Content marketing platform company Keywee has closed a $9.1 million Series A round of financing led by Eric Schmidt’s Innovation Endeavors and Marker LLC, with participation from The New York Times Company and UpWest Labs.
Keywee has also announced the general availability of its groundbreaking content marketing platform that uses advanced text mining and a data layer to find the best performing audiences for content based on overall marketing goals. With Keywee, brands and publishers can make sure they are reaching consumers via relevant content to drive business results.
Keywee observes that B2C marketers are struggling to fully capitalize on the content marketing movement, with only 23% successfully tracking ROI according to the Content Marketing Institute. First testing its solution with an elite group of top brands and publishers (including The New York Times), Keywee delivers significant – and measureable – ROI through improved audience engagement, extension and conversion, while helping marketing teams effectively scale and better target content marketing initiatives.
Keywee employs complex text-mining capabilities to analyze text in an existing content piece and then leverages a data layer that understands the native targeting taxonomies for different channels to find the best paid audiences for that marketing asset. Audiences across platforms and distribution channels are selected based on their likelihood to engage, as well as their propensity to meet the specific campaign and business goals.
The funds will be used to expand product development efforts in Tel Aviv and to expand its sales and marketing operations at its newly opened headquarters in New York.
Keywee CEO Yaniv Makover said, “Marketers are looking for ways to effectively leverage content. Finding new and existing audiences that are most likely to read, convert and share content is a tough task that cannot be left up to chance or a gut feeling today’s marketers need data. Yet, there has been no credible data layer to improve content marketing to date. To truly engage consumers and meet business goals, marketers need to better understand what content will resonate with various, and often niche, audiences across different platforms like Facebook, Google, Reddit, Twitter, Yahoo, etc. They need to think of content through the lens of the distribution channels and their specific targeting parameters.”