MarTech Podcast ™ // Marketing + Technology = Business Growth Episode: Why Brand-Owned Content is Marketing’s New Frontier Release Date: July 14, 2025

Introduction

In the latest episode of the MarTech Podcast ™, hosted by Benjamin Shapiro, listeners delve into the evolving landscape of marketing strategies, particularly emphasizing the shift towards brand-owned content. The episode features an insightful discussion with Joe Perrello, CEO and co-founder of Props, a company specializing in blending creator content with performance marketing. Released on July 14, 2025, this episode explores how authentic, brand-owned content is redefining marketing effectiveness and driving business growth.

Challenges in Performance Marketing

The conversation begins with an overview of the current challenges faced by Chief Marketing Officers (CMOs) in the realm of performance marketing.

Joe Perrello highlights the issue of attribution in marketing efforts:

“Attribution is made up on a last click model, which essentially records the last thing someone did before they became a customer. And that serves paid search pretty well.”
[02:48]

He continues to explain how reliance on last-click attribution can obscure the true drivers of customer acquisition and hinder a comprehensive understanding of the customer journey.

Benjamin Shapiro adds context by referencing the Gartner 2024 CMO Spend Survey, noting that while marketing budgets are shrinking, investment in paid media remains substantial.

“According to Gartner's 2024 CMO Spend Survey, 7.7% represents a 16% decrease in the marketing spend to company revenue ratio compared to 2023.”
[01:15-01:30]

The Shift to Brand-Owned Content

The discussion transitions to the growing importance of brand-owned content as a strategic response to the limitations of traditional performance marketing.

Joe Perrello introduces the concept of brand-owned content as a means to build long-term brand equity, contrasting it with the immediate but fleeting impact of paid ads:

“The biggest issue we see today is tackling attribution and having faith that people's brands and the way that they engage with brands is largely the same as it was before we had good attribution.”
[02:48]

He underscores the necessity of investing in brand-building activities that foster credibility and trust, which are essential for sustained business growth.

The episode references Mike Linton, host of the CMO Confidential Podcast, and his memorable tagline:

“Sales overnight, brand over time.”
[04:35]

This phrase encapsulates the enduring value of brand investment compared to the short-term gains from performance marketing.

Props' Full Funnel Approach

Joe Perrello elaborates on Props’ unique methodology, which employs a full funnel approach integrating paid social media, independent creators, and strategic content placement:

“We have an approach that is, for lack of a better word, it's a full funnel approach. And it's enabled by really three things...”
[07:57]

Key Components of Props' Strategy:

1. Paid Social Media: Utilizing platforms like Meta, Snapchat, TikTok, and LinkedIn to leverage their sophisticated user data for targeted content distribution.

2. Independent Creators vs. Influencers: Differentiating between influencers, who primarily leverage their follower base for content distribution, and creators, who focus on producing high-quality, authentic content without relying on their audience for dissemination.

   “An influencer is someone with talent and notoriety whom you engage with to do two things. Make great stories about you or your brand and also get them distributed through their followers.”
   [09:00-09:13]

3. Content on Client's Website: Hosting authentic, value-driven content on the client’s website to deepen the customer relationship and create a pool for effective retargeting.

   “All it requires is some money. That's all it requires.”
   [14:24]

This strategy ensures that content consumption leads directly to the brand’s ecosystem, enhancing both immediate engagement and long-term customer loyalty.

Measuring Impact and Success

A significant portion of the episode is dedicated to understanding the measurable impacts of brand-owned content versus traditional ads. Joe Perrello emphasizes the importance of viewing brand-building as a long-term investment:

“It's not easily measurable in the short term, where sales are overnight and easily measurable... you have to measure it over the course of six months, a year, two years.”
[05:59-06:15]

He discusses how Props’ approach not only attracts customers more cost-effectively but also enhances the performance of other marketing channels. For instance, when clients reduce their spending on Props, their customer acquisition costs (CAC) tend to rise, illustrating the efficiency and complementary nature of Props' services.

Joe Perrello shares a case study demonstrating how sustained collaboration with Props leads to improved marketing efficiency:

“When we're spending money in paid social, client might also be spending money and they're running ads... their costs doubled.”
[20:51]

Upon reintegrating Props, client costs plummeted, showcasing the synergistic effect of combined strategies.

Authenticity and Creator Partnerships

Maintaining authenticity is pivotal in Props’ strategy. Joe Perrello explains how the company ensures genuine and credible content through rigorous creator selection and verification processes:

“We’re recruiting creators who know what they’re in for... All the claims that they're making are real.”
[26:15-26:30]

Props employs an AI platform named Ali to authenticate creators, ensuring they have genuine expertise and alignment with the brand’s values. This meticulous approach guarantees that endorsements and stories resonate authentically with audiences, fostering trust and affinity towards the brand.

Conclusion

The episode concludes with a reaffirmation of the power of storytelling in marketing:

“Stories are going to be more compelling than ads. And there is a way where you can go on platform or off platform to be able to tell a story to your customer and keep it authentic all the way through your sales funnel.”
[28:00-28:15]

Benjamin Shapiro encapsulates the key takeaway: integrating brand-owned content not only enhances immediate marketing effectiveness but also builds a robust foundation for long-term business growth.

Listeners are encouraged to explore further by connecting with Joe Perrello via LinkedIn or visiting Props’ website, Props Co., for more insights into leveraging brand-owned content for marketing success.

Key Quotes:

• Joe Perrello: “Attribution is made up on a last click model, which essentially records the last thing someone did before they became a customer.”
  [02:48]

• Mike Linton: “Sales overnight, brand over time.”
  [04:35]

• Joe Perrello: “An influencer is someone with talent and notoriety whom you engage with to do two things. Make great stories about you or your brand and also get them distributed through their followers.”
  [09:00]

• Joe Perrello: “Stories are going to be more compelling than ads. And there is a way where you can go on platform or off platform to be able to tell a story to your customer and keep it authentic all the way through your sales funnel.”
  [28:00]

Further Resources:

• Connect with Joe Perrello: LinkedIn Profile
• Props Co.: Visit Props Website
• Subscribe to MarTech Podcast ™: Available on all major podcast platforms and martechpod.com

This summary provides a comprehensive overview of the episode "Why Brand-Owned Content is Marketing’s New Frontier," capturing the essence of the discussions, strategies, and insights shared by Benjamin Shapiro and Joe Perrello.