
Everyone's talking about cutting through the noise, yet 67% of us (Semrush) are using AI for content marketing or SEO. The irony? Only 17% rate that AI-generated content as excellent (Content Marketing Institute).
My hot take? Marketers: we’re falling into a volume trap of our own making.
The promise of AI-powered content creation is alluring: publish more, publish faster, stay "relevant." But, just because we can, does it mean we should?
The pressure to constantly create content is real—and it's intensified by today's omnichannel reality. B2B buyers now use an average of ten different interaction channels during their buying journey—double what they used in 2016 (McKinsey). This explosion of touchpoints has led many organizations to adopt a "be everywhere" mindset, cranking out content for each platform without considering the bigger picture.
But here's the crucial distinction: while buyers want multiple channels, what they really demand is coherence across those channels. More than half of B2B customers expect a true omnichannel experience where they can smoothly transition between touchpoints without losing context or momentum. When AI “enters the chat,” (pun intended, as chat can be one of these key channels) the temptation to simply flood these channels with content becomes nearly irresistible—but quantity without quality creates noise, not value.
Artificial intelligence has thrown fuel on this fire. Yes, AI is a powerful tool – but may also be enabling a content arms race that no one can win.
As Andy Crestodina of Orbit Media aptly notes, "AI = Average Information." When everyone has access to the same AI tools, churning out similar content, the result is a sea of sameness. And here's the kicker: the AI you know today is the dumbest AI you'll ever meet. Because it’s literally designed to get better over time (but duh, what technology isn’t?!). While these tools will continue to evolve and improve, they should never replace the human elements that make content truly valuable.
We believe the most compelling content still comes from, or is at least significantly influenced by, human connection. Marketers must make it a priority to:
Do these quarterly at a minimum (depending on the complexity and size of your organization). Note any learnings and apply it to your content strategy (I’m getting there below…hold on)! These human touchpoints can't be replicated by AI and may feel awkward or like you’re not getting to anything at first. But put it into practice. It will get better, and easier and you will find inspiration, and ideally differentiation.
What actually demonstrates expertise to B2B decision-makers? In our experience three key quality signals stand out:
I told you I was getting there! Quality content doesn't happen by accident. It requires a clear strategy – one that aligns your content with business objectives, audience needs, and market opportunities. This means developing (and consistently refining) a content strategy that guides what you create, why you create it, and how you'll measure success. We’ve written about this several times, but we swear by this simple content marketing strategy you’ll actually use [PS. We start here with our clients].
Don’t have time to dust off or create your content strategy right now? In the thick of it? We get it. Here’s an easy set of questions to ask yourself before you create any piece of content:
The goal isn't to stop creating content – it's to stop creating forgettable content.
The B2B organizations that will win in this environment aren't those publishing the most content. They're the ones brave enough to say less, mean more, and truly own their expertise.
In a world where AI makes it possible to create endless content, the true differentiator becomes having something worth saying.
Need help making sure you have something to say? Let our team of expert brand and marketing strategists be a sounding board and get you on the right path! Hit us up for an introductory conversation.
Disclaimer: the author did consult Claude during her initial editing and refinement phases for suggestions. But also leveraged her human editor, the esteemed Meghan Brondos.