May Edition 2021
Content marketing has been a strategic marketing approach used by companies to focus on creating and distributing valuable, relevant, and consistent. As traditional marketing is becoming less and less effective, digital marketers are discovering new ways to get better profits by employing more effective and innovative ways of content marketing. Vestorly is a company that helps organizations increase engagement, generate leads, and scale communication by leveraging artificial intelligence to surface and curate content. We had a conversation with Ralph Pahlmeyer, the Co-founder and CEO at Vestorly, to know more about the company. Here are a few excerpts of the interview:
Why Do you think content plays a major role in a successful business?
Communication through relevant content is not a luxury anymore. Instead, it’s a necessary resource and must-have for digital interaction with online audiences. In today’s digital economy, consumers and business customers expect to find quality content online. Blogs, videos, and other posts establish a brand’s authority and help build and maintain customer relationships. In fact, content marketing is one of the few activities that any business, whether large or small, can proactively leverage to keep its customers engaged, informed, and supported.
Content marketing is nothing new, but AI is unlocking its potential. As online content evolves, customer personalization is not only preferred but also expected. Marketing used to be a one-way conversation, but now brands can meaningfully engage target audiences in a way that builds brand loyalty and drives sales.
What are the challenges today’s organizations face that Vestorly can help with?
Vestorly addresses the problems that organizations face in establishing personalized communication to increase audience engagement. Businesses are hungry for solutions they can employ at scale. But, we have found that many organizations are lacking the advanced toolkit to make this a reality.
The three challenges that Vestorly helps organizations solve are:
These three tools, when working together as they do with Vestorly, solve the challenge that confronts every business of how to increase engagement.
Tell us about your cutting-edge AI-driven software. How does it work?
Vestorly’s AI-driven content management engine (CME) leverages the power of machine learning and natural language processing (NLP) to effectively surface, deliver, and leverage personalized content. The content engine combines the primary components of content marketing and content management to intelligently curate original, third-party, and licensed content through the three drivers of intelligent content curation; content discovery, content filtering, and content personalization.
Vestorly’s AI Technology starts with the audience, the social media followers, website visitors, customers, and contact list and goes to work 24/7 to understand how they engage with the content that Vestorly’s content engine delivers. We apply the latest tech in data science to fingerprint every individual content interaction and analyze it to create customer profiles that are continuously optimized.
Vestorly’s CME is used by B2B clients to enhance the personal, human side of their business and power intelligent content usage throughout their organization. Vestorly’s technology pulls in highly specific and targeted content that can be paired with both website and email marketing campaigns to increase engagement by several orders of magnitude.
Explain the Vestorly difference. What is your secret sauce?
While content aggregation is nothing new, Vestorly’s AI has changed the game entirely. Traditionally, content aggregators functioned as RSS feeds, automatically collecting content about a specific topic from around the web. But without advanced AI, most of these tools are one-trick ponies, unable to provide the actionable insights that help businesses raise brand awareness, drive sales, and, most importantly, lift engagement.
Vestorly offers an intelligent content solution right out of the box with highly curated buckets of content in over thirty categories. These content categories can be further refined, or new customized content feeds can be created that get smarter over time, resulting in higher levels of quality and relevance. For simplicity’s sake, think of Vestorly as a Pandora Radio or Spotify for intelligent content curation. The more you use it, the smarter it gets and the more it knows about your audience’s tastes and interests.
What is the range of solutions you offer?
Vestorly is a powerful workhorse of a content engine that can be fine-tuned to accomplish multiple tasks at once. Our customers have discovered new ways to leverage it to meet their specific needs. The personalized content feeds that Vestorly generates, provide the resources our clients use to accomplish and solve multiple business challenges, whether it’s for audience engagement, lead generation, brand awareness, business intelligence, education, or compliance. Our customers use Vestorly’s platform directly or integrate it via a powerful API into their own product.
What features/deliverables allow your clients to leverage content effectively?
Vestorly content engine is driven by the three pistons of content curation: Content discovery, Content Filtering, and Content Personalization. However, that’s really only part of the story of what Vestorly delivers. Vestorly is also a content management system that creates and manages unlimited buckets of content inventory. And finally, Vestorly provides direct marketing automation that distributes content across social, website, and email.
What businesses or industries are your primary and secondary targets?
Vestorly’s primary market focus is the financial services, Fintech, Martech, and Adtech space. We target two specific end-user audiences. The first audience is marketing automation and business service platform companies that need a source for intelligent content curation they can provide to their customers. By integrating Vestorly directly into their platforms, they generate unlimited personalized content streams that increase brand and product engagement for their customers. The second audience comprises enterprises that leverage content directly across their own organizations, whether for internal or external communications and marketing. A major requirement for this audience is a robust content curation engine that can work at scale to deliver customized feeds.
What results can you share that highlight Vestorly’s value proposition?
The best way is to highlight Vestorly’s value proposition is through a case study that shows the value of integrating Vestorly to become part and parcel of an existing marketing automation platform to deliver content at scale to thousands of other businesses. With FMG Suite, a marketing and website service provider for the financial services industry, we created a branded white-labeled content recommendation engine, called Curator, that was integrated directly into their technology products platform. FMG Suite uses Vestorly API to pull in curated content recommendations. The FMG Suite users have noticed a massive boost in product engagement by factors of over 2X.
About the CEO
Ralph Pahlmeyer is the Co-Founder and CEO at Vestorly, a technology company focused on curating intelligent and personalized content feeds. Ralph began work on Vestorly in 2012 and has pioneered the use of Artificial intelligence to create a content management and marketing platform that can provide the right content to the right person through highly personalized feeds of content. Over time he has expanded the company’s focus to enterprise-level companies in the fintech, martech, and adtech spaces. Previously Ralph ran AdvisorLeap, a digital marketing agency for independent financial advisors. Ralph has earned his BS in Economics and Astronomy from the University of Colorado Boulder and is an accomplished cyclist and All-American Rugby player.