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The Art and Science of Content: A Visionary Approach to Modern Marketing

Massimiliano Squillace, Co-founder and CEO of Contents.com

In this engaging Wytpod episode, Harshit Gupta, Director of Business Alliances at Wytlabs, interviews Massimiliano Squillace, CEO and Co-Founder of Contents.com. They explore the dynamic world of AI-driven content creation, as he shares insights on their SaaS platform. From transforming digital publishing to a tech company, Contents.com stands at the forefront of the content revolution. Massimiliano delves into their one-stop-shop solution, blending AI efficiency with human creativity, and providing businesses globally with high-performing, multilingual, and unique content. With a focus on user experience and a commitment to customer value, Contents.com emerges as a cost-effective solution, continuously evolving to orchestrate future trends in content creation and AI technology.

Contents.com is a Generative AI platform to power up your content strategy. They help businesses to create quality content through Generative AI tools and customized solutions.

Massimiliano Squillace
Co-founder and CEO of Contents.com

Hello everyone, and welcome to another episode of Wytpod. My name is Harshit, and I’m the Director of Business Alliance at WytLabs. We are a digital agency specializing in SaaS and e-commerce SEO. I’ve got Massimiliano with me today. He’s a co-founder and CEO of Contents. It’s a SaaS platform that analyzes trends and creates content automatically using artificial intelligence. A big welcome to you. I’m so happy to have you with me today.

Thank you. You can call me Massi, Miliano is too long.

Okay, let’s Let’s do Massi. Okay, let’s start with your journey, Massi. I would love to know a little bit about you and your professional journey so far.

Thanks. My journey as an entrepreneur began during my first year of university when I founded the company which two years later became my first exit. Since then, I have had the privilege to have exited the four ventures. My goal since the beginning is to improve the human condition with technology. I’m in my 40s and I’ve been doing this job for 20 years. And before I did, when it was in the digital content publishing space like nanopublishing, like content, sorry. When we sold nanopublishing to the American company Xcite. After my last taxi, 10 years ago, when we sold to NASPRS for 80 million, I went on a somatic where I invested in almost 50 companies and 50 startups. However, I realized that I have much more fun in creating companies than being an investor. My true passion lies in creating and building companies. I find great joy and fulfillment in being fully immersed in the execution process, working closely with my teams, learning, and exploring a new horizon.

Now, let’s talk about content. How exactly content has evolved from a digital publisher to a comprehensive AI-powered platform? I would love to hear that story, please.

Yeah, sure. Thank you for the question. Let me take you on a journey through the transformation, the pivot of contents. The venture started under my guidance almost three years ago. We are young. We were burned on the 21 of March 2021. As the founder of Contents.com, I’ve watched the therefore from Nambu’s beginning, like all the startups as a digital publisher into a tech company. Let’s say, I’m proud to say, a forefront of the content revolution. We were on the Nasdaq one month ago on the Nasdaq world. And so it’s been a thrilling ride, full of ambition to integrate the art of content creation with the science of technology, let’s say. Our biggest achievement is the development of a proprietary all-in-one platform. We aim to become a one-stop shop. It’s just any platform. It’s a fusion of AI efficiency and human creativity. We are trying to in businesses around the globe to craft content that’s not only multilingual, of course, unique, but also high-performing. Customers, don’t need more than just fast content, they need high-performing content. Let’s say that we have some tireless solutions always at the start of a content automation strategy.

Yeah, that’s it. Our team of 99 professionals which is spread across Milan, Madrid, and Paris, is the backbone of this success.

What’s your main target market for content? Are you targeting a global audience or do you want to be available for some specific geography and then expand? What’s happening on that front?

Let’s say that we are agnostic in terms of industry. We have a lot of big as our customers. I will say use some Accenture for, for example, Dulce & Gabbana. From consultancy to automotive to high station, and luxury. We talk with the marketing teams of different industries in different geographies. We have now customers from all over the world, from all the continents, but we are stronger now in Europe and LATER. Our focus is, of course, in Europe, where we were born, but we have many customers also in Mexico, Colombia, the US, of course, New York. We have a lot of customers in New York State, and we have some customers in India and Australia. So yeah, we are pretty everywhere.

Okay. All right. I would love to know because while I was looking into your website and just digging deep, I found one very unique point, which is human in a loop approach to the content creation and combining AI automation with it. I would love to understand a bit more on that front. Could you please explain that?

