Data-driven Creative Content Strategy that's Transforming Marketing

Introduction

In this episode, Benjamin Shapiro interviews Joseph Perello, founder and CEO of Props, a technology company transforming creator marketing into a performance cha el. 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 insights on how brands can leverage owned media content to drive measurable business outcomes rather than just awareness.

The Strategic Value of Images vs. Video

While many marketers prioritize video content as the dominant medium, Perello offers a more nuanced perspective on when to use different content formats. He explains that the choice between video and images should be driven by specific marketing objectives rather than following trends. For awareness campaigns where engagement is the primary goal, video content often performs better by telling a complete story. However, when the objective is to drive clicks and conversions, static images can be more effective by creating intrigue without revealing the entire narrative.

The Complementary Relationship Between Formats

"Our instructions on video is don't tell the whole story," notes Perello, highlighting Props' strategic approach to video content. This insight reveals how incomplete narratives in video can create curiosity that drives further action. Shapiro builds on this by emphasizing that even on major video platforms like YouTube, it's typically a static thumbnail image that initially captures attention and stops users from scrolling. This demonstrates the complementary relationship between formats – images create the initial engagement that leads to video consumption, which then delivers deeper messaging and better business results.

Transforming Creator Marketing into a Performance Cha el

Props' approach represents a significant shift in how brands work with creators. Rather than focusing solely on awareness metrics or follower counts, their technology helps transform creator-generated content into a performance marketing cha el with measurable outcomes. This methodology blends the authenticity and humanity of creator content with the precision and accountability of paid media, allowing brands to move beyond vanity metrics to track actual business results.

Beyond Traditional Advertising

The conversation reveals how brand-owned content is emerging as a new frontier for marketers seeking predictable outcomes. Props works with brands including AAA, Aspen Snowmass, College Ave Student Loans, and Better Mortgage to create authentic content that drives specific actions. This approach represents a departure from traditional advertising models by focusing on owned media assets that can be optimized for performance rather than rented attention on third-party platforms.

Key Takeaways for Marketing Professionals

Marketing executives should consider how their content strategy balances different formats based on specific objectives rather than following trends. The most effective approach often combines static images that capture initial attention with video content that delivers deeper engagement. Additionally, brands should explore how creator marketing can evolve beyond awareness to become a performance cha el with measurable business outcomes. By blending creative authenticity with data-driven optimization, marketers can transform their owned media strategy to deliver both engagement and conversions.

Conclusion

As marketing continues to evolve, the integration of creative content with performance marketing represents a significant opportunity for brands. Perello's insights demonstrate how companies can move beyond the traditional separation between brand and performance marketing to create content strategies that deliver measurable business results while maintaining authentic co ections with audiences. By strategically leveraging different content formats and focusing on owned media assets, marketers can create more predictable, sustainable growth engines that don't rely solely on traditional advertising or platform-dependent metrics.