How Much Investment + Industry Money is in Content Marketing Technology? - Insights
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Industry Leaders

How Much Investment + Industry Money is in Content Marketing Technology?

by NewsCredSeptember 2, 2015

There are 1876 marketing technology companies according to chiefmartec. Of these, over 80, including NewsCred, are listed squarely in “Content Marketing.” It doesn’t take an expert to tell you that the content marketing software industry is exploding. Venture capital in this space is growing at an unprecedented rate. On the heels of our own investment announcement, we wanted to know how much investor money is actually in the content marketing industry? And how much is the content marketing industry actually worth according to marketing budgets? These numbers were nearly impossible track down in one place so we did a little math.

As of September 2015, a total of $1,097,847,416 (according to recent, publicly available data from CrunchBase) has been invested from 2006 to present in the 89 companies chiefmartec defines as “content marketing” technology platforms.

vc investment content marketing technologyI legitimately went blind after looking at this for an hour.

This now-blanket term includes visual marketing platforms, content creation agencies, video content platforms, and UGC software.Chart-1 (1) (1).jpg

The Content Marketing Investment Build Up

2012 to 2014 really built industry momentum. Oracle, IBM, NewsCred, Optimizely, Outbrain, Skyword, and Taboola all acquired smaller companies.

investment funding content marketing software industry

In 2014, CBinsights noted that $292M had been invested in content marketing platforms (including ours) from Q2 2013 to Q1 2014, noting that there was a 125% increase in investment money as well as a 47% bump in deal activity from the prior year.

“People are absolutely spending money on this. Venture funding is through the roof,” Rebecca Lieb told Fortune. “It is exploding and will continue to explode.” 

We cross-referenced our chiefmartec list of companies against CrunchBase’s investment funding database to narrow down the top 20 content marketing companies by investment funding.

investment funding content marketing software industry

This of course does not include companies like HubSpot who went public last year after raising $100.5M, or companies like Sprinklr or HootSuite who have raised a substantial amount of money ($123.5M and $284.9M respectively) but are considered “social media” players by the industry.

The Industry Budget + Revenue For Content Marketing

Now that we know how much money is invested in the content marketing space, how much money are these companies actually making? The content marketing software and services industry pulled in an estimated $26.47B in revenue in 2014, with an overall growth of 13.3% according to analysts at PQ Media. This growth is estimated to continue in the double digits this year, with content marketing global spend estimated at $145B for 2015, with revenue slightly over $30B. Industry budget growth overall is estimated by PQ Media‘s Global Content Marketing Forecast 2015-19 at $313B by 2019.

investment funding content marketing software industry

In 2013, the Custom Content Council listed content marketing as a $44B industry, meaning brands were spending that much globally on content marketing strategy and services. According to PQ Media, global content marketing revenue has continued to soar in 2015, with content marketing set to grow to a $313 billion industry by 2019.

In 2014, revenue generated by content marketing technology and services brands grew 13.3% to $26.47 billion, according to PQ Media, and 2015 will be the sixth consecutive year of double-digit growth in the content marketing industry.

“Content marketing has emerged as the most vibrant and talked-about marketing sector of the past five years, building momentum at a faster growth rate each year from 2010 through 2014,” PQ Media’s chief content officer Patrick Quinn told MarketingMag.

“Growth momentum continued in the first half of this year, driven in part by the increasing sophistication with which leading brands, marcom agencies, and forward-looking boutique content marketers are studying and engaging their target users with more testing, research, planning, and leveraging their most effective and efficient content, technology and talent. Ultimately, the best content marketing overlays engaging storytelling with a strong content foundation; concise and insightful prose; and the use of creative design aspects.”

According to PQ Media’s report, the US has the largest content marketing market share with $12.11B in 2014 revenues. According to MarketingMag and PQ Media, “the fastest-growing content marketing category in 2014 was ‘digital-only channels,’ which jumped 27.7%, driven by rapidly growing channels such as branded mobile content and apps, which soared 61.5% last year.”

So what does this mean? The content marketing software and services industry is growing mind-blowingly fast, but things will soon start to merge. There will be more acquisitions. There will be a race to raise more across the board (as there is in all industries). The numbers ticking up correlates with what we’ve seen in the industry – brands finally “getting” that content marketing is a necessity, not a nice-to-have; and that the best brands in each space stand out because of it. We won’t stay at the top of that chart forever, but hopefully we’ll continue to grow in a way that best serves our customers, employees, and investors; continuing our mission to make marketing better for everyone.

