Q&A with Tom Salvat, Founder and CEO at Concured

Media 7 | July 30, 2021

Tom Salvat, Founder and CEO at Concured, founded Concured to analyze people’s behaviour towards content at scale, in order to prescribe what content creators should create next to maximize engagement & ROI. Tom has spent the last decade working with the biggest brands in the world on their content & advertising challenges, in London, New York and Montreal. Tom was also named AI CEO of the year by the Global CEO Excellence Awards in 2018 and 2019.

While there is an increase in the audio and video content the reality is; the written word is still by far the most popular medium and is gaining results.



MEDIA 7: Could you take us through your journey to becoming the best global AI CEO in 2018 and 2019?
TOM SALVAT:
Having spent over a decade working with brands and helping support their marketing and content efforts, I founded Concured to leverage the latest advances in AI to help them maximize the revenue they generate from their marketing content. The content marketing and thought leadership challenges that face today's marketers can often be overwhelming AI can augment and assist marketers enabling them to remove guesswork and uncertainty from their campaigns. This mission led our team to create some of the most advanced content and intelligent technology in the world today, which has led to a plethora of awards that we are eternally grateful for, including some personal awards like the one in question.


M7: What are some of the financial and non-financial returns a customer can expect after using Concured for their business?
TS:
The financial returns and ROI naturally vary depending on the maturity of the client’s content marketing. We have seen anything from a 20% - 200% increase in the returns that our customers gain from their content. As an enterprise-focused business, these returns are significant, as we are supporting the likes of Sony PlayStation, S&P global, and Citi where these gains are game-changing.


Brands increasingly are realizing their websites are their shop front and having good relevant and timely content is vital to gain the attention of the customers but more than that survive as a business.


M7: Dynamic shifts in the digital market have a direct impact on content marketing strategies. How does Concured help businesses combat that?
TS:
One of the biggest shifts in content marketing of late is the sheer volume of content being produced and distributed; this means companies are fighting an ever more difficult battle for the attention of customers. Brands need to be smarter about the way they talk to customers through helpful, informative, and relevant content that speaks to the genuine needs and interests of customers has never been more vital. One way we tackle this at Concured is by automating the delivery of relevant content to the right person at the right time on the right channel. This service not only increases customer experience and satisfaction but also the important metrics marketers care about, like page views, traffic, and conversions.


M7: According to you, which type of content: written, auditory or visual, has the brightest future and why?
TS:
I think all forms of content have a bright future. While there is an increase in the audio and video content the reality is; the written word is still by far the most popular medium and is gaining results. This is in part down to the cost of producing audio and video but also people still wish to read as they have for many centuries. All forms of content can work so long as it’s what the customer wants and needs and is not driven purely by a corporate agenda. It’s about striking that balance.


As a business, we are acutely aware we are nothing without our customers, therefore our customers are vitally important and we are not afraid to ask what more we can do and our product roadmap is often dictated by our customers.



M7: At Concured, how do you get rapid unbiased consumer feedback to know if you are addressing their needs?
TS:
This is a combination of over-delivering on client success and using technology within our platform for live customer feedback. As a business, we are acutely aware we are nothing without our customers, therefore our customers are vitally important and we are not afraid to ask what more we can do and our product roadmap is often dictated by our customers.


M7: What are the biggest challenges a content marketer is likely to face in the post Covid-19 era?
TS:
Covid-19 has acted as a catalyst for a shift to doing almost everything online. Brands increasingly are realizing their websites are their shop front and having good relevant and timely content is vital to gain the attention of the customers but more than that survive as a business.


M7: What according to you is the best way to find a qualified audience for your product?
TS:
Our technology is most impactful for brands producing high volumes of content on a variety of subject matters in a number of territories or countries. Brands that wish to consistently educate and inform their customers and market are a perfect fit for our content intelligence.
Enterprise technology, financial services and consulting companies are benefiting hugely and our technology actually shows us which of these brands are doing it best and enables us to focus on the brands most likely to benefit from our services.

ABOUT CONCURED

Concured Limited is a leader in Content Intelligence. Our mission is to enable our clients to automate extracting the maximum value from the content they produce. We achieve this through our Campaign SaaS platform and integrated Personalization personalization tools. By removing the guess-work from producing and sharing content, we improve the relationships between our clients and their customers, increasing traffic and conversions.

Spotlight

CONCURED

CONCURED

Concured Limited is a leader in Content Intelligence. Our mission is to enable our clients to automate extracting the maximum value from the content they produce. We achieve this through our Campaign SaaS platform and integrated Personalization tools. By removing the guess-work from producing and sh...

Events

Resources