Isentia recently caused the market price for its shares to stumble by more than 25%. So is this an overreaction? Isentia expanded sideways last year buying an online content business called King Content. At that time Isentia told media & marketing website Mumbrella: “For quite some time now, Isentia has been looking at how we can work across owned, earned and paid media. Our clients are already getting a lot of information from us in this space, but they are also asking us to help with their strategy…King Content are the market leader” adding, “we still see a real growing need from major brands to connect with their audiences through content marketing.” The deal, with vendors – to be paid out over a five-years – would total $48 million if all targets are hit.