This Old Marketing - News Podcast Weekly with Joe Pulizzi and Robert Rose

How to Be Content Marketing Meh in 2025

·34 min·3 clips

Joe Pulizzi warns that creating content for more than three platforms is a recipe for mediocrity in 2025.

Joe Pulizzi and Robert Rose introduce this special episode as a tongue-in-cheek guide to being 'content marketing meh' in 2025, framing it as what not to do. They begin with personal updates, including Robert's pre-recorded message from Mexico and comments on wildfires in LA. The hosts transition to discussing NFL predictions briefly before diving into the main topic. Joe's first point is to avoid creating content on more than three platforms, arguing it leads to being a 'jack of all trades, master of none.' Robert counters with the mistake of focusing only on external influencers instead of building internal team influence, citing Adobe's past strategy with CMO.com as a positive example. Joe then warns against entering highly competitive content areas like AI, noting that few will succeed without a core passion and expertise, referencing Paul Roetzer's early AI focus. Robert critiques over-investment in tech stack automation, sharing anecdotes about endless CMS implementations that distract from creative work. Joe adds that using AI tools for primary content creation yields 'average information,' per Andy Crestodina, and should be a last resort. Robert's final point is to avoid focusing solely on lead generation at the expense of brand-building and trust, illustrated by Brian Clark's Copyblogger experience. The episode concludes with a call for listener feedback on future special episodes and promotional segments for HubSpot and the DTC Pod.

As heard by us

A practical look at using outside influence to strengthen internal marketing authority.

The episode gives content marketing's familiar influencer question a cleaner, more useful answer: outside credibility can help, but it should not leave the organization standing off to the side.

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Why you'd press play

Want your 2025 influencer strategy to build authority inside the company, not just borrow a halo from outside voices?

Read the full recommendation in PlayNext →

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