Adobe expands its portfolio into social media marketing by acquiring British startup ContentCal. The technology allows customers to set up b2b marketing campaigns via social media.

Financial details of the ContentCal acquisition are not known, but insiders tell Bloomberg that Adobe is paying more than 88 million euros ($100 million) for the social media marketing startup. Through the acquisition, Adobe aims further to expand the social media capabilities of its tools. The company seems increasingly interested in technology that extends its software capabilities. In August, it acquired collaborative video editing software company Frame.io.

Technology

ContentCal provides a content marketing platform that allows companies to schedule and execute social marketing activities. The platform ensures that various content processes can be initiated and customized from a central point. It should reduce content management times.

The platform allows clients to collaborate on content creation, sharing, scheduling and publishing. In addition, the platform has functionality that further optimizes content, such as performance tracking, report generation and insight into effectivity across channels.

Other tooling

In addition, the platform features tooling that helps clients stay productive, discover new content ideas, streamline approvals and prep posts for publication. Created content and social media posts can be distributed directly to major social media channels such as Twitter, Facebook, Instagram and LinkedIn.