The Washington Post's Playbook for Building Trust (Without AI)

Season 4 of The Boost kicks off with Dennis Quinn, Head of Creative Strategy at WP Creative Group at The Washington Post.

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In this episode, host Greg Rollett and Dennis break down how publishers and brands can build trust in a world flooded with generic AI content. They talk about why first-person storytelling is winning, why creator-led content works when it is rooted in real expertise, and how The Washington Post is helping brands create content that feels useful instead of promotional.

Dennis also shares the thinking behind Postworthy, WP Creative Group’s creator-led video framework, why newsletters and owned platforms still matter, how events and experiences can drive real creative and business value, and why brands need to stop trying to convert on every single piece of content.

They also dig into the rise of vodcasts, the power of surrounding a brand story with clips, transcripts, and social content, and what trust actually looks like when content is built for real people instead of algorithms.

In this episode:
•Why trust is still the foundation of great publishing and marketing
•Why generic brand messaging is losing
•How first-person storytelling is outperforming bland advice
•What makes creator-led content actually credible
•Why newsletters, owned channels, and experiences still matter
•How vodcasts can become the center of a full content ecosystem
•What brands should do differently if they want real thought leadership

If you care about content, credibility, audience trust, and where media is headed next, this is a strong way to kick off the season.

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