Data: Parse.ly; Chart: Axios VisualsA growing number of new web publishers aren't traditional media companies, but rather corporate marketers setting up blogs and websites to lure potential customers with content.Driving the news: WordPress VIP (WPVIP), the enterprise arm of WordPress.com, is acquiring Parse.ly, a content analytics platform that's used by thousands of digital publishers.Be smart: sign up FREE for the most influential newsletter in America.Why it matters: Content marketing is as old as time, but the pandemic has finally pushed thousands of companies to begin embracing the tactic online.The data provided to Axios from Parse.ly and WordPress VIP represents new customers that both Parse.ly and WPVIP have added over the last 3 years. The total is over 400 combined new customers added. Be smart: Niche media content is becoming a powerful customer acquisition tool and retention tool. As a result, more brands are buying content companies.Last week I reported that HubSpot, a publicly-traded sales and marketing software company, is acquiring The Hustle, an email newsletter and content company targeted at entrepreneurs and small business owners.Penn National, a casino operator, invested $163 million in Barstool Sports for a 36% equity stake. Its ownership presumably will help it lure sports bettors.Get smarter, faster with the news CEOs, entrepreneurs and top politicians read. Sign up for Axios Newsletters here.