Generating a passable article now costs approximately nothing. Predictably, the supply of passable articles went vertical.
The result isn't that content stopped working. It's that competence stopped being a differentiator. A well-structured, factually reasonable, entirely generic post about your industry is no longer evidence of anything, because a machine can produce fifty before lunch.
What's now scarce is the stuff a model can't manufacture:
- A specific claim someone will disagree with. Generic content is agreeable by construction — that's why it's forgettable.
- First-hand numbers. What happened when you shipped it, in your context, with your constraints.
- The thing that went wrong. Nobody synthesises a good failure story, because the training data is full of success narratives.
- A named human accountable for the take. A byline is a small bet on your own credibility. Slop never bets.
Why this is a strategy and not a vibe
Search and social both had to respond to infinite cheap supply, and the response looks the same in both places: weight experience, provenance, and identity more heavily. Google's quality guidance has been drifting this way for years; social distribution already rewards faces over logos by a wide margin.
Meanwhile, readers built their own filter. People can now smell the shape of generated prose — the tidy tricolons, the throat-clearing intro, the paragraph that restates the heading. When your marketing reads like that, it doesn't just fail to persuade. It signals that nobody senior looked at it.
If your content could have been written by someone who has never done the work, it will be read like it was.
The practical version
For a studio like ours, that means the blog is not a keyword farm. It's a record of what we actually learned building things, with our names on it. Slower to produce, harder to fake, and the only version that compounds.
Concretely: original claims over summaries, real build logs over listicles, and a house rule that if a post could have been written without having shipped anything, it doesn't go up.
That's a higher bar than "publish daily." It's also the only bar that will still mean something in a year.
This is what we're doing here — see how we work, or read the method behind it.