Kapost Co-Founder and CEO Toby Murdock said that it's become clear
in talks with marketers that more and more brands are willing to
invest significant resources in producing original editorial
content because a customer's lifetime value is typically much
higher for them than for media companies.
"When I look at some big brands, they are hiring editor-in-chief
types," Mr. Murdock said. "They're not doing this as a kinda-sorta
thing on the side."
But Mr. Murdock believes that brands need assistance managing a
content-production process that 's often completely new to them.
Kapost has worked with companies such as L'Oreal and TripAdvisor, as well as
media entities that include Fortune and Mashable. But while Kapost
will continue to work with media companies as clients, this funding
will allow the company to build software features that may appeal
specifically to brands-turned-publishers.
One of the workflow features Kapost will release later this month
will make it easier for different departments within an
organization to approve content before it is published. Another
feature in the same software release will let brands publish
content to several new distribution channels, including YouTube,
SlideShare and Google+. Users can currently push content from
Kapost only to content-management systems such as WordPress and
Drupal, as well as Facebook, Tumblr and Twitter.
Mr. Murdock said Kapost is also working on software features
that will help brands manage relationships with key influencers in
their industries who can help promote content. The plan is to build
a module that suggests influencers to brands and tracks email
interactions with them, as well as influencers' sharing of a
brand's content on social networks.
"You can see which influencers have given you links and which
writers are really being successful in breaking through with
influential players," Mr. Murdock said.
"In a nutshell, we want to win content marketing," Mr. Murdock
said. He said the goal is to build Kapost into a platform that can
be for content marketing what Buddy Media has been for social-media
marketing and what Marketo and Eloqua are for marketing
Jeremiah Gall, co-founder and chief operating officer of
TripAdvisor's vacation-rental site, Flipkey, said Kapost has
already paid dividends for the company. Flipkey began using Kapost
in September to ramp up the original content it publishes on its
"We wanted to provide more relevant and timely articles for
travelers by increasing the number of contributors we use and the
amount of content we produce, but we could not take on the
additional managerial workload," Mr. Gall wrote in an email.
"Kapost eliminated that added managerial time and replaced more
than a handful of separate tools we were using. Now, Kapost manages
all of the assignments, editorial calendar, distribution and
payment tasks. This enabled us to boost the efficiency of our
contributors and content production and traffic has risen
Kapost charges clients a monthly subscription fee for the
In addition to upgrading the software, Kapost will use the
capital infusion to add full-time employees. It previously raised
$1.1 million in a Series A round. The company, based in Boulder,
Co., and with eight full-time employees, was founded by Mr.
Murdock, Nader Akhnoukh and Mike Lewis.