Is Real B2B Content Back? | #29

And in the last couple of years, we've had a huge increase in AI-generated content, for better or most likely for worse.

It's given us great efficiency, but now there's pushback on AI-generated content.

A couple of the things you might have noticed in the last few weeks was LinkedIn have added an AI slot button to posts.

Whether that's a good way of determining...

AI generated content or not I'm not so sure I think you might see a lot of maybe competitors going on other competitors post and using AI slot button just to kind of bash their content.

I think there's probably a better solution for LinkedIn to come up with in terms of how they can properly identify what is AI content and what's not quality content.

We also have seen that Claude has started to watermark the AI text, essentially AI code, images, videos, et cetera.

But mainly we're focusing on the text element of it here in terms of blogs, articles, long form LinkedIn posts.

And I guess there's always been common telltale signs of what is an AI generated post versus what's not.

You can kind of see it in the structure, certain phrases, certain words it uses.

