RootsRated Media

Founded in 2012 by Fynn Glover, RootsRated Media began its journey in Chattanooga, Tennessee, as a digital platform focused on outdoor recreation. The initial concept was to provide trustworthy, expert-curated information on the best local outdoor adventures, a departure from typical crowd-sourced review sites. This was delivered through a website and later a mobile app, which featured detailed guides for activities like hiking, climbing, and paddling in numerous U.S. cities.

Over time, the company pivoted its business model to leverage its expertise in content creation for the more lucrative B2B market. Recognizing a need among small and medium-sized businesses for effective content marketing, RootsRated Media evolved into a tech-enabled service provider. The company developed the Compass platform, a content marketing software, combined with a suite of services to help lean marketing teams source, distribute, and measure their content's performance. This service was designed as a "done-for-you" solution, enabling businesses to outsource their content marketing efforts and connect content performance directly to business outcomes.

The firm's business model is centered on providing this integrated platform and service package to its clients. It initially focused on two key verticals: the outdoor apparel industry and destination marketing organizations. Clients included notable names such as Osprey Packs, Utah Office of Tourism, and the Atlanta Convention and Visitors Bureau. A significant milestone occurred in April 2018 when the company secured a $6.5 million Series A funding round led by TechOperators. This capital injection was earmarked for expanding sales and marketing, accelerating product development, and moving into new verticals. Coinciding with the investment, the company relocated its headquarters from Chattanooga to Atlanta to access a larger talent pool and investor network.

In a strategic move to enhance its capabilities, RootsRated Media was acquired by the content marketing platform Contently in September 2018. This acquisition integrated RootsRated Media's technology and client roster into Contently's larger ecosystem. Subsequently, in September 2024, Contently itself was acquired by Zax Capital, a division of ESW Capital, marking a new chapter for the combined entities.

Keywords: content marketing platform, B2B marketing, outdoor recreation content, destination marketing, content creation services, tech-enabled marketing, SMB marketing solutions, content strategy, digital media, Fynn Glover, Compass platform, content performance measurement, outdoor apparel marketing, tourism marketing, venture capital, Series A, Contently acquisition, Atlanta startups, Chattanooga startups, marketing analytics