Startups
Knotch launches Blueprint to help marketers find the best publishers of sponsored content
When I last wrote about Knotch, the company had just patented its color-based feedback system that helps advertisers measure the effectiveness of their sponsored content.
Since then, it’s added a competitive intelligence product and now Blueprint, a tool for marketers who want to find the best topics, formats and partners to reach their desired audience.
Lara Vandenberg, Knotch’s senior vice president of marketing and communications, told me that agencies had been asking the company to recommend of which publishers to work with, so Blueprint is meant to meet that need. She described it as both “this ultimate content planning product” and as “a predictive matchmaker for brands as content becomes so much more of a focus.”
To accomplish this, she said Knotch is scouring the web for sponsored content, then automatically identifying elements like content, themes and trends.
Marketers can then access this data by browsing through different themes and publishers. They can also search based on the audience and metrics that they’re looking for, and Blueprint will recommend publishers who seem like a good fit. Blueprint offers detailed about publishers, like how often they’re publishing sponsored content, who their advertisers are and what kind of response they’re getting.
In some cases, marketers can even click a button to send a message directly to the publisher’s sales team.
The initial brands using Blueprint include JP Morgan Chase and Ford. Vandenberg said the product will only be monetized on the brand side, but publishers can also claim their profiles, turning them into “verified” accounts where Knotch measures their sponsored content directly.
“The idea is for Knotch to be with a brand at every phase of the content cycle, except for the creating,” Vandenberg said. That means the company wants to be involved in “the measurement, the optimization, the distribution, the planning.”
-
Entertainment6 days ago
‘Only Murders in the Building’ Season 4 ending explained: Who killed Sazz and why?
-
Entertainment5 days ago
When will we have 2024 election results online?
-
Entertainment7 days ago
5 Dyson Supersonic dupes worth the hype in 2024
-
Entertainment4 days ago
Halloween 2024: Weekend debates, obscure memes, and a legacy of racism
-
Entertainment6 days ago
Social media drives toxic fandom. Is there a solution?
-
Entertainment4 days ago
Is ‘The Substance’ streaming? How to watch at home
-
Entertainment4 days ago
M4 MacBook Pro vs. M3 MacBook Pro: What are the differences?
-
Entertainment3 days ago
‘A Real Pain’ review: Jesse Eisenberg and Kieran Culkin charm as odd-couple cousins