RS365: Marketing that Actually Works Today

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