Dive Brief: 

• Keywee—a company that helps brands distribute content marketing efforts—has received $9.1 million in series funding from multiple investors—including Innovation Endeavors, with a Google executive as the founding partner. 
• The investment underscores the hot industry of content marketing. eMarketer predicts that content marketing spending will hit $4.3 billion this year. 
• Other content marketing companies that have secured sizable investments include NewsCred, at $25 million; Percolate, at $24 million; Contently, at $9 million; and Simple Reach, at $9 million. 

Dive Insight: 

One of the biggest problems brands face with content marketing is distribution—something that Keywee and the other companies can offer. Increasingly, marketers are understanding that producing content can be more effective than direct selling in the social media world.