and help leverage every aspect of their content marketing. “Contently enables entire content marketing operation—from sparking ideas and creating content to invoicing creative talent and getting legal approval—to happen in one place,” asserts Coleman.

To illustrate an example, one of Contently’s clients, Capital One, has its Spark Business IQ site which relies on a single source for its content, and its features are written by a combination of internal staff members and finance journalists provided by the firm.

We count some of the best content marketing brands in the world as our clients


With the overall goal being to produce a publication that demystifies complicated financial issues faced by Capital One’s customers in navigating the complexities of owning and operating a small business, the company used Contently’s analytics tools to measure everything from reader attention time to which social channels are driving the most traffic.

In a recent story about Contently’s acquisition of Minneapolis-based tech firm Docalytics, Contently’s CTO, Dave Goldberg asked the billion-dollar question, “Brands spend a remarkable amount of money each year creating dark assets like white papers, slideshows, pricing worksheets, and sales collateral. But once these assets make their way to download folders and inboxes all over the world, they are essentially lost. Are people actually engaging with—and sharing— those assets?”

Fueled by the powerful combination of Docalytics’ technology and Contently’s analytics offering, Document Analytics allows marketers to turn downloadable content into dynamic, trackable web assets that can be analyzed and optimized for better results. Contently Analytics helps organizations track, manage, and visualize all their key content data in one easy-to-use dashboard—including how their content is performing, which contributors are most effective, and more—so firms can do more of what works and less of what doesn’t.

According to the research firm Demand Metric, 78 percent of CMOs think that custom content is the future of marketing. The stats suggest that the content marketing services catered by Contently hold a bright future ahead. “Every year, we examine the state of content marketing across key industries to help companies leverage knowledge about what their competitors are doing—or not doing—and maximize their own ability to succeed,” concludes Coleman.