Q&A with Tom Logan, Co-Founder & CEO at Cohley

Tom Logan, Co-Founder & CEO at Cohley, is a Tech guy, a Sports Writer, and a Rom-Com lover. He helps to dictate Cohley's direction, monitor and emphasize its culture, and puts his colleagues in the best possible positions to succeed.

MEDIA 7: How did you come up with the idea of founding Cohley?
TOM LOGAN:
The idea started to take shape while my co-founder Erik and I were working at a startup called Piqora, where we were focused on helping brands discover, get rights to, and utilize user-generated content (UGC). That content primarily consisted of smartphone photos posted on Instagram by brands’ consumers.

But there were a variety of challenges associated with that process, primarily around timing, content quality, and legalities.
It was right around the time that Piqora was acquired by a company called Olapic that Erik and I observed a major spike in the influencer marketing industry.

Don’t obsess over writing the perfect piece, the writings that go viral and take you to the next level of clout are very likely not the ones that you’d expect.



M7: What channels do you think are the most relevant for content marketing? How do you gauge which ones are the most promising, given your target customers?
TL:
For Cohley, it’s all about having a presence where our target customers spend time. We work hard to produce original blog content that can be shared on LinkedIn, for example, and we’ll focus on the types of topics that are relevant to our buyer personas. What most companies do, which is the opposite of Hubspot’s blog (for example), is produce content that talks about how great they are. Okay, that’s cool, but how does this help me solve my most pressing challenges?!

M7: What are the major advertising and marketing tools you use to hike up the brand awareness of your company?
TL:
We run a variety of social demand gen campaigns using a tool called Metadata.io (would highly recommend). Reachdesk is another one that we’ve leaned into more as of late. It’s essentially a gifting platform to sprinkle a bit of TLC on prospective clients, and the gifts include things like Cohley cupcakes, wine tasting kits, spa treatments, etc.
As always there’s no replacement for testing a variety of different campaigns and initiatives and using data (not gut feel!) to inform ongoing content strategy.


There’s no replacement for testing a variety of different campaigns and initiatives and using data to inform ongoing content strategy.



M7: What are your best practices for creating content that caters to the customers’ interests?
TL:
Make it about them! 80% of buyers are considered “away” buyers, meaning that they’re buying to get away from a pressing pain point (or points). “Towards” buyers are your early adopters who want to be the first in line to try something new, regardless of social proof points.

M7: How has the COVID-19 pandemic affected your work - what day to day processes have you had to re-tool to be able to pull them off remotely?
TL:
Beyond the obvious ones, more time on Zoom, etc., we realized that we needed to stop assuming our same communication channels and structures would hold up in fully remote work (they didn’t’). Our leadership team in particular has been hyper-specific and almost overcommunicated at times to avoid misalignment, particularly among team leads and their team’s initiatives.


Test, test, and test some more! Be active on Twitter, and know your target audience.



M7: Your advice to the professional writers for effective content curation?
TL:
Test, test, and test some more! Don’t obsess over writing the perfect piece, the writings that go viral and take you to the next level of clout are very likely not the ones that you’d expect. Be active on Twitter, and know your target audience to a T. Jason Lemkin and the team at SaaStr come to mind as writers that truly “get it.”

ABOUT COHLEY

Cohley is an NYC-based tech startup that’s changing the way that brands and agencies generate and test content. Cohley’s aim is to continue to help the world’s best brands generate the content that they need through vetted 3rd party creators, allowing those brands to generate high volumes of diverse, actionable content for a fraction of the cost. 

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In 2023, an ANA survey of certified diverse suppliers found that while a majority say that interest from the media and advertising community in supporting diverse suppliers has increased in the past year, there is still a gap between intent to spend and actual spend. TripleLift and Reset Digital are helping all stakeholders bridge the gap quickly by making it easy for them to access diverse-owned media at scale. "This partnership allows advertisers to achieve their diverse spend goals with an end-to-end solution that is more aligned with their corporate supplier diversity reporting requirements," said Thomas Brandon, VP of Agency Strategy and Economic Inclusion at TripleLift. "Importantly, it allows them to use their media spend to impact the economic growth of the diverse communities they serve." Over the last 12 years, TripleLift has cultivated a vast inventory of publishers that includes access to 220 billion monthly impression avails across diverse-owned sites as part of its UNREP curated packages. These packages include inventory among publishers owned by Women, LGBTQ+, Blacks, Latinx, and Asian American Pacific Islanders (AAPI) and can be accessed as a whole or individually depending on client goals. "TripleLift has been on our radar for a partnership for some time," said Charles Cantu, founder and CEO of Reset Digital. "Specifically, our marketplace combined with their offerings like UNREP now provides a single pathway to diverse spending across the programmatic ecosystem – a solution we are excited to finally have in the market together." Reset Digital, the industry's only verified, black-owned and operated DSP, has been long recognized for its neuroprogrammatic capabilities, which allow advertisers to engage audiences based on what they desire versus what they look like, its ability to help connect brands and multicultural audiences around the world and its partnerships with brands like P&G, GM and Verizon, as well as the leading global media and creative agencies. In 2023, Reset Digital launched a new programmatic marketplace for the National Newspaper Publishers Association (NNPA), a trade organization that represents more than 200 Black-owned newspapers in the U.S. along with the NABOB (National Association of Black Owned Broadcasters); these entities created a path to connect large advertisers with publications that previously did not have the capabilities to run national programmatic advertising campaigns. This partnership stands to benefit any of the buy-side clients working with these companies. "TripleLift and Reset Digital have both been great partners to Horizon Media for many years," said Karina Dobarro, EVP, Multicultural at Horizon Media. "We've long worked with DSPs and SSPs to better direct investment to diverse-owned media, but partnerships like this one make it a much more seamless endeavor." TripleLift works with 80%+ of comScore 200 ad-supported publishers and delivers over 2 trillion monthly global impressions across North America, EMEA, LATAM, APAC, and MENA. To learn more about this partnership, please visit www.triplelift.com. About TripleLift We're TripleLift, an advertising platform on a mission to elevate digital advertising through beautiful creative, quality publishers, actionable data, and smart targeting. Through over 1 trillion monthly ad transactions, we help publishers and platforms monetize their businesses. Our technology is where the world's leading brands find audiences across online video, connected television, display, and native ads. 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PR Newswire | January 12, 2024

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Read More