Contently Acquires Docalytics

Contently has acquired Docalytics, a marketing and sales analytics company that provides sales and marketing professionals at B2B companies with detailed data on how people engage with downloadable content like PDFs and sales materials. Financial terms of the deal were not disclosed.

"Downloadable content (PDFs, e-books, whitepapers) 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," said Contently CEO and co-founder Joe Coleman in a statement. "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. Our acquisition will bring immediate benefit to marketers, as well as to content owners across the enterprise."

With the acquisition, Contently will gain access to Docalytics' Insight Engine, its proprietary tracking and analytics software. Insight Engine will be integrated into Contently's existing analytics suite, providing customers with one centralized location for tracking, managing, and optimizing content production and performance.

Docalytics' software will introduce key features to the Contently platform, including the ability to track downloadable content, optimize lead capture forms, and integrate with marketing automation, CRM, and email marketing platforms. These features will help both sales and marketing teams tie revenue directly to content.

"Creating content for the sake of it is a thing of the past," said Docalytics CEO and co-founder Evan Carothers in a statement. "B2B marketers and sales teams rely on content analytics to help them generate and convert more leads through content, which is why we count some of the world's biggest B2B brands as clients. Contently's acquisition of Docalytics will allow us to help many more of the world's most recognizable B2B brands optimize and scale their content efforts."

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