Podcasts about this old marketing

In this episode, the boys cut in with two breaking stories. First, Walmart buys Vibe.co, a connected TV advertising platform, in a move that could make Walmart's already-growing ad business even more interesting. Robert believes the strategy is right, especially with Walmart's retail media business and Vizio already in the fold, but thinks the price tag may have been a bit too rich. Then Joe and Robert revisit the FIFA stadium branding story. FIFA's clean-stadium policy has forced brands like Levi's, Heinz and others to cover up their logos during World Cup matches. But instead of making those brands disappear, FIFA may have created the perfect Streisand effect. Heinz, Beats and Levi's have all turned the restrictions into creative marketing moments. Is FIFA protecting its sponsors, or accidentally giving non-sponsors a bigger story? In our main stories, Google and A24 announce a partnership around AI filmmaking tools. The big question is not whether AI will make the final movie. It's whether AI will control more of the creative workflow before the final product ever exists. Then Meta and Snap both make new moves in smart glasses. Meta pushes toward a lower-cost, more mainstream AI glasses play, while Snap launches its new AR-focused Specs. If glasses become the next interface, marketers may have to rethink content for a world where the screen is no longer in your hand. It's on your face. In Winners and Losers, Joe's winner is TIME Canada. TIME is launching a licensed Canadian edition with a local team, local office, original reporting, video, social, print and events. In a world of generated content, Joe likes the bet on trusted editorial brands with a local heartbeat. Robert's winner is McDonald's, which is bringing back the fried apple pie. Sometimes nostalgia, timing and a little bit of fried goodness is all the marketing strategy you need. In Rants and Raves, Joe raves about The Infinity Machine by Sebastian Mallaby, a book about Demis Hassabis, DeepMind and the race toward superintelligence. Robert delivers a super rant on TuneCore and how independent creators may be getting the short end of the stick as AI music floods the market and distribution platforms try to figure out who gets through, who gets blocked, and who gets paid. Also mentioned this week: In the Weights, a site that lets you see whether you show up in the "weights" of different AI models: https://www.intheweights.com/ Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their AEO and customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, Joe and Robert lead with Anthropic's safety warning and what it means for marketers building AI-driven systems. Joe sees a real challenge ahead: how can marketers confidently build AI platforms and processes when models, access, regulations, and rules keep changing? Robert is not so sure and thinks some of this may be more theater and marketing than actual danger. Who's right? Maybe nobody knows yet. The boys also discuss Fox buying Roku and why the deal is less about content and more about distribution, data, advertising, and owning the screen before the viewer decides what to watch. Plus...Sam Harris doesn't care if it's AI or not. In marketing winners and losers, Robert's winner is a Publicis video, while Joe's winner is Carvana and its move into new-car sales. In rants, raves, and commentary, Joe raves about Sweden pulling back on digital learning for kids and bringing back more books, paper, and handwriting. Robert talks about the LinkedIn and Adobe launch, which may not really be much of a launch at all. Robert also discusses the new AI awards from Cannes. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their AEO and customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

We lead with the possible IPOs from OpenAI, Anthropic and SpaceX, and the much bigger question behind them: where is all that money supposed to come from? The capital markets seem to believe the answer is labor. If AI valuations are going to make any sense, then the bet is not simply that AI companies will sell more software. The bet is that AI will absorb, replace or reorganize a massive piece of the payroll line. Joe believes marketers need to prepare for a labor reckoning sooner rather than later. Robert is more skeptical. As usual, the truth may be somewhere in the middle. Then the boys break down Bending Spoons and its rollup of old internet and media brands, including AOL, Vimeo, Evernote and others. The lesson for marketers? Distressed media assets inside your industry may be one of the biggest opportunities nobody is talking about. In a world where building audience from scratch is harder than ever, the cheapest audience may be the one someone else forgot they owned. In Winners and Losers, Joe's winner is FIFA, which reminded every marketer that rented land is always rented land, even when your name is on the stadium. Robert's loser is Turner Classic Movies. In Rants and Raves, Joe raves about Pat McAfee's new media model and what happens when an expert builds the audience, owns the IP and lets big media rent access. Robert has commentary on MrBeast's claim that he could build a faceless YouTube channel to 20 million subscribers in six months, and what that says about formats, systems and the future of creator media. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, Joe and Robert dig into the media reckoning hitting some of the biggest names in digital publishing. Vice, BuzzFeed, Vox, and others once represented the future of media, with massive valuations, venture money, and platform-driven scale. Now, many of those same companies have been sold, split apart, or pushed into bankruptcy. The boys ask the uncomfortable question: how did companies worth billions become cautionary tales? On the flip side, 1440 just received a $101 million valuation with only 27 employees and a focused newsletter-first model. The company generates about $1 million per employee and has built a direct relationship with nearly 5 million subscribers. Joe and Robert discuss why this is the same lesson they have been talking about for years: don't build your content house on rented land. Owned audience, discipline, and direct trust still win. Then the conversation turns to the growing demand for live experiences and even print products. Investors are rewarding live entertainment, movie theaters, concerts, and premium in-person experiences, while print continues to show surprising signs of life in certain corners of media. Is this a true long-term opportunity, or just a small bubble created by digital exhaustion? Winners and Losers Joe's winner is the baklava guy outside Knicks games, a perfect example of small, weird, consistent marketing becoming part of the fan experience. Robert's winner and loser is Ferrari's new design. In rants and raves, Joe talks about Nate B. Jones changing his AI newsletter frequency, moving away from the daily news grind and toward a more useful weekly cadence. Robert closes with commentary on the death of per-seat pricing and what it means for the coming SaaS apocalypse. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, the boys open with Meta's new subscription plans for Facebook, Instagram, WhatsApp and Meta AI. The features are mostly small upgrades, but the bigger story is clear: Meta is building a toll road around access, visibility and creation. The rent on rented land keeps going up. From there, Joe and Robert talk about LinkedIn's campaign against "AI slop." LinkedIn says it wants to reduce low-value AI content, generic posts and engagement bait. But is it really getting rid of anything, or just marketing the idea of a cleaner feed? The platform rewarded slop long before AI arrived. AI just made it easier to scale. Winners and Losers Joe's winner is YouTube creator Curry Barker and the box office success of Obsession, another reminder that creators can still break through outside the traditional Hollywood machine. Robert's winners are OpenAI's new CMO and brands making music videos.  Rants and Raves Joe raves about The Guardian's U.S. success and its growing donation-supported business. It's a strong example of a media company building direct audience trust and turning that trust into revenue. Robert's commentary is on Rand Fishkin's take that "inimitable product" is the new "make great content."  Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, former Forrester Research Director Jeff Clark, is back in the studio with our host Ian Truscott to discuss 5 tips for getting your content into the LLMs, pulling at a thread that has come up a couple of times in previous episodes. They discuss: Leading with a clear, structured need definition. Publishing useful things for the audience and the robots Maintain consistent naming and terminology Brand is still important Distribute content across high-authority contexts Due to a scheduling challenge caused by family commitments over the long weekend, Ian's visit to our virtual bar, The Rose & Rockstar, comes from the archive, replaying a conversation from last year that is relevant to the topic of educating LLMs. In this bar conversation, over one of his classic cocktails, Robert Rose shares his thoughts on what we should be sharing with the LLMs and suggests an approach he calls “The Mullet” content strategy.  Enjoy! — The Links The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn Mentioned this week: OpenAI Launches Self-Serve Ads Manager for ChatGPT Robert discussing The Mullet Content Strategy on the This Old Marketing podcast  Robert's newsletter: Lens, his websites, robertrose.net and seventhbear.com Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license You Speak My Language by Morphine on YouTube You can listen to this on all major podcast platforms, including Apple Podcasts, Amazon Podcasts, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Joe and Robert start with Google's massive AI search shift and the uncomfortable reality for marketers, publishers and creators: the click may no longer be the point. Google has turned search into something closer to an answer engine, and Joe has officially come around to Robert's long-held view. Google may have created an even better business model than the one it already had, and the old one was pretty darn good. Instead of sending people out to websites, Google can now keep users inside its own experience, answer more complex questions, and eventually handle more of the buying, research and decision journey itself. So what does that mean for marketers? It means the old SEO bargain is breaking. Ranking is no longer enough. Getting the click is no longer guaranteed. And if Google becomes the destination instead of the doorway, brands need to think very differently about trust, authority, direct relationships and what it actually means to be found. The Feed Is Fake Next, the boys discuss the Vulture article on how social feeds are increasingly being manufactured through clipping, coordinated amplification and artificial momentum. The big takeaway: marketers can no longer assume that views, likes, comments or shares are clean signals of audience interest. If popularity can be engineered, then trust signals become more important than ever. Joe and Robert also wonder whether this is just a strange temporary window. Are we in a one-to-two-year messy middle where fake feeds, synthetic content and AI-generated attention overwhelm the system before the platforms fix it, users reject it, or the whole thing collapses into something else? Either way, the advice is clear: do not build your strategy on fake momentum. Build something people can actually trust. Marketing Winners and Losers Joe's winner: The AI Doc: Or How I Became an Apocaloptimist. Joe liked that the documentary did not simply take one side of the AI debate. It explored both the optimism and the fear around AI, giving space to the people who believe AI could unlock enormous progress and those who believe it could create enormous harm. Robert's winner: Publicis, which agreed to acquire LiveRamp for approximately $2.2 billion in cash. The move gives Publicis deeper data capabilities at a time when first-party data, identity, privacy-safe collaboration and AI-powered marketing are becoming central to competitive advantage. Rants and Raves Joe's rave: Rishad Tobaccowala on the future of work. Robert's rant: Palantir and the "SaaS is dead" narrative. Robert reacts to the idea that traditional software-as-a-service is being replaced by a more AI-driven model, sometimes described as "service as software." The boys unpack whether this is a real business model shift or just another big tech phrase looking for a market. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, former Forrester Research Director, Jeff Clark, is back in the studio with our host Ian Truscott to discuss an article from Anthony McPartlin, Principal Analyst at Forrester, Agentic Prospecting: Seven Reasons The Hype Falls Short. Demand generation and prospecting have changed, with sales teams now armed with tools that allow them to run lead generation campaigns across LinkedIn and email, which was traditionally the role of marketing, but now this role is being handed to the robots, with agentic prospecting handling everything from deciding the ICP, buyer personas, to executing the campaign.  Picking 5 f'in' things from the article, as is the editorial policy of the podcast, Ian and Jeff discuss: Agentic Prospecting Assumes Signal Quality That Doesn't Exist The Assumption that Sales is a Numbers Game Accuracy is Fragile Due to Heavy Reliance On LLMs & External Data The Fallacy of End-To-End Autonomy Claims The Spam Problem Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, to discuss Robert's recent article from The Content Marketing Institute - Content-Led Marketing: The Essential Strategy for the AI Era. They discusses the evolution of marketing strategies from campaigns to content-led marketing, and the impact of AI and community building on brand storytelling. Enjoy! — The Links The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn Mentioned this week: Agentic Prospecting: Seven Reasons The Hype Falls Short Tuesday 2¢ - The Cost of the Easy Button Content-Led Marketing: The Essential Strategy for the AI Era Robert's podcast: This Old Marketing  Robert's newsletter: Lens, his websites, robertrose.net and seventhbear.com Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license The Miracles - Love Machine You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week on This Old Marketing, Joe and Robert break down OpenAI's latest move: launching a full-blown AI consultancy for enterprise companies. The big question: is this a smart response to large companies moving too slowly on AI integration, or is it a sign that OpenAI is feeling pressure to generate revenue wherever it can? The boys also follow up on OpenAI's move into shopping and advertising. As ChatGPT gets closer to product discovery, recommendations, and transactions, Joe and Robert ask whether ChatGPT is becoming the next great transaction engine, or whether this is another signal of desperation from a company trying to do too much at once. Then, the conversation turns to politics and media, as the 2028 presidential candidates increasingly look and act like content creators. What does that mean for trust, audience building, and the future of political marketing? This week's marketing winners and losers include Netflix, Disney and LinkedIn. Rants and Raves Robert rants about a recent article in Rolling Stone and how it misses the mark in content and in ad tech. Joe raves about micro communities and why the future of content marketing may not be about reaching the largest possible audience, but about becoming truly valuable to the smallest audience that matters. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, with his guests away, our host Ian Truscott takes a turn in the studio, going solo, and shares 5 f'in' things that have caught his eye this week.  Those things were: Email has become earned, not owned - inspired by an issue of Ann Handley's newsletter - Email Is Dead, Long Live Email Building a campfire - inspired by Joe Pulizzi's newsletter - Stop Trying to Build a Community AI disruption of the software industry, at both ends of the scale Getting the creative balance right with AI - inspired by a LinkedIn post by Adriaan Bloem  We are all a B2B service providers now  Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar. They keep the AI theme going with a discussion of whether people really care if content is AI-generated and how that opinion might be evolving.  Enjoy! — The Links The people: Ian Truscott on LinkedIn  Robert Rose on LinkedIn Mentioned this week:  Email Is Dead, Long Live Email - by Ann Handley Joe Pulizzi's newsletter - Stop Trying to Build a Community The quadrant of polished content - posted by Adriaan Bloem BBC Sounds - Everything Is Fake - (also available on Apple podcasts) Producers of AI-generated podcasts - Inception Point AI Robert's podcast: This Old Marketing  Robert's newsletter: Lens, his websites, robertrose.net and seventhbear.com Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this episode of This Old Marketing, Joe and Robert dig into OpenAI's very rough week. From missed targets and questions about future contract payments to legal proceedings involving Elon Musk, the company suddenly looks a lot less inevitable than it did just a few months ago. Then OpenAI launches a self-service advertising platform, which leads Joe to ask the big question: Is ChatGPT turning into Yahoo? Robert sees it a little differently, arguing that the better comparison may be Netscape. Either way, the boys agree that OpenAI may be trying to do too many things at once while Anthropic continues to gain ground. Next, Joe and Robert discuss Coinbase and its latest round of layoffs. The company says AI is part of the reason, but is that the real story, or just a convenient excuse? They also look at the strong performance from Uber and Disney, and what it may say about the rise of local and regional experiences in today's service economy. In Marketing Winners and Losers, Heineken gets attention, and the Northeast Ohio Regional Sewer District makes another appearance as a surprisingly effective content and social media operator. In Rants and Raves, Joe honors Ted Turner and his incredible impact on marketing, media and publishing. Robert closes with a rant about the California governor's race and what it says about media, politics and the state of public discourse. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, former Forrester Research Director, Jeff Clark, is back in the studio with our host Ian Truscott to discuss a predictions post from Jon Miller on the ChiefMartec blog, from back in January.  Jon Miller is described as a legend in our industry, the co-founder and original CMO of Marketo, and the former CMO of DemandBase; his opinion is well worth watching.  The extensive article that inspired this conversation makes 13 predictions, and, of course, following the show's editorial policy, Ian and Jeff pick 5 that resonate most with them.   They discuss:  Marketers will begin marketing to agents, not just humans Taste, trust, and accountability will become the antidote to AI slop Composable stacks will be mainstream by 2030, but