Amber van Natten is Managing Editor at NewsCred in NYC and Razin Mustafiz is a Product Manager at NewsCred in Dhaka.

Methodology:

Content Marketing Technology Startups Considered

Company Website CrunchBase Category 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Total
Skyword http://www.skyword.com/ https://www.crunchbase.com/organization/skyword Platform           $546,000 $6,000,000 $6,700,000 $11,000,000   $24,246,000
Inkling https://www.inkling.com/ https://www.crunchbase.com/organization/inkling-systems           $9,125,000 $24,000,000   $16,000,000 $6,000,000 $15,000,000 $70,125,000
Kapost http://kapost.com/ https://www.crunchbase.com/organization/kapost           $1,118,000 $1,500,000   $5,600,000   $10,300,000 $18,518,000
PulsePoint http://www.pulsepoint.com/ https://www.crunchbase.com/organization/pulsepoint           $1,000,000 $9,500,000   $3,000,000     $13,500,000
Thismoment http://www.thismoment.com/ https://www.crunchbase.com/organization/thismoment       $3,500,000 $7,446,000   $10,649,000 $22,500,000   $17,600,000   $61,695,000
Olapic http://www.olapic.com/ https://www.crunchbase.com/organization/olapic Visual Marketing             $1,000,000 $5,000,000   $15,000,000 $21,000,000
Ebyline https://www.ebyline.com/ https://www.crunchbase.com/organization/ebyline Content Creation         $1,500,000 $5,000,000         $6,500,000
Curata http://www.curata.com/ https://www.crunchbase.com/organization/curata                       $0
Storify https://storify.com/ https://www.crunchbase.com/organization/storify         $23,000     $2,000,000       $2,023,000
Content Runner https://www.contentrunner.com/ https://www.crunchbase.com/organization/content-runner                       $0
Post Planner http://www.postplanner.com/ https://www.crunchbase.com/organization/post-planner                       $0
Niche https://www.niche.co/ https://www.crunchbase.com/organization/the-niche-project-inc                 $550,000 $2,500,000   $3,050,000
Visually http://visual.ly/ https://www.crunchbase.com/organization/visual-ly             $2,000,000   $2,300,000 $8,100,000 $3,300,000 $15,700,000
Voraka http://voraka.com/ https://www.crunchbase.com/product/voraka                       $0
Chute http://www.getchute.com/ https://www.crunchbase.com/organization/chute               $2,720,000 $7,000,000 $3,000,000   $12,720,000
Crowdsource http://www.crowdsource.com/ https://www.crunchbase.com/organization/scalable-workforce               $12,500,000       $12,500,000
Content Gems https://contentgems.com/start https://www.crunchbase.com/organization/contentgems                       $0
Rallyverse https://www.rallyverse.com/index.html https://www.crunchbase.com/organization/rallyverse                 $1,000,000     $1,000,000
Triberr http://triberr.com/ https://www.crunchbase.com/organization/triberr                       $0
Percolate https://percolate.com/ https://www.crunchbase.com/organization/percolate             $1,500,000 $9,000,000   $24,000,000 $40,000,000 $74,500,000
DivvyHQ http://divvyhq.com/ https://www.crunchbase.com/organization/divvyhq                     $1,800,000 $1,800,000
ScribbleLive http://www.scribblelive.com/ https://www.crunchbase.com/organization/scribblelive             $4,000,000   $8,000,000 $12,000,000   $24,000,000
AddThis http://www.addthis.com/ https://www.crunchbase.com/organization/addthis   $2,600,000 $15,500,000 $18,000,000     $37,000,000         $73,100,000
GatherContent https://gathercontent.com/ https://www.crunchbase.com/organization/gathercontent                       $0
Opentopic http://www.opentopic.com/ https://www.crunchbase.com/organization/opentopic                   $825,000   $825,000
Triblio https://www.triblio.com/ https://www.crunchbase.com/organization/triblio                   $3,400,000   $3,400,000
SimpleReach http://www.simplereach.com/ https://www.crunchbase.com/organization/simplereach             $100,000 $1,600,000   $9,000,000   $10,700,000
