• by Gavin O'Malley  @mp_gavin, March 18, 2014

Riding a wave of interest in related services, social marketing firm Percolate is having a very good month. Indeed, on the heels of selling a minority stake to WPP’s digital investment arm, the content marketing platform has raised $24 million in financing led by Sequoia Capital.
 
Percolate helps brands create content that is “on message” and more likely to get traction across social media channels. Percolate clients include Ford, General Electric, and Unilever.
 
“We’re focused on the creation aspect, and [serve as] a system of record for brands,” Noah Brier, cofounder and CEO of Percolate, recently told Social Media & Marketing Daily.
 
With the funding, New York-based Percolate plans to expand domestically and abroad. Per the pact, Sequoia Partner Mike Dixon is joining Percolate’s board of directors.

The social-marketing business is sizzling. This year, advertisers are expected to pump nearly $12 billion into social networks around the world, according to eMarketer. That’s 25% more than marketers spent on social last year.
 
Existing Percolate investors, including GGV Capital, First Round Capital, Lerer Ventures and WPP also participated in the round.