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The quantity is deafening.
We’re dwelling in a content material gold rush. Weblog posts, gross sales decks, video scripts, whole product launch campaigns — AI can produce all of them in seconds. It is tempting to suppose we have solved the issue of content material creation. However a more durable reality is rising for anybody paying consideration: Sameness is the brand new silence.
Open your inbox. Browse LinkedIn. Run a Google search. You will discover it. Every little thing sounds proper. However little or no feels proper. The writing is polished, the construction is tight, and the worth props are clear. But, little or no of it stands out.
That is not a manufacturing drawback. That is a that means drawback.
And it is precisely why original, human-centered content material (what’s being known as “OG content material”) is changing into essentially the most priceless differentiator a model can personal.
Associated: This Is the Well-Kept Secret to Writing Compelling Original Content
When pace turns into a commodity, voice turns into a moat
AI is making content material simpler, quicker and cheaper. That is not the menace. That is the ground.
The actual threat is what occurs when each firm makes use of the identical instruments, educated on the identical knowledge, answering the identical prompts. It is how you find yourself with a sea of content material that is technically appropriate and strategically forgettable.
Which brings us to the paradox: In an age of AI, human creativity turns into extra priceless, not much less.
Your brand voice. Your founder’s story. The hard-won classes behind your product roadmap. These aren’t simply nice-to-haves. They’re irreplicable property, uniquely yours and uniquely defensible.
Take into account the manufacturers you belief at this time. They don’t seem to be profitable as a result of they publish extra. They’re profitable as a result of they are saying one thing actual. One thing that displays who they’re, why they exist and the way they ship.
AI can scale your content material. However solely you’ll be able to form your story.
The algorithm shift — from website positioning to AIO
Search is altering. Quick.
Massive Language Fashions like Gemini, Claude and ChatGPT are starting to interchange conventional Google queries for high-intent customers. They usually’re doing one thing website positioning by no means might: synthesizing insights throughout sources, not simply surfacing hyperlinks.
Meaning your content material is competing not solely on web page one but additionally for visibility within the abstract.
As Sydney Sloan mentioned in a latest keynote, “We’re coming into the age of AIO (AI Optimization). Not simply writing for people, however writing in a approach that AI acknowledges as uniquely priceless.”
So, how do you make your content stand out in that world?
You return to what the machines cannot pretend:
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Private perspective
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Proprietary knowledge
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Polarizing takes
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Firsthand expertise
Authentic content material is not simply good model apply. It is an AI visibility technique.
Living proof: Letterdrop vs. the remaining
Take Letterdrop, an AI-powered content material ops device. On paper, it is one among dozens in a crowded market. However scan their content material library, and you will see one thing totally different.
Their founder, Parthi Loganathan, does not simply publish thought leadership. He publishes discipline notes. Actual classes from serving to GTM groups streamline content material manufacturing and align with gross sales. The end result? High-ranking pages throughout aggressive key phrases and a LinkedIn presence outperforming bigger gamers.
Why? As a result of the content material is not simply optimized. It is owned.
That is the longer term. AI can provide you velocity. However velocity with out voice is noise.
Associated: How to Handle Content Saturation — A Guide to Standing Out in a Sea of Information
Why your story issues greater than your stack
Each model talks about differentiation. Few really display it. Particularly when progress slows, budgets tighten, and entrepreneurs are requested to justify each greenback spent.
It is throughout these moments that model constructing usually takes a again seat.
However this is the reality: When the market will get extra crowded, your viewpoint turns into your most important asset. Not your options. Not your pricing mannequin. Your perception system.
Above all, folks purchase from manufacturers they consider in.
That perception is constructed over time, by way of consistency, conviction and candor. It is constructed whenever you present up, not with recycled ideas or generic recommendation, however with your reality. The messy, priceless, uniquely lived reality that may solely come out of your workforce, your journey and your clients.
OG content material is constructed, not batched
Let’s be clear: There’s nothing flawed with AI-generated content. The truth is, the world’s greatest entrepreneurs are utilizing it day by day to brainstorm, summarize and repurpose.
However the simplest content material engines begin with one thing deeper: authentic inputs.
Consider it as a flywheel:
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You publish actual tales: buyer wins, product bets, founder philosophies.
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You flip these into long-form content material, then atomize it throughout channels.
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You employ AI to scale distribution, however the core perception stays human.
This method does not simply enhance high quality. It protects brand equity.
As a result of in a world the place content material is commoditized, essentially the most scarce (and valued) useful resource is not pace. It is substance.
The ROI of voice: What the information says
These aren’t simply vainness metrics. They’re alerts of resonance.
As a result of when everyone seems to be speaking, the manufacturers breaking through the noise will probably be these talking from expertise.
What comes subsequent?
So, the place will we go from right here?
The longer term is not content material or AI. It is content material and AI: grounded in fact, scaled with intelligence and delivered with care.
As LLMs evolve, count on three shifts:
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Narrative fairness will develop into the brand new website positioning — authentic frameworks, coined phrases and lived experience will rise to the highest of AI summaries
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Model as newsroom will reemerge — not simply content material calendars, however editorial ops that supply tales from throughout your org
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Founder and employee-led content material will outperform polished model posts — folks need faces, not logos
On this new world, quantity is not the variable. Voice is.
Associated: How to Be Interesting When Everything Has Already Been Said
Remaining phrase: Actual > robotic
There’s the well-known line from creator and optimist, Simon Sinek, that bears repeating: “Individuals do not buy what you do. They purchase, why do you do it?”
That reality has by no means been extra pressing.
AI can replicate tone. It could mimic construction. However it might probably’t pretend care. And it actually cannot inform your story for you.
So, write the put up your intern could not. Publish the perception your competitor will not. Share the lesson your buyer wants. As a result of the manufacturers that put money into originality at this time will personal the dialog tomorrow.
Not simply within the feed. However within the hearts and minds of the individuals who matter most.
