Fast-growing customer content marketing startup Yotpo has announced its “takeover” of a Tel Aviv office building, as well as a call to hire 170 new employees. The Tel Aviv-founded company has rented out 2,600 sq.m. of floor space in a downtown building for NIS 14 million over the next five years.

Yotpo, founded in 2011, is a customer content marketing platform that generates reviews, social Q&A and rich media and uses this content to drive traffic and increase conversions.

The company’s job board is filled with openings as the company seeks to expand its local presence in the job market.

Yotpo helps businesses improve their online presence by generating better user-generated content.

Yotpo’s “takeover” comes in the wake of e-commerce giant Amazon’s announcement that it is expanding its business in Israel — renting 37,000 square meters of space in Tel Aviv and Haifa to house its new employees.