I don't disagree, but this could have been written in 2012 or so when it seemed everyone had a blog and social media, Wikipedia, Pinterest, and content farms (e-How, Demand Media, etc.) and article sites and click bait were sucking all the oxygen out of the room and taking up top Google listings. It was the same story then, but it was low quality human written stuff, not AI.
For small creators and struggling B2Bs, the volume was unbearable back then, too. Article spinners submitting to tons of article sites and content farms producing truck tons of junk. I know because I was there trying to find a way to be seen.
A main difference here is Google, yet again, pushing sites down the page with their AI overview. If they don't do the AI thing, they will be seen as sub-optimal because of all the hype about people using ChatGPT for search instead of Google (which is not really the best use of the tool, but so be it). If they're not careful, though, Google is going to kill their own network and feedback loop.
Good stuff. Was recently managing the strategy around a content piece brainstorming with the writer on how to make it unique and ownable. We ended up focusing on our customer stories, but it could have been even stronger. It definitely takes a mind shift to "build in public" and allow people to see the messy middle and mistakes - co's aren't used to that.
Thanks for sharing. I definitely agree with the approach.
There's been a lot of negativity recently about the death of the internet and how AI is making everything sound the same. In my opinion, AI has definitely made creating generic content redundant. However, we should all see this as a positive, as it's pushing copywriters and content creators to think out of the box and share content that's unique to them and their experience.
Think back to when printing first arrived. People would print anything and everything because it was new and would get picked up. This also happened when blogging first began, and the same with social media (I remember so many people posting on Facebook with messages like 'I'm bored, comment if you have something interesting to say'), and these posts would attract a lot of attention.
Generic digital content should have died a long time ago, and I'm glad AI is pushing us harder to think of ways to stand out above the noise. If you're finding it hard to stand out or are losing a lot of attention, it's likely because your content isn't unique or interesting enough meaning it's time for a strategy rethink.
1st paragraph: I think it defenetly has a negative impact because it happened too fast. It’s now everywhere and everyone is overwhelmed.
2nd paragraph: it’s not comparable IMO because the level of efforts required to print or blog is considerable compared to a few copy and paste. So it will continue.
3rd paragraph: agreed it’s the occasion to push your content further!
Pierre, this is great. Thank you for sharing. But, what is Rule 5....? I feel I need to know!
I don't disagree, but this could have been written in 2012 or so when it seemed everyone had a blog and social media, Wikipedia, Pinterest, and content farms (e-How, Demand Media, etc.) and article sites and click bait were sucking all the oxygen out of the room and taking up top Google listings. It was the same story then, but it was low quality human written stuff, not AI.
True but now the volume makes it unbearable - I write this after analyzing 20+ brands data
For small creators and struggling B2Bs, the volume was unbearable back then, too. Article spinners submitting to tons of article sites and content farms producing truck tons of junk. I know because I was there trying to find a way to be seen.
A main difference here is Google, yet again, pushing sites down the page with their AI overview. If they don't do the AI thing, they will be seen as sub-optimal because of all the hype about people using ChatGPT for search instead of Google (which is not really the best use of the tool, but so be it). If they're not careful, though, Google is going to kill their own network and feedback loop.
Great analysis, thanks Pierre !
Thank you!
Awesome!
Good stuff. Was recently managing the strategy around a content piece brainstorming with the writer on how to make it unique and ownable. We ended up focusing on our customer stories, but it could have been even stronger. It definitely takes a mind shift to "build in public" and allow people to see the messy middle and mistakes - co's aren't used to that.
Thanks for sharing. I definitely agree with the approach.
There's been a lot of negativity recently about the death of the internet and how AI is making everything sound the same. In my opinion, AI has definitely made creating generic content redundant. However, we should all see this as a positive, as it's pushing copywriters and content creators to think out of the box and share content that's unique to them and their experience.
Think back to when printing first arrived. People would print anything and everything because it was new and would get picked up. This also happened when blogging first began, and the same with social media (I remember so many people posting on Facebook with messages like 'I'm bored, comment if you have something interesting to say'), and these posts would attract a lot of attention.
Generic digital content should have died a long time ago, and I'm glad AI is pushing us harder to think of ways to stand out above the noise. If you're finding it hard to stand out or are losing a lot of attention, it's likely because your content isn't unique or interesting enough meaning it's time for a strategy rethink.
Thanks Nick for your POV!
1st paragraph: I think it defenetly has a negative impact because it happened too fast. It’s now everywhere and everyone is overwhelmed.
2nd paragraph: it’s not comparable IMO because the level of efforts required to print or blog is considerable compared to a few copy and paste. So it will continue.
3rd paragraph: agreed it’s the occasion to push your content further!
Rule 5?