In this solo episode of This Old Marketing, Robert dives headfirst into the uncomfortable - and increasingly urgent - tension at the heart of modern content strategy:

Can we still create truly human content, full of nuance, voice, and emotional honesty… while also making sure the machines don’t misinterpret (or mangle) what we mean?

Inspired by the announced end of The Late Show with Stephen Colbert, Robert explores how the final stretch of a show - or a career, or even a blog archive - can shape both public perception and machine learning for years to come.

This week Robert covers:

Why “good” content now means craft, not just output.

The shift from writing for search engines to teaching AI what to say about you.

The danger (and opportunity) of legacy content becoming training data.

A new strategy for structuring content that serves both people and machines.

Four practical steps you can take right now to future-proof your brand’s voice.

Oh - and Joe’s out this week, off pitching new names for the Guardians and Commanders to the Trump administration. Don’t worry. Robert’s got it handled.

Tune in, laugh a little, squirm a little, and leave with a renewed sense of purpose—and a checklist.

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This week's sponsor:

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Visit https://www.hubspot.com/ to hear how HubSpot can help you grow better.

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System Matters – Morning Matters #83