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The amount is deafening.
We’re dwelling in a content material gold rush. Weblog posts, gross sales decks, video scripts, total product launch campaigns — AI can produce all of them in seconds. It is tempting to assume we have solved the issue of content material creation. However a tougher fact 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 downside. That is a that means downside.
And it is precisely why original, human-centered content material (what’s being known as “OG content material”) is changing into essentially the most invaluable differentiator a model can personal.
Associated: This Is the Well-Kept Secret to Writing Compelling Original Content
When velocity turns into a commodity, voice turns into a moat
AI is making content material simpler, sooner and cheaper. That is not the risk. That is the ground.
The actual danger 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 invaluable, 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.
Contemplate the manufacturers you belief immediately. They are not successful as a result of they publish extra. They’re successful 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 may form your story.
The algorithm shift — from search engine optimisation 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 search engine optimisation by no means might: synthesizing insights throughout sources, not simply surfacing hyperlinks.
Which means your content material is competing not solely on web page one but additionally for visibility within the abstract.
As Sydney Sloan mentioned in a current keynote, “We’re coming into the age of AIO (AI Optimization). Not simply writing for people, however writing in a means that AI acknowledges as uniquely invaluable.”
So, how do you make your content stand out in that world?
You return to what the machines cannot faux:
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Private perspective
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Proprietary knowledge
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Polarizing takes
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Firsthand expertise
Unique content material is not simply good model follow. It is an AI visibility technique.
Living proof: Letterdrop vs. the remaining
Take Letterdrop, an AI-powered content material ops instrument. On paper, it is considered one of dozens in a crowded market. However scan their content material library, and you will see one thing completely different.
Their founder, Parthi Loganathan, would 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 consequence? Prime-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 may give 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 truly show it. Particularly when progress slows, budgets tighten, and entrepreneurs are requested to justify each greenback spent.
It is throughout these moments that model constructing typically takes a again seat.
However this is the reality: When the market will get extra crowded, your perspective turns into your most important asset. Not your options. Not your pricing mannequin. Your perception system.
Above all, individuals purchase from manufacturers they consider in.
That perception is constructed over time, by way of consistency, conviction and candor. It is constructed while you present up, not with recycled ideas or generic recommendation, however with your fact. The messy, invaluable, uniquely lived fact that may solely come out of your staff, your journey and your prospects.
OG content material is constructed, not batched
Let’s be clear: There’s nothing incorrect with AI-generated content. Actually, the world’s finest entrepreneurs are utilizing it every single day to brainstorm, summarize and repurpose.
However the best content material engines begin with one thing deeper: unique 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 utilize AI to scale distribution, however the core perception stays human.
This method would 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 velocity. It is substance.
The ROI of voice: What the info says
These aren’t simply vainness metrics. They’re indicators of resonance.
As a result of when everyone seems to be speaking, the manufacturers breaking through the noise shall be these talking from expertise.
What comes subsequent?
So, the place will we go from right here?
The long run is not content material or AI. It is content material and AI: grounded in reality, scaled with intelligence and delivered with care.
As LLMs evolve, anticipate three shifts:
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Narrative fairness will turn out to be the brand new search engine optimisation — unique 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 — individuals 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 writer and optimist, Simon Sinek, that bears repeating: “Individuals do not buy what you do. They purchase, why do you do it?”
That fact has by no means been extra pressing.
AI can replicate tone. It will probably mimic construction. However it will probably’t faux care. And it definitely cannot inform your story for you.
So, write the publish 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 immediately will personal the dialog tomorrow.
Not simply within the feed. However within the hearts and minds of the individuals who matter most.