This week, Joe and Robert break down a Wall Street Journal article about big brands putting more money into individual creators. While micro-influencers continue to be an important trend, the boys believe there may be an even bigger opportunity sitting inside most companies: employees. If brands want trusted voices, they should not only rent them from the outside. They should invest in their own internal talent and help employees become trusted experts, creators, and community builders. In other news, Taylor Swift has filed new trademark applications, including sound marks, to help protect her voice and likeness from unauthorized AI usage. Joe and Robert ask whether brands should be thinking about similar protections as AI-generated content becomes easier to create and harder to control. Marketing Winners and Losers Robert's winner is Taco Bell for its big NFL Draft moment involving first-round pick Fernando Mendoza. Joe's winner is Anthropic for hiring an events director, a signal that even AI companies understand the power of in-person experiences, brand trust, and human connection. Rants and Raves Robert rants about Nike's controversial Boston Marathon advertisement and what happens when edgy creative misses the moment. Joe's commentary focuses on prediction markets and the marketing opportunities that may be coming, but have not fully arrived yet. This Week's Takeaway Brands are waking up to the power of individual creators. But the smartest companies may realize that some of their best creators are already on the payroll. Other links: Are NFT's Back? Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, Ian and Cathy McKnight discuss a recent piece of research from Cathy on her Bear Essentials series on the Seventh Bear blog - Bear Essentials: You Can't Personalize What You Don't Understand  They discuss:  Audience segmentation beyond job titles Building and operationalizing personas The role of AI and content in marketing Customer journey mapping and needs analysis Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, for a classic cocktail and a chat.  This week, Ian and Robert discuss Robert's latest article in his Rose Tinted Glasses column on the Content Marketing Institute blog: The Career Hedge: Why Even Your 'Satisfied' Employees Are Running an Exit Strategy Enjoy! — The Links The people: Ian Truscott on LinkedIn  Cathy McKnight on LinkedIn Robert Rose on LinkedIn Mentioned this week: Bear Essentials: You Can't Personalize What You Don't Understand The Career Hedge: Why Even Your 'Satisfied' Employees Are Running an Exit Strategy Robert's podcast: This Old Marketing  Robert's newsletter: Lens, his websites, robertrose.net and seventhbear.com Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

