At the time of its launch, Contently was a digital marketplace, where small businesses, agencies, and corporations could search for writers. But recent financial results showed that Contently earned substantially more profit from its Software-as-a-Service (SaaS) business than from its writers' commissions. This case — which includes background on the evolution of content marketing, information on the SaaS industry, as well as data on Contently's financial performance — asks students to evaluate Contently's best path to profitable growth.
Seave, Ava. Contently: Evolution of a Media Start-Up. New York: CaseWorks, Spring 2014.
Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.
Each topic is linked to an index of publications on that topic.