The Evolution of Creator Content

Speaker A: Marketers talk about content like it's oxygen, but most teams still struggle to breathe. Budgets are tighter, channels move faster and the demand for high performing creative keeps climbing. Welcome to Inside the Blurb, where we skip the sales pitch and go straight to the value. I'm Sean Simon and today we're diving into user generated content. How brands make it both scalable and strategic. Here's how we Describe Coley on trustblurbs.com Coley simplifies content creation by connecting brands with a vast creator network, enabling the generation of, uh, diverse media assets. This efficient matching and management process makes engaging on brand content more accessible, streamlining marketing efforts across multiple platforms. You can follow along and explore their page@trustblurbs.com Coley C-O-H-L-E-Y.com Tom, welcome into the matrix.

Speaker B: Couldn't have said any of that better myself. That was beautifully said. Great to be here with you, Sean.

Speaker A: Excellent. Love it, love it. So let's start with the blurb, um, that you just heard. How can you expand on it? In other words, like, what does that look like in practice and what does it mean for the brands you work with?

Speaker B: Yeah, what it means in practice is that at no time in history have brands needed as much content as they need today. It is really, really overwhelming and constantly challenging to keep up with the content needs that they have. That's partially because new channels have emerged, like TikTok is relatively new in the grand scheme of things. Content opportunities have opened up on retailers like Amazon, like Walmart, like Target. So they're also hungry for content. Sales teams are hungry for content. Ecom teams are hungry for content. Ads teams are perhaps the hungriest for content. But the problem is that content has to be really high quality. It has to be aligned with general brand guidelines and it has to be brand safe as well. You're introducing content that's created externally, not directly under the nose of the creative director or the cmo. There is going to be inherent risk there. So what we aim to do is with top consumer brands and the agencies that represent them, help turn content. When I say content, photos, videos, product reviews, turn it from a real pain point into just a bonafide strength for them. So we want to be their content engine that powers every single touch point that's critical throughout the consumer journey for brands as they interact with the consumers.

Speaker A: Excellent. So when should a brand start thinking about working with someone like Coley? Like at what point in their journey does it make sense?

Speaker B: Yeah, we're certainly not A spot solution and we're not an inexpensive player in the place tend to be in the space tend to be a more premium type of offering that's very well suited for sort of mid market and enterprise consumer brands and again the agencies that represent them. If uh, if a brand is sort of sub 10 million a year in, in revenue then it's likely that they don't necessarily have the team, the resources or the overall volume of content need to where they've really felt this pain point. Their spend levels on paid social acquisition aren't quite there. The investment in retail channels probably isn't quite, hasn't quite matured and their needs are going to be a little bit more limited. There are great solutions for those, for those brands and we're always very, you know, very friendly, always try to offer resources, help as much as possible. It's not that we think we're better than them, it's just that we, we very much we, we understand the market really well and who we're best suited for and who has the most success with our offering and we can't be, we can't be everything to everyone.

Speaker A: Yeah, totally fair. So, so on, on a blurbs page we have a what uh makes you remarkable statement and yours re and I think this was written by you. Coley builds software that enables brands to connect with influencers for photographers and videographers to produce authentic and engaging content that propels the brand's growth. KI is built by innovators and team players who want to change the way brands create content all the while having fun doing it.

Speaker B: Uh that's nice that I said that.

Speaker A: It's got some nice heart to it. So what does that mean in practice for your customers and your team? How does that, how does that, what does that look like?

Speaker B: Yeah well so from day one we've always had a little bit of a different take on this space. So we entered product world of user generated content sort of via influencer marketing. So my co founder and I have a background in sort of early UGC where we were helping brands at a previous company, helping brands find photos primarily that ordinary people were taking on their behalf. Around the time that that company gets acquired we see influencer marketing becoming this like table stakes highly successful strategy for brands and through you know our shared experience at this previous company we were like these influencers are creating really high quality content that brands are, are going to need more of and we believe that this space is going to continue to grow the world of user generated content but really it's just like brands overall need for content, their willingness to incorporate content that's not created directly by their team. So and uh, we come into the space with a slightly different, different perspective, an obsession with content, with helping brands tell really authentic stories. And then you know, from there as we know a startup pivots a hundred different times and you know, essentially trying to solve the same, the same thing that we were way back then. We've just continued to introduce various content offerings so that we can meet client demands where they are and again go from being like a point solution. We do short form UGC video to oh wait now we can power your influencer campaigns, we can do professional photography, we do product reviews. So I think partly as like as marketers have had fatigue around having all these different platforms up, we've aimed to uh, try to be a little bit more of a one stop shop and do everything best in class as opposed to just piecemealing things together.

