Creating engaging content that appeals to a company’s audiences and also results in investment is a headache to most content marketers. But now Concured is using artificial intelligence (AI) to analyse millions of data points to highlight trending topic gaps for users or organisations to exploit. Concured not only knows what topics will engage an audience, it also informs the user what to write about to stand out from the crowd. In this way, it enables companies to be ahead of their competitors and be true thought-leaders. Importantly, Concured also increases returns on investments, by eliminating pricy ambiguous words as every piece of content is based on real engagement data. Concured also provides companies with unprecedented access to industry and competition data, giving an exclusive peek into what topics drive the audience of its competitors.

How they’re disrupting

Concured now allows companies to get ahead of the competition, by creating predictive, prescriptive and intelligent content that is results driven. Its AI-powered technology platform gathers unstructured data from websites, publishers and social channels to allow content marketers to understand exactly what topics their audience are engaging with, what they should create content on next, and where to promote it to maximise return on investment. Clients include Nationwide, Barclays, and TSB.

Disruption potential

Over 60% of companies are now outsourcing content creation to freelancers and agencies. The market for content is doubling in size every 4 years, with $200 billion currently being spent each year on Content Marketing. Concured’s Software-as-a-Service (SaaS) platform has already helped clients achieve 20% reductions on outsourcing costs. This saving applied to today’s figures is equivalent to a value of $40 billion, of which we might expect to extract 25% from clients, equivalent to a TAM of $10 billion today and growing at 20% annually.

Investments and future

In 2016, Concured raised a funding round of an undisclosed amount. Backers included Ascension Ventures, via the Ascend SEIS Fund III, Potential VC (Doug Scott), Steve Pankhurst (Founder, Friends Reunited), Kerry Ritz (former Managing Director, Mass Challenge), and Phil Wilkinson (Founder, Kelkoo). The company is using the funds to continue to expand operations. Concured’s mission is to make every brand a publisher that creates content that drives business and helps audiences globally. Their future goals are to cut time and cost of content production down for companies, from an average of 3 days and $300 to 30 minutes and $3. They also aim to as win the enterprise market for Content Marketing Technology in the UK financial services industry, and to expand both into the US and Europe, and into different industries such as legal and travel.