Brazil’s Rock Content Acquires WriterAccess In Content Marketing Consolidation Move

Brazilian startup Rock Information has obtained US creating products and services marketplace WriterAccess as aspect of a tactic to consolidate the content material marketing segment and grow its giving to marketing departments in the Americas.

The buyout follows Rock Content’s $30 million Collection B spherical led by Unbox Capital and Provence Funds, introduced in October 2021 and aimed at boosting the firm’s worldwide growth. The transaction price was not disclosed.

With the acquisition, the Brazilian startup normally takes a even further action in widening its footprint in the US market, a procedure that started with the obtain of content advertising and marketing organization ScribbleLive, in 2019.

Established in 2010 in Boston, Mass., WriterAccess has created a talent marketplace that presents content material providers to almost 2,000 firms, which include Bank of America, DHL, and Pitney Bowes, and has a lot more than 500 company associates. The firm’s platform works by using algorithms and synthetic intelligence to match the client’s desired composing type to precise freelancers.

The deal will see the WriterAccess workforce transitioning into Rock, with founder Byron White leading internet marketing and small business improvement for the enlarged business. In accordance to the main govt at Rock Written content, Diego Gomes, the partnership involving his enterprise and WriterAccess began in 2019.

“The marketing and advertising house is quite fragmented, and we construct associations with all the pertinent players in our area, in Brazil and internationally,” the founder states.

“WriterAccess has a trajectory that is incredibly similar to ours, specifically when it will come to cash performance considering the fact that they are bootstrapped, and that’s how we created our enterprise for a extensive time. They have also developed appreciably in the North American market, and their merchandise fits nicely into our stack”, he provides.

In addition, Gomes was captivated to WriterAccess owing to its focus on marketplace enhancement and instruction, by way of events this sort of as the Information Marketing and advertising Convention. Rock’s notion is to grow the occasion into its other key markets and combine it into Rock University, its online certification system with more than 500,000 pupils.

Adhering to the transaction, the products integration involving the companies will be significant and is expected to past for a couple quarters, in accordance to Gomes. “The WriterAccess product go-to-sector design is very scalable, and advertising departments can use the solution on a self-provider foundation. There is a great deal of scope for us to offer new products and solutions to the similar customer and develop into a one particular-quit-store for promoting departments”, he notes.

The broadened products suite will see WriterAccess’ providing bolted into Rock Content’s existing suite of merchandise, which includes Visually, a significant-close market for visible written content Ion, an interactive content encounter platform and Stage, a managed WordPress web hosting service system. In accordance to the organization, a lot more than fifty percent of its client foundation buys a lot more than one particular solution.

With its newest acquisition, Rock Written content will make inroads in its priority market: all-around 60% of its earnings previously will come from North The us. In accordance to Gomes, visitors to the firm’s US web site has elevated by above 10-fold although demand and new direct generation in the US and Canada have noticed a 30% quarterly maximize considering the fact that Rock entered the US sector.

The invest in of Scribble Are living was a vital initial move in the firm’s strategy to improve its providing and place alone as a marketplace chief in the content marketing and advertising room. “Again in 2019, we did a comprehensive aggressive investigation and located that we had what was required to earn in the content advertising and marketing room and determined we would enter the US by way of acquisitions”, Gomes details out.

When it arrives to foreseeable future acquisitions, Gomes suggests that Rock sees opportunities around expanding the techniques of its marketplace, which is now focused on text, visual and interactive formats. “But we are normally looking at options in audio and other resourceful skilled exercise and software segments that are beneficial to marketing and advertising groups in conditions of material administration,” the entrepreneur adds.

“We think in advancement by means of M&As – and our system is to deliver multiple options to the same customer. So when we bring a new corporation into the group, we are also bringing a total new client base. The consolidation option in our area is huge”, he concludes, introducing that a Series C round to assistance his firm’s acquisition approach is on the playing cards for 2023.