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On March 8th, 2019 our own Andrew Maff sat down with Paul Roscoe,Vice President of Business Development and Strategic Partnerships, to talk about what Atomic Reach does and how it can help you analyze your content and how AI can help us put out better content!
Paul Roscoe: Yeah. So again, as content is being consumed, our algorithm is able to monitor the performance of that content and then adjust our algorithm based on how content is being received and consumed by the consumer. And so there's no work that the content marketer needs to do in order to take advantage of that capability.
Andrew Maff: Okay. So let's use blog posts as an example, do I publish a blog post and then submit the URL into the platform or do I submit the content into the platform and then publish the blog post?
Paul Roscoe: Yeah, so the way the platform works is obviously we've got a great customer success team that works with customers to onboard them to our platform. And what we do is we ingest the historical content of a company along with the associated performance metrics. So those could be click through rates, time on page, the typical metrics that a content marketer uses. And then we do have what we call a content audit of all of that historical content and engage with metrics. And through that analysis, we're able to identify the patterns in language that drive high performing content versus low performing content. So once that content audit is complete, then content profiles are then created and those content profiles are what the content creator uses to optimize a piece of content going forward. So once that content audit is complete and the content profiles and available, then the content creator creates a draft of content, they put it through our AI Algorithm, and then it does a comparison against that profile and the content profile at a click of a button will optimize the content, make the revisions to that draft. The content creator is able to see all of the revisions made, they can choose to accept or reject. And then once they finalize that piece of content, they can push it back into their CMS or the marketing automation platform, whatever the case may be, and push that content out for publication.
Andrew Maff: That's pretty cool. So and I assume it works the same way with emails and search ads, things like that. So are you able to pull in that same data from historically things that worked well? Things that didn't?
Paul Roscoe: Exactly right. It's the same process regardless of the content asset, whether it be a webpage, blog, a white paper, an email marketing campaign, a Google ad, a landing page, a product description, the processes is the same from a workflow perspective. What we do is we look to other technologies within the marketing technology stack that we can integrate with in order to be able to move the content, the data back and forth at the click of a button.
Andrew Maff: So what is an ideal client of yours? Is it someone who is maybe doing blog posts daily or is it someone who's doing blog posts once a month or where do you guys find that real fine line of who you should work with?
Paul Roscoe: Yeah. So we really target medium to enterprise size customers because they tend to be publishing a fair bit of content. And so we really like to see 10 to 15 published from a month basis in order to really start to drive value from our platform.
Andrew Maff: Okay, cool. How long have you got ... So I know you mentioned you were originally content curation back in 2012. How long has atomic reach been around? Has it been since 2012 is that when you guys switched or how did that work out?
Paul Roscoe: Yeah. So the company was originally incorporated in 2012, focused on the content curation business. And then after about two years we decided to pivot once we identified this issue and really went into a heavy R&D mode for probably a good four to five years to start to develop our AI technology and our algorithm. And probably late Q1 to early Q2 of 2018 was really when we started to commercialize the business with atomic reach in its current form and started to reach out to the marketing community and started to onboard customers.
Andrew Maff: So how does the pricing structure work? Is it based on the amount of volume of content that you're doing? Do you guys do a flat rate? How does that work out?
Paul Roscoe: Sure. So we have a modular approach to our platform. So we have a webpage, blogging module and email marketing campaign module, a Google ads module, landing page and product descriptions. So you can pick and choose which modules you would like to use. The price point is a 1250 per month per module. There was some discounting available if multiple modules are used. We don't have any limits from the number of seats. So you could have as many users within your organization on the platform. And then we do some custom pricing for large enterprise customers that are using our platform to optimize large volumes of content.
Andrew Maff: Okay. So case studies. What are some examples of some people that like just utilized your software and just knocked out a park?
Paul Roscoe: Absolutely. So we have one large enterprise class professional services that is using our platform. And it originally it was the careers department that contacted us and they told us they were putting out 100,000 job descriptions on an annual basis and they were really struggling to attract the right profile of candidate, struggling to fill positions in a timely amount of time or finding the right candidate where they breathe, would bring someone onto a position and they would turn out of the position in three to six months because they just weren't the right fit. And they came to us and said, we've really discovered that we need to develop a relationship with the job hunter far in advance of when they're actually hunting for a job. And the way they were doing that is through content. So we worked with them on their careers newsletter and within the first 30 days, with the subscriber rate [inaudible 00:06:47] to their newsletter from 40,000 to 80,000.
And we also work with them on their careers blog. And within the first five months of working on our platform, they increase traffic to their careers blog by 99% month over month over month, and they've done that for the first five months for our platform. So that's a really good use case showing kind of if you could think of it from a sales funnel perspective, feeding the top of the funnel looking at building your brand from a brand capital perspective doing some thought leadership from a careers perspective and really driving that engagement so that when that job hunters actually ready to look for a job, they'll engage with profession from the organization and start to send in their applications.
Andrew Maff: Wow. That's pretty cool. I will think about using it for like job applications and stuff. It's smart. so I love keeping these things [crosstalk 00:07:47] Go ahead.
Paul Roscoe: I was just gonna say, I think there's a lot of different applications, whether you're trying to feed the top of the funnel for lead generation, whether you're looking at nurturing programs for your customers. While there's lots of AI technologies out there that look at scoring your leads and identifying which leads ready to either make a purchase or take that next step in the customer journey and they'll identify what type of content as that to send them. There's really no AI technologies that actually look at the language used within those content assets to ensure that it's going to resonate with your target market and actually get them to take that next step in the process. So that's really where we focus. And I can't stress enough that words are important and the words you use to communicate with your target market is extremely important. So that's really where we drive value.
Andrew Maff: So pretty much any aspect of content can be put into at the time of grudge to get optimized and to make sure that it's all prepped out completely correctly.
Paul Roscoe: Exactly.
Andrew Maff: So going and you know you're targeting, you know the audience, you know the voice, you know the different profiles. So that's pretty cool. I didn't even think about using it for like resumes and stuff like that or job descriptions. So I love keeping these things like short and sweet and make it really easy for everyone to watch. So really appreciate having you on. I would love it if you would give us like some closing remarks. Obviously how everyone can reach you, can reach Atomic Reach and anything else you want let us know.
Paul Roscoe: Absolutely. So he could always find Atomic Reach online at www.atomicreach.com. Always happy to engage the marketplace to talk about AI and how it can be leveraged by content marketers. So you can always feel free to reach out to me at paulRoscoe@Atomicreach.com and we're more than happy to look at how you can leverage Atomic Reach within your content strategy and if you're a digital agency, how you can use the Atomic Reach to optimize content for your clients.
Andrew Maff: Perfect Paul, really appreciate it. Thank you so much for doing this with me. And we'll have this up everywhere. So if at any point you guys come across this, feel free to comment, feel free to comment on YouTube or on the blog or on Instagram or wherever you see this. And if I can help answer it, of course, I'll send you over to Paul and make sure that we get your questions answered if you guys see this later on. But Paul once again, thank you so much. Appreciate you joining us. And I will talk to you soon.
Paul Roscoe: That's great. Thank you. Take care of it.
Andrew Maff: There you go, you too. Bye.
Paul Roscoe: Bye.