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 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. 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. 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. 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. 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. Customer success is a strategic function, not just support. Dedicated CSMs provide channel-specific content strategy, quarterly check-ins, and in-person relationship building. 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 00:00 – Why content feels like oxygen (but teams can’t breathe) 00:55 – Meet Cohley: Sean reads the Blurb 01:12 – Why brands have never needed this much content 02:46 – Who Cohley is really for (and who it isn’t) 04:35 – From early UGC to building Cohley 06:36 – Beyond point solutions: powering the whole journey 07:17 – Cohley vs competitors: where they truly differ 09:08 – Using AI to enforce creative “non-negotiables” 11:16 – Why customer success is Cohley’s backbone 13:41 – Diversity of content and creator matching at scale 15:19 – Who gets into the creator network (and how it self-regulates) 17:51 – Perpetual rights and killing usage-tracking headaches 19:31 – Case Study: Zak Designs and content for every touchpoint 22:55 – Which verticals Cohley wins in (and which are harder) 24:17 – What working with Cohley actually looks like 27:56 – How brands measure success with Cohley content 31:31 – Inside Cohley Cognition: the AI brain 34:33 – Distributing content across Amazon, TikTok, Yotpo & more 36:18 – Pricing, pilots, and de-risking the decision 37:50 – How to explore Cohley on Blurbs & what’s next