What started as a blogging tool and one of Southeastern Europe’s earliest tech startups, Zemanta, is pivoting toward content marketing with a new round of funding from Fred Wilson’s Union Square Ventures and Social Starts: $2 million to be exact. As Zemanta’s new CEO Todd Sawicki points out, the new capital will help Zemanta invest in native ad and content-based technologies.
This adds quite a lot to Zemanta’s $5.35 million so far from Eden Ventures and Union Square Ventures. Todd Sawicki, Zemanta’s new CEO, says that they believe that quality content ads will become the third major type alongside display (banners) and search ads (Google, Bing etc.). Zemanta’s founder Boštjan Špetić moves to the position of Chief Product Officer, while Andraž Tori stays on as CTO. Sawicki points out in a blog post on Zemanta’s website:
Publishers can use content to maximize Total Audience Value by helping readers discover new and existing content from themselves, their partners and sponsors. Content marketers will maximize the Total Potential Audience their content reaches by recommending their content to writers and readers.
The growth in content marketing over the past years seems to be fueling new growth in one of Slovenia’s most well known startups that has grown over the years, but never found its place like the likes of for example Belgrade-based Nordeus. That is not to say that Zemanta is not big: over 600.000 publishers in its system shows huge potential for a new era of advertising that is being used by ever larger numbers of advertisers. Lets put it like this: Zemanta is now in the right place at the right time with money being increasingly spent on content for which it has always had the potential to monetize on.