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Stop churning – Why AI fluff won’t cut it

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Stop churning – Why AI fluff won’t cut it

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AI can write your blog, but it can’t win over your audience

The ‘threat’ of AI has never been more real. Given ChatGPT and the rapidly expanding family of large language model (LLM) offspring are only going to get better with time, many content marketers are understandably beginning to sweat. But, as Archetype head of digital Simon Lesch highlights, memorable content still comes from people. So, resist the urge to churn and lean into getting deep and meaningful content.

Content marketing is booming, but much of it is repetitive fluff churned out by AI tools. Blogs, webinars and posts often fail to resonate.

While doom scrolling, many of us still invest hours listening to long-form discussions. Despite claims of shrinking attention spans, podcasts such as British entrepreneur Steven Bartlett’s Diary of a CEO and American computer scientist Lex Fridman’s shows last for up to three hours. What this proves is that we commit to topics that truly grab us.

Recent forecasts suggest the global content marketing industry will be worth around $600 billion by 2025. That’s a huge figure, yet how much of that investment is spent producing an unremarkable blurb that audiences immediately tune out? In Australia, adults spend nearly seven hours online each day across various devices, but we are developing a higher ability to sift through the fluff.

If a podcast, TV series, or article doesn’t hook me with insight or a unique viewpoint, I’m gone. People are comfortable walking away these days; from relationships, friendships and brands. But when I come across an engaging, in-depth conversation on Lex Fridman’s podcast or a thought-provoking deep dive on the Fear & Greed show, I’ll gladly invest an hour (or more). 

Would you sit down for an hour to consume your own content? If not, it might be time to rethink your brand’s content.

Netflix and Spotify have transformed consumer expectations with precise recommendations. In the same vein, brands should tailor their messaging to the specific needs, values and goals of different audience segments.

It will be interesting to see ChatGPT’s impact on search play out over the next 12 months. If I just ‘want an answer’ my go-to is ChatGPT. In saying that, there is still a decent amount of hallucination and thus, if I want facts and figures, I still need to validate via a Google search. To feature on ChatGPT, brands must still play the content game. Only fresh, high-traffic content is featured, so SEO deserves a fair share of 2025 budgets. 

In B2B selling, Account Based Marketing (ABM) stands out as an especially powerful strategy when done right. By focusing on the needs of a select group of high-value accounts, you can deliver content that should feel genuinely targeted. Generic case studies won’t cut it. Prospects need to see how your solution helps their industry directly. They would rather receive one or two pieces of thoroughly relevant content, than a dozen canned messages that don’t speak to their actual business problem. 

Brands need to stand for something

It’s impossible to stand out if your content reads like a bland Wikipedia entry. I often remind my team: if you stand for everything, you stand for nothing. Having a clear point of view – be it on sustainability, emerging tech or social responsibility – does more than differentiate you; it creates an emotional connection with your audience. People value brands that stake a claim, even if polarising.

The US elections showed how clear stances attract attention, even if divisive. A similar dynamic is playing out here in Australia around discussions of nuclear power and the upcoming election – politicians who clearly articulate their stances attract devoted supporters because they’re decisive, not vague. 

The shift back to brand creation

Over the past decade, marketing fixated heavily on lead generation and performance metrics, often at the expense of the brand. While immediate ROI metrics are vital, there seems to be a return to building long-term loyalty and trust. A 2024 report found 46 percent of Australians consider brand trust vital in purchases.

Time and again, brand investment trumps (can I even use this word in 2025?) performance and lead gen over the long term. 

The only way to build affinity and a following is via good content. There is too much competition out there, too much choice to compete purely on optimising conversions, price, features etc. I am German and I love my lists, comparing and ensuring the right product for the right fit. But your brain quickly gets decision fatigue. 

Our brain has optimised energy expenditure over millennia. We take the easy way out (System one versus two from Daniel Kahneman’s best seller Thinking Fast and Slow). So if I am fond of a brand because of its association and great content – as well as keeping its quality promise – it will become my go-to. 

Patagonia, for instance, has long championed environmental causes, making no secret of its dedication to sustainability. Love them or hate them, you can’t ignore what they stand for – and that authenticity resonates with a loyal fan base who share those values. Catch.com.au’s 2025 closure shows the risk of a weak brand identity.

I would say, don’t be afraid to polarise. Yes, you may lose some people, but you’ll gain the loyalty of others who appreciate your honesty. A lukewarm opinion rarely fires up an audience. And reconsider the mentality that more is better. A few insightful, well-researched pieces can make a far greater impact than a truckload of bland content churned out by AI. 

People know when they’re being sold a fairy tale. As much as AI is amazing in helping speed up, ideate and compose, it has no ‘personality’ and the intimate point of view is missing, so you will struggle to hook your audience. Share personal stories, real-world case studies and nuanced viewpoints that only your brand can provide. 

Not every brand needs podcasts, webinars or ABM content libraries. Choose one thing and do it well. Less is more and focus is better. If your topic deserves an hour-long deep dive, don’t let the TikTok trend (where will this go in the US?) towards ‘goldfish attention’ discourage you. If it’s engaging, people will invest the time.

Despite the economic gloom, consumers value genuine products and content. In 2025, content marketing that takes a clear, compelling stance will still flourish in my opinion. AI offers shortcuts, but memorable content still comes from people. Provide genuine insight and audiences won’t just tolerate longer content – they’ll go looking for it.

Simon Lesch is head of digital at Archetype. When he’s not leading digital initiatives, Lesch can be found diving into marathon podcasts and audiobooks, and experimenting with fresh coffee blends – always looking for the next big spark of insight. With more than two decades of hands-on digital marketing experience, Leschn believes that combining tech innovation with authentic human storytelling is the surest way for brands to stand out – and stand for something.

     
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