Con­tent mar­keter Key­wee puts focus on pub­lish­ers

Newspapers & Technology Magazine - - Front Page - ▶ BY CHRIS LYTIKAINEN MAN­AG­ING EDI­TOR

For those of us won­der­ing how pub­lish­ers like The New York Times get the con­tent we are in­ter­ested in di­rectly to us, there is an an­swer: Key­wee, a plat­form aimed at mar­keters and pub­lish­ers. The au­to­mated ser­vice scans and an­a­lyzes key­words in your con­tent and finds the au­di­ences on so­cial me­dia most likely to en­gage with those top­ics.

Key­wee main­tains a run­ning re­la­tion­ship with a num­ber of well-known pub­lish­ers in the in­dus­try, in­clud­ing the BBC, The New York Times, Na­tional Ge­o­graphic, and Slate. A group of inves- tors pro­vided $9.1 mil­lion in fund­ing for Key­wee, with some fund­ing com­ing from Al­pha­bet Chair­man Eric Sch­midt’s In­no­va­tion En­deav­ors, Marker LLC, The New York Times and ac­cel­er­a­tor UpWest Labs.

Get­ting con­tent to the right au­di­ence can be la­bo­ri­ous for pub­lish­ers. Key­wee, head­quar­tered in New York and Tel Aviv, uses its sys­tems to ease that task, ac­cord­ing to the com­pany. The plat­form uses "text-min­ing tech­nol­ogy and a vast data­base of his­tor­i­cal con­tent per­for­mance to help pub­lish­ers, re­tail­ers and brands find the au­di­ences most likely to meet spe­cific busi­ness goals for their con­tent," says its web­site.

To learn more about the plat­form, News & Tech spoke to Zack Rosenberg, head of sales at Key­wee.

“We have been proud of our per­for­mance, and our pub­lish­ers have re­sponded in turn,” Rosenberg said.

“The sys­tem starts by scan­ning each piece of con­tent so we can nar­row down key words and phrases to get the right con­tent in the right place.”

Once they have found the right peo­ple for the con­tent, Key­wee runs ad­ver­tise­ments to reach those au­di­ences.

“Now that we un­der­stand the con­tent, we auto-gen­er­ate paid posts that have click-through rates 10 to 15 times the in­dus­try av­er­age. Ba­si­cally, we pro­vide high qual­ity au­di­ences for low bids,” Rosenberg said.

“Key­wee built a unique so­lu­tion that is de­signed to help the pub­lisher com­mu­nity cre­ate more rel­e­vant con­tent and im­pact­ful sto­ries,” Ku­nal Mer­chant, au­di­ence in­sights part­ner­ship lead, Face­book, said in a quote on Key­wee’s web­site.

An­other of Key­wee’s fea­tures is na­tive video ad­ver­tis­ing. They use a process sim­i­lar to the one used for ar­ti­cles.

To see more of what Key­wee is do­ing, check the web­site, as fre­quent in­for­ma­tional we­bi­nars are of­fered ( for ex­am­ple, How Pub­lish­ers Can Build A Prof­itable Video Busi­ness with Face­book, Key­wee, & JW Player, hosted on Novem­ber 7).

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