The Evolution of Creator Content

Marketers talk about content like it’s oxygen, but most teams are still short of breath. Budgets are tighter, channels keep multiplying, and the demand for high-performing creative never slows down.

That’s the backdrop for my conversation with Tom Logan, CEO of Cohley, on Inside the Blurb. Cohley sits at the intersection of creators, AI, and operations, helping mid-market and enterprise brands turn user-generated content into a real, repeatable advantage.

Key Takeaways 

1. Brands don’t just need more content—they need a content engine.

   Cohley is built to power content across the entire consumer journey, not just one-off campaigns.

2. Cohley is built for mid-market and enterprise consumer brands.

   Below ~$10M in revenue, most brands don’t yet feel the full intensity of the content problem Cohley solves.

3. Creator matching is data-driven, not just a marketplace free-for-all.

   Cohley uses deep creator data and workflows to prioritize fit and quality over volume.

4. AI is embedded in the workflow, not bolted on.

   Tools like AI Asset Analysis and Cohley Cognition learn brand preferences, flag off-brief content, and guide briefs over time.

5. Perpetual content rights remove a massive operational headache.

   Brands own their assets forever, avoiding complex usage windows and “this ad is working but we’re out of rights” moments.

6. Customer success is a strategic function, not just support.

   Dedicated CSMs provide channel-specific content strategy, quarterly check-ins, and in-person relationship building.

7. Pilots de-risk adoption for the right brands.

   90-day pilots with flexible brief structures let Cohley prove value before a long-term commitment.

   
   

   Chapters

   1. 00:00 – Why content feels like oxygen (but teams can’t breathe)

   2. 00:55 – Meet Cohley: Sean reads the Blurb

   3. 01:12 – Why brands have never needed this much content

   4. 02:46 – Who Cohley is really for (and who it isn’t)

   5. 04:35 – From early UGC to building Cohley

   6. 06:36 – Beyond point solutions: powering the whole journey

   7. 07:17 – Cohley vs competitors: where they truly differ

   8. 09:08 – Using AI to enforce creative “non-negotiables”

   9. 11:16 – Why customer success is Cohley’s backbone

   10. 13:41 – Diversity of content and creator matching at scale

   11. 15:19 – Who gets into the creator network (and how it self-regulates)

   12. 17:51 – Perpetual rights and killing usage-tracking headaches

   13. 19:31 – Case Study: Zak Designs and content for every touchpoint

   14. 22:55 – Which verticals Cohley wins in (and which are harder)

   15. 24:17 – What working with Cohley actually looks like

   16. 27:56 – How brands measure success with Cohley content

   17. 31:31 – Inside Cohley Cognition: the AI brain

   18. 34:33 – Distributing content across Amazon, TikTok, Yotpo & more

   19. 36:18 – Pricing, pilots, and de-risking the decision

   20. 37:50 – How to explore Cohley on Blurbs & what’s next