More Content Is Not a Strategy
Why volume is no longer the answer in an age of AI-generated abundance
I used to accept a familiar marketing recommendation: publish more content to stay visible.
I no longer believe volume is the answer.
Production has become abundant
AI has made it possible to produce more articles, emails, social posts, and campaign variations than most audiences could ever consume. As production becomes easier, adding more content to the pile becomes less valuable.
The advantage is knowing what is worth saying
The advantage now comes from knowing what is worth saying.
That requires original thinking, customer understanding, a clear point of view, and the judgment to recognize when a technically good piece of content does not support the larger strategy.
I am not skeptical of content. I am skeptical of content created to satisfy a calendar.
More makes the problem louder
If a company cannot explain what it wants to be known for, who needs to hear it, and why the idea matters now, producing more will not solve the problem. It will simply make the problem louder.
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