The Content Marketing Institute (CMI) yesterday announced that it has finalized a deal with London-based UBM for the global B-to-B events and marketing services company to acquire CMI and its Content Marketing World trade show for a reported $17.6 million.
Led by evangelist Joe Pulizzi, CMI has been an important voice in the content marketing movement. The annual Content Marketing World conference in Cleveland, along with smaller Content Marketing Master Classes held around the country, are considered some of the best resources for marketers to learn how to execute their eponymous strategies. CMI's website is a clearinghouse for how-to information, and both Pulizzi and key collaborator Robert Rose have written essential books in the marketing canon.
Content Marketing World will remain in Cleveland, but the resources and reach of UBM could offer a much larger platform for CMI — something the press release announcing the deal discussed openly:
Driven first by content creation and second by the technologies that allow marketers to successfully distribute, automate, track, analyze and measure, content marketing is one of the fastest growth segments of the marketing industry. By building a combined technology and marketing event portfolio, UBM and CMI will serve the market in the best way possible — covering all corners of the business — for customers, readers, attendees and exhibitors.
"The CMI business is complementary to UBM's existing technology business and we see excellent opportunities to help CMI grow to its full potential, to cross promote to technology marketing professionals and to provide additional insight as the relationship between marketing and technology evolves," said Scott Schulman, CEO, UBM Americas.
According to Pulizzi, "UBM Americas is the perfect home for Content Marketing Institute and Content Marketing World. We are ready to expand and grow to continue our mission of education, training and serving the content marketing community."
Given the splash Pulizzi, Rose and the rest of CMI have already made, it'll be exciting to see what comes next.