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As Content Acquisitions Rock On, Who’s Next?

Acquisitions continue to reshape the content marketing landscape in 2022. This week, red-hot Rock Content snapped up Boston-based WriterAccess, a content talent marketplace. Robert Rose explores what’s behind all these acquisitions, what’s ahead for Rock Content and WriterAccess, and why it matters.

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Aired: April 22, 2022

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Hello everybody, Robert Rose here with the news. It’s what’s new and what’s important in the world of Content Marketing. It’s the news you need to lead in the practice of Content marketing and content strategy.

And for the best in best practices – you can always go to

The one news item we’ll talk about this week is all about spring and acquisitions.

Rock Content, the content marketing products and services company from Brazil, has acquired WriterAccess, the Boston-based platform for access to freelance content creators, for an undisclosed sum. You know, they’re private that way.

The buyout follows a remarkable growth journey for Rock Content and its move to the U.S. following its launch in Brazil. Last October, the company raised $30 million in a Series B funding round led by Unbox Capital and Provence Capital. And it looks like they’re starting to spend some of that money.

WriterAccess has provided access to a marketplace of freelance writers since 2010. Apparently, Byron White, WriterAccess founder, will take on a new role leading marketing and business development for the combined organization.

According to reports, one reason Rock Content was so interested in WriterAccess was due to the Content Marketing Conference the organization holds each year. According to the company, starting in 2022 Content Marketing Conference will become Rock Content’s annual conference and will be integrated with their educational platform Rock University.

According to the press release, the plan is for WriterAccess to remain available as a standalone product for now but will be carefully integrated into their existing suite in upcoming quarters.

Let me translate: That basically means, “It’s going to take some time for us to get this product integrated into our solution set.”

Our take: It’s a win/win for both companies. Access to freelance networks of content creators is no longer a differentiator for software solutions. These platforms were always going to be as successful as their ability to engage clients with their software platforms.

We’ve already seen this happen with companies like NewsCred, which split the company and ultimately went through an acquisition. I anticipate more of these kinds of acquisitions in the future as Content marketing, marketing content, and content operations really come together.

I’d also start to anticipate that, in 2022, many of these content marketing-focused software and service solutions will begin to broaden into other areas of content. Again, it’s the confluence of Content marketing and content strategy.

And that’s three minutes of news you need to lead in Content Marketing. I’m Robert Rose.

Remember: It’s your story. Tell it well.

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