The opinions expressed by business taxpayers are their own.
The volume is deafening.
We are living in a content of the content of the content. Blog posts, sales mallets, video scripts, complete product launch campaigns: AI can produce them all in seconds. It is tempting to think that we have solved the problem of content creation. But a more difficult truth is emerging for anyone who pays attention: SAmess is the new silence.
Open your inbox. Explore LinkedIn. Execute a Google search. You will notice. All Sounds Good. But very little sensation Good. The writing is polished, the structure is adjusted and the value accessories are clear. However, very little stands out.
That is not a production problem. That is a problem of meaning.
And it is exactly why the original content focused on the human being (what is called “OG content”) is becoming the most valuable differentiator that a brand can possess.
Related: This is the well -kept secret to write convincing original content
When the speed becomes a merchandise, the voice becomes a pit
AI is making the content easier, faster and cheaper. That is not the threat. That is the floor.
The real risk is what happens when each company uses the same tools, trained in the same data, responds the same indications. It is how you end with a sea of content that is technically correct and strategically forgettable.
What leads us to the paradox: in an era of AI, Human creativity becomes more valuable, no less.
Your brand voice. The story of its founder. The hard desire lessons behind the road map of your product. These are not just pleasant. They are irreplicable active, unique and unique defensible.
Consider the brands you trust today. They are not winning because they publish more. They are winning because they say something real. Something that reflects who they are, why they exist and how they are delivered.
Ai can climb its content. But only you can shape your story.
The change of algorithm – from SEO to Aio
The search is changing. Fast.
Large language models such as Gemini, Claude and Chatgpt are beginning to replace Google’s traditional consultations for high -intention users. And they are doing something that Seo could never: synthesize ideas between the sources, not only links.
That means that its content is competing not only on page one but also due to visibility in the summary.
As Sydney Sloan said in a recent key note: “We are entering the AIO Age (IA optimization). Not only writing for Humans, but write in a way that AI recognizes as the only valuable. “
So how do you make your content stand out in that world?
Return to what machines cannot pretend:
-
Personal perspective
-
Proprietary data
-
Poliazing Take
-
First -hand experience
The original content is not just a good brand practice. It is an AI visibility strategy.
Case in question: Letterdrop vs. The rest
Take Letterdrop, an OPS content tool with AI. On paper, it is one or box in a market full of people. But scan your content library and see something different.
Its founder, Parthi Loganathan, not only publishes the leadership of thought. The public Field notes. Real lessons of helping GTM teams rationalize content production and align with sales. The result? The higher classification pages in competitive keywords and a presence of LinkedIn exceed the biggest players.
Because? Because the content is not optimized. That’s all Possessed.
That is the future. Ai can give you speed. But voiceless speed is noise.
Related: How to handle content saturation: a guide to stand out in a sea of information
Why your story matters more than your battery
Each brand speaks of differentiation. Few really demonstrate it. Special when the growth is requested, the marketing specialists that justify each dollar spent.
It is worrying those moments that brand construction is often in the background.
But here is the truth: when the market fills more, you point of view It becomes your most critical asset. They are not your characteristics. It is not your price model. His Belief system.
Above all, people buy from brands in which they believe.
That belief is built on time, through consistency, conviction and frankness. It is built when it appears, not with recycled advice or generic advice, but with Your truth. The disorderly, valuable and unique truth that can only come from your team, your trip and your customers.
The OG content is built, it is not grouped
Let’s be clear: there is nothing wrong with the content generated by AI. In fact, the best marketing specialists in the world use it every day to make a rain of ideas, summarize and reopen.
But the most effective content engines begin with something deeper: Original tickets.
Think about it as a steering wheel:
-
You publish real stories: Win of the customer, product bets, founding philosophies.
-
It makes them content long, then atomizes it through the channels.
-
You use the scale distribution, but the Central insight It remains human.
This approach not only improves quality. Protect brand equity.
Because in a world where the content is marketed, the most scarce (and valued) resource is not speed. That’s all substance.
THE ROI OF THE VOICE: WHAT THE DATA SAY
These are not just gangs of vanity. They are signs of resonance.
Because everyone is talking, the brands that break the noise will be those who speak from experience.
What comes next?
So where are we going from here?
The future is not contained ORPÍN Ai. It is content and AI: Based on the truth, intelligence scaling and carefully delivered.
As LLMS evolves, wait three shifts:
-
Narrative equity It will become the new SEO: original frames, Cina and lived experience will rise to the top of the AI summaries
-
Mark as a writing room It will emerge again, not only content calendars, but of editorial operations that obtain stories from all your organization
-
Founding and employee content Will overcome the publications of the polished brand: people want faces, not logos
In this new world, volume is not the variable. Voice is.
Related: How to be interesting when everything has already said the leg
Final word: real> robotic
There is the famous author’s and optimistic line, Simon Sinek, who carries the repetition: “People do not buy what you do. Buy, why do you do it?”
That truth has never left more urgent.
Ai can replicate the tone. You can imitate the structure. But he can’t pretend Careful. And you certainly can’t tell your story for you.
Then, write the publication that your inner could not. Publish the information that your competitor won. Share the lesson your client needs. Because the brands in which they invest Originality Today will be the owner of the conversation tomorrow.
Not only in the feed. But in the hearts and minds of the people who matter the most.
