The age of originality

Teaching people "easy things" has fast become a commodity.

AI content writing may be average as hell right now. But it's pretty damn good at things like:

Clear definitions and explanations
Step-by-step procedural guides
Basic summaries of established knowledge
Content that follows predictable patterns or formats

This has greatly diminished the returns for humans to invest time in creating this kind of content.

The marginal value has decreased to near zero as AI-written alternatives have become increasingly adequate and satisfying:

Leveraging the human-AI gap

As content marketers in 2025, we need to think instead about what we can do that AI cannot do very well.

Don't compete with AI; instead, focus where there is a meaningful gap.

This is where the art of originality takes centre stage.

AI can try and be as creative as it wants. Invent stories. Develop a framework. Act like an expert.

But, it's pretending.

It's not real.

It didn't do those things it's telling you about. It doesn't even know what it's saying, really (it's a regurgitation and best guess).

This is okay for definitions or more basic and quick guides. You might never have to leave Claude to get an answer you can confidently act on.

But for other topics, this makes AI completely inadequate.

This leaves an opportunity on the table that you and I can leverage to stand out and win long-term:

You must focus where AI is inadequate.
And create in a way AI cannot.

This is why this is the age of originality.

There is a whole host of areas that a "meaningful gap" persists that WE can fill with original, human content.

Focusing there?

This is how you future proof your content strategy.

This is how you outcompete the bots.

So, slow down.

Make fewer, better articles.

Do the hard things. Differentiate.

Next time you're writing, ask yourself: Could this content be effectively generated by a prompt with some human editing, or does it contain elements that are uniquely human? Uniquely our company?

Because in 2025 and beyond, that's the big question that matters.

P.S. So, where does a "meaningful gap" still persist? I'll answer that in next week's newsletter.

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