Dive Brief: 

• Startup Written.com has secured $1 million in seed funding LiveOak Venture Partners, Floodgate and various angel investors.
• Written.com is striving to change how content marketing works by connecting marketers directly with content that is already performing successfully with their target audiences.
• Once fitting content is identified, Written.com offers several content licensing options that allow the advertiser to either re-brand the existing page, moving content to the advertiser's website, or repost on the advertiser's blog. 

Dive Insight: 

It certainly makes sense to identify content that audiences are already responding to as part of your overall content marketing strategy. If this idea takes off, there could be a bit of a chicken or egg situation where bloggers and content creators start to tailor their creations to appeal to advertisers, but the shift will likely be mild or short-lived. It is in everyone's best interest if content appeals to the audience first. More likely is that content marketers begin using a service like Written.com as part of their overall strategy, but continue to create content on their own as well.