Tel Aviv and New York-based content marketing start-up Keywee announced today that it has raised $9.1 million in a round of financing from Innovation Endeavors, Marker LLC, with contributions from the New York Times, and UpWest Labs.
Speaking for Innovation Endeavors, a VC fund led by Google’s Eric Schmidt, Dror Berman said: ““Like many of our portfolio companies, Keywee is primed to be the next market disruptor. Its impressive results with brands and publishers in the last year prove its potential impact, and we expect the company to quickly drive a dramatic shift in the content marketing industry this year.”
Keywee’s proffer is measurable ROI based on improved audience targeting and engagement, leading to greater conversion. Its platform ties text-mining of existing content to a data layer, generating optimal audience and channel identification for specific content assets. Audiences are defined in part by their likelihood to engage with the content. It also helps marketers design and scale campaigns.
The context for Keywee’s solution is an environment in which less than 25 percent of content marketers are successfully tracking ROI, according to the Content Marketing Institute.