Brandwatch boosts intelligence capabilities with BuzzSumo acquisition

Enterprise social intelligence company Brandwatch has acquired content marketing and influencer identification platform BuzzSumo. The move builds on Brandwatch's strength in offering insights to marketers, allowing it to provide clients worldwide with BuzzSumo's content and influencer marketing technology.

In a statement to Marketing, Brandwatch's spokesperson declined to reveal the cost of the acquisition but stated there will be no key personnel changes at BuzzSumo.

The strategic partnership also brings to Brandwatch BuzzSumo’s founding team, who have grown the company from startup to one of the most popular solutions among content marketers and creators in three years. BuzzSumo will retain its branding and its team will continue managing all day-to-day functions of the business.

Brandwatch will add BuzzSumo to its social intelligence offerings comprising its core listening product "Analytics", its data communication pltaform Vizia and its influencer and audience analysis tool "Audiences".

BuzzSumo's trend identification and content discovery capabilities and its expanded content measurement offering, will be combined with Brandwatch's data and analytics expertise and global business footprint. According to the press statement, the combination of Brandwatch's and BuzzSumo's capabilities respresents a "formidable" force in content marketing.

“BuzzSumo is a high performing and high-growth tech firm that fills an important need in the marketing world. Bringing together our strengths at serving either end of the market while maintaining our brands will only bring more value to all our customers," Giles Palmer (pictured), CEO of Brandwatch, said.

Among the list of clients that BuzzSumo is working with includes Expedia, Yahoo, Buzzfeed, IBM, Ogilvy and DigitasLBi.