More than a decade ago, I predicted that the surge in digital content would trigger a content arms race. I called this Content Shock. To stand out amid this tsunami of posts, podcasts, and Reels, it would require higher levels of investment in creative resources or promotions, and likely both. I forecast that as content niches became saturated, it would be impossible for many businesses to compete.
While this sounds like common sense, at the time, this was probably the most controversial marketing blog post ever written. The idea sent a chill down the spines of content marketing service providers, and I became a target of derision.
Of course I was right. Today, Content Shock isn’t a theory. It’s a daily reality made worse by this relentless barrage of AI content.
Is there a strategy to overcome Content Shock today?
Yes, but we are about to take an unexpected turn.
I want to be very direct about your future and your content, whether you are creating for a company, a customer, or a personal brand.
There have been many posts about AI taking over our marketing jobs. I won’t sugarcoat things. I think that is probably true. Follow the money. Companies have to make an ROI from AI investments, and the unfortunate first place they’ll look is headcount.
The hopeful marketers out there opine that truly “authentic” content will save our jobs. That is not enough. Bots can be pretty convincing.
I believe there is a permanent place for human content, but success requires a radical new mindset. Let’s get into it.
Reaching toward Springsteen
I recently listened to AI-generated songs that mimicked Bruce Springsteen and the E Street Band. In fact, the sound was indistinguishable.
But would I ever pay money to see a computer in concert? No. I want to see the man. The Boss.
Why? Isn’t music just music?
The difference is, Bruce means something to me because he’s an artist. He communicates in a very raw, intimate way, interpreting our human experience.
I’ve loved Brice since I was a kid, and I will always love him, no matter what happens with AI. Likewise, there will be poets, painters, and even podcasters I will always love, even if AI overwhelms us with fantastic content tailored to us (which is already happening).
So this is the key idea. If you are competent, you’re a commodity. You’re ignorable. Your content must approach the level of Bruce, or at least what would be considered star-quality in your industry. Your content must approach the emotional level of art.
I’ve never heard a content marketing strategy explained this way before, but it is a new day, and this demands new rules.
If you’re chunking out blog posts and podcasts because you’re afraid not to, your time is up. Even “human” storytelling can be effectively mimicked by bots. But there is one place we will always own — our human vulnerability.
The advantage in vulnerability
Here’s an example of what I mean.
Not long ago, I wrote a blog post about accomplishing a great lifetime achievement and then feeling completely empty … even depressed.
I told the people in my RISE community that I was afraid to write a blog post about this — wouldn’t I come across as a jerk? Here is a dude who is so successful he’s depressed. Sheesh.
But I have this internal signal. Whenever I am afraid of something, I do it. That’s how I grow.
So I wrote the post and received a massive outpouring of positive comments. Why? I’m convinced it was the unexpected vulnerability. In other words, I was providing an interpretation of my human experience. That is art.
As we move forward with our “human content,” vulnerability is usually the missing factor. We can’t just slap a stock photo of people in an office on our content and call it “human.”
The only way we’ll be different from the bots is by digging deep and having the courage to share our human experience. That small difference elevates content beyond the bots.
Turning vulnerability into business benefits
Roxana Hurducas is an acclaimed B2B branding expert and co-founder of Drivion. She recently told me an extraordinary story of how sharing her life experience on a Facebook page laid the foundation for her business success:
Roxana Hurducas
“Ten years ago, building a personal brand wasn’t on my radar. Yet, looking back, I realize I was laying its foundation brick by brick, without even knowing it.
“At the time, I worked as a marketing and PR manager for a courier company. It was my name and face, not a faceless corporate logo, that responded to client issues and concerns on Facebook. I answered from my personal account, treating every message with empathy and honesty. People really loved that human touch, though sometimes, I’ll admit, it was overwhelming.
“Later, after a very public life event—a brain surgery I openly shared about—I stepped into a new level of vulnerability with my audience. Sharing my life reality, not just my business wins, built even more trust and a genuine connection.
“As my personal life evolved, I realized I wanted to separate my family’s stories from my professional updates. I started a new account, “The Untraditional Family,” where I was radically honest about topics like raising my kids, navigating divorce, and even my third marriage. At first, I thought these stories would interest a different audience, but something surprising happened.
