The AI Content Gap: Why Your Brand's Content is Falling Flat
The proliferation of content across industries has created a false narrative that more is always better. In reality, most brands are producing more content than they did two years ago, yet few have managed to stand out from the crowd.
This phenomenon can be attributed to the same tools that made content cheaper to produce – AI-powered platforms that streamline workflows and publish at scale. However, these advancements have come with a price: the homogenization of content. AI writes at scale, producing commodity content such as product descriptions, FAQs, and social calendars with ease. It's an efficiency gain, but one that comes at the cost of distinctiveness.
The problem is not a lack of content; it's a dearth of substance. Most brands are relying on algorithms to generate content that fails to capture the essence of their brand. They're creating generic, cookie-cutter material that reads like every other brand in the same category. The result? A cacophony of similar-sounding brand voices, each attempting to outdo the others with a slightly different spin.
The Jacquelyn, a private social club in Sacramento's Midtown, is one such brand that has managed to defy this trend. By starting with the asset – not the calendar – they've developed a content strategy that focuses on capturing the unique essence of their space. This approach involves treating visual language as infrastructure.
To achieve this level of distinctiveness, the Jacquelyn has hired for point of view, not output. They're looking for individuals who can translate their unique perspective into images and video that showcase their brand's character. This approach is far more nuanced than simply producing a certain number of posts per month.
In contrast, most brands are still relying on AI-generated content that tends toward the center. It reads like the average of your category – exactly what premium brands want to avoid. The solution? Adopt a content strategy that prioritizes substance over quantity. Start with the asset, and build your content backward from there.
By doing so, you'll be able to create content that truly reflects your brand's personality, rather than simply trying to outdo the competition. Take a cue from Jacquelyn, and start treating visual language as infrastructure. Hire for point of view, not output. And most importantly, focus on capturing the essence of your space – the moment when the room is half full and something is working.
Actionable takeaway: For the next content project, prioritize substance over quantity by starting with the asset and building your content backward from there.