In this special episode of This Old Marketing, Joe and Robert step away from marketing and talk about something more personal: the health changes they've made, why they made them, and what they've learned along the way. Both share the specific moments that pushed them to take their health more seriously, along with the physical, mental, and long-term brain health concerns that made those decisions impossible to ignore. Joe walks through the habits and strategies that have shaped his approach, including intermittent fasting, creatine, resistance training, and reducing negative social media exposure. Robert then shares his experience with GLP-1s, what the process has been like in practice, and how it has affected the way he thinks about weight, health, energy, and the future. This is an honest conversation about getting older, paying attention, and trying to make smarter choices for the years ahead. Disclaimer: This episode is based entirely on Joe and Robert's personal experiences and should not be taken as medical advice. Everyone's body, health history, and needs are different. Please do your own research and consult a qualified medical professional before making any health-related changes. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Robert Rose returns to Great Practice, Great Life for a timely conversation about one of the biggest marketing challenges lawyers face right now: how to build trust when AI has made it easy for every firm to sound the same. In this episode, Robert and Steve Riley explore what AI cannot replace: wisdom, human judgment, lived experience, empathy, and the personal story that makes a lawyer truly distinctive. They talk about why law firms need to move beyond generic content and start communicating the real perspective, credibility, and humanity that clients and referral sources are actually looking for. Robert also shares practical ways attorneys can improve their marketing right now. From updating what their firm is teaching AI, to building content around story instead of default formats, to using platforms like LinkedIn, Facebook, and YouTube more intentionally, this episode offers a smarter way to think about standing out in a crowded market. If your marketing feels flat, overly polished, or too much like everyone else's, this conversation will help you reset. In this episode, you will hear: Why AI-generated marketing is making sameness a bigger problem for law firms Why AI can replicate information, but not wisdom, judgment, or lived experience What makes a lawyer truly distinctive in a crowded market How firms may be teaching AI outdated or unhelpful information about themselves Why story-first marketing is more effective than container-first content How vulnerability and honesty can strengthen trust and credibility Why LinkedIn, Facebook, and YouTube should not all be used the same way Three practical ways attorneys can sharpen their message and stand out now ___________ Subscribe & Review Never miss an episode. Subscribe on Apple Podcasts, Spotify, or YouTube. ⭐Like what you hear? A quick review helps more people find the show.⭐ If there's a topic you would like us to cover on an upcoming episode, please email us at steve.riley@atticusadvantage.com. ____________ Supporting Resources: Robert Rose https://robertrose.net Robert Rose LinkedIn https://www.linkedin.com/in/robrose Seventh Bear https://seventhbear.com/ This Old Marketing podcast https://www.thisoldmarketing.com Request a free discovery call with Robert Rose! https://atticusadvantage.com/robertrose Episode 136: The Biggest Marketing Mistakes Lawyers Make and How to Fix Them with Robert Rose https://atticusadvantage.com/podcast/marketing-mistakes-lawyers-make-with-robert-rose Episode 083: Content Marketing for Lawyers with Robert Rose https://atticusadvantage.com/podcast/mastering-content-marketing-for-small-and-solo-law-firms Episode 029: Just Because Every Other Lawyer is Doing It Doesn't Mean You Should with Robert Rose  http://atticusadvantage.com/podcast/just-because-every-other-lawyer-is-doing-it-doesnt-mean-you-should-with-robert-rose Content Marketing Strategy: Harness the Power of Your Brand's Voice by Robert Rose https://www.amazon.com/Content-Marketing-Strategy-Harness-Brands/dp/1398611506 Killing Marketing: How Innovative Businesses Are Turning Marketing Cost Into Profit by Robert Rose https://www.amazon.com/Killing-Marketing-Innovative-Businesses-Turning/dp/1260026426 Atticus Newsletter https://atticusadvantage.com/newsletter-signup In-Person Workshop: The Practice Blueprint https://atticusadvantage.com/workshops/the-practice-blueprint/  (use discount code PODCAST100) ___________ Curious about growing your own practice without burning out? Contact Atticus to see whether our law firm coaching can help you strengthen attorney success, refine your law firm business strategy, and build a practice that actually supports your life. This podcast for lawyers is part of our broader legal podcast library, offering practical insights on how to grow a law firm through stronger law firm leadership, law firm pricing and management, smarter marketing, intentional hiring, efficient operations, healthy law firm culture, and sustainable profitability, all while addressing law firm burnout and the realities of modern practice. You can also sign up for our newsletter to get practical insights on how to grow a law firm: from law firm leadership and management to marketing, hiring, operations, culture, and profitability, so you can build a Great Practice and a Great Life.

This week, former Forrester Research Director, Jeff Clark, is back in the studio for a discussion with our host Ian Truscott, to discuss how marketing can help sales defeat the biggest competitor in many B2B deals - do nothing.  They discuss:  Quantify the cost of inaction Understand persona needs Lower risk of change Bring proof Build internal consensus Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, to celebrate 6 years of the podcast. Over a fabulous cocktail, they revisit the first chat they had in the bar, about expressing your point of view in “unprecedented” times and how this relates to his work today, and their discussion two weeks ago about showing your “pointy bits”. Enjoy! — The Links The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn Mentioned this week: The JOLT Effect What is Customer Indecision? Understanding and Overcoming Buyer Hesitation The Greatest Sales Deck I've Ever Seen | by Andy Raskin | Mission.org | Medium Rockstar CMO FM #9 - Ahmed Hasan and Cocktails with Robert Rose Robert's podcast: This Old Marketing  Robert's newsletter: Lens, his websites, robertrose.net and seventhbear.com Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license Prince - Nothing Compares 2 U (Official Music Video) You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

Joe and Robert dig into Anthropic's launch of Mythos and Project Glasswing and ask the bigger question: is this the moment marketers need to wake up to the fact that AI is not just a tool shift, but a business model shift? Joe argues this may be AI's Napster moment, the point where the future is suddenly visible and the old rules no longer apply. They also discuss the attack on Sam Altman's house and what it says about the growing anti-AI backlash. As fear, frustration, and economic anxiety build, what does the AI industry need to understand before resistance gets louder and more dangerous? Finally, HubSpot makes headlines with its media acquisition, but the bigger conversation is the company's decision to rename its flagship event from Inbound to Unbound. Joe and Robert both believe the move is a mistake and break down why consistency, memory, and brand equity matter more than clever repositioning. In this episode: Anthropic launches Mythos and Project Glasswing Why Joe calls this the Napster moment for AI What marketers need to do now as the model changes The Sam Altman attacks and the rise of anti-AI anger What AI companies are missing about public frustration HubSpot's media move Why changing Inbound to Unbound may be a branding error The value of consistency in event strategy Winners and Losers/Rants and Raves Joe's Winner: A gas station that turned into a speakeasy Joe's Rave: The Pittsburgh Post-Gazette Robert's Loser: DoorDash Robert's Commentary: The four categories of AI perception (inspired from this article) Closing Thought: The old marketing playbook is getting shaky fast. The question is no longer whether AI will change the rules. The question is whether marketers are willing to admit the rules have already changed. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, former Forrester Research Director, Jeff Clark, is back in the studio for a discussion with our host Ian Truscott about buyer education, inspired by an article by Kerry Cunningham, of 6Sense: “Buyers are not blank slates”, and give it the 5 f'in' things treatment.  They discuss:  Some categories still need basic education Keep the education grounded Present your unique POV on how to solve buyer challenges Do buyers want to be experts? Campaigns need to master “answer engine optimization” Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, for a classic cocktail and a chat.  This week, Ian and Robert discuss the latest article from Robert in his Rose Colored Glasses Series on the Content Marketing Institutes blog - The Ghost Workforce: How AI Is Reshaping Content and Marketing Roles in 2026 Enjoy! — The Links The people: Ian Truscott on LinkedIn  Jeff Clark on LinkedIn Robert Rose on LinkedIn Mentioned this week: Buyers are not blank slates - Kerry Cunningham, 6Sense The Beat Newsletter - Just Enough Education to Perform The Ghost Workforce: How AI Is Reshaping Content and Marketing Roles in 2026 Robert's podcast: This Old Marketing  Robert's newsletter: Lens, his websites, robertrose.net and seventhbear.com Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license Stereophonics - Mr. Writer (Official Music Video) You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

What would Joe Pulizzi and Robert Rose do if they had to build a media company from scratch in 2026? In this special episode of This Old Marketing, Joe and Robert tackle that exact question. Starting with zero audience, limited resources, and a media landscape flooded with AI-generated content, shifting algorithms, and declining trust, they break down what kind of media company they would actually build today. Would they start with a newsletter, a podcast, YouTube, or LinkedIn? What niche would they choose? How would they make money in the first 12 months? And in a world where content is cheap and everywhere, what would make the business truly defensible? Throughout the episode, Joe and Robert walk through the key questions any modern media entrepreneur should ask: Who is the specific audience? What problem are they solving? Which platform should come first? What content tilt or point of view is unique enough to stand out? What business model makes the most sense early? What should be avoided completely? And what creates a moat when AI can produce endless content? This is part strategy session, part debate, and part reality check for anyone thinking about launching a media brand today. If you were starting over in 2026, this episode will help you think through what to build, what to ignore, and where the biggest opportunities still are. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Anthropic may or may not have "accidentally" leaked its code, but Joe and Robert think the bigger story is what the company's newest release says about the future of white-collar work and marketing itself. They also tackle the slowing labor market, whether marketing jobs are in danger, and if a recession is actually coming. Rounding out the episode: Cameo's TikTok partnership, Oracle's ugly layoffs, Search Engine Journal's ad-free decision, and two documentary picks worth your time. Full Episode Notes This Old Marketing: Anthropic Leaks, Job Market Freezes, and Cameo's Last Cameo? Joe and Robert kick off the show with the strange case of Anthropic's code leaking into public view. Was it a true accident, or one of the smartest marketing plays we've seen in a while? Either way, it got the market's attention. Staying with Anthropic, the hosts dig into the company's latest release and what it means Openclaw. With everyone suddenly convinced that Claude can replace all sorts of white-collar work, Joe and Robert ask the question marketers should actually care about: what does this mean for marketing teams, creative work, and knowledge workers trying to stay relevant? Next, the conversation turns to the slowing U.S. labor market. Hiring continues to soften, but layoffs remain relatively low. So what are we really looking at here? A recession in the making, or simply an economic deep freeze? And more specifically, should marketers be worried about their jobs, or just ready for a very different kind of employment market? Later in the show, Joe and Robert look at Cameo's new partnership with TikTok. Is this a smart move that gives Cameo fresh life and relevance, or is it another sign that the business is nearing the end of its useful run? Then it's time for Winners and Losers. Robert names Oracle his loser of the week after the company fired thousands of employees in what he sees as a tone-deaf and tasteless move. Joe picks Search Engine Journal as his winner for making the rare decision to remove all programmatic advertising from its site. To close, both hosts share their Rants and Raves. Joe recommends Man on the Run, the Paul McCartney documentary. Robert highlights Louis Theroux's new documentary, The Manosphere. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork  

