Content Marketing vs Marketing KPIs

Episode notes

AI is flooding the internet with content. Big brands are chasing marketing KPIs instead of people. And “authenticity” has gotten so performative that audiences can smell the bullshit instantly. We’re in a trust recession. In this episode of Humans of Growth, I sit down with Gary Williams Jr., co-founder and Chief Creative Officer of Creative Theory, to talk about what’s really happening inside modern marketing - and why the future belongs to brands that feel human again. We talk about ... • Why paid virality is warping creative standards • How AI marketing is creating more noise than trust • The difference between hitting marketing KPIs and building a real brand • Why boutique creative agencies are out-performing big agencies • What authentic storytelling actually looks like (hint: it’s truth, not trends) • And how brands can rebuild trust with customers in 2026 and beyond If you care about brand trust, marketing strategy, and storytelling that actually converts - this one’s for you. Because the next era of growth won’t come from better funnels or more ad spend. It’ll come from better stories. ______________________ RESOURCES: Get help finding the right marketing partner.

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