Pepper founders Anirudh Singla and Rishabh Shekhar
pepper content
“The future is not human or artificial intelligence; it’s human plus artificial intelligence,” said Anirudh Singla, co-founder and CEO of Pepper Content. The content management specialist believes the rapid advance of generative AI will help, rather than replace, companies like his.
Founded six years ago, Pepper Content connects companies that need content with skilled and experienced developers who can help them develop. Working with around 150,000 developers, it has helped more than 2,500 companies develop content, including blue chip clients such as Amazon, Google and Adobe.
Importantly, Pepper Content identifies the leading voices in a given content segment, allowing clients to work with creators who have real expertise in what they’re writing about. The company already uses AI to help developers – its technology is based on the increasingly ubiquitous OpenAI GPT-3 – but also offers a suite of tools to help marketers identify what content they need and analyze the impact of the final output .
The next stage in the fast-growing company’s evolution is the launch of what Singla calls the first end-to-end content marketing platform. “This is category building,” he claims. “We believe that every company today is a content company, but if that’s the case, every company needs an efficient way to grow their content creation.”
Pepper Content’s big idea is that content management platforms have become a must-have for the growing number of businesses looking to increase sales and engagement, for businesses looking to professionalize their interactions with customers through content.
The ultimate goal is to industrialize content creation. Companies that once employed a handful of writers to create a small amount of content are now trying to generate thousands or hundreds of thousands of results, Singla explains. Working at this scale requires new technologies as well as human interaction.
To that end, Pepper Content’s platform seeks to automate and centralize much of the work surrounding content creation. It will conduct keyword research, identify experienced developers, manage the build process, and use data analysis tools to evaluate how the final piece lands. These insights can then flow into the next content creation process. “Every article you publish should be smarter than the last,” argues Singla.
In other words, his pitch is that the platform will manage content every step of the way – something generative AI can’t achieve. “The platform allows for SEO content strategy building, content operations, content analytics and distribution,” argues Singla. “It solves three key goals that most marketers struggle with when it comes to content: driving organic traffic, scaling content efficiently, and providing a return on investment for content.”
By building Generative AI into the middle of the platform, at the point where the creator is tasked with writing the content, Pepper Content recognizes the disruptive power of this new technology. However, Singla believes that the added value that the platform’s tools add to this technology will be a unique selling proposition for the platform.
A benefit of the company is that it was able to develop the solution based on feedback from its existing customers, with more than 200 CMOs and marketing leaders providing feedback on what they would expect from such a platform.
Singla is also excited about the potential to expand on the original offering. The platform will initially generate traditional written content, but new features offering multimedia content are imminent – the ability to generate videos, for example, should be available within months.
The company believes that an end-to-end content solution of this type, which integrates generative AI rather than competes with it, will appeal to customers — particularly companies looking to quickly scale their content creation. “The future of content marketing is all about the right technology, people and processes,” said Rishabh Shekhar, co-founder and COO of Pepper Content. “This allows marketers to work much more efficiently.”
For their part, content creators will also hope that the company’s diagnosis will prove correct, as it is predicted that the creator economy will simply be replaced by generative AI solutions. It must be recognized that the jury is not yet out on this.
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I’ve been a financial journalist for over 20 years: I’ve written for most of the UK’s national newspapers (plus a variety of magazines and websites) on subjects relating to business, economics, finance, property, investment, personal finance and entrepreneurship. I’ve had staff jobs at newspapers such as The Observer, Daily and Sunday Express and most recently The Independent, where I was business editor for the newspaper for several years. A few years ago, I went freelance to start my own editorial consultancy, providing content in three areas of expertise: Small Business/Entrepreneurship, Investing/Personal Finance, and Thought Leadership. I continue to write for a number of newspapers and magazines, including Money Week, where I have a weekly column on small and medium business related issues, as well as for magazines, websites and a growing number of corporate clients.
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