Speaker A: Yeah, it makes sense. So it's more than a platform. It's really about you know, how do you make content energizing. Right. How do you pay you and cohesive. Right. Um, and by not being a point solution or a project based solution, you can learn and iterate rather than just

Speaker B: kind of complete a brief and different, uh, different channels call for different types of content which of course requires different types of creators who have different, you know, different core competencies, different skill sets. So you know what works with video review on Amazon, you know, is that's obviously a much different video than something that's sort of aspirational. Top funnel on TikTok.

Speaker A: Okay, let's talk uh, competition because every, every vendor on blurbs has an opportunity to list their direct competitors because it clarity. Right. And the reality is if you're on blurbs you're comparing vendors. So don't shy away from it, take it head on, find the best clients for you.

Speaker B: Right.

Speaker A: I think you have that same philosophy but on your list it includes Billow Creator, iq, Grand Scheepers, Kale, Later, Incense and Symphony. Um, I'm not telling people anything they couldn't find on your page. So when buyers compare you to those names, how do you help them understand where Coley fits and what truly sets you apart from them and when they should work with you versus working with them.

Speaker B: My answer to this has changed a little bit. Um, I used to talk a lot about content quality uh, with Coley and how that, and how that's leaps and bounds above some of our competitors. I think the better explanation here is like how we actually get to that, the way that we actually get to higher quality content or content that's more in line with what the brand is actually looking for. Brand safe content, et cetera is via uh, a variety of different workflows that allow for collaboration amongst teams. A lot of data, first party data on creators that allows us to have better matching mechanisms so we understand our creators like down to a T. I mean it's not just volunteered information, it's information that they volunteered in chats, it's survey questions that they answer. Uh, uh, you know we have really dynamic data on these individuals and what they can actually create and what they can deliver for brands. So that's really helpful. Collaborative tools. Like I mentioned, huge AI is becoming a differentiator for us. As cliche as that sounds, we're able to do things that are actually extremely valuable for our clients with AI where the system can start to learn that brand's preferences, what they like, what they don't like. It can actually flag. We have a tool called AI Asset analysis. It can flag anything within the submitted creator content that's counter to the non negotiables in the brief that the actual team has laid out. Sort of allowing the ecosystem to like course correct itself um, and allowing brands to scale. Because we're talking about you know, with our most active clients we're talking about you know, thousands of assets that they may be generating in a given um, you know, monthly period. So yeah, so it's very, very high volume, um, and it's hard to keep up with, hard to manage. So if we can have AI come in and streamline these things, that's critical. Um, and I think you know, on the quality piece, thinking about it from the other side, you know, because I hate to use like how long we've been in market as a, as a selling point. But what that actually means for our clients is that after 10 years of doing this we have a lot of industry wherewithal. We've attracted you know, our more than our fair share of top brands which then tends to act as a magnetic force for top talent, top creators, uh, in those two things kind of just create like a network effect that ends up being highly beneficial to the client in their quest to create really great content at scale.

Speaker A: Yeah, I think being around the while makes sense. It makes you wise, right? It's just like getting older or wiser

Speaker B: wise and again there's just like benefits that start to, that start to snowball over time. So it's you know that in and of itself is not, is not valuable. But what comes with it, if you're executing well and you're innovating is, is very positive.

Speaker A: Yeah. True partnership. All right, let's talk about a few of the claims that are on your page. That says a lot about how you operate. Right. So the first one is uh, Coley's dedicated customer success manager. Provides strategic support maximizing your content investment. So tell me about that relationship between the customer and the customer success manager.

Speaker B: Yeah, um, the customer success team is. I make, I'm not shy about saying this. They're my favorite team at Coley because they're the connective piece between the product and the client really. And they kind of bring everything together like backbone of the Org. They are extremely well versed in content strategy as it pertains to different channels. They're very good at being able to take success in with that they had with one client and for one specific use case or within one specific vertical and parlaying that success into. Into more success for uh, similar clients and similar use cases. They're great there. They're also just. I mentioned this in my initial blur, but they're just really friendly bunch that are just great people to, to know and to and to work with day in and day out. And I think there's real value in just like having really good people represent the company and people who really care about what the brand is trying to achieve. And you know, that's uh, that that goes a long way. So I think that the counter to or the, the bad side of, of AI can be more automation, less relationships, more chatbots. We have sort of gone the other way in the sense that we think that human relationships are critical. We still visit every single one of our customers in person every year, which is something I'm proud of as a team. So we actually know them. And um, many times the way that we'll start working with a new client is someone who used to work with us at a previous company, goes to a new company and they're like, hey wait, building out my tech stack or I have this need going to go back to Koi because sure, the platform's great, the value derived is um, great. But the relationships also matter and carry through.

