Lara Vandenberg, Knotch’s senior vice president of marketing and communications, told me that agencies had been asking the company to recommend 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 also can search based on the audience and metrics that they’re looking for, and Blueprint will recommend publishers that seem like a good fit. Blueprint offers detailed information 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.”