CMOs brutal truth to describe Content Marketing in one word

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: CMO's Brutal Truth to Describe Content Marketing in One Word
Release Date: July 16, 2025

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Introduction

In the July 16, 2025 episode of the MarTech Podcast ™, hosted by Benjamin Shapiro, listeners delve into the nuanced world of content marketing through an enlightening conversation with Joe Perrello, the CEO and co-founder of Props Co. The episode, aptly titled "CMOs Brutal Truth to Describe Content Marketing in One Word", unpacks the current challenges faced by Chief Marketing Officers (CMOs) in effectively leveraging content marketing to drive business growth.

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Guest Introduction: Joe Perrello and Props Co.

Benjamin Shapiro introduces Joe Perrello as a pivotal figure in the intersection of content creation and performance marketing. Props Co. is highlighted as a company that empowers brands to seamlessly blend creator-generated content with data-driven marketing strategies, positioning itself as a solution to the prevalent issues in content marketing measurement and effectiveness.

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The "Mushy" State of Content Marketing

The crux of the episode revolves around Joe’s candid assessment of how CMOs perceive content marketing. When prompted to describe content marketing in one word, Joe declares it as "mushy" (01:40). This term encapsulates the ambiguity and lack of clear metrics that often plague content marketing efforts. Joe elaborates on this perception, stating:

“It's mushy because you can't measure it. They haven't figured out how to measure what's good and what's not.” (01:40)

Benjamin concurs, expanding on the metaphor of "mushy" to illustrate the confusion and uncertainty that CMOs experience. He emphasizes that while the foundational concept of content marketing—creating valuable and engaging content to build long-term relationships—is widely understood, the implementation and measurement remain elusive challenges. Benjamin articulates:

“People seem to understand the concept that creating good, compelling content that your audience will enjoy providing value makes my brand looks good, makes me look good, builds long term relationships. They just don't know how to do it and don't know how to measure it.” (01:53)

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Props Co.'s Solution to the "Mushy" Problem

In response to these challenges, Joe introduces Props Co.'s mission to demystify and quantify content marketing. He explains that Props aims to transform the perception of content marketing from "mushy" to a measurable and strategic asset. By integrating creator content with performance metrics, Props provides CMOs with clear insights into what works and what doesn’t, thereby enabling more informed decision-making and predictable outcomes.

“That's really part of the problem, though I wanted Props to solve is because they think it's mushy when you do it the right way. It's not.” (01:40)

This statement underscores Props' commitment to empowering marketers with the tools and methodologies necessary to render content marketing tangible and accountable.

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Impact and Future of Content Marketing

The discussion hints at a transformative shift in how content marketing is approached within organizations. By addressing the "mushy" nature of content marketing through technology and data integration, Props Co. is positioned to lead the charge in redefining content strategies. This evolution promises not only enhanced clarity in measuring content effectiveness but also fosters a more strategic alignment between content creation and business objectives.

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Key Takeaways

1. Perception of Content Marketing: CMOs often view content marketing as "mushy" due to challenges in measurement and demonstrating ROI.
2. Understanding vs. Execution: While the theoretical benefits of content marketing are recognized, practical implementation and metric identification remain problematic.
3. Props Co.'s Role: By integrating creator content with performance marketing, Props aims to provide clear, actionable insights that transform content marketing into a more precise and effective tool for business growth.
4. Future Outlook: The integration of technology and data in content marketing is essential for moving beyond ambiguity, allowing marketers to achieve predictable and scalable results.

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Conclusion

The episode concludes with Benjamin reinforcing the importance of resolving the inherent uncertainties in content marketing. By spotlighting leaders like Joe Perrello and companies like Props Co., the MarTech Podcast ™ underscores the ongoing evolution in marketing strategies, driven by technological advancements and a deeper understanding of content dynamics.

For listeners seeking to enhance their content marketing strategies, this episode offers valuable insights into the current challenges and innovative solutions shaping the future of the industry.

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Connect with Joe Perrello:

• LinkedIn Profile
• Props Co. Website

Subscribe for More Insights:
Stay updated with the latest in marketing and technology by subscribing to the MarTech Podcast ™ on your preferred podcast platform or YouTube every week.

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This episode was produced by I Hear Everything. Interested in launching or scaling your own podcast? Visit iheareverything.com for podcast production, growth, and monetization solutions.

Transcript

[Benjamin Shapiro]

The Martech Podcast is a proud member of the I Hear Everything Podcast Network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Joe Perrello]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate.

[Benjamin Shapiro]

Getting brands authentically integrated into content performs better than TV advertising.

[Joe Perrello]

Typical life span of an article is about 24 to 36 hours. We're reaching out to the right person with the right message and a clear call to action. Then it's just a matter of timing.

[Benjamin Shapiro]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast, you'll hear the stories of world class marketers that use technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

I'm Benjamin Shapiro and joining me today is Joe Perrello, who's the CEO and co founder of Props, which helps brands blend creator content with performance marketing. And today, Joe is going to explain why brand owned content is the new frontier for marketers who want real, predictable outcomes. Okay, let's move on to our next question. Give me one word that describes the current state of how CMOs think about content marketing.

[Joe Perrello]

It's mushy because you can't measure it. They haven't figured out how to measure what's good and what's not. That's really part of the reason. That's part of the problem, though I wanted Props to solve is because they think it's mushy when you do it the right way. It's not.

[Benjamin Shapiro]

Yeah, it's interesting. Mushy's not wrong. It's confusing, it's muddy, it's. I'm going to put money into this little content thing and hope I get to keep my job, but my word would be attractive. People seem to understand the concept that creating good, compelling content that your audience will enjoy providing value makes my brand looks good, makes me look good, builds long term relationships. They just don't know how to do it and don't know how to measure it. And that's where the mushy part comes in.

[Joe Perrello]

We're trying to fix that.

[Benjamin Shapiro]

All right, well, please do. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Joe Perello, the CEO and co founder of Props. If you'd like to contact Joe, you can find a link to his LinkedIn profile in our show notes, or you can visit martechpod.com you can also find his company's website at Props Co. That's P R O P S Co. And if you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app and we'll be back in your feed or on YouTube. YouTube every week. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

Thanks for listening to the Martech podcast, and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything. Com.