Speaker A: Yeah, that's so important. It's really about the partnership and not just here's some software, go to work totally the next one. Coley creates more diverse content than the competition, including ugc, influencer activations and professional photography. So how do you mean maintain that level of variety?

Speaker B: Yeah, verse in really every sense of the word. But what that's referring to there is um, these different types of content that we can help generate. So I mentioned how content for Amazon specifically is very different than content for TikTok. But within that there's even, there's even different levels of, um, focus areas. Some people are great at creating unboxing videos, some people are great at more lifestyle videos where a product is being incorporated into their daily routine, for example, or the recipes that they cook for their kids, whatever. So people have different strengths. And because we have so much data on our actual creator base and the creators themselves, it's dynamic, constantly being updated, we're able to better match those individuals with, with the right projects. So diversity, diversity of content that we can actually do that also means that we have to again, segment the creator base properly. So of the 130,000 plus creators that maintain portfolios on the Coley platform, only a small cohort will actually see a project depending on what the brand's looking for. Because for us it's more about like quality and fit rather than, hey, 10,000 people applied to work with me on this project. We want the right people.

Speaker A: How does, how do you choose? This is, this is just a question. How do you decide that someone's qualified to be in your network? Like, what's the standard? Do they just apply? Do they have to go through a vetting process? How does that work?

Speaker B: Yeah, yeah, yeah. Ah, we used to put people through a heavier vetting process. Uh, now the vetting process is actually a little bit lighter, as counterintuitive as that sounds. Because, you know, we've realized that again, one, one man's trash is another man's treasure. And sometimes it's that like more raw, really human feeling content that moves the needle. And to use Amazon as an example, again, video Reviews on Amazon ASINs, our product pages are becoming more and more critical to the buyer journey. You can obviously ask Rufus. So there's this interactive component, um, as well. Uh, I mean people, people trust other people, people trust other consumers. And that's kind of like the new age complementary product review. It's not replacing what a text review is, but it's bringing to life the process of actually buying a product. What was this person thinking about when they bought it? What need are they trying to address? What was important to them in their buying process? How easy was set up? All of these, those videos are all about like addressing customer concerns head on as opposed to trying to sweep them under the rug. So all that to say a very Normal person without cap cut or post production editing skills can do that video. That person has a place on our platform. Same thing with like reviewing products and leaving a text review. So as long as they're not weeding into offensive territories or creating content with AI that's just fraudulent or misrepresentative of, of what they're actually and what they're claiming to say, then they can have a place on our platform. It also kind of self regulates. Right. So like brands give ratings to uh, to creators after working with them. Um, they build up work portfolios of things they both, they've done for other brands and in order to be accepted into a project they have to answer negated questions, put forth content samples. It self refines I would say as we, as we go as well.

Speaker A: Okay. Um, so all the, this is the third, third one on your, on your page. All content generated is owned by the customer forever eliminating worries about usage rights. So why was perpetual ownership so important for Coley when you, when you, yeah.

Speaker B: In, in working with. It's funny, this was our default from the very beginning. And being content first we, we knew it was going to be critical for brands to be able to actually take in this content and put it to work everywhere. That content was important to them. The truth of the industry is that when agents get involved with talent, they will oftentimes negotiate different rates for duration of uh, usage or the actual type of usage. So if it's being used in an ad, it's one thing. If it's being used on tv it's another thing. It's uh, using print, that's another thing. And we're like this, this, this is creating such a headache for brands to try to track this in their, you know, in their digital asset management tools or hey, we, this, this thing, this asset's performing great in our, our uh, Facebook ad. But technically the usage is up now. So we, what are we supposed to do now? Or between a rock and a hard place, we're like let's just remove this frustration and let's just streamline this so that brands can just remove any doubt and hesitancy and just move forward confidently with the content.

