“The future is not about humans or artificial intelligence,” said Anirudh Singla, co-founder and CEO of Pepper Content. We believe it will help rather than replace businesses like
Founded 6 years ago, Pepper Content connects companies that need content with experienced, expert creators who can help develop it. Working with nearly 150,000 creators, he has helped develop content for more than 2,500 of his companies, including blue-chip clients such as Amazon, Google, and Adobe.
Importantly, Pepper Content identifies key opinions for specific content segments, enabling clients to work with creators who have real expertise in what they’re writing. The company is already using AI to support creators. Its technology is based on the increasingly popular OpenAI GPT-3, but it also offers a range of tools to help marketers identify the content they need and analyze the impact of their final output. .
The next step in the development of the burgeoning business is to roll out what Singla describes as the first end-to-end content marketing platform. “This is the creation of categories,” he argues. “Every company now considers itself a content company, and if so, they need an efficient way to scale their content creation.”
The big idea for Pepper Content is that just as customer relationship management (CRM) platforms have become must-haves for companies looking to professionalize their customer interactions, content management platforms can help drive sales and engagement. is essential for an increasing number of companies aiming to through content.
In effect, the goal is to industrialize content creation. Businesses that once hired a handful of writers to produce a handful of content are now looking to generate thousands or hundreds of thousands of outputs, Singla explains. Operating at that scale requires new technology and human interaction.
To that end, Pepper Content’s platform seeks to automate and centralize much of the work involved in content creation. We do keyword research, identify expert creators, manage the production process, and use data analysis tools to assess how the final piece will land. That insight can feed back into the next content creation process. “Every work you publish should be more intelligent than the previous one,” Singla argues.
In other words, his pitch is that the platform controls content every step of the way. This is not something generative AI can match. “The platform allows us to build SEO content strategy, content operations, content analytics, and distribution,” he claims Singla. “It solves his three main goals that most marketers struggle with when it comes to content: increasing his organic traffic, efficiently scaling content, and delivering a return on investment for content. .”
By embedding generative AI at the heart of its platform, Pepper Content recognizes the disruptive power of this new technology at a time when creators are tasked with creating content. However, Singla believes that the added value that the platform’s tools provide on top of its technology will be the platform’s unique selling point.
One of the company’s advantages has been the ability to build solutions based on feedback from existing clients. Over 200 of her CMOs and marketing leaders provide feedback on what they want from such a platform.
Singla is also excited about the possibility of extending its initial offer. The platform will initially generate traditional written content, but will soon offer new capabilities to deliver multimedia content. For example, the ability to generate videos should be available within a few months.
The company believes that this type of end-to-end content solution that incorporates generative AI, rather than competing with it, will be attractive to customers, especially companies looking to rapidly scale content creation. increase. “The future of content marketing rests on the right technology, people and processes,” argues Rishabh Shekhar, co-founder and COO of Pepper Content. “It’s a way for marketers to work much more efficiently.”
Content creators, on the other hand, will hope to prove their diagnosis correct in the prediction that the creator economy will simply be replaced by generative AI solutions. I have to admit the jury wasn’t out on it.