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Content marketing is changing, and Joe and Robert believe the traditional model may finally be reaching the end of the road.
In this special episode of This Old Marketing, the guys look ahead to the state of content marketing in 2027 and present two different, but complementary, models for what comes next.
Joe goes deep on the Trust Portfolio, a strategy for organizations to build a diversified collection of trusted human voices instead of relying almost entirely on the corporate brand. He walks through how companies can identify the audiences where trust matters most, find the right people to serve them and build human-led content franchises designed to create ongoing audience relationships.
Robert introduces The Plural Brand, his framework for a world where AI makes every company capable of producing polished, professional and increasingly similar content. Instead of trying to manufacture one perfectly consistent brand voice, Robert argues that organizations need distinctiveness, multiple credible human voices and the ability to earn trust one audience at a time.
Two frameworks. Two perspectives. One big question: What does content marketing become when creating more content is no longer the answer?
Resources from the episode
Joe Pulizzi: How to Build a Trust Portfolio
Includes the full article, the free Trust Portfolio Field Guide and the companion Trust Portfolio Worksheet.
https://www.thetilt.com/marketing/how-to-build-a-trust-portfolio
Robert Rose: The Plural Brand
Includes Robert’s free Plural Brand eBook.
https://www.seventhbear.com/the-plural-brand/
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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.thetilt.com/join-tilt-newsletter
Get Robert Rose's new book, Valuable Friction, at https://robertrose.net/valuable-friction/
Subscribe to Robert's Newsletter at https://seventhbearlens.substack.com/
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This Old Marketing is part of the HubSpot Podcast Network: https://www.hubspot.com/podcastnetwork
