More AI content means more noise

The cost of creating content just dropped to nearly zero. The cost of creating good content stayed exactly where it was.

Every company now publishes ten blog posts a week instead of one. They're all 2,000 words. They all say the same thing. They all rank for the same keywords for about three weeks until the next batch pushes them down.

This is not a content strategy. It's a content arms race, and the only winner is the AI company selling you the ammunition.

More noise makes signal more valuable. The blog post that says something true, something specific, something that only you could have written because you've done the work — that post matters more now than it did five years ago. Not less.

Everyone else is producing more. Your move is to produce better. Or less. Ideally both.