A slightly different episode this week, as our host Ian Truscott has two guests in the studio sharing their marketing street knowledge. Catherine Nichols and Jeremy Laight, two successful fractional CMOs who founded The Slice in July 2025, a community for fractional marketers that has expanded rapidly to over a thousand members from across the globe.  They discuss: The Slice community and what inspired it Defining fractional CMOs Why organizations choose fractional talent Lessons Learned from the Community Advice for transitioning to fractional marketing What they would have on their riders when starting a new gig  What they would chuck into our Rockstar CMO Swimming Pool Ian then joins Robert Rose in the virtual bar, The Rose & Rockstar, for a classic cocktail and a chat. This week, Ian and Robert discuss a recent article that describes Rick Rubin as the future of work and our role as creative production moves to AI.  If you have any comments or thoughts on this topic, we would love to hear them! Enjoy! — The Links The people: Ian Truscott on LinkedIn  Catherine Nichols on LinkedIn Jeremy Laight on LinkedIn Robert Rose on LinkedIn Mentioned this week: The Slice Network The Slice Network LinkedIn Group Robert's podcast: This Old Marketing  Rick Rubin Is the Future of Work - by Tom White The New Marketing Skill Isn't Prompting. It's Building Sticky Flow Mapper Robert's newsletter: Lens, his websites, robertrose.net and seventhbear.com Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license You can listen to this on all good podcast platforms, like Apple, Amazon, and Spotify. Learn more about your ad choices. Visit megaphone.fm/adchoices

This week, Joe opens the show with a quick take on the banning of "AI Fruit Love Island" and can't believe Robert isn't already a loyal subscriber. Joe and Robert then dig into a landmark legal verdict against social media platforms, focusing on Meta's Instagram and Google's YouTube. The big shift? Instead of the usual failed arguments around Section 230, these new cases are targeting platform design itself, claiming the products were intentionally built to be addictive. Joe and Robert discuss whether this could become a true "big tobacco" moment for social media, with larger legal and financial consequences ahead. Next up, OpenAI shuts down Sora after the Disney deal. Is this a warning sign for OpenAI's long-term strategy, or just a simple business decision to cut a product that wasn't generating revenue and was draining resources? Joe and Robert break it down. Plus, OpenAI hires a new ad chief (which is always a good sign, right?). Finally, TikTok rolls out new video advertising programs at NewFronts, and Joe and Robert see it as more evidence of a race to the bottom in digital media. Marketing Losers of the Week Robert looks at the Publicis versus The Trade Desk battle. Joe calls out Apple for confirming that ads are coming to Apple Maps. Rants and Raves Robert shares thoughts on courts temporarily allowing Perplexity AI shopping agents on Amazon. Joe raves about the greatness of Rick Rubin and why his approach may tell us something important about the AI future. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

A new piece from the Wall Street Journal introduces the idea of being "alternatively influential"…people who drive real impact without massive follower counts. Joe and Robert break it down: Is this just a rebrand of "niche creator" or "thought leader"? Or is it actually the future of influence in an AI-saturated world? And most importantly…does audience size matter less than trust, proximity, and credibility? The bigger question: Are we entering an era where being known by the right people beats being known by everyone? AI Isn't Just Helping…It Might Be Hurting A new Morning Brew piece highlights research showing that AI can actually decrease focus and increase mental fatigue when overused. Key findings: Productivity rises with 1–3 AI tools…then drops off after that Workers report "mental overload" and decision fatigue Time saved gets filled with more work, not better work Joe and Robert's take: This isn't really about AI It's about multitasking overload AI just accelerates a problem we already had Bottom line: More tools ≠ better thinking Focus is still the competitive advantage Substack Goes Full Stack (Again) Substack continues expanding its platform, now rolling out a recording studio feature to support video and podcast creation. The discussion: Substack is no longer "just newsletters" It's becoming a complete creator operating system Email platforms, podcast hosts, and even YouTube should be paying attention The real question: Does Substack become the home base for creators…or just another tool in the stack? Winners and Losers Marketing Winner: Calvin Klein Dakota Johnson's new campaign hits the mark Clean, simple, effective brand storytelling that cuts through the noise Marketing Loser: The Oscars Still struggling to stay culturally relevant A branding problem, not just a ratings problem Marketing Loser (Joe): World Baseball Classic Timing Great product…questionable timing Hard to build momentum when the schedule works against you Rants and Raves Joe's Rant: Why Team USA Lost to Venezuela Joe's hot take: It wasn't about effort It was about constraints Team USA had: Contracts Pitch limits Usage concerns Calls from MLB teams Meanwhile, Venezuela had: Fewer restrictions More freedom to just play The lesson: The team with less to manage often performs better Robert's Rave: Where AI Actually Gets Its Content Robert highlights a new piece on AI sourcing: AI doesn't create from nothing It builds on existing human work The real leverage is still in original thinking and creation  Other links: Mel Robbins with Seth Godin Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, Joe Pulizzi and Robert Rose dig into fascinating new research from Anthropic that reveals how large language models are already capable of executing many traditional marketing tasks. The conversation quickly turns into a deeper question. Is the real disruption AI itself, or the fact that many leaders in mid-size and enterprise organizations never truly valued marketing in the first place? If machines can now execute the tactics, what happens to marketing teams that were already fighting for credibility inside their organizations? The discussion explores what the research means for the future of marketing roles, how AI will reshape tactical execution, and whether strategy, creativity, and trust-building become the true competitive advantages. As usual, Joe and Robert have plenty of opinions and a few laughs along the way. In other news, Meta makes another big move by acquiring Moltbook. Is this a calculated, low-risk gamble from the tech giant, or does the move signal growing pressure in the AI platform race? Meanwhile, LinkedIn content is increasingly appearing in responses from AI chatbots and generative search tools. Joe and Robert discuss what this shift means for marketers and content creators trying to remain visible as discovery moves away from traditional search engines. Winners and Losers Winner #1: Tecovas: A clever follow-up short film connected to a Super Bowl ad campaign shows how brands can extend the life of expensive tentpole advertising. Winner #2: Coinbase launches its new "NPC Break-Free" campaign that will run during the Academy Awards, taking a bold creative swing at culture, conformity, and crypto skepticism. Rants and Raves Robert dives into BlackRock and the fallout surrounding its private credit strategy, raising questions about risk and transparency. Joe closes the show with a rant about a stunning operational blunder by United States national baseball team during the World Baseball Classic. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

