How a French start-up is focused on restructuring not just recirculating content
Newspapers are content factories. And, for the most-part, quality content factories producing 100,000’s of well-crafted words a day. But in a world where the average piece of content's shelf-life is extremely short, longevity of content is a challenge - along with extracting value from content.
This is a challenge that Paris-based start-up Storyzy is focused on solving, via AI linguistic analysis and rethinking how content is structured. Their bet is that by extracting *quotes* from famous people and commentators from news stories, they can then repackage these quotes to automatically create a whole new selection of quality content - ready to be optimised for Search and fully monetisable. On average Storyzy claim their software can generate up to 40% net new content - and a similar % of net new revenues. Well that’s the theory; Storyzy is still in start-up mode, recruiting publishers to use their technology with already a number of US-based titles signed up.
Q: Background. Talk to us about the background to Storyzy, where the idea came from and what problems you’re solving?
The founders of Storyzy come from the news industry (two of them created a successful news agency in 1999). Subsequently, the idea was to create a robot that automatically verifies online news for the financial industry. After a year and a half we realised that there aren’t that many mistakes made in financial news, and so pivoted to use our technology to automatically extract quotes from news - the thinking being that readers prefer see a variety of opinions on a subject rather than verifying what is true or not.
Now we are using these extracted quotes to offer to online publishers the automatic creation of more pages for their website, as one person quoted in their articles = one new page. From a set-up perspective, we can get publishers up and running and generating new content and revenues within 3 weeks - with no technical development on their side (as Storyzy hosts the pages). Our technology works 24/7 processing both the new flow of articles and also article archives.
Our solution is designed to help publishers scale their audience reach, with 22% more pages on average generated, recirculate content and improve SEO. With an increase in traffic comes an increase in revenue, as we share ad revenues on these new pages.
Q: Quotes. What is it about quotations that you think makes them so valuable / important for publishers?
Quotes express opinions and points of view, they are also short and encapsulate a news story. The heart of a journalist’s job is to use quotes to support, argue and illustrate stories. With Storyzy, publishers have the opportunity recycle the work created by their newsrooms, extracting additional value from their content.
Core to Storyzy’s value proposition is quality content recirculation - the idea being that a journalist puts a huge amount of work into writing and sourcing quotes for an article, and Storyzy helps extend the value of journalists' hard-work. Storyzy is about restructuring content as much as recirculation - which is what most media technology companies like Outbrain and Taboola focus on.
Q: Team. Talk me through your team. How are you structured; who’s on your leadership team; who’s part of your engineering team?
A: We’re a team of four complementary seasoned founders who come from a mix of industries: news, technology and marketing. We’re very technology-focused, and in the engineering team we have a PHD in semantic web, a software architect, several NLP (Natural Language processing) specialists and some developers.
Q: Success stories. Could you talk over some success stories / examples of publisher partners using Storyzy.
A: We’re very new to market but one of our biggest recent wins is Euronews.com. It’s too early to have numbers, but we know that with the content they produce we can automatically create 40% more pages on their website and hopefully a similar level of additional revenue.
Q: The future. What’s next for Storyzy? How are you planning to develop the product.
A: As always, there is a lot to do to iterate and improve the product, and better serve our clients. We’re always listening to our clients, and work a lot with them to get the best results. At present our NLP technology only works in English; once we’ve proved our model works we’ll be replicating the model in other languages. EuroNews.com is a perfect partner in this sense as they publish in multiple different languages.