Captora http://www.captora.com/ https://www.crunchbase.com/organization/captora                 $5,300,000 $22,000,000   $27,300,000
NewsCred http://newscred.com/ https://www.crunchbase.com/organization/newscred           $1,000,000 $4,000,000 $1,800,000 $15,000,000 $25,000,000 $42,000,000 $88,800,000
Right Intel http://rightintel.com/                         $0
Buzzstarter http://buzzstarter.com/ https://www.crunchbase.com/organization/buzzstarter-inc                       $0
Written https://written.com/ https://www.crunchbase.com/organization/written                     $1,000,000 $1,000,000
Linqia http://www.linqia.com/ https://www.crunchbase.com/organization/linqia               $3,400,000       $3,400,000
Reverb https://helloreverb.com/ https://www.crunchbase.com/organization/reverb-technologies       $1,000,000 $3,700,000 $6,500,000 $1,600,000         $12,800,000
Coschedule http://coschedule.com/ https://www.crunchbase.com/organization/coschedule                   $500,000   $500,000
Atomic Reach https://www.atomicreach.com/ https://www.crunchbase.com/organization/atomic-reach           $150,000     $1,300,000 $2,800,000   $4,250,000
Cloudwords http://www.cloudwords.com/ https://www.crunchbase.com/organization/cloudwords         $2,900,000     $2,400,000 $9,100,000     $14,400,000
SpringCM https://www.springcm.com/ https://www.crunchbase.com/organization/springcm           $15,000,000     $6,000,000 $24,000,000 $2,700,000 $47,700,000
Scoop.it             $8,400,000       $2,600,000     $11,000,000
Marketing.AI http://marketing.ai/ https://www.crunchbase.com/organization/marketing-ai                       $0
PublishThis http://www.publishthis.com/ https://www.crunchbase.com/organization/publishthis             $7,700,000         $7,700,000
SqueezeCMM http://www.squeezecmm.com/                         $0
InPowered http://www.inpwrd.com/ https://www.crunchbase.com/organization/inpowered                       $0
Xmplifi http://www.xmplifi.com/ https://www.crunchbase.com/organization/xmplifi                       $0
Movable Media http://www.movablemedia.com/ https://www.crunchbase.com/organization/movable-media                       $0
Cadence9 http://cadence9.com/                         $0
Docurated http://www.docurated.com/ https://www.crunchbase.com/organization/docurated               $1,600,000   $3,800,000   $5,400,000
Infogram https://infogr.am/ https://www.crunchbase.com/organization/infogram               $225,762   $2,144,739   $2,370,501
Dynamic Signal http://dynamicsignal.com/ https://www.crunchbase.com/organization/dynamic-signal Employee Advocacy           $8,000,000 $13,300,000   $12,000,000   $33,300,000
Contentivo http://www.contentivo.com/ https://www.crunchbase.com/organization/contentivo Employee Advocacy                     $0
Copyblogger http://www.copyblogger.com/ https://www.crunchbase.com/organization/copyblogger-media                       $0
Cooperatize https://www.cooperatize.com/ https://www.crunchbase.com/organization/cooperatize                       $0
Easelly http://www.easel.ly/   Visual Marketing Solutions                     $0
Content Launch http://contentlaunch.com/ https://www.crunchbase.com/organization/content-launch                 $225,000 $200,000   $425,000
Zerys http://www.zerys.com/                         $0
Piktochart http://piktochart.com/ https://www.crunchbase.com/organization/piktochart Visual Marketing Solutions             $150,000       $150,000
Readz http://www.readz.com/ https://www.crunchbase.com/organization/readz             $645,000 $4,500,000   $1,300,000 $7,200,000 $13,645,000
ContentMX http://www.contentmx.com/                         $0
Scripted https://scripted.com/ https://www.crunchbase.com/organization/scripted             $700,000 $300,000 $4,500,000 $9,000,000   $14,500,000
Waywire http://waywire.com/ https://www.crunchbase.com/organization/magnify Video   $1,200,000 $1,000,000 $471,000 $500,000 $413,200   $1,000,000     $4,584,200