It was a wild week in artificial intelligence. Joe and Robert break down a surprising stumble from OpenAI and the aggressive counter-moves coming from Anthropic. The hosts unpack what these developments signal for the broader AI landscape and why the growing concentration of power among a small number of platforms should concern marketers and creators alike. If a handful of companies ultimately control how AI works and how it distributes information, that likely tells us exactly where marketing is headed as well. Along the way, Joe and Robert offer a few friendly suggestions to Sam Altman on how he might rethink his public communication strategy during moments of controversy and rapid change. Next, the show shifts to a supposed social media "problem" involving the CEO of McDonald's on Instagram. Except… it wasn't really a problem at all. Joe and Robert argue the episode was actually a major brand win. The bigger lesson? Companies should stop hiding their quirky, weird, and interesting employees. Celebrating authentic personalities inside organizations may be one of the most underused marketing advantages available today. The conversation then moves into the exploding trend of 90-second serialized dramas dominating short-form video platforms. What started as a niche format is quickly becoming a global phenomenon, reshaping storytelling and opening the door to entirely new forms of brand entertainment. Winners and Losers Joe highlights the creative marketing moves coming from Staples and why the brand may be onto something smart in a crowded retail environment. Robert, meanwhile, calls out what he believes was a strategic misstep from global advertising giant WPP. Rants and Raves Joe raves about a growing opportunity inspired by a recent article in The Wall Street Journal on the rise of subscription mail products and why creators should pay close attention to physical experiences in a digital world. And in a rare twist, Robert offers praise for the research and insights coming from Gartner… something listeners may not have expected. As always, Joe and Robert break down what it all means for marketers trying to build sustainable media brands in a world increasingly shaped by platforms, AI, and shifting audience behavior. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, Joe Pulizzi and Robert Rose tackle one of the boldest statements in recent marketing memory. The CEO of Unilever says big brand advertising is dead. Is he right? Or is this a Trojan horse for something much bigger? Big Brand Advertising: Dead or Disguised? When the head of one of the largest consumer goods companies in the world questions traditional brand advertising, it's not a throwaway comment. Joe and Robert unpack what's really happening: Are we witnessing the collapse of mass brand-building? Or is this a pivot toward creator-led, performance-driven, and retail media strategies? Is "brand is dead" just cover for short-term earnings pressure?     Facebook's Creator Monetization Shift Next, the hosts examine Facebook and its evolving creator monetization programs. Here's the surprising part: most of the creators earning real money aren't in the U.S. or Europe. What does that signal? Is Facebook optimizing for lower-cost content markets? Is this about global growth or cheaper engagement? Does this open the door to more synthetic and AI-generated content? Joe and Robert debate what this means for marketers investing in creator partnerships and for Western creators assuming they're at the center of platform economics. AI Actors, Hollywood, and Trademarking Yourself A fascinating conversation between Matthew McConaughey and Timothée Chalamet sparks a larger discussion: what happens when AI enters the craft of acting? Will we eventually see: Best AI Actor? Best Synthetic Film? Or entirely new creative categories? Joe raises a bigger issue for marketers and creators: should you trademark your name, image, and likeness? As AI-generated replicas improve, protecting your identity may become a business necessity rather than a vanity move. Winners and Losers Winner: The Creator Betting on Landline Phones Joe highlights a surprising trend: a creator sells old-school landline phones. Marketing Loser: U.S. Men's Hockey Robert explains why the United States men's national ice hockey team earns this week's marketing "L." Brand positioning, expectations, and execution all come under scrutiny. Rants, Raves, and Heated Debate Robert dives deep into Anthropic and its recent moves around AI safety. Is the company quietly shifting away from its core safety mission? Then things get heated. Joe and Robert spar over an article by Matt Shumer on the future of AI. Is exponential acceleration inevitable? Are we underestimating the timeline? Or overhyping the disruption? Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Companies like Meta and other social platforms are facing serious scrutiny over the effects of social media on mental health, teens, misinformation, and society at large. Lawmakers are circling. Hearings are happening. Headlines are dramatic. But is this real regulatory momentum… or political theater? Joe and Robert debate: Whether meaningful regulation is actually possible What history tells us about tech antitrust moments And what marketers should prepare for if something does change Are we watching the beginning of a structural shift, or just another PR cycle? OpenAI Buys OpenClaw OpenAI makes another strategic move, acquiring OpenClaw. Smart vertical integration or signs of pressure? Joe and Robert explore: What this signals about OpenAI's long-term positioning If this move strengthens the moat or exposes vulnerability Desperate land grab or calculated chess move? Apple Moves into Video. Too Late? Apple continues expanding its footprint in video podcasts and entertainment. But in a world dominated by established streaming giants and creator-driven platforms, is Apple behind? The discussion covers: Apple's historical pattern of entering late and winning anyway Whether hardware advantage still matters If brand trust gives Apple an edge in a saturated market What this means for content creators and marketers Is Apple playing the long game… or missing the moment? Marketing Winners and Losers Winners Joe shares a win from Surfside and what "winning" looks like in Key West. Sometimes the lesson isn't scale. It's positioning, timing, and owning a moment. Losers Robert discusses the Ring backlash and how they just didn't read the room. Rants and Raves Robert's Rant The evolving role of the AI creator. Is the curator the new role? Joe's Rave Differentiation is not louder messaging. It's clearer identity. In a world drowning in synthetic sameness, the brands and creators who stand for something specific will win. As always, Joe and Robert cut through the noise so you can focus on what matters. Subscribe. Share. And don't miss this one. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, Joe and Robert break down one of the boldest marketing decisions the NFL has made in years and why it continues to pay off. NFL + Bad Bunny: A Strategic Win The NFL's move to spotlight Bad Bunny wasn't just a halftime performance decision. It was a strategic signal about where the league is headed as it expands globally and looks to connect with younger, more diverse audiences. Joe and Robert explore whether this marks a broader repositioning of the NFL brand and what marketers can learn from a legacy organization willing to evolve in public. This isn't about one performance. It's about how institutions modernize without losing their core. Super Bowl Ad Winners & Losers The guys break down the biggest hits and misses from this year's Super Bowl ad lineup. Which brands actually created impact? Who played it too safe? Did AI-driven ads live up to the hype or feel automated and forgettable? Some advertisers made bold cultural bets. Others blended into the background. Spotify's Big Earnings and the Hidden Opportunity Spotify's latest earnings report might signal something bigger than a financial rebound. Joe sees a potential opportunity for creators and marketers who understand the long-term value of owned audio audiences. Is podcasting and direct subscription audio still undervalued? Are marketers overlooking one of the most durable attention platforms available today? If you care about building direct audience leverage, this segment matters. Winners and Losers Joe's Winner: Markiplier's Iron Lung Markiplier's direct-to-theaters success with Iron Lung shows what creator-led distribution can look like without traditional Hollywood gatekeepers. Is this a preview of the next decade of media? Robert's Loser: AI Ads at the Super Bowl AI promised scale and personalization. On the biggest stage in advertising, many of those spots felt soulless and generic. Scale without taste is not a strategy. Rants and Raves Joe's Rant: TikTok Privacy Are creators and brands ignoring long-term privacy and platform risk for short-term reach? Robert's Commentary: The Overblown SaaS Apocalypse Robert pushes back on the constant doom-and-gloom narrative around SaaS and tech. Is the so-called apocalypse real, or just another overreaction cycle? Big Takeaway Legacy institutions are adapting. Creators are bypassing gatekeepers. Platforms are redefining monetization. The question for marketers is simple: Are you reacting to change, or positioning yourself to benefit from it? Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

It's the episode you've been waiting for. Joe Pulizzi and Robert Rose bring together their favorite rants and raves in one fast-moving supercut that tackles the biggest questions facing marketers and creators right now. Is print really making a comeback, or are we just nostalgic for a slower, more thoughtful era of media? Why does everyone seem so certain in a world that's becoming more complex by the day? And is "thoughtful marketing" finally ready for its return after years of hacks, shortcuts, and algorithm chasing? The guys also dig into a question every content team should be asking: Is content actually broken, or is the real problem your org chart? Along the way, Joe and Robert explore what might be the next great opportunity for marketers and content entrepreneurs who are willing to zig while everyone else zags. Big ideas. Sharp opinions. A few laughs. And plenty to argue about on your next walk or commute. You don't want to miss this one. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

In this special episode, Joe and Robert answer all the questions from the This Old Marketing audience.  How do backlink strategies (SEO) and citations (AEO) work together, and what unified content strategy can help brands earn both? In the age of GEO, how should membership organizations decide what content to keep free versus behind a paywall, especially when balancing search visibility with exclusive expert value? As AI takes over more execution, will small businesses and solopreneurs still need and pay for human marketing strategy, and how can independent consultants differentiate and stay relevant in an AI-first world? Did the Netflix series about the Dallas Cowboys Cheerleaders measurably impact the team's brand or game viewership, and is it a model for how entertainment content can elevate a sports franchise's marketing? Should marketers clearly separate "content marketing" (audience-building) from "sales enablement content" (purchase support), and does lumping them together lead to bad strategy and wrong KPIs? If you were starting from zero today, with AI flooding every channel, what would you build first to create real audience trust and attention over the next five years, and what would you completely ignore that most marketers are still chasing? Thanks to all of you for your questions and support. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week on This Old Marketing, Joe and Robert unpack a trio of headlines that perfectly capture the optimism and overconfidence of the AI era. First, Apple and Google announce a multi-year partnership on AI. Two of the most powerful companies on the planet, joining forces to shape the future of intelligence. What could possibly go wrong? Then OpenAI confirms that advertising is coming to ChatGPT later this year. The honeymoon phase of AI is officially over, and the business model phase has arrived. Joe and Robert explore what ads inside conversational interfaces really mean for brands, creators, and trust. Finally, Salesforce steps up to answer MrBeast's call for the "most amazing Super Bowl ad ever" for Super Bowl 2026. When enterprise software meets YouTube spectacle, expectations get set very high. And history suggests that rarely ends quietly. Marketing Winners: Dos Equis, for proving that great brand storytelling and humor still cut through, even in an AI-flooded content world. Breeze Airways, for smart positioning and customer-centric marketing in an industry that desperately needs both. Rants and Raves: The continued rise of AI-generated music hitting the charts, raising uncomfortable questions about creativity, authorship, and what "human" even means in popular culture. A rave for Viktor Frankl's Man's Search for Meaning, and why its lessons about purpose, suffering, and responsibility feel more relevant now than ever in a world optimized for convenience and automation. As always, the episode ends where This Old Marketing lives best, at the intersection of technology, media, and the timeless human need for meaning, trust, and something real to hold onto. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork  

The content marketing pioneer who coined the term in 2001 reveals the urgent reality: creators have 12-24 months to build discoverable human audiences before AI-generated synthetic content makes it nearly impossible. The 99% Problem and the Vinyl Solution Joe Pulizzi drops a startling statistic: 99% of content being created today is heavily influenced by AI. Instagram recently admitted they can't keep up with the flood of AI content and won't even try to block it. But Joe isn't running from AI—he's running WITH it while building something AI can't replicate: authentic human relationships with loyal audiences. His "vinyl strategy": While 99% of content becomes synthetic commodity, human creators can become the premium 1% that builds small audiences who know, like, and trust them. What You'll Learn In this episode, discover: • Why being KNOWN (not famous) is your only competitive moat in the AI age • The urgent 12-24 month window to build your audience before discoverability becomes impossible • Joe's 30-minute daily AI practice using ChatGPT as co-CEO, health coach, and financial advisor • How to find your "tilt"—that one thing you're exceptionally good at for a specific audience • Why email and owned audiences matter more than algorithm-dependent platforms • Why Joe stopped his 527-episode podcast to focus on ONE thing: his newsletter The Tilt • The generational advantage Baby Boomers and Gen Xers have (and how to leverage it) • How to use AI as collaborator while maintaining your authentic voice About Joe Pulizzi Joe Pulizzi is founder of Content Marketing Institute and The Tilt, bestselling author of seven books including Epic Content Marketing (named a Must-Read Business Book by Fortune Magazine) and Burn the Playbook. He coined the term "content marketing" in 2001 and received the Content Council's Lifetime Achievement Award in 2014. He successfully exited CMI in 2016. His two weekly podcasts include the award-winning This Old Marketing with Robert Rose (the longest-running marketing news podcast) and Content Inc. (recently concluded after 527 episodes). His foundation, The Orange Effect, delivers speech therapy and technology services to over 450 children in 40+ states. Key Takeaways Curiosity is one of the most human traits—point it in the right direction and opportunities emerge. Block 30 minutes daily for AI experimentation. Write down the 10 things that make you uniquely you. Then start building your audience on ONE platform where you own the relationship. The future belongs to the curious and the known. Episode: 551 Guest: Joe Pulizzi Host: Park Howell Show: Business of Story Topics: AI, Content Marketing, Creator Economy, Audience Building, Synthetic Content, Personal Branding, Newsletter Strategy, Career Development, Retirement Planning

