Kapost, a startup offering tools for content marketers, just announced that it has raised $5.6 million in Series C funding.
This brings The TechStars-incubated company’s total funding to $8.7 million. The new round comes from new investors Lead Edge Capital and Floodgate, as well as previous investor High Country Venture.
Content marketing is basically what the name suggests — content that’s created to promote a company, which can take the form of blog posts, social network updates, videos, and more. In the funding press release, co-founder and CTO Nader Akhnoukh argues that this is a way to avoid “annoying your buyers with ads” and instead “inform, educate and entertain them – all the while earning their trust.” (Others have suggested that content marketing is where many journalists are going to get jobs in the future.)
Kapost’s tools include a workflow system for creating branded content, a publishing system that can push this content to a wide range of platforms, and analytics system’s for tracking the content’s success. (The company previously billed itself as a way for publishers to manage a large group of contributors.)
Kapost says it has more than 100 customers, including Intel, AT&T, Oracle, Allstate, General Mills, and Lenovo.
