Triblio, a startup that says it’s bringing “science to the art of content marketing,” is announcing that it has raised $3.4 million in seed funding.
Content marketing startups (i.e. the ones that help companies produce blog posts, videos, and other content that can indirectly promote their brand) have announced some big rounds this year — NewsCred raised $25 million, Percolate raised $24 million, and Contently raised $9 million. And if recent product launches are any indication, there’s an appetite for more data around this content, too.
Triblio’s CEO Andre Yee was previously vice president of product development atOracle-acquired Eloqua, and he told me that Triblio is different in a couple of ways. For one thing, he noted that many of these content marketing companies are trying to sell their tools to outfits that market to consumers, while Triblio is more focused on businesses that sell their products to other businesses. Second, he said that unlike the competition, he’s less focused on “the process of production” and more on “the science of content.”
“What is my buyer interested in right now?” Yee added. “What conclusions can I draw about their propensity to engage with me? What’s the next piece of content that needs to be served up to them in order to engage them? We provide the intelligence to make that happen.”