Contently Inc., a marketing startup that helps advertisers create blog posts for sites such as Gawker and Slate, has raised about $8.5 million in funding to more than double its staff and improve its publishing software. Founder Collective, a previous investor, contributed to the new round. Current backers Lightbank, Contour Ventures and David Lerner, were involved. San Francisco-based Sigma West and Boston-based Sigma Prime Ventures also participated.

Contently's mission is to power the next generation of media companies by empowering and connecting freelancers and publishers in exciting new ways.

We created Contently because we saw the world of publishing changing around us. In the midst of the disruption of traditional journalism, digital advertising and social media, the world economy was in a slump, causing throngs of talented journalists and creative storytellers to strike out on their own as freelancers - and not necessarily by choice.

At the same time, nontraditional publishers are rising - brands, nonprofits, and lean new media companies - all of which need talent and efficient ways to manage, measure, and achieve business results with content.

Our passion lies in helping those freelancers succeed, and in doing so allowing anyone to become a publisher. No longer are we bound by so-called rules of who can be a publisher and who can't. The Internet changed that. At Contently, we're devoting our lives to leveling the playing field for the hungry and talented creators and publishers out there. And we love every minute of it.

Contently Inc. began in 2010, founded by Joe Coleman, Shane Snow, and David T. Goldberg, in New York City. Our investors are Founder Collective, headed by Eric Paley.