Dice Holdings, Inc. is making a case for content in their recent acquisition of Geeknet.
Dice Holdings, Inc., a leading provider of specialized websites for specific professional communities and the parent company of Dice.com, recently announced their $20 million cash purchase. The purchase includes Geeknet’s news and information communities: Slashdot, SourceForge, and FreeCode. Combined, these three sites generate roughly 44 million visits per month, a number that dwarfs Dice.com’s monthly visits.
With the acquisition, Dice Holdings, Inc. is putting an emphasis on content for Dice.com, the career hub for tech ™. “The acquisition of these premier technology sites fits squarely into our strategy of providing content and services that are important to tech professionals in their everyday work lives,” said Scot Melland, Chairman, President & CEO of Dice Holdings, Inc.
Content marketing is a slow play. For technology professionals that are currently happy in their positions, Slashdot, SourceForge, and FreeCode, will serve as resources to help them stay up-to-date on their craft and participate in the very active communities.At the same time, Dice.com will always be present, building themselves as a top-of-mind brand whenever a job change is considered. Dice.com’s relevancy depends on the candidates they have in their database. Thus, attracting top talent with top content helps their brand in the long run.
So is Dice rolling the dice? I don’t think so. Given their audience and the acquisition, they are establishing their brand for the long haul. Their shift to a content-focused brand will keep them top-of-mind for tech pros for a long time to come, which is exactly what they want.