Dive Brief: 

• Percolate, a social media management software company that helps users develop content marketing strategies, announced that it has raised $24 million in its latest round of funding. 
• Among investors is advertising holding company WPP. 
• Percolate plans to use its funding, which now totals $35 million, to expand staff and further develop its software. 

Dive Insight: 

Content marketing strategies are becoming increasingly important. The sheer volume of content that needs to be created and distributed can be overwhelming to brands without some help. That's where investors saw the value in Percolate. The need for the type of services Percolate provides is growing.