Sure. Picture this. You’re very own content with Wizards speaking 25 languages with ease. That’s our AI. Creating content, there’s no tomorrow. Human touch vise, yeah, there is a real kicker. Our linguistic maestros, our computational linguistics, our prompt engineers, tapping into, let’s say, add that human fair. It’s not It’s not us generating content. It’s about crafting a masterpiece. We don’t want standard results for our customers. We wanted the best result around. So standout features. Why we are different? Because we are not just a tool. We are your go-to content toolkit fit for any industry, from start to finish, of course. Let’s say we are focused on the enterprise. We are not about the one-size-fits-all. It’s about tailoring inside the SaaS technology. It’s quite tricky to understand. It’s scalable but custom. This is what we are working on.

One of the features that the platform offers is media monitoring. I would love to understand how exactly that differs from the traditional media monitoring tools out there in the market.

I want to be very transparent with you. Media monitoring, it’s not our core solution. It’s the end of the content creation. It’s not so different from what you’re fined around. Of course, we do it with the AI. We check on Google, Wikipedia, trends, on X, and then we mix with AI to craft the best results.

Okay, that’s very good. I would love to know a bit more about some other courses.

You have to test it because it’s very strong.

I would love to. In fact, for some of the SaaS things that we are doing, involved with, I would even see there are some technical collaborations as well that we could do. That’s going to be interesting. Massi, tell me one more thing. You have a few of the core USPs like AI copywriting platforms and machine translation platforms. Can you tell us a bit more on that front as well? What exactly sets content apart from other players out there in the market when it comes to these capabilities altogether?

Let’s say that our one-stop-shop solution helps our customers from A to Z. From ideation to creation, to transformation. This is the real differentiation from our competitors. You can have an idea with media monitoring, as we said before, from creation, of course, with almost 50 templates, one click, and no prompt, you don’t have to be able to talk with AI, with Contents.com. We do everything for you. It’s a transformation, we do AI translation and also audio text, audio and text video, text animation, and text images.

It was amazing. You nailed it by saying that it’s an all-in-one solution. Usually, in my experience, companies, and brands use multiple tools out there available to solve one or the other’s purpose.

Yeah, I recommend reviewing the state of Cloud 2020 reports by Besseman Venture. It contains that timeline with our strategy at content.com. The report highlights a trend where large enterprises are increasingly favoring comprehensive, vertical-specific SaaS solutions. The preference for macros SaaS vendors over a number of smaller tech providers It, let’s say, underscores the viability of our one-stop-shop approach for content marketing. So one big vendor with a lot of solutions inside instead of various smaller tech providers.

Massi, it’s an interesting point. You know what? I’m sure you must have also stumbled across such tools that are there to manage your SaaS platform subscriptions. People have made business out of that as well.

Yeah, right. Yes, I know.

Yeah, because companies end up using so much that they may not even be using it, just on auto-divit.

Yeah, of course.

Yeah, they just purchased it and forgot about it. When that happens, that’s the reason. Such tools are even gaining traction nowadays. That’s why I said that. It’s a good positioning altogether. I would love to know because I’m sure you must have also heard this from even your customers as well, I’m sure. Ai content, when it comes to the SEO bit, it’s raised upon. It’s questionable. A lot of sites have seen a decline when it comes to just putting down the generative AI content out there on their site. There’s mixed opinion on that. I have also stumbled across a lot of tools positioning themselves, especially content generation, and AI content generation tools, positioning themselves that the content that they generate will pass through the detection to all of those things and will be safe to use. What’s your opinion on that?

I’ve been to a Google publishing conference a few months ago in Dublin, Ireland, and I have just one sentence. Google doesn’t care if it’s AI or not. They wanted the best quality. They are not… They want user-focused content. They don’t care if it’s AI or human. When it comes to SEO and AI-generated content, the landscape is quite dynamic. The Google approach to AI content has been evolving, starting from no AI to yes AI. Ai-generated content, when it’s used correctly and ethically, can be accepted by Google 100%. If you are using AI content creation like highly up you do, it’s crucial to ensure that the output is finetuned, accurate, and no hallucination, and that will be fine for Google.

Makes sense. Okay, now I understand that the company is young. It’s just been three years. But still, any notable case study or success story that you would like to share where the platform did wonders for any of the organizations, which is your current customer?

I can’t say the brand, of course, because there are MBAs.But one of my customers is one of the biggest hosting providers in Europe with almost 3 million million accounts and customer accounts. They started trusting their blog with us, a Corporate blog. It’s a corporate blog with a long tail on how to register a domain, and how to set up an Austin. Their blog increased organic reach on Google. So real visitors, Yannick visitors by 3,000% in six months. Awesome.

That’s a long Success.

Before, Contents.com, they were publishing about two, or three blog posts per week. After, Contents.com, four per day, longer, long for 3,000% in six months. Amazing.

Amazing. The content frequency that increases, again, is tremendous. The scalability is definitely, in Google does favor because you are establishing such great expertise and authority in a given niche altogether. Yeah, that’s appreciated.