Speaker A: Can you imagine like back in the 90s if Ryan Reynolds signed a contract with a brand, um, when he was a nobody and then you know, fast forward and you're like, you're the brand and you have complete ownership of those uh, pieces to be, be something interesting to deal with.

Speaker B: Yeah.

Speaker A: So let's, let's move into the sort of the case study You've got a few on the website or on blurbs, I should say you have a lot more on your website. And let's, so let's look at, let's take a deep dive into Zach Designs. I'm um, sure you're familiar with that one. Um, and let's, let's bring it to life. So it's how Zach scaled digital acquisition with Coley is sort of the headline and you help Zach produce content for everything that they do from content from a content perspective, from acquisition to retention and everything in between. So how did that brief come together and what made the output so efficient compared to maybe their traditional strategy before they came to you?

Speaker B: Yeah, fast growing company. So when they started working with us, I think they were, they were in the 20, 30 million in annual revenue type of range and now they're well over a hundred. And with that growth comes the need for a lot more content. So for them, the reason I really love that case study is because we work with them to power content generation for basically every touch point of their consumer journey. So all the way from, from initial introduction of the brand through post purchase retention. So they're thinking about content really holistically and we are the engine for that uh, for that content focus, that content push. They sell products like you know, Disney themed water bottles for three year olds. Like my daughter has the Moana one, she has the Snow White one, the Mickey, the Minnie Mouse one. Like these, these products are both like nostalgic for parents and the, you know, the, the um, the, the focus of so much like obsession and joy for, for kids. Um, so for them content is critical because it tells that story from an emotional standpoint. Um, takes consumers into like the real lives of families with kids who love these movies or you know, just love their pink water bottle. It doesn't even have to be Disney themed to have an emotional connection. But kids love their water bottles and through us able to generate the content that actually like properly conveys that story. You know, in selling a water bottle it's not about like well you know, sure you want to say it's like BPA free and safe and all that, but you're not saying like oh like the straw is wide or like it carries, you know, this much water. Like sure, again great, important to know. But like these are emotional buys. Like anyone can buy an old water bottle at any store they go to, but like to seek it out means that there's like some sort of emotional connection and trust and a relationship between the, what the brand is Selling and, and what a consumer is actually spending their hard earned money on. So the content that we help them generate, you know, tells that story at every part of the funnel.

Speaker A: You need different content for different stages. Right? One to get them in, one to move them along. It's more technical. And maybe one for, for uh, resell. Okay, so moving on to the next segment of the show, on the blurbs page we ask vendors, uh, 10 operational questions and 10 category specific questions. So I picked out a few uh, of each and I wanted to get sort of more thought from you on them. If you could just elaborate on those answers. So the first question was who are your typical customers and what verticals do they represent?

Speaker B: Who are our top customers and what verticals they represent? It's funny, you know, when I always say like, you can't pick your verticals. We, my co founder and I had worked primarily with fashion companies. At the previous company we were at, I was focusing on UGC and we just assumed that fashion would be one of our top verticals here. Not the case. Primarily cpg. Beauty is huge for us. Do a lot with vitamins and supplements. Those are really the main, the main categories for us. Consumer, consumer packaged goods certainly being huge. Really any consumer product. It's been, fashion's been tough, CBD has been tough. Apps and things like that have been tough. Again, not that we don't love those types of companies. Just that's, that's who's um, tended to, to need our services the most and tended to have the most long term success with us.

Speaker A: Okay, so how is customer service delivery? You mentioned it before about your relationships are really important. But how, if I'm a customer working with you, how do I, how do I engage? What are my options?

Speaker B: Yeah, so the onboarding process is the most, is the most hands, uh, on from our team. It's really where we're, we're trying to get you riding, riding the bike. But first we gotta be on the training wheel. So let's go through the process of actually crafting a creative brief together. There's like a brief builder within the platform, a lot of different ways that we can like ingest outside materials to help create that baseline. It's not hard, but we want to make sure that it's dialed in and that it's set up to help generate the types of assets that are so important for the actual client. After that you have the creator selection process. So you have typically anywhere from 100 to 300 people who are very well aligned with your brief, who are raising their hand and saying yes, I want to work with you. Here's some sample content, here's some specs about me, here's why you should pick me. And then we have a variety of different tools or filtration systems within the um, within the platform to help get them to the actual right creators and ultimately accept them. So once they're accepting them then they're using an integration on the platform, typically a Shopify integration, but it can be done manually to get the actual product, assuming there is one in the hands of the creators in a timely manner. From there the creators and submitting content for approval to the actual brand. Again brand is using some safeguards that they have within the platform, um, to collaborate as a team and, and to lean on that AI to make sure that everything checks the boxes in terms of meeting non negotiables. And then from there they're acquiring. Assets that are stored and organized within their content libraries can then be shared out to sort of the necessary people, the necessary teams. Sometimes it's shared out with their agency or other partners of theirs. Um, so the job's not done once the asset's approved. Content only has value if it's actually being put to work at those critical junctures of the consumer journey. So the platform makes facilitating that very easy. But yeah, that's generally how it works from top to bottom. Creators can oftentimes you can save lists of your favorites and things like that if you want to continue to work with someone on an ongoing basis, kind of in more of an ambassador capacity. But typically brands will save a few, have a few people that they can consistently rely on and then mix in fresh talent as they go.

