Yuval has been in the Content Marketing industry for a long time and has very specific insights on that industry’s evolution in the age of AI.
Sramana Mitra: Let’s start by introducing our audience to Socialbakers and to yourself.
Yuval Ben-Itzhak: I’m the Chief Executive Officer of Socialbakers. We’re a marketing tech company providing marketing platform around social media. We power that with AI and machine learning to help marketers grow and engage with their audience.
Sramana Mitra: What kind of customers do you like to work for? What customers are the best suited target to your audience?
Yuval Ben-Itzhak: The typical verticals that we operate in are the ones where the brand needs to serve a very large amount of consumers. Social media is a great platform for brands to engage and reach large communities of consumers. So, you’ll find fashion and beauty, automotive, beverages, and similar verticals that need to reach a very broad range of consumers.
Sramana Mitra: Let’s double-click down and take us through a set of use cases of where your customers are finding value in what you do.
Yuval Ben-Itzhak: As I mentioned, we provide a platform for digital marketers to run a campaign, product announcements, or any kind of activities. One of the first questions that they have is who is the audience. We need to create that piece of content in order to reach them, get them engaged with the brand, and at the end of the day serve the goal of the business that this campaign was planned for.
Traditionally, marketers were using reports created by third party hired agencies to run surveys on ten or a few hundred people to assess who these marketing personas are. What’s their demographic? What interests do they have? What affinities do they have? On our platform, we provide the dynamic marketing personas based on the first party data that we get from their social assets. We help them map and cluster those personas. It can come from their web or social networks.
Tell them the demographic, the interest, the affinities, and how it evolves over time. Today, consumers are constantly distracted by a lot of signals and changing their interests in different topics. This is something very important if I need to execute a campaign in Florida or in Paris. This is one example of the value for the marketer. Once they understand who are the people they need to create a campaign for, the platform recommends to the marketer what types of content this particular persona engages with.
The design team will find it very valuable to be inspired with the type of content. Should it be a cat or a dog? Should it be red or white? Is it something that’s also important for planning the headlines or the messages around the campaign? What should you use? What resonates with my audience? We also provide recommendations on what the budget is. We’re constantly tracking actual money spent.
We measure the performance and engagement of the content, so we can recommend to the marketers the budget they should plan for that particular campaign in Paris. That helps a lot in what we call the top of the funnel problem, which is something very common for marketers when they’re planning a campaign.
We also have a whole set of tools to help during the execution of the campaign, the measurement, the analysis, and the publishing. Later once you have the customer, how do you retain and nurture them? That’s also part of the process. These are the highlights of the key values that we have on our platform.