Informational content needs to change

Charlie Light nails it: the old “SEO keyword + blog post” formula is toast. AI can crank out 1,000 of those posts before your coffee gets cold.

Marketing analysis

The real opportunity now? Publish stuff AI can’t fake — your personal experiments, client results, or behind-the-scenes processes. That’s human, specific, and impossible to mass-produce.

Why it works

• Unique experiences = built-in originality
• Transparency builds trust faster than generic how-tos
• Hard-to-copy stories establish authority
• Personality cuts through the AI noise

Examples

• Justin Welsh shares his solopreneur experiments, not SEO fluff.
• Alex Hormozi breaks down real business deals, not theory.
• Patagonia showcases on-the-ground sustainability efforts, not vague “eco” tips.
• Duolingo’s TikTok shows team antics — pure brand personality.