Speaker A: Makes sense. So they're never really alone. They have the platform they can log into, but if they ever need help, um, it's there.

Speaker B: Yeah. Ah, we do quarterly strategy calls. Hop on with them whenever. You know, ideally we're at a point where we know their dog's name, have their cell phone numbers and part of what does contribute to that is the in person piece as well. Like being able to just like visit people and be in, in their office, at their local diner, at their bar. Like it just, it bring, it brings everything to life. It like helps remind you why you're, you know, answering those late night emails or why you're grinding over um, you know, strategy for a product launch or a big, you know, Black Friday Cyber Monday push with them. It's like, oh, these people like have aspirations, they have, they have dreams, they're part of A, they're part of a team that functions really well together. Like it's just cool. It makes everything like uh, it just gives everything so much more meaning. So that team is very relationship driven, very strategy driven and uh, you know, takes the time to actually train people up so that they can be autonomous but with the support of really great people on the other end.

Speaker A: Yeah. So obviously relationships are important but at the end of the day it has to work. Right, so what is, what does work mean? So how do brands measure success, um, when they're working with Coley?

Speaker B: Yeah, it depends. It really depends on what the use cases are. So success really at a very basic level is, are they getting the content that they need at a, at a more complex level is, is this, are these videos on our Amazon product pages leading to greater consumer education which means higher conversion rate on page and lower returns? Is the short form video that we have continue to test and mix into our TikTok ad strategy? Is it resonating with people? Is it well aligned with the platform? Are we capturing a larger share of voice here? Do we see sort of a general halo effect on our sales where we may not have last click that's off the charts from social, but people are converting and they're saying hey, they heard about you on TikTok. So all these things matter in the overall consumer journey. Consumers have a lot of choices and the content's pretty important to that.

Speaker A: Yeah, I mean if you're working with a marketer though they, they probably have a tendency to fall back on those marketing metrics. Right. Whether it's engagement or current ad spend or you know, whatever it is that they're, that they're, you know, they're targeting. Do they come to you and do they try and set up tests like holdout groups that uh, will put the, we'll put your videos on some, some products but not other products on Amazon. Like are they doing things like they would do in a normal marketing. Marketing?

Speaker B: Yeah, it's very rarely Coley content versus their other content. We don't like that test because we can generate really any type of content that they want. I mean most of the time when we've started working with a company they've already proved out that user generated content is successful to them. We, when we first started the company we had to educate a lot on um, what UGC was and why it was important. Now if we were to, we were to go forward and pitch that people would be like, yeah, obviously, but let's talk like, let's talk Execution. Let's talk strategy. So thankfully, we don't have to educate the market on what UGC is and why it's valuable anymore. Um, but all those metrics can matter. You know, if we're talking influencer, we want to see really high engagement rate, high earned media value, strong reach. If we're talking about, if we're talking about product reviews, we want to see that we've been able to positively impact star ratings, volume of reviews, and ultimately conversion rates on those pages. So again, it just depends on the metrics depend on what the ultimate application of the content is and what we're using as a baseline. The more data we can get on performance, the more we can feed that information back into the platform and create like a feedback.

Speaker A: Makes sense. Okay, so earlier in the conversation you mentioned AI a couple of times. Um, one of the category specific questions is how does AI enhance UGC creation and optimization?

