Adobe buys social media marketing startup ContentCal

Adobe Inc. has acquired social media marketing startup ContentCal for an undisclosed price, although Bloomberg reported today that the deal was for more than $100 million.

Six-year-old ContentCal, incorporated as ContentCalendar Ltd., is a business-to-business software-as-a-service content marketing platform that pitches itself as allowing users to manage their social marketing planning and processes more easily. The service simplifies content processes by bringing everything into a customizable space with a drag-and-drop interface to reduce management time.

ContentCal allows users to collaborate, share, plan and publish content to drive engagement on social media. Features include tracking performance, creating reports and getting insight into what works on various channels.

A range of tools allows users to stay productive and also discover content ideas, streamline approvals and schedule posts within seconds, the company says. Social media posts can be created and published to multiple sites and services, including Twitter Inc., Facebook, Instagram, LinkedIn, Google My Business and more.

Notable customers include the U.K. National Health Service, Virgin Money UK PLC, Bayerische Motoren Werke AG, Specsavers Optical Group Ltd. and LocaSocial Ltd.

“We have always believed in achieving scale as a business to help as many people as we can to create and publish content in the best way possible,” Alex Packham, chief executive officer and founder of ContentCal, said in a blog post. “The Creator Economy has fundamentally changed the way people work and as part of Adobe, our technology can reach a vast audience of businesses, entrepreneurs and creators worldwide.”

Adobe and ContentCal already share many customers. Ashley Still, senior vice president of digital media at Adobe, said today that the acquisition will expand the social media capabilities of its creative tools.

The acquisition of ContentCal follows Adobe’s purchase of collaborative video editing software firm Inc. for $1.275 billion in August.

Coming into its acquisition, ContentCal had raised $12.7 million in funding, according to Crunchbase, from investors that included Fuel Ventures, Perivoli Innovations and Guinness Asset Management. The transaction is expected to close in the first quarter of the fiscal year 2022 pending closing conditions.

Image: ContentCal

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