That niche, authority, and a lot of content. I suppose quality content because 3,000% in six months.

Yeah. Without quality, nothing else matters. You can blab about tons of things and it is not making sense at value.

I agree.

There are a lot of other signals as well. People, are they finding the content useful or not? So all of those things also come into the picture. It’s not just going about content without any good planning and quality. All right, let’s talk about how the platform is designed to provide a simple and functional system for users, ensuring accessibility. Because you are getting to such a wide audience as well as such wide geography altogether. I would love to understand it from a user point of view.

Yeah. Standard content creation is now a commodity. At the core of our design philosophy lies a commitment to our user experience, ensuring that our platform is not only easy but universally accessible because we have customers from all over the world catering to a wide spectrum of expertise. And in this fact, he’s the world of technology. It’s crucial to create a space that warmly welcomes both the seasoned tech gurus and those just starting the day’s digital journey. We have a lot of small shops and a lot of nerdy tech guys. Each element and each function has been created with care, very care to ensure that every interaction with our platform is not just easy, but a real enjoyable experience. To answer your question, it’s all about user experience. All about user experience. You don’t have to be a nerd to create a great tech product. Users want the best user experience around.

Okay. Do you collect user feedback for improvement?  

Of course. We do many, so let’s collect users’ feedback and interviews. Almost every week, we interview the chairman, the new ones, the most, let’s say, the most spending ones: almost a focus group, almost every week.

Okay. How’s this churn rate in the organization right now?

We have quite a huge churn rate on the cheapest packages because like on Netflix, for example, some people pay for two months, then they churn, and then they repay when they use it again. This makes a quite high churn rate. For a high churn rate, 15% per year. Of course, on the enterprise-grade, we also have no churn rate, let’s say, almost 3% per year.

That’s a good number, I would say. What are the programs that you run in parallel to ensure higher customer retention?

We try to improve. We focus on user research, the sale of products, and collaboration, which keeps our users engaged. Let’s say we try to improve our product almost twice a week. We have a lot of newsletters with our customers, and webinars, But there is only one key factor. You need to have an excellent product. It’s the only key factor for customer retention.

Makes sense. Now, I see you How do you position the platform as, I would say, a cost-effective solution altogether? I understand because I would still consider these ugly days for you. The product is just three years old. I understand the positioning. But I would love to understand one more thing. How do you achieve this while providing advanced technologies and so many unique features on the platform?

To be transparent. We have two different pricing. One for the small medium business that is very cheap, starting from nine bucks per month, and an enterprise-grade starting from 50K for a year. Different, real different services. Talking about the cost-effective solution, it’s not just about managing resources, it’s about strategically allocating them, and optimizing workflows for maximum efficiency. As an entrepreneur, we understand the delicate balance between innovation and financial responsibility. Our commitment to deliver exceptional value revolves around the seamless integration of advanced technologies. It’s a delicate dance of resource, fullness, technological power, and workflow optimization, adding The good balance of, let’s say, making technology internally and using some vendor outside, it’s a good mix. We have an 85% margin on any subscription now.

Amazing. Now, what are the new trends that you’re looking for in content creation, and AI technology? How is your company preparing for these new developments?

I think content creation, it’s already the standard content creation. Chatgpt, it’s already a commodity. We have it in Microsoft Word, we have it in Slack, and we have it almost everywhere. So the future will be in the orchestration layer, will be in high-performing content, will be in connectors. We are working a lot to connect Contents.com to Salesforce, App, HubSpot, and everywhere. WordPress, of course. I think shortly, that standard content creation will be the path. In the future, it will be for a very accurate creation of tailored solutions. We need to learn to create a content for me, a content for you, a content for anyone. Not in a mode, but in a scalable way. We are working on this.

That’s brilliant. I would love to know, what channels are you leveraging for your marketing and lead generation. What do you typically use? Is it Google?  

We give every month thousands of dollars to Meta and Google. Of course, they are the richest ones. But we leverage also SEO, newsletters, and social media presence. I love to travel, so events also play a crucial role, allowing face-to-face connection.

Makes sense. Now, let’s have a quick rapid fire. We’re ending, and I think that’s a good way to end this interview. Are you ready for that?

Yeah, I’m ready. Always ready.

If given a superpower, what would you choose? Would you rather be able to speak every language in the world or be able to talk to animals?

Every language is in the world.

Ai translation.

Ai translation in my mind, and I would like to talk with any people around, or even with small free booze in a small village in Amazonia, for example.

Awesome. Now, if you could travel back in time, what period would you go to?

I would like to go 15 years ago, and I would buy a lot of bitcoin.

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