Episodes

  • Are Brands Missing the Employee Creator Opportunity? (530)

    Are Brands Missing the Employee Creator Opportunity? (530)
    May 1 2026

    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.

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    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
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    1 hr and 7 mins
  • Why We Finally Got Serious About Our Health - Special Episode (529)

    Why We Finally Got Serious About Our Health - Special Episode (529)
    Apr 24 2026

    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.

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    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
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    50 mins
  • Is This AI's Napster Moment? (528)

    Is This AI's Napster Moment? (528)
    Apr 17 2026
    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 GlasswingWhy Joe calls this the Napster moment for AI What marketers need to do now as the model changesThe Sam Altman attacks and the rise of anti-AI angerWhat AI companies are missing about public frustration HubSpot's media moveWhy changing Inbound to Unbound may be a branding errorThe 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
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    1 hr and 18 mins
  • If We Lost Everything, Here's the Media Company We'd Build (527)

    If We Lost Everything, Here's the Media Company We'd Build (527)
    Apr 10 2026

    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
    Show More Show Less
    56 mins
  • Was Anthropic's Leak an Accident or a Campaign? (526)

    Was Anthropic's Leak an Accident or a Campaign? (526)
    Apr 3 2026
    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
    Show More Show Less
    1 hr and 7 mins
  • When Platforms Panic, Ads Follow (525)

    When Platforms Panic, Ads Follow (525)
    Mar 27 2026
    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
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    1 hr and 12 mins
  • The Rise of the "Alternatively Influential" (524)

    The Rise of the "Alternatively Influential" (524)
    Mar 20 2026
    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
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    1 hr and 12 mins
  • AI Can Now Do Marketing. Now What? (523)

    AI Can Now Do Marketing. Now What? (523)
    Mar 13 2026
    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
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    1 hr and 8 mins