Collective Bias http://collectivebias.com/ https://www.crunchbase.com/organization/collective-bias         $500,000       $10,500,000     $11,000,000
Acrolinx http://www.acrolinx.com/ https://www.crunchbase.com/organization/acrolinx-gmbh                       $0
Pixxfly http://pixxfly.com/                         $0
CoPromote https://copromote.com/ https://www.crunchbase.com/organization/copromote         $250,000 $500,000       $1,800,000 $480,600 $3,030,600
Contently https://www.crunchbase.com/organization/contently https://www.crunchbase.com/organization/contently             $335,000 $2,990,000   $9,000,000   $12,325,000
InboundWriter http://www.inboundwriter.com/ https://www.crunchbase.com/organization/inboundwriter               $2,500,000       $2,500,000
Nudge http://giveitanudge.com/   Measurement                     $0
Parse.ly http://www.parsely.com/ https://www.crunchbase.com/organization/parsely Measurement       $20,000 $800,000     $5,200,000     $6,020,000
Localytics http://www.localytics.com/ https://www.crunchbase.com/organization/localytics         $18,000 $750,000 $2,500,000 $5,500,000       $8,768,000
Trapit http://trap.it/ https://www.crunchbase.com/organization/trapit Employee Advocacy         $1,000,000   $8,100,000 $1,000,000 $10,000,000   $20,100,000
Contentful https://www.contentful.com/ https://www.crunchbase.com/organization/contentful                 $3,800,000     $3,800,000
Smartling https://www.smartling.com/ https://www.crunchbase.com/organization/smartling           $4,100,000 $10,000,000   $24,000,000 $25,000,000   $63,100,000
Wochit https://www.wochit.com/ https://www.crunchbase.com/organization/wochit Video               $3,900,000 $10,900,000   $14,800,000
Virally http://virallyapp.com/ https://www.crunchbase.com/organization/virally               $153,915       $153,915
DOZ http://www.doz.com/ https://www.crunchbase.com/organization/doz                   $1,500,000   $1,500,000
Stipso http://www.stipso.com/ https://www.crunchbase.com/product/stipso                 $310,000     $310,000
Beegit https://beegit.com/ https://www.crunchbase.com/organization/beegit                   $138,000 $220,000 $358,000
ContentDJ https://www.contentdj.com/v2 https://www.crunchbase.com/organization/contentdj               $40,000       $40,000
OneSpot https://www.onespot.com/ https://www.crunchbase.com/organization/onespot         $4,200,000 $682,200   $1,500,000 $5,300,000     $11,682,200
Listly http://list.ly/ https://www.crunchbase.com/organization/list-ly                       $0
Roojoom http://www.roojoom.com/ https://www.crunchbase.com/organization/roojoom CMP                 $600,000   $600,000
Wyzowl https://www.wyzowl.com/ https://www.crunchbase.com/organization/wyzowl Video                     $0
Say Media http://www.saymedia.com/ https://www.crunchbase.com/organization/saymedia Vertically Integrated Network $3,500,000 $15,000,000         $27,000,000   $5,000,000   $50,500,000
Pixlee http://www.pixlee.com/ https://www.crunchbase.com/organization/pixlee Visual Marketing               $1,500,000   $4,000,000 $5,500,000
ReadyPulse http://www.readypulse.com/ https://www.crunchbase.com/organization/readypulse Distribution             $1,000,000   $2,000,000 $5,000,000 $8,000,000
RebelMouse https://www.rebelmouse.com/ https://www.crunchbase.com/organization/rebelmouse Distribution             $2,500,000 $10,300,000   $6,000,000 $18,800,000
Limk https://limk.com/ https://www.crunchbase.com/organization/limk Distribution             $40,000   $293,000   $333,000
HubSpot http://www.hubspot.com/ https://www.crunchbase.com/organization/hubspot marketing tech $500,000 $5,000,000 $12,000,000 $16,000,000   $32,000,000 $35,000,000       $105,000,000
Knotch https://www.knotch.it/ https://www.crunchbase.com/organization/knotch Measurement               $1,500,000   $4,000,000 $5,500,000
 TOTAL       $6,600,000 $36,700,000 $35,500,000 $43,928,000 $43,725,200 $163,688,200 $171,319,677 $167,485,000 $266,400,739 $158,000,600 $1,097,847,416