Can Pepper Content Save The Creator Economy From The AI Monster?

by Jacob Solomon Mar 24, 2023 News
Can Pepper Content Save The Creator Economy From The AI Monster?

Pepper was founded by Anirudh Singla and her husband, Shekhar.

Pepper Content

Anirudh Singla is the co-founder and CEO of Pepper Content. The content management specialist believes that businesses like his will be helped by the rapid advancement of generative artificial intelligence.

Six years ago, Pepper Content was founded to connect businesses in need of content with experienced and expert creators that can help them develop it. It has helped more than 2,500 businesses develop content with help from around 150,000 creators.

Clients are working with creators who have genuine expertise in what they are writing about if they are identified by Pepper Content as the leading voices in any given content segment. The company uses artificial intelligence to support creators, but also offers a range of tools to help marketers identify what content they need and to analyse the impact of the final output

The roll-out of Singla's first end-to-end content marketing platform is the next stage in the growth of the business. He says this is category creation. Every company needs an efficient way to scale up their content creation if they think they are now a content company.

Customer relationship management platforms have become a must-have for businesses looking to professionalise their interactions with customers, so content management platforms will become vital to the growing number of businesses intent on driving sales and engagement through content.

The goal is to create more content. Singla explains that businesses that once employed a few writers are now looking to generate hundreds of thousands of outputs. New technology as well as human interaction is required to operate at that level.

Much of the work around content creation is centralised by Pepper Content. It will use data analytic tools to assess how the final piece lands. It can feed back into the next process. Singla says that every piece you publish should be more intelligent.

His pitch is that the platform will be able to manage content at every step of the way. Singla argues that the platform can be used to build anseo content strategy, content operations, and distribution. The three main objectives that most marketers struggle with when it comes to content are growing organic traffic, scaling content efficiently and providing content return on investment.

At the point where the creator is tasked with writing the content, Pepper Content is acknowledging the disruptive power of generative artificial intelligence. Singla believes that the platform's tools will be a unique selling point for the platform.

The company has an advantage because it has been able to build the solution on feedback from its existing clients, with more than 200 CMOs and marketing leaders having provided feedback on what they would like from such a platform.

The initial offer has the potential to be expanded. Multi-media content should be available within months, but traditional written content will initially be generated.

The end-to-end content solution that the company believes will be attractive to customers is one that uses generative artificial intelligence rather than competing with it. The future of content marketing is all about technology, people, and processes. It's a way for marketers to work better.

Content creators hope that the company's diagnosis is correct and that the creator economy will be replaced by generative artificial intelligence. The jury still hasn't reached a decision on that one.