CMOs Brutal Truth: Content Marketing Is "Mushy" - How Props Is Changing the Game

Introduction

In this revealing episode, Joe Perello, founder and CEO of Props, cuts through the confusion surrounding content marketing with a brutally honest assessment. With over 30 years of experience including roles as New York City's first CMO under Mayor Bloomberg and executive positions at MBNA and The New York Yankees, Perello brings valuable perspective on why owned media is being rebranded and how marketers can transform creator content into a measurable performance cha el that delivers real business outcomes.

The "Mushy" Problem with Content Marketing

When asked to describe how CMOs currently view content marketing in one word, Perello doesn't hesitate: "It's mushy. Because you can't measure it." This candid assessment gets to the heart of why many marketing executives struggle with content initiatives. While they intuitively understand that quality content should build brand relationships, the lack of clear measurement frameworks makes it difficult to justify investments or demonstrate ROI. This measurement gap is precisely what Props was created to solve, transforming content from a "hope-based" strategy to a performance-driven cha el.

Impressive Performance Metrics

Perello reveals that across Props' programs and clients, they've consistently achieved 55-65% open rates - significantly outperforming traditional marketing cha els. This demonstrates that when brands are authentically integrated into content, they can generate engagement that exceeds even television advertising. These metrics provide the accountability that CMOs have been missing in their content marketing efforts.

Creating Content with Measurable Outcomes

Props' approach focuses on blending creator marketing with performance metrics, moving beyond vanity measurements like follower counts. Perello emphasizes that successful content marketing requires precision in targeting: "If 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." This strategic approach transforms content from an awareness play into a conversion driver with predictable outcomes.

The Limited Lifespan Challenge

One key insight Perello shares is understanding content's natural lifecycle. "Typical lifespan of an article is about 24 to 36 hours," he notes. This reality requires marketers to be strategic about content distribution and measurement windows. By acknowledging this constraint, Props helps brands maximize impact during this critical period while developing strategies for extending content value beyond the initial publication window.

Bridging Humanity and Performance

What makes Props' approach distinctive is how it combines the authentic human element of creator content with the precision of performance marketing. Rather than treating these as separate disciplines, Perello's company integrates them - delivering content that resonates emotionally while driving measurable business results. This hybrid approach addresses both the "attractive" quality of content marketing that Benjamin Shapiro highlights and the "mushy" measurement problem that frustrates CMOs.

Conclusion

The conversation with Joe Perello reveals a significant shift in how forward-thinking marketers should approach content. By transforming creator marketing into a performance cha el with clear metrics and accountability, brands can move beyond the "mushy" perception that has limited content marketing's credibility in the C-suite. Props' success with major brands like AAA, Aspen Snowmass, and Better Mortgage demonstrates that when done correctly, owned media can deliver the authentic co ections and measurable outcomes that modern marketers require. The future of content marketing isn't just about creating engaging material - it's about creating a system where that engagement translates directly to business results.