How to Create Content That Actually Performs, According to the GM of Vox Creative

Author: Joe Lazauskas / Source: The Content Strategist

Over the last few years, Vox Creative—the native ad arm of Vox Media—has shot to the A-list of native advertising options, earning perhaps the best reputation of any shop not named T Brand Studio.

Its high-quality branded documentary series, like “Two-a-Days” for Russell Athletics, integrate well into Vox’s portfolio of sites. Most notably, the work feels true to the brand, and not like a cheap play for impressions and clicks.

This summer at Cannes, I sat down with Armando Turco, GM of Vox Creative, to talk about setting content marketing goals, measuring engagement, and the future of social media. Check out the interview below, which was created as part of our Accountable Innovation Series in partnership with Magnet Media, an industry-leading global strategic studio.

Transcript:

Joe Lazauskas: Welcome to Accountable Innovation at Cannes. I’m Joe Lazauskas, and I’m here with Armando Turco, the general manager for Vox Creative, which has been creating some really cool branded content lately. We’re going to put you in the hot seat, ask five rapid-fire questions.

Armando Turco: Cool, let’s do it.

Lazauskas: You ready?

Turco: Yep. Let’s go for it.

Lazauskas: Alright, let’s start. What is the biggest key to creating branded content that actually performs?

Turco: Wow. What we see often is clients sort of stopping, forgetting to stop, and asking themselves: What is this thing expected to do? So we’ve been much more disciplined lately about really orienting our content efforts around KPIs and having a very strict communication strategy that still allows room for testing but is always mapping back to a particular communication task—which seems like…

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