defensibility
Been thinking about this a lot lately.
Had a conversation with an agency owner yesterday about where content marketing is headed, and we both agreed: the future is A LOT. Brands and companies are going to be creating staggering amounts of content.
This is actually great news if you can verticalize and create the right content at scale. And absolutely brutal news for people with no real strategy.
The market's about to split. On one side, you'll have companies cranking out endless AI-generated blog posts, social content, and emails - all looking suspiciously similar to their competitors. On the other, you'll have strategists building defensible content moats.
The new essential marketing skill? Defensibility.
In a world where things commoditize this fast because of AI, you need content that can't be easily replicated. This is why we're so focused on video at Supio. Too many marketers will use AI models for the wrong reasons and with weak marketing foundations.
They'll generate more content but say less. They'll optimize for volume while losing distinctiveness. They'll fill channels but fail to create meaningful connections.
The companies that win won't be the ones with the most content or even necessarily the best written content. They'll be the ones with the most defensible content strategy - assets and approaches that maintain their value even as AI makes everything else easily replicable.
Ask yourself: What percent of your marketing could be replicated by a competitor with access to Claude and 30 minutes? If the answer makes you uncomfortable, you need to rethink your approach.
The irony is that AI itself will help build these defensible positions - if you use it to amplify uniqueness rather than replace it. Use AI to distribute and adapt your defensible content, not to generate generic stuff from scratch.
The distinction might seem subtle, but the results won't be.
Brooks
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