The Crisis Killing Your Creator Marketing ROI

Creator marketing ROI is in crisis. Joseph Perello, CEO of Props, explains how to transform creator content into a performance channel by blending human storytelling with paid media precision. He reveals why scaling individual creators (rather than expanding creator volume) delivers better results, and demonstrates how owned media can drive measurable business outcomes beyond traditional vanity metrics. See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.

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  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 iHereEverything.com.

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  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.

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

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  Typical lifespan of an article is about 24 to 36 hours.

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  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.

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  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.

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  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. Let's move on. Last question I have for you. What breaks first when B2B companies try to scale their creator content efforts?

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  Definitely the art and science of curating, vetting, and organizing and managing creators. If you're doing it in the influencer model, that is enormously difficult, especially since if you're in the B2B space, you're likely a specialty and you need specialized creators who are even more credible than consumer brands might need. So the art and science of curating creators is paramount. That absolutely breaks first in the B2B space.

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  It's funny because it assumes that you need lots of scale. It's hard to find creators as you scale. And that means, oh, I need to go find a bunch of people that are subject matter experts. And my thought is that's actually really overrated where brands are trying to go. And they're saying, well, we found one creator. Let's go find 10 more that are just like him or her. And then we can have lots of different voices. I think one of the things that marketers don't think about when they're thinking about their creative campaigns is either A, getting more out of the creators that you have, right? Having deeper relationships or B, moving that content from channel to channel and right sizing what the creator is saying. So if you have a creator that has a great podcast following and you want to find somebody on YouTube,

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  you can either go find somebody on YouTube and hope that they are as credible and as interesting and know your brand. Or you can help that creator make the migration and help them cultivate their audience and channels in other platforms. So I feel like the scaling creators, that's what lots of marketers say is a challenge. And I don't understand why marketers are so focused on scaling the creators, like by volume of creators, instead of actually scaling the creator, getting that one person you're working with to expand.

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  I mean, the easy way to do that is just to use props.

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  There it is.

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  You asked me a question early on and I didn't answer it for you. It was, is the content like a loss leader? That's related to this question. The answer is not really, but we're a media company. And the cost of content is maybe 10% of our engagements with our clients because of what you just said, which is we're not in the business of getting 150 creators for a brand. We're in the business of getting maybe 10 and putting a million or two or $3 million media behind that to do what you just said is scale the creator, not the creators.

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  I like it. Scale the creator, not the creatives. Joe, I appreciate you coming on the podcast. I think Props is doing some really fascinating things, and I love the thesis that people aren't responding to ads, they respond to stories, and that there is a way that you can use your stories to drive business results, not just off-platform, but on-platform as well. Tell everybody where they can find you, how they can get in touch with you.

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  Yeah, we're in New York City, 25th and Broadway. You can reach us on props.co. You can always email me at [email protected]. And Ben, thank you so much for having me. I really appreciate it.

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  Great to have you here, Joe. And that wraps up this episode of the Martech Podcast. Thanks for listening to my conversation with Joe Perrello, the CEO and co-founder of Props. If you'd like to contact Joe, you can find the 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 dot C-O. 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 every week. All right, that's it for today. But until next time, my advice is to just focus on keeping your customers happy.

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  Thanks for listening to the Martech Podcast, an I Hear Everything production. Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.