“Whether they first ‘met’ me through business or family stories, my audiences began to merge. People who knew me as the marketing manager followed my personal account. And those who followed my family journey became interested in my professional activities. The reason? Vulnerability, authenticity, and honesty. By sharing both the challenges and the joys of my human experience — the parts of life most people hide — I became not just a brand or a professional, but a fully relatable person.
“Now, when I meet people at events, they already know me. They trust me, not only as a communications professional, but as a woman, a mother, a partner, and a human being who owns her story. That trust, hard-earned and real, extends to every business relationship I have.
“If there’s a lesson here, it’s this: people need stories, especially stories they can relate to. And allowing your audience to see the real, unfiltered you — beyond your résumé — can become your strongest professional asset.”
How is Roxana’s storytelling different from that of any great artist? Like our favorite artists, painters, and poets, she is bravely connecting to an audience through her interpretation of life and its meaning.
And AI can’t touch that.
Art from anybody
I recognize that Roxana’s level of personal sharing is unique and may be uncomfortable for many people. But just showing any humanity at all can give you an edge in a boring, buttoned-up field.
I recently had a coaching call with a well-known gastrointestinal surgeon. He was building a new business and recognized an opportunity to create content on his website.
“I don’t have a human story, he said. “I’m a scientist. I talk about facts. I talk about fiber in your diet. How is this anything that approaches art?”
My suggested content:
“I was sitting at my kitchen table with the sun streaming through the window on a beautiful day. My wife came to the table with a plate of hot, homemade cinnamon bread. Yes, this was a wonderful treat. But it was also a gift of life. My wife knows how important fiber is in our diet, and she makes a special point of preparing meals high in fiber. She plans our meal around fiber. You might be wondering exactly how much fiber you need, so let’s talk about that today …”
“OK,” the physician said, “I get it!”
My point is, whether you are in B2B, B2C, or a doctor writing about fiber, everyone has a human story for human readers.
The creator versus the Content Artist
Some of the following ideas were inspired by the work of Scott Belsky.
Here’s a comparison of the content creator who AI will replace versus the Content Artist who will persist.
The Creators of today …
Creators trade quality for speed. They’re only trying to get a good-enough video cut, or they’re flooding the zone with TikTok posts to meet a schedule and hit an engagement goal.
Creators must conform to algorithms, which makes their content ephemeral.
The entry barriers to being a Creator are low. Prompt-driven, generative AI tools lower the floor so that anyone can be a Creator of some kind.
For Creators, the content is the means, not an end.
The Content Artists …
Content Artists are never willing to trade beauty for speed. Sure, artists do quick sketches and explorations, but these exercises serve to explore the full range of possibilities.
They require creative control, and giving it up to a prompt-based generative tool is like a sculptor working without their hands.
Only Content Artists craft the meaning-infused stories that thrill and break us. While their work may not be fast or optimized for clicks, their stories teach us about ourselves and advance our understanding of the world.
Content Artists make units of culture.
That’s why we will always love the artists. And that’s what it takes for an audience to love you, too.
People conflate what enables creators with what might replace artists. People see the “AI slop” capabilities of new generative models and then declare the “end of fine art” and “RIP Hollywood,” as if the founding of McDonald’s would kill our desire for fine cuisine.
You still matter. But you must become an artist.
Overcoming Content Shock in an AI World
Here’s the great enigma of this reality.
Content Artists need time, freedom, and space. They need patience and reward for the risks they take. They need control of their workflow and pace.
This list of needs would be laughed out of most boardrooms eager to harvest human capital from AI investments.
So this is an opportunity, isn’t it? Great marketing is about non-conformity, not conformity. If everyone is zigging toward AI slop, maybe the most audacious move is zagging away from it.
Content Shock is nothing new. Let’s be honest. Does it really matter if we have a hundred competitors or a million of them? We’re not going to win by creating more AI slop that just adds to the problem.
As content creators use AI to flood the zone and grab our attention as cheaply and efficiently as possible, consumers will still crave more crafted, deeply human stories. As creating content becomes easier, the bar for what makes an extraordinary and unforgettable story will rise to the level of art.
Will you rise with it?
Need an inspiring keynote speaker? Mark Schaefer is the most trusted voice in marketing. Your conference guests will buzz about his insights long after your event! Mark is the author of some of the world’s bestselling marketing books, a college educator, and an advisor to many of the world’s largest brands. Contact Mark to have him bring a fun, meaningful, and memorable presentation to your company event or conference.
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Image courtesy Mid Journey