In this special episode of This Old Marketing, Joe and Robert tackle one of marketing's favorite habits: declaring things dead. Every year, marketers rush to pronounce entire channels, strategies, and ideas obsolete. But many of the things we keep writing off are not only alive, they're quietly doing the hard work of building trust, relevance, and long-term value. Joe and Robert break down what marketers think is dying (but isn't), why these fundamentals continue to matter, and what actually deserves to be put out of its misery. Things Marketers Think Are Dead (But Aren't) The Website Why the website is still the center of gravity for trust, clarity, and audience ownership, especially as platforms become more volatile and AI-driven. Traditional PR and Communications How earned media, relationships, and credibility haven't disappeared, they've become harder to fake and more valuable as synthetic content explodes. Purpose-Driven Marketing Why purpose didn't die. Performative purpose did. Authentic values still matter, but only when they're proven through action over time. In-Person Events The enduring power of physical connection, shared experiences, and real community in a world dominated by digital noise. Things That Probably Should Be Dead Safe Marketing Why playing it safe is the fastest way to be ignored, and how clarity, conviction, and point of view beat neutrality every time. The Myth of Personalization After 25 years of trying to get personalization right, most marketing still confuses data with relevance. True one-to-one personalization at scale remains elusive, often resulting in content that feels generic, invasive, or hollow. The real opportunity isn't more personalization, it's better positioning and messages that resonate deeply without pretending to speak to everyone individually. Coming Soon: Listener Questions Episode In a few weeks, Joe and Robert will be recording a special listener Q&A episode, and they want to hear from you. Have a marketing question you want answered on the show? Submit your question in text or audio form at: https://www.thisoldmarketing.com/ Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork  

This week, Joe and Robert break down the latest signals in the economy, media, and marketing, from stabilizing job data and corporate tax incentives to AI's growing influence on content, platforms, and creative work. They also dig into where responsibility lies in an AI-saturated world and which organizations are adapting well…or getting it wrong. Key Topics Discussed Economic Update: Jobs and Stability Joe and Robert open the show with a look at recent U.S. economic data. After months of uncertainty, layoffs appear to have slowed, and job numbers are showing signs of stabilization. While not a return to boom times, the data suggests the labor market may be finding its footing heading into 2026. Corporate Tax Incentives and 2026 Profits The conversation turns to tax policy and its impact on business. Joe and Robert discuss how the permanent reduction of the corporate tax rate from 35% to 21%, along with other incentives, is setting mid-sized and enterprise companies up for significantly higher profits in 2026. They explore what this means for cash flow, reinvestment, and corporate behavior moving forward. Instagram, AI, and the Burden on Creators Next up, Joe and Robert analyze comments from Adam Mosseri and Instagram around AI-generated content. Mosseri makes it clear that Instagram does not intend to fully police AI content, instead emphasizing the importance of human creativity and authenticity. Joe and Robert question whether platforms are abdicating responsibility and placing the full burden on brands and creators to stand out in an increasingly cluttered, AI-driven feed. Final News: Uber's Co-Creation Ad Strategy In final news, the guys highlight Uber and its growing advertising business. Uber's co-creation media tactics are viewed as a smart, forward-thinking approach to revenue generation. Joe and Robert agree that too many enterprises still underestimate marketing's role as a direct revenue driver, not just a cost center. Marketing Winners and Losers Marketing Winner (Robert) Equinox Robert praises Equinox for its ad campaign that pokes fun at AI-generated content, using humor and human insight to cut through the noise and reinforce brand identity. Marketing Loser (Joe) Nebula Awards Joe calls out the Nebula Awards for their new rules banning any use of generative AI in the creative process. While intended to protect writers, Joe argues the decision is short-sighted, unenforceable, and misunderstands how creative tools evolve. Rants and Raves Robert's Rant: Robert takes aim at Digiday and what he sees as an overly cozy fascination with Accenture, questioning the value and objectivity of that coverage. Joe's Commentary: Joe closes with thoughts on the Corporation for Public Broadcasting winding down operations. He clarifies that PBS itself is not shutting down, but explains how the loss of federal funding disproportionately impacts rural and small-market stations, potentially reshaping public media into a more urban-centric system. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Welcome to The Rose and Rockstar - with the Chief Troublemaker at Seventh Bear, Robert Rose, behind the bar serving one of his splendid cocktails, while our Rockstar CMO host Ian Truscott picks his brain on a marketing topic.  This week, as they lift their glasses to the new year, Ian and Robert dig into one of Robert's favorite predictions for 2026, and they discuss: AI strategy will be integrated into everyday business and the term 'AI strategy' will be quickly outdated. AI tool use will increasingly be driven by personal productivity, rather than by a corporate mandate. The business need for human skills augmented by AI. Using AI to make work better rather than faster. Plus, a prediction about crypto, as both Ian and Robert show that they are not crypto experts.  If you have a question for the bar or an opinion on this week's discussion, please get in touch - just search “rockstar cmo” on the interwebs or LinkedIn. Enjoy! — The Links The people: Ian Truscott on LinkedIn Robert Rose on LinkedIn Mentioned this week This Old Marketing's - 2026 Content & Marketing Predictions Robert's newsletter: Lens, his websites, robertrose.net and seventhbear.com Ian's firm - Velocity B Rockstar CMO: The Beat Newsletter that we send every Monday Rockstar CMO on the web, Twitter, and LinkedIn Previous episodes and all the show notes: Rockstar CMO FM. Track List: We'll be right back by Stienski & Mass Media on YouTube Piano Music is by Johnny Easton, shared under a Creative Commons license You can listen to this on all good podcast platforms, like Apple, Amazon and Spotify. This podcast is part of the Marketing Podcast Network Learn more about your ad choices. Visit megaphone.fm/adchoices

