Feb 9, 2021 - Economy & Business

The media doesn't own publishing anymore

Data: Parse.ly; Chart: Axios Visuals
Data: Parse.ly; Chart: Axios Visuals

A growing number of new web publishers aren't traditional media companies, but rather corporate marketers setting up blogs and websites to lure potential customers with content.

Driving the news: WordPress VIP (WPVIP), the enterprise arm of WordPress.com, is acquiring Parse.ly, a content analytics platform that's used by thousands of digital publishers.

Why it matters: Content marketing is as old as time, but the pandemic has finally pushed thousands of companies to begin embracing the tactic online.

  • The data provided to Axios from Parse.ly and WordPress VIP represents new customers that both Parse.ly and WPVIP have added over the last 3 years. 
  • The total is over 400 combined new customers added. 

Be smart: Niche media content is becoming a powerful customer acquisition tool and retention tool. As a result, more brands are buying content companies.

  • Last week I reported that HubSpot, a publicly-traded sales and marketing software company, is acquiring The Hustle, an email newsletter and content company targeted at entrepreneurs and small business owners.
  • Penn National, a casino operator, invested $163 million in Barstool Sports for a 36% equity stake. Its ownership presumably will help it lure sports bettors.
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