When we started Percolate just over three years ago we did so with a thesis: Content is the atomic unit of all marketing. When we looked around at the technology landscape, we saw a lot of tools for brands built around campaigns and publishing, with no one focusing on the day-to-day challenge of creating content to meet the every-growing demands of a social + mobile world.
Since then it seems like a day doesn’t go by without a new story coming out to support what we like to call the 3rd phase of digital marketing. Just last week LinkedIn continued its transition into a content platform by announcing that it was making publishing available to all users and Marissa Mayer said in a recent New York Times article (which itself now offers native advertising) “the path to revenue is really about delivering for advertisers ads that perform in whatever format or setting our users are working in and making those ads really enhancing for the user experience.” Those “ads” she’s talking about is content and the “format or setting” is mobile.
At this point I think it’s safe to say the advertising world agrees that content is the future of marketing in a social + mobile world.
With that mission and momentum in mind, I’m incredibly excited to announce that we’ve partnered with WPP, one of the industry’s unquestionable leaders, to help continue to make our vision a reality. Because of their position working with brands of all shapes and sizes, WPP has had a front row seat to this shift to content. As the demands of content marketing continued to explode, they made a decision to partner with us to help their clients implement a systematized approach that drove at efficiency, effectiveness, and brand governance.
Needless to say, we continue to be more and more excited about the space, the opportunity, and the products we’re building. Today, more than ever, marketers need a system of record to help manage every step of the content marketing process and, with the help of partners like WPP, we can continue to ensure that our solution gets into the hands of the world’s best marketers.