Content Cal

The company originated in 2014 as a social media agency named ASTP UK, founded by Alex Packham. Packham, drawing from his experience as a social media manager for brands like NOW TV and Odeon, identified a need for better content management tools than the spreadsheets commonly used. This led to the creation of an in-house tool that evolved into the standalone SaaS product, ContentCal, which launched in 2016. Andy Lambert was part of the founding team, serving as the Director of Growth. By 2021, ContentCal had raised over $12.7 million in funding, grown to serve over 40,000 companies in 140 countries, and employed a team of around 60 people before its acquisition was finalized in the first quarter of 2022.

The business model was subscription-based, offering tiered plans for different user needs, from individuals to agencies managing multiple clients. The platform's key features included a visual, calendar-based interface with drag-and-drop functionality, collaboration tools for teams with approval workflows, content performance tracking, and analytics. Its goal was to streamline content marketing processes, saving time and simplifying workflows for creators and marketers.