The New Content Advantage

Content is cyclical.

Early 2000s, you could hack together awful content and spam it with keywords…and rank and convert.

Early 2010s, you could do fewer pieces of higher quality…and rank and convert.

Early 2020s, AI made it easier to do content at scale (programmatic)…and rank and convert.

This AI thing is definitely different. But it’s pretty clear to me where the cycle is going for the next 5 years:

Back to high-quality, less-replicable pieces.

AI fits in there somewhere (likely in research, organization, and idea gen) — but the majority of content that will win going forward needs these 3 things:

1. Unique point of view (doesn’t have to be novel, but has to be different)

2. Unique data points and ideas (“How I” instead of “How to”)

3. Unique mechanism of delivery/distribution (Typical blog prolly won’t work)

In 2030, it’ll be better to be known for 100 A+ pieces of content than 1,000,000 automated ones.

TL;DR

Content taste is the new key skill.

— Blake

That’s all for today! As promised, this shoulda taken ~1 minute to read. If this was valuable, consider forwarding to a friend!

If you need help creating content/copy for your brand that is high in taste and low in ChatGPT, work with me directly: