Guy Raz, the voice behind some of the world’s most popular podcasts rather than a traditional marketing executive, will headline Content Marketing World 2025 when it returns to San Diego this September. The decision marks a departure for the event’s 15th edition.
Content Marketing World typically features brand leaders and content executives on its main stage. This year, organisers have chosen someone with a completely different background – a journalist and interviewer who has built massive audiences through audio content rather than worked inside marketing departments.
The storyteller takes centre stage
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‘We are so excited for Guy Raz to bring his trademark storytelling lens to the Content Marketing World keynote stage,’ said Stephanie Stahl, managing director at Content Marketing Institute. ‘As a storytelling pioneer, he’s mastered the art of transforming complex stories into compelling narratives that captivate audiences worldwide. He’ll challenge our attendees to think differently about content, storytelling and what it really takes to capture attention, earn trust and break through in a crowded market.’
The choice follows a growing trend in business events. Event organisers increasingly select keynote speakers based on their ability to deliver engaging narratives rather than their corporate credentials alone. Audiences consistently rate storytellers and journalists highly for their ability to communicate complex ideas clearly and hold attention.
What business leaders gain from great interviewers
Raz built his reputation through 25 years in broadcasting, conducting over 20,000 interviews and earning recognition from Forbes as ‘the greatest interviewer of his generation’. His podcasts reach 19 million listeners monthly, with The New York Times calling him ‘one of the most popular podcasters in history’.
The interviewing skills that built these massive audiences translate directly to business applications. Great interviewers structure questions to create emotional connections and draw out authentic stories beyond rehearsed responses. They build trust and rapport that allows people to reveal genuine insights – exactly what effective business communication requires.
Through How I Built This, Raz has extracted practical lessons from entrepreneurs who built companies from nothing. His approach on The Great Creators reveals what drives performers and visionaries to overcome obstacles. These interviewing techniques – asking the right questions, listening actively, creating psychological safety for honest responses – are precisely what business leaders need when managing teams, understanding customers or making decisions. Building trust with employees requires similar skills to create authentic connections.
Beyond the typical marketing keynote
Raz brings credentials that differ markedly from the usual conference circuit. His Edward R. Murrow Award recognises excellence in journalism. His New York Times bestselling books demonstrate his ability to distil complex stories into accessible formats. Most importantly, he has proven he can hold attention in an increasingly crowded media environment.
Business research shows that authentic storytelling builds trust with audiences by leading with vulnerability and real struggles rather than polished success stories. Raz’s interview style consistently draws out these authentic moments from his subjects, creating the kind of genuine connection that traditional marketing messages often fail to achieve. This approach aligns with how companies are turning to storytelling to prepare future leaders, emphasising emotional intelligence and human connection over technical presentations.
The selection also shows how storytelling expertise from outside traditional business roles increasingly influences corporate events. Event organisers note higher attendee satisfaction when speakers combine narrative skills with practical insights, rather than delivering standard industry presentations.
What delegates can expect
Content Marketing World 2025 runs from 15-17 September at the San Diego Convention Center. Raz will take the keynote stage on Wednesday, 17 September. The event features over 100 sessions, workshops and masterclasses presented by brand marketers and experts from around the world.
The programme continues the industry’s push toward powerful storytelling techniques. Examples like Airbnb’s host stories and the success of documentary series like Drive to Survive demonstrate how interview-based content can humanise brands and create emotional connections with audiences.
For business decision-makers evaluating their own content strategies, Raz’s session will likely focus on extracting compelling narratives from everyday business situations. His track record suggests attendees will learn how to ask better questions, listen more effectively and identify the human elements that make stories memorable. These skills prove valuable beyond marketing, as shown in successful executive interviews that reveal authentic insights rather than rehearsed responses.
Registration remains open for Content Marketing World 2025, with early bird pricing available through the summer.
