What happens to marketing when AI can create almost unlimited content, build software in days, and make it easier than ever for anyone to compete?

In this episode of Rogue Startups, Craig Hewitt and co-host Colin Gray dig into what actually works in marketing today. They explore founder-led marketing, “personal brands” (and why that term makes Craig cringe), content strategy, YouTube, newsletters, podcasts, and the growing importance of creating content that carries a real human voice.

Craig and Colin debate whether blogging still matters, why YouTube may be the strongest starting point for a new brand, and why podcasts are better at building trust than converting cold audiences. They also discuss the marketing FOMO that causes founders to chase every new platform, the value of in-person events, and how to build a content flywheel where one conversation can become videos, newsletters, blog posts, and social content.

The conversation ultimately comes back to a simple question: when AI can produce endless content, what makes yours worth paying attention to? 

Highlights from Craig and Colin’s conversation:

  • Why the best marketing ultimately has to create a return for the customer
  • How founders can avoid getting trapped by marketing FOMO
  • Why founder-led marketing may matter more as AI creates more faceless businesses
  • How to figure out what makes you genuinely different
  • Why YouTube may be the best starting point for building a modern personal brand
  • Whether blogging and SEO still have a place in an AI-generated content world
  • Why real stories, experiences, and opinions can make content stand out from AI-generated material
  • How to turn one podcast conversation into a complete content ecosystem
  • Why podcasts are better at building trust than converting cold audiences
  • The underrated marketing power of in-person events and relationships
  • How to build a YouTube and newsletter flywheel
  • Why paid advertising could become more accessible through AI-powered tools

Resources and Links from This Episode:

Chapters

  • (00:00:00) - The Podcast Is Dead
  • (00:00:42) - Rogue Startups: More Money, Stupid
  • (00:02:31) - Podcast Marketing: The Business of Podcasting
  • (00:07:12) - Likely More Personal Brand than Social Marketing
  • (00:09:46) - Developing a Personal Brand
  • (00:13:52) - How to build a personal brand on a platform
  • (00:17:22) - How to Build a Modern Business on the Web
  • (00:23:34) - How Long Form Writing Is Made
  • (00:24:25) - How to Promote Your Podcast and YouTube Videos
  • (00:30:32) - milo on 'Physics'
  • (00:30:50) - How to Promote your YouTube Videos on a Podcast?
  • (00:37:08) - In the World of In-Person Events
  • (00:38:35) - How to Market Your Podcast at Events
  • (00:41:24) - Golf Star on His Next Thing
  • (00:41:41) - How to Build a YouTube Channel and a Podcast
  • (00:45:28) - What's Your First Channel for AI?
  • (00:47:16) - Paid Advertising: The Future of AI
  • (00:48:40) - Episode 1

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