The New Math of Content: Why Stories Are the Smartest Spend in Marketing Today

PUBLISHED ON ADVERTISINGWEEK.COM
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4/15/2025

By Joseph Perello, Founder & CEO of Props

For years, content has been seen as a cost center—expensive, slow-moving, and too often disconnected from measurable outcomes. Paid media, by contrast, promised precision and predictability. But in today’s fractured attention economy, that equation is outdated. The real calculus of content has changed, and marketers are overdue to flip the script.

Content isn’t a soft asset anymore. It’s the most capital-efficient way to build relationships, drive acquisition, and reduce long-term marketing costs—if it’s built the right way.

Read the article on AdvertisingWeek.com