Navigating the Content Overload: The Pros and Cons of AI-Generated Mass Production

More and more I’m seeing the impact of people wielding AI tools promising to “100x your content creation” -  and most of it makes my stomach turn.

The sales pitch may as well be.  “Got a problem with people not engaging with your boring, uninspiring content? Here’s how you can put out 100x more of it and turn off exponentially more people.” 

I have a visceral, physical reaction to the thought of…. …even more underwhelming content proliferating the interwebs.

…having to wade through more sludge to find content from the people and that I want to read or watch.

…burning more calories to filter my inbox or news feed every time I open it Just urghh.

And when it comes to my own content, I’m definitely NOT excited about the prospect of 100x volume (or soon, 1000x) either! The thought of that sends my brain into a spin.

I received an email recently from a company glorifying that they produced 850 pieces of AI-generated content for someone's LinkedIn in an hour.

OMG - just the idea of having to read and decide on which of the 850 AI-generated captions to post would make me run for the hills.

The thought of having to quality-control all of that! (or worse, "not quality-controlling" and risk having something "off" published under my brand).

This just feels overwhelming and as a personal brand, this volume of content is not helpful or making my life or business better.  

I prefer to keep enough bandwidth free to think about things that matter to me. How I’m going to make things easier for my clients. Planning exciting new projects and book launch events. The next book I am writing.

And realistically, in the background behind that, what to put in my kids lunchbox or what to make for dinner. When I’m going to get my hair done, get that broken dishwasher fixed! 

You get the gist. Putting out more of “what’s not working” is NOT  the answer. If your content isn’t getting noticed or engaged, you don’t have a quantity problem. You have a QUALITY problem.

People are still spending a lot of time online, but are more inclined to use it for relaxation and distractions - and like good, fresh, inspiring, unique expressions of creativity, insights and inspiration.

If your content is hot, the fire is burning, and people just can’t get enough of it then sure - chuck some petrol on it (gasoline if you’re in North America) and light it up.

But putting out more content for the sake of it? That's just like building a bigger pile of sticks, or throwing more dead wood and twigs and everywhere hoping they’ll catch fire and burn.

My advice?

Before you even consider “exploding your content output”, pause.

Voluminous content is not going to “skyrocket your sales”. Or “generate mind-blowing income on autopilot”

I would suggest these as more practical, commercial business outcomes!

Standing out as the premium choice in your niche. Being desired instead of being invisible (or worse, avoided). More of the right-fit people reaching out TO YOU.

Access to the decision-makers in organisations YOU want to work with.

And ultimately (and in a different category but completely relevant here!), having a better quality of life because your mental health is better, and you’re conserving precious energy for things that matter.

The last one is my main driver tbh.

My life is busy. Just like yours.

And last thing I want to do is expend my precious energy ANYWHERE where it’s not necessary.

When you’re a personal brand, you don’t put “everyday life” on pause because you’re “building your brand”.

One of the biggest energy suckers is people doing marketing the wrong way. Especially when they are personal brands. I’m here to change that. Because the solution isn’t “do nothing” - it’s “do better!”

I’m here for the long haul.

30 years as a professional marketer. 20 years running a full-service marketing company. 10 years helping people build personal brands.

Through the ups and downs of it all.

And through all the shifts and changes that have transpired globally, the transition we are going through right now is the biggest one to date.

More than the dawn of the Internet. More than the introduction of Social Media. More than the global digitisation through the pandemic. 

As people disengage and are averse to most traditional marketing – but they are open to connecting with people. And I can help you do more of that. With ease. In a way that feels good, and completely authentic. In an hour or less a week.

How?

1. Read my book Marketing Me: Take Charge of Your Personal Brand and Make Your Mark on the World. (free sample available!)
2. You can have me help you refine your powerful personal positioning, value proposition, content strategy and one-hour-a-week-marketing system in my Marketing Me Express
3. Work closely with me for 6 weeks through the Marketing Me Experience to help you get clear on your personal brand strategy, visual identity, content plan, and messaging, where I teach you HOW to do it (the most valuable business skill for the next decade because once you learn how to do it you can apply it to any of your future businesss or projects!)
4. Get my latest musings via email, because I’m brimming with ideas and insights that will help you navigate this crazy wild-wild-west of content, marketing, technology and creating real impact through doing what you love, and doing it in a way that’s easeful, energising and enjoyable!  Get on the list here

That’s it from me today! Rant over. Let me know if anything resonated and if you feel even 2% as passionately as I do about protecting our mental health and vibrancy - both as consumers and creators in the new economy!