Artificial intelligence, or AI, is everywhere, especially when it comes to streamlining and improving business operations. In one survey of business leaders, 83 percent said that AI is a strategic priority for businesses today (1).
But AI and the use of big data to track progress isn't limited to use by large corporations alone. While extensive, advanced systems might be out of reach financially for smaller companies, there are other ways that AI and big data are put to use.
Atomic Reach is one such way.
Atomic Reach is a SaaS company based in Toronto, Canada. Mixing machine learning and data analytics, they provide actionable insights to improve company's content marketing programs. They help marketers measure and create content that consistently converts and drives more leads.
We caught up with Paul Blamire, VP of Operations, to learn how small-scale AI operations like Atomic Reach's content marketing program are helping businesses improve their lead generation, what inspired him to launch the company, and to learn some advice he has for other companies just beginning to move into digital transformation.
What first inspired you to create Atomic Reach?
Atomic Reach started off as a marketplace which helped businesses connect with and hire writers.
Though we were successful, our customers, which are other businesses, gave us feedback that having access to writers was useful, however, the content produced did not always deliver the results they envisioned. They weren't seeing the level of lead generation they were hoping for.
To help with this universal problem, we went into research and development mode. We leveraged our existing customer base, conducted extensive independent research, and analyzed studies from credible institutions. As a result, we were able to create a predictable model that correlated content performance to lead generation.
Today, Atomic Reach helps businesses create content that consistently performs and converts into leads.
What are the typical problems your clients are having that you seek to address?
A common problem businesses have is attributing content marketing to lead generation. It may not create immediate results.
Content creation is a time-consuming and expensive process. In some cases, marketing teams abandon content marketing all together in pursuit of other avenues such as digital advertising when they are not seeing the results they want as quickly as they were hoping for.
What kind of benefits have your clients experienced?
Our typical customer sees an increase of 88% in conversions or leads generated.
With the help of machine learning, each of our clients receive personalized insights and tools to ensure that their content is performing better than previous methods. They also receive a content recipe. This recipe is entirely unique to them and their audience. This allows them to create new content more effectively in the future.
What does your typical customer base look like?
Our typical customer is a small to medium-sized business. This business has a marketing team of anywhere from two to five members. They produce somewhere from four to twenty-four pieces of content per month.
For our customers, content marketing is a significant part of their lead generation and customer acquisition process. They understand this and are looking for ways to improve their content marketing strategies.
What would you say to B2B companies just now moving into digital transformation?
Even if you’re just starting your digital transformation today, ensure you’re set up to capture leads from your content from day one.
It does not matter what type of content you're using. An effective content marketing program is not only about writing content, it’s about effectively marketing your content to your audience.
Making Big Data and AI Accessible to Small and Medium-Sized Businesses
Quality content is far from the only factor in determining its success. Your content marketing plan also needs to include methods that lead to conversion after a new customer has absorbed your content. Without this step, your content will be little more than entertainment for your customers, rather than a lead generation strategy.
In the same way, if companies aren't tracking the results of their content marketing efforts, they'll be working in the dark when it comes to making effective changes to boost leads. These smaller companies need AI technology and big data to streamline and improve content marketing efforts, and to track progress in order to make adjustments. But many small companies falsely believe that AI and big data are out of reach financially.
Atomic Reach and other content marketing platforms are transforming the way that small to medium-sized businesses streamline operations and track performance on the web. They are out to prove that you don't have to be a major corporation with a six-figure or more budget to put the leading technology, like big data and artificial intelligence, to work.
Atomic Reach is a SaaS company based in Toronto, Canada. We help marketers measure and create content that consistently converts and drives more leads. Using a combination of machine learning and data analytics, we provide actionable insights to improve their content marketing programs.