Speaker B: Oh, yeah, yeah. I mean, um, it starts with this concept of an AI brain that we have. Coli cognition is what we call it. So basically, as a part of your onboarding process, you are uploading key brand material, SPECT information guidelines, past performance data, uh, anything that can basically tell the coli system. This is who we are, this is what performs well for us. This is our target audience from there ingesting all that information and then kind of using that as like a, as like a agentic guide within the platform. So you build out a brief, you click submit and it'll say, hey, uh, based on your brand materials or, uh, based on what we know about you, you may want to tweak this information, maybe reword this or include this blurb, or even, you know, down the road we'll be able to say, like, pick these types of creators because of, you know, X, Y, Z. We know this about you. We know they're capable of creating this type of content and it's highly likely to perform. So, so much that we can do to start to like, guide the process and to take uncertainty out of it. Truthfully, I'd like to get the platform to a place where it can run fully on autopilot and that it knows the brand almost better than the brand knows itself. Do I think that that's in the immediate future? No, because it's. People just generally want to be involved in decision making when it comes to content creation. Um, and then they want to function more like a traditional like Mad Men type of character rather than like a quant trader. That's totally hands off the keyboard. But I do think that marketing is heading in that direction where, where AI is capable of making better decisions in terms of what content to create and where to use it, how to use it than, than they are. And that's okay. They just turn into overall strategists who are pointing a specific direction, running a variety of different tests and kind of refining from there. They're that they're the chief strategist of the uh, or the lead of the orchestra rather than the one playing the violin.

Speaker A: Yeah, I'm tempted to ask questions about marketing automation and AI, but that's an episode all by itself.

Speaker B: So we're going to move on something about that.

Speaker A: Throughout the conversation you mentioned places that your companies, the brands you work with, place the content that they're sourcing from Coley. So how are uh, uh, I guess first, can they manage the distribution across multiple channels like from Kohli? Or is it, do they download and have to go have their own relationships? How does, how does that work? When you're thinking about the TikToks and the Amazons and the Yapos and power reviews and all these different channels that they probably want to place the content, how does, how does that distribution work?

Speaker B: Uh, it depends on, on what they're trying to do. So we have like YAPO integration for example, that very cleanly takes the product review pushes to yapo's back end and from there they can very easily syndicate it out to Walmart, for example. Very, very common use case. If we're talking about uh, TikTok, you can push that asset directly to TikTok business manager, although oftentimes people will prefer to download it and then have their team do post production work on it. They have rights in perpetuity as we talked about, so they can do whatever they want to, manipulate it, stitch it into more of a mashup type of video, add their own sort of text overlays, things like that. So it depends on what the actual use case is. Obviously from a coli perspective we'd like to be able to gather as much data on how that content is actually impacting performance because again, we want that information to be able to feed the feedback loop and help them better create content that's going to perform best. But sometimes we lose that thread because they, you know, they need to edit in post production. Totally fine with us. I mean ultimately, again, we're the engineers behind all this. The more information we have on performance and brand, on preference and behavior, the better. But the nature of content is that sometimes it just needs to be, it needs to be edited by the team and they want a little bit more hands on control.

Speaker A: Yeah, makes sense. All right, so before we wrap, can you give us an overview of how pricing works necessarily the numbers, what you charge clients, but like how you think about it, um, for each brand?

Speaker B: Yeah. So we're very pro pilots, which is a fairly new thing for us. But I think we realized over time that when we, when we put our solution in the hands of the right brands and agencies, they have success with it. So if we can de risk the decision to work with us and say yes to us and get started, then we feel confident in being able to build a really long term, like successful relationship off of that. So pricing, another change that we've made is offering more like flexible packages that allow for a variety of different briefs and brief testing as opposed to, as opposed to immediately capping them in terms of how many briefs that they can, they can run. So typically the way that a client will work with us is to get started on a, uh, sort of 90 day pilot at one rate and then they'll, they can either opt into a discounted annual rate or continue on with a month to month type of, type of, uh, subscription. That works too. Um, but uh, we lean on giving them more and hoping that we become as much of a part of their sort of internal systems and how they think about content and how they think about feeding these channels as possible.

Speaker A: I love it. Simple, scalable and predictable. Exactly what Bayard wants.

Speaker B: That's perfect. Yes. That's a great description of what we're going for with this.

Speaker A: All right, Tom, um, thanks for taking us inside the blurb and giving us transparency as we look at Coley. Um, for everyone listening, you can explore Coley's full profile, read the Zach case study, and even ask them questions anonymously@trustblurbs.com coley.com. that's the beauty of blurbs. No sales decks, no fluff, just real insights curated by experts and powered by Vinny, our AI agent who actually understands your tech stack and your needs. I'm John Simon and this was inside the blurb. See you next time.