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Playbuzz, a startup that helps publishers so as to add issues like polls and galleries to their articles, has rebranded itself as Ex.co.

Co-founder and CEO Tom Pachys instructed me the identify stands for “the experience company,” and he stated it displays the corporate’s broader content marketing ambitions. Ex.co will proceed working with information publishers, however Pachys stated there’s an even bigger marketplace for what the corporate has constructed.

“We’re seeing businesses wanting to become publishers in a way, to interact with their users in a way that’s very similar to what a publisher does,” Pachys stated.

Playbuzz/Ex.co is hardly the primary publishing startup notice that there could also be extra money in content marketing, however Pachys argued that this isn’t only a sudden pivot. After all, the corporate is already working with shoppers like Visa, Red Bull and Netflix (in addition to our company siblings at The Huffington Post).

“The previous name does not reflect the values that we stand for today — not even future values,” he stated.

Tom Pachys

Tom Pachys

Pachys additionally advised that current content marketing instruments are largely targeted on operations and workflow — issues like hiring the precise freelancer — whereas Ex.co goals at making it simpler to truly create the content.

“We’re the ones innovate within the core — not around it, but the core itself,” he stated. “And rather than trying to call them competition, we want to integrate with as much players in the ecosystem as possible.”

In addition to asserting the rebrand, Ex.co can also be relaunching its platform as a broader content marketing software, with new options like content templates, real-time analytics and lead era.

Pachys, by the way in which, is new to the CEO function, having served as COO till not too long ago, whereas earlier Playbuzz CEO Shaul Olmert has develop into the corporate’s president. Pachys stated the transfer wasn’t “directly correlated” with the opposite adjustments, and as an alternative permits the 2 of them to give attention to their strengths — Pachys oversees day-to-day operations, whereas Olmert focuses on investor relations and strategic offers.

“I co-founded the company with Shaul, who’s a very good friend of mine, we’ve known each other 20 years,” Pachys stated. “Shaul is very much involved in the company.”

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