Jonathan Wallace
14-Feb-2017 18:39:39

Making Content Great Again

Hey everyone! We've got some company updates for you in this blog post - lots of impressive numbers, news and testimonials.

Winning Kid.jpg

We just crunched the numbers and are so pleased to find that we grew by 53 per cent from August to December 2016, and signed 14 new customers during this same period! Our new clients include Unilever (Cornetto, Cif, Comfort), Universal Music, and L’Oréal (Giorgio Armani, Shu Uemura, Vichy).

What we do (just a reminder...)

Content marketing is now a £5bn industry in the UK alone. We enable marketers to create better content by giving them an accurate prediction of what audiences care about before they plan content and, rather than a static snapshot, we can show them an understanding of people’s interactions with rich media over time.

In the words of our co-founder and CEO, Martin Adams - "Deep knowledge of audiences is key for all areas of marketing. When planning content, marketers tend to use traditional audience insight methods including ‘social listening’ software and market research, combined with creative brainstorms. Although these methods can be effective to a point, they rely on guesswork and pose big risks financially and to a brand’s image because they rely on analysis of keywords, not of people’s interactions. Codec’s intelligence adds an additional layer of insight to marketers’ existing knowledge to accurately predict what audiences want to see."

Our other co-founder and Product Lead, Tom Graham, adds - "Codec uses sophisticated artificial intelligence (AI) and Machine Learning to understand its audiences. It works by analysing thousands of online ‘tribes’ and the content they consume – from people interested in fishing, to those interested in fine wines - by dissecting the meaning of billions of bits of text, images and video content online. The end result is an understanding of how a brand’s target audience interacts with that content and recommendations of the content that will activate them. In addition, Codec explains what else audiences want to read about and helps to identify potential new audiences."

Basically, if you want to make great content, we can help make it happen.

What we actually bring to the table

This is what our clients pay us for and what we deliver to them on a monthly basis:

  • visual insights at their fingertips: our deep image analysis identifies the visual imagery that engages a target audience, allowing creative teams to rapidly understand what works, leading to a faster, more accurate creative process
  • hyper-detailed view of an audience: look at marketing-specific interests and affinities through a comparison against 1000s of tribes it already tracks
  • understanding of target audiences data on a local market level and a global level
  • tracking of audience interests and preferences over time: establish which interests are trending up, down or plateauing so they can be reacted to and caught
  • identifying core personality types within a target audience through psychographic mapping of their written text and content preferences: this allows brands to connect with audiences on their terms by providing a detailed insight into the people that make them up
  • the most relevant influencers: YouTubers, bloggers, celebrities and brands - that have an impact on a target audience, along with the key moments in an audience's calendar and cultural life which can be leveraged through creative partnerships

Our geographic reach is broad: we are currently serving customers in five different markets (US, UK, Japan, Sweden, France) across eight diverse verticals - from betting (Sky Bet & Sky Vegas) to appliances (Electrolux EU) and cosmetics (Shu Uemura and L’Oréal). We're everywhere!

Feedback we've had

We think we're pretty cool. But don't just take our word for it - here's what some other people have said about us.

Saalim Chowdhury, EIR at 500 Startups “The rapid growth of Codec’s business business is testament to the urgent need for marketers and creatives to have empirical evidence to make better decisions. Securing such high profile customers is a great endorsement of the platform and marketers’ need to truly understand their audiences.”

Kuba Wieczorek, Co-Founder and Head of Brand of eve Mattress: “Codec analysed our data in a way we could have never done ourselves. Its surprising insights led to us doing a long copy poster campaign which massively resonated with our target audiences and completely transformed our business. Our revenue literally doubled overnight; we had a huge increase in sales and the needle completely shifted in terms of brand awareness, going from 13 per cent pre campaign to 41 per cent after.”

Oh guys, stop. You're making us blush.

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