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Brandwatch announces its acquisition of BuzzSumo, a popular content marketing and influencer identification platform
The acquisition of the BuzzSumo business builds on Brandwatch‘s strengths as a group giving insights to marketers, adding both a leading position in the SMB market to complement its recognised leadership in the enterprise, as well as opportunities to take BuzzSumo’s content and influencer marketing technology to Brandwatch’s global client base.
BuzzSumo provides data-driven content discovery and performance analytics to nearly 3,400 customers and over 300,000 users worldwide including Expedia, BuzzFeed and Disney. It brings the world’s most comprehensive database of content with social sharing data on almost every article published in the last five years. BuzzSumo is the go-to platform for content marketers, beloved for its ability to easily and instantly surface insights from trending topics, online influencers, and questions asked across hundreds of thousands of forums.
“Customer and market needs drive every decision we make at Brandwatch, which is why I’m so pleased to find such a complementary spirit in BuzzSumo. BuzzSumo is a high performing and high-growth tech firm that fills an important need in the marketing world. Bringing together our strengths at serving either end of the market while maintaining our brands will only bring more value to all our customers,” said Giles Palmer, CEO of Brandwatch.
The strategic partnership also brings to Brandwatch BuzzSumo’s world-class founding team, who have grown the company from startup to one of the most popular solutions among content marketers and creators in just three years.
“We are delighted to be joining a company that shares our values and aspirations. This is an exciting development which means we can leverage Brandwatch’s expertise, data and resources to improve BuzzSumo for our customers,” said Steve Rayson, Director at BuzzSumo.
BuzzSumo will retain its branding as its team continues managing all day-to-day functions of the business. The tool’s highly successful trend identification and content discovery capabilities, along with an expansion of its content measurement offering will be enhanced with a hefty infusion of Brandwatch’s data and analytics expertise, and global business footprint.
The combination of two companies’ complementary technologies represents a formidable force in content marketing, one of the most rapidly growing marketing industries. According to Ryan Skinner, Senior Analyst at independent research firm Forrester Research, US companies alone spent upwards of $10 billion/£7.6 billion on content marketing in 2016.
Brandwatch adds BuzzSumo to its social intelligence offerings alongside Analytics, its core listening product, Vizia, its revolutionary data communication platform and Audiences, the company’s influencer and audience analysis tool. Audiences itself is powered by the data and influence technology integrated as a result of Brandwatch’s successful first acquisition, PeerIndex, in December 2014.
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