Joe Pulizzi and Robert Rose kick off this week's episode by unpacking the TikTok "sale" and what actually happened behind the headlines. Was it really a sale? Why was a true divestiture nearly impossible? And what does the outcome tell us about platform risk, regulation, and the future of rented audiences. From there, Joe and Robert shift into what they believe will be the most important marketing, content, and AI stories of 2026. Not predictions, but the conversations marketers will be having once the year is underway. They dig into whether the long-awaited AI bubble ever actually bursts in marketing, how AI changes headcount and team structures, and what happens to the brand website when search and discovery are increasingly mediated by AI systems instead of humans. The episode wraps with rants and raves. Robert rants about marketers' obsession with declaring everything dead, while Joe rants about Denmark's decision to shut down its postal service and what that signals for the future of physical letters and communication. In this episode, you'll learn: What really happened with the TikTok deal and why it was never a traditional sale Why the AI "bubble" may never pop in marketing the way people expect How AI could lead to fewer marketing jobs, or more leverage for the right roles Why the role of the website is changing for brands and creators What Denmark ending postal service delivery says about the future of letters Rants and raves: Robert's rant: Marketers love predicting the death of everything Joe's rant: Denmark shuts down postal service delivery and the slow disappearance of letters Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Joe and Robert kick off their annual predictions episode by grading last year's forecasts using ChatGPT. They revisit what hit, what missed, and why context often ruins otherwise solid predictions. Along the way, they discuss AI's uneven progress, platform power shifts, crypto hype, nostalgia marketing, podcast attrition, and the growing tension between tech optimism and cultural fatigue. The episode closes with fresh predictions spanning marketing, media, sports, and culture. Key Topics and Takeaways 2025 Predictions Reviewed (with AI grading) BlueSky stalls while X stabilizes and improves monetization TikTok avoids a ban and continues to grow despite regulatory pressure AI image tools (including early Sora) underwhelm initially Bitcoin fails to hit $200K despite strong institutional momentum Generative AI stumbles, but without a single catastrophic "AI Chernobyl" Online sports gambling faces increased scrutiny and structural pullbacks Podcast attrition accelerates quietly ("pod fading") Major brands lean hard into nostalgia as a hedge against AI sameness One major political prediction completely misses 2026 Prediction Overview Joe goes deep into the importance of email as an indication of humanity and states that the reply rate will be the key KPI for email moving forward. In addition, he makes big bets on: - Famous creators stopping their channels - Elon Musk's net worth at the end of the year - Apple buying Disney Robert believes that AI strategy will no longer be in vogue, and marketers will stop using it altogether because AI will be integrated into everything. Robert also discusses "the Mamdani effect" and how it will take over the election process. Tune in to the episode to get all the predictions right up to the very last minute.  Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing.  ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week on This Old Marketing, Joe Pulizzi and Robert Rose unpack two seemingly separate Wall Street Journal stories that are actually deeply connected. First, they dig into the WSJ article declaring that companies are now "desperately seeking storytellers." The irony is not lost on Joe and Robert. Storytelling in business is nothing new. Brands have been building audiences, publishing content, and creating narratives for decades. So is this really a new trend, or is the Wall Street Journal simply waking up to what marketers and creators have known all along? They explore why the term "storyteller" is suddenly everywhere on LinkedIn, what companies really mean when they use it, and whether this shift represents real change or just a shiny new label for old work. Next, the conversation turns to another WSJ piece highlighting the growing anxiety among white-collar workers. Layoffs, AI fears, fewer job openings, and slower hiring cycles are reshaping how knowledge workers feel about stability and career growth. Joe and Robert break down the data and argue that the real risk is not losing a job, but tying your identity to a single role or employer. Flexibility, curiosity, and the ability to adapt are becoming the most valuable skills in the modern economy. In news, the co-founder of DraftKings launches a creator-led systems company designed to capitalize on the window of opportunity before AI-generated content floods the market. Joe and Robert discuss why productizing creators and building owned systems may be the smartest move right now in the creator economy. Winners, Losers, Rants, and Raves Marketing Loser: In-N-Out, for taking "Order 67" off the menu rotation and confusing loyal fans everywhere. Joe's Winner: Tom Scott, for building a smart, thoughtful web presence that directly addresses AI scrapers and the future of content ownership. Joe's Rant: The growing push to integrate prediction markets into the mainstream financial system and why this could have serious unintended consequences. Robert's Rave: A tradition unlike any other. Robert closes the show with his annual holiday poem. As always, Joe and Robert bring perspective, skepticism, and a little holiday spirit to wrap up the year. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Welcome to episode #1014 of Thinking With Mitch Joel (formerly Six Pixels of Separation). At a moment when careers feel increasingly precarious and algorithms quietly dictate how value is created and captured, it's worth learning from someone who has spent more than two decades helping creators and entrepreneurs reclaim ownership of their work and their futures. Joe Pulizzi is the founder of multiple influential startups, including Content Marketing Institute, The Tilt, the Content Entrepreneur Expo and is widely recognized as the person who first coined the term "content marketing" in 2001, long before it became an industry unto itself. A bestselling author of seven books, including Epic Content Marketing and Content Inc., Joe has helped shape how organizations and individuals think about audience building, trust, and long-term value creation, earning the Content Council's Lifetime Achievement Award for his impact on the field. After successfully exiting Content Marketing Institute in 2016, he expanded his creative range by writing the award-winning mystery novel The Will To Die, while continuing to host two long-running podcasts, including This Old Marketing, the longest-running marketing news podcast in the world. His latest book, Burn The Playbook: How Creators And Entrepreneurs Escape The 9–5 And Build Businesses That Last, serves as the catalyst for this conversation and reflects a deeply personal mission inspired by his children: to help people stop renting their futures and start building assets they truly own. In the discussion, Joe explores the evolution of content and audience strategy, the underestimated power of repetition in building trust, the growing importance of individual creators over faceless brands, and why human connection matters more than ever in this AI-accelerated world. He also addresses the role of paid promotion, the practical integration of AI into creative work, and why serving a clearly defined audience remains the most durable path to meaning, freedom, and sustainable wealth. Enjoy the conversation… Running time: 59:52. Hello from beautiful Montreal. Listen and subscribe over at Apple Podcasts. Listen and subscribe over at Spotify. Please visit and leave comments on the blog - Thinking With Mitch Joel. Feel free to connect to me directly on LinkedIn. Check out ThinkersOne. Here is my conversation with Joe Pulizzi. Burn The Playbook: How Creators And Entrepreneurs Escape The 9–5 And Build Businesses That Last. This Old Marketing. The Tilt. Content Marketing Institute. Content Entrepreneur Expo. Epic Content Marketing. Content Inc. Follow Joe on LinkedIn. Follow Joe on YouTube. Chapters: (00:00) - Introduction to Joe Pulizzi's Mission. (02:54) - The Evolution of Podcasting and Legacy Content. (05:50) - Building Relationships Through Repetition. (08:59) - Understanding Audience and Business Models. (11:54) - Navigating Career Paths in a Changing Landscape. (15:07) - The Importance of Human Connection. (17:45) - Overcoming Barriers in a Digital World. (20:52) - The Power of Experimentation and New Platforms. (30:11) - Killing What Doesn't Work. (32:49) - The Power of Focused Content Creation. (36:40) - Paid Promotion vs. Organic Reach. (38:45) - Rented vs. Owned Content. (43:48) - The Individual vs. The Brand. (48:54) - AI and the Future of Content Creation. (56:43) - Redefining Success in a Changing World.

Joe and Robert open the episode with major breaking news: Disney is reportedly finalizing a $1 billion investment in OpenAI along with a licensing deal that would allow creators to use select Disney IP inside OpenAI tools. The boys unpack what this actually means— Why Disney is making this move now How this could transform creator workflows What Disney gets strategically vs. what OpenAI gains Whether this is the first domino in a wave of entertainment–AI partnerships The $100 Billion Battle for Warner Bros. Discovery Next, Joe and Robert dig into the increasingly chaotic race for Warner Bros., as Paramount, Skydance, and Netflix position themselves for what could be a $100B mega-deal. They discuss: Who really has the leverage Which bidder makes the most strategic sense Potential antitrust concerns Who stands to win (and who almost certainly loses) if this deal happens Australia Moves to Ban Social Media for Kids Under 16 The conversation shifts to Australia's new legislation banning social media access for children under 16. Joe and Robert debate: Will it work? How would it even be enforced? Are governments finally becoming serious—or is this political theater? What responsibility platforms have in the mental-health crisis Special Segment: Robert's AI Music Persona, Lyla Rae Hightower A highlight of the episode, Robert takes listeners behind the scenes of creating his AI-powered music persona. He details: The creative spark behind the character Tools and workflows he used to bring the music to life Unexpected challenges in the process How he's distributing and promoting the project Why this experiment signals a new frontier for creators Spotify https://open.spotify.com/artist/09m7OjGKcL1aOKKqyhZjui   Apple Music https://music.apple.com/us/artist/lyla-rae-hightower/1857062007   YouTube https://www.youtube.com/channel/UCDwdVLXGCWaO-SMOLuhSE8Q   Website https://lylahightower.com/ Winners & Losers Marketing Loser of the Week: Salesforce — Joe walks through the company's confusing decision to consider a name change and what it signals about the brand's broader struggles. Rants & Raves: Joe ends with commentary on Kara Swisher's reporting around Apple possibly buying Disney—and whether such a deal is even remotely plausible. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

The boys kick things off with a Black Friday breakdown and what it tells us about the K-shaped economy we now live in. Joe and Robert dig into spending trends, why some consumers are thriving while others are cutting back, and what this split means for marketers heading into 2026. They look at whether this year's patterns are temporary or structural, and what smart brands should prepare for next. From there, they turn to YouTube. Advertisers continue to shift budgets to the platform, and the data shows that YouTube is both the present and the future of television. Joe and Robert talk about how ultra-niche creators might be the biggest hidden opportunity for small and mid-sized brands looking to win in the influencer economy. The final story covers X and the platform's new "About Your Account" settings. Is it meaningful, helpful, or even newsworthy? The boys debate whether this is a real improvement or just another attempt to show activity without fixing the core issues. Winners and Losers Winner: Time Joe highlights Time as an example of a legacy brand doing things right, with a renewed focus on email subscribers and a strong commitment to in-person events. A modern media model built on direct relationships, not algorithms. Loser: Omnicom and the PR industry Robert takes the gloves off with a critique of Omnicom and the state of PR. He questions whether the industry is adapting fast enough to the shifts in trust, media fragmentation, and brand storytelling. Rants and Raves Robert's Rant Robert digs into a recent IPG study and why he believes it misses the mark. He breaks down the assumptions behind the research and what marketers should actually pay attention to. Joe's Rave Joe shares new research on gratitude and why it matters far more than most marketers realize. A positive scientific reminder that appreciation is a performance advantage, not just a personal virtue. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Google's release of Gemini 3 may be the biggest shift in search and content discovery since Google launched. In this episode, Joe Pulizzi and Robert Rose break down what Gemini means for marketers, creators, and anyone relying on organic reach. Will Gemini end organic discovery as we know it? Will synthetic creators become the majority of all content online? And is there still a path forward for human creators? Joe and Robert go deep into: Google's move from traditional search to a full AI-model Why this shift could make Google even more dominant What happens to creators when platforms auto-generate the content The new ad model emerging behind AI search The long-term implications for independent writers, podcasters, and entrepreneurs Winners & Losers: Joe spotlights Allegiant Stadium as a branding masterclass Robert unveils a conspiracy theory surrounding Jeffrey Katzenberg's new AI marketing startup Rants & Raves: Joe reacts to a Washington Post survey about people reading ChatGPT-created posts — and why he's concerned it could impact birth rates Robert shares the creative friction behind building an AI-generated country music artist If you're a marketer, creator, or business owner trying to understand what's coming next, this is a must-listen episode. News we didn't get to: Meta 'buried' more evidence Creator Economy ad spend up again Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

In this special Thanksgiving edition of This Old Marketing, Joe and Robert dive into the future of AI and what it really means for marketers, creators, and anyone trying to build an audience in the next few years. The boys explore how long traditional marketing roles will remain intact and why we may be much closer to a tipping point than most people want to believe. The Window Is Closing Joe and Robert revisit a theme they've both been writing about lately: the shrinking window of time before AI reshapes content, distribution, and discoverability. They break down what creators and marketers can still do right now to secure their position before the landscape shifts for good. Their take: you have a few years. Maybe less. And waiting is not a strategy. The Real Job of the Future In a world where AI generates nearly everything instantly, Joe and Robert ask the big question: what will the actual marketing job look like five or ten years from now? The answer isn't another technical role. It isn't prompt engineering. It isn't "AI operations." The position of the future is rooted in skills AI can't replicate: Being known personally by real people Building in-person trust Hosting gatherings, leading communities, and showing up in the real world Connecting human beings to human beings If AI floods the world with infinite content, the new scarcity becomes physical presence. What Creators Must Do Next The boys outline the shift every marketer and content entrepreneur must make: from chasing reach to cultivating real connections. From relying on platforms to building owned audiences. From algorithmic exposure to human relationships that cannot be automated. This special episode is a wake-up call and a roadmap rolled into one. Why This Matters Right Now Thanksgiving is a time for reflection, and the episode closes with Joe and Robert reminding listeners that the next few years are arguably the most important years in the history of marketing. AI will change everything. But it won't replace the marketers who understand what actually makes people move, trust, and gather. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

The episode kicks off with a pointed look at Meta, which seems to be earning a fortune from fraudulent and scam ads. Joe and Robert trace the pattern back more than a decade…from election misinformation to repeated scandals. The question emerges: Is Meta the least ethical major player in the industry today? This conversation naturally leads into a look at the growing AI bubble and Michael Burry's bet against The Magnificent Ten. While his prediction may eventually play out, the boys debate why we're likely still two years away from any real correction. Top Stories Meta's Long History of Trouble Joe and Robert walk through Meta's pattern of behavior, including the current windfall from scam ads, reminders of past election interference issues, and the repeated failure to effectively police the platform. The bigger question: if this is systemic, where does it go from here? The AI Bubble and Michael Burry's Bet The legendary investor who foretold the mortgage crisis is now shorting the biggest tech companies. The boys give context on why he might be early, what signals they're watching, and what marketers should learn from speculative hype cycles. Disney Spends Up…But Not Where You Think Disney is increasing content spending, but the bulk is shifting toward live sports and in-person experiences. Joe and Robert discuss what this means for marketers and why "experiential" continues to be a long-term bet. Coke's AI Holiday Ad Maker Responds The studio responsible for Coca-Cola's AI holiday ad gives its defense. Is this just another evolution of creative tools, or are creators right to be irritated? The boys break down the nuance. Winners and Losers Joe's Winner: Netflix House Smart expansion into experiential entertainment. A real signal of where media companies are headed. Robert's Loser: The end of the Farmer's Almanac A long-running institution finally fades. Robert shares why this one stings and what it says about legacy content. Rants and Raves Robert's Rant: Microsoft's sales content Robert has feelings…big ones. And he shares them. Joe's Commentary: Chatbot JesusWhat could go wrong? Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

This week, Joe and Robert cover three major AI stories shaping the creative and marketing landscape. First, the guys break down the debut of Xania Monet, the first AI-powered artist to land on a Billboard chart. Is this the start of a new music era...or the beginning of the end for human creativity? Next, they unwrap Coca-Cola's second annual holiday AI ad. But this year, it's not just Coke. Expect a wave of AI-generated holiday campaigns across brands. Joe and Robert debate what this means for creative differentiation and audience connection. Finally, they analyze Bloomberry's massive study of 180 million jobs, revealing how AI is reshaping the global workplace faster than anyone imagined. Who's safe, who's not, and what can marketers learn from the data? Winners and Losers: Robert's Winner: Gannett's bold rebrand to USA Today—a move that simplifies identity and aligns with its strongest brand equity. Joe's Winner: Print media. Joe points out the surprising long-term resilience of print and why physical media might be the next big comeback. Rants and Raves: A new journalism collective forms to sell sponsorships - Robert shares his take on why collaboration is an important way forward for small creators. More college students are choosing double majors - Joe digs into what that says about the next generation of marketers. Subscribe and Follow: Follow Joe Pulizzi and Robert Rose on LinkedIn for insights, hot takes, and weekly updates from the world of content and marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

It's another wild week in the world of marketing, media, and tech. First up: Amazon announced yet another round of layoffs, and Joe and Robert dive into the growing trend among the Magnificent 10 companies. Are these just normal business cycles? The result of AI-driven productivity? Or signs of something deeper happening in the global economy? Then: OpenAI is restructuring to look more like a traditional for-profit company. With Microsoft now owning 27%, the boys debate what this means for control, innovation, and the company's future. Could OpenAI become the world's first trillion-dollar IPO? Next: Morning Brew acquires a YouTube show about the news — and Joe explains why this is another major example of individual creators getting their work acquired and then integrating themselves into larger organizations. In Marketing Winners & Losers, Robert dives into K-Pop Demon Hunters, while Joe highlights Elon Musk's Grokipedia. And in Rants & Raves, Joe shares how email newsletters can literally get you hired, while Robert takes aim at the new WPP–Google AI partnership. Listen to the full episode for all the analysis, tangents, and laughs you expect from Joe and Robert on This Old Marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

Joe Pulizzi goes deeper into his “three-year window” theory and shares three unconventional strategies creators can use to build real connection before AI changes how audiences find and consume content. These moves — collaboration, physical experiences, and shared memory — create the kind of trust algorithms can't replicate. Key Takeaways: Turn your audience into collaborators. Your audience doesn't just want to consume — they want to contribute. From small communities to co-created projects, inviting people into the process builds belonging and loyalty that AI can't imitate. Take a piece of your content offline. In a world flooded with digital noise, physical experiences become priceless. Whether it's a print newsletter, local meetup, or tangible product, real-world touchpoints build trust and deepen connection. Create a memory layer. Shared history is your ultimate moat. Celebrate milestones, reference old content, and recognize long-time followers. Nostalgia and continuity form emotional glue that keeps your audience coming back. Mentioned in this Episode: CEX VIP Group — community collaboration project Matt White, GolfCartingTV — blending online presence with real-world experience This Old Marketing 500th Episode — celebrating shared history Quote of the Episode: “AI can copy your style and tone, but it can't fake history.”

This week's episode of This Old Marketing dives deep into the evolving world of AI, automation, and creator opportunities. 1. OpenAI's ChatGPT Atlas: A Google Killer? OpenAI's latest product, ChatGPT Atlas, has some wondering if this is a direct strike at Google's dominance in search. We break down what Atlas is, how it changes the discovery landscape, and what it means for marketers and creators. 2. AI and Robots Taking Jobs A New York Times article reports that Amazon plans to replace over half a million jobs with robots. But the twist? The AI industry itself is facing layoffs. Meta has cut significant staff from its AI operations, according to Axios. We explore what this says about the current state — and future — of the AI economy. 3. ChatGPT to Allow Adult Erotica (for Verified Users) OpenAI will soon allow adult-themed content for verified adults. Is this a necessary step toward realism and maturity online, or is it a PR nightmare waiting to happen? We debate whether the Internet needs true age-gating — or if this will end up being a “nothing burger,” as Robert might say. 4. Creators Take Flight — Literally Marketing Brew reports that YouTube creators are getting their content featured on Delta Airlines flights. It's a great marketing move — but does it signal that YouTube is becoming television? We discuss what this means for creators' reach and brand positioning. Marketing Winners of the Week Ann Handley's new website: A masterclass in simplicity and conversion, with a sharp focus on driving newsletter subscriptions. Kim Kardashian's Skims.com launch: A weirdly nostalgic move that has everyone talking. Raves of the Week Joe's Rave: The CRIT Framework from Geoff Woods — a practical model for using AI strategically through Context, Role, Interview, and Task. And get a month of Wispr Flow (dictation platform) for free here. Robert's Rave: Spotify's new personalized playlists that take algorithmic curation to the next level. Listen to the full episode for all the analysis, tangents, and laughs you expect from Joe and Robert on This Old Marketing. This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork

In this episode, Joe and Robert break down the latest moves in the ongoing battle between lawmakers and social media giants. California is leading the charge with new AI and social media legislation — plus, Instagram is testing a “rating system” for content. Is this meaningful progress or just more political theater? The guys also cover how OpenAI and Anthropic are stepping into the marketing world. OpenAI's first ad sparks debate (is it a miss?), while Anthropic's experiential push might have us all saying “Oh Claude.” Winners and Losers: Winner: Buc-ee's - proving that a gas station can be a brand powerhouse. Loser: Deloitte Australia - struggling to recover from credibility issues. Rants and Raves: Rant: The rise of rage bait - how outrage is driving engagement for all the wrong reasons. Rave: Personal videos on LinkedIn - authentic storytelling that actually connects. Tune in for another week of marketing madness, strategic insights, and questionable football takes. ------- This week's sponsor: Did you know that most businesses only use 20% of their data? That's like reading a book with most of the pages torn out. Point is, you miss a lot. Unless you use HubSpot. Their customer platform gives you access to the data you need to grow your business. The insights trapped in emails, call logs, and transcripts.  All that unstructured data that makes all the difference. Because when you know more, you grow more. Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better. ------- Get all the show notes: https://www.thisoldmarketing.com/ Get Joe's new book, Burn the Playbook, at http://www.joepulizzi.com/books/burn-the-playbook/ Subscribe to Joe's Newsletter at https://www.joepulizzi.com/signup/. Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/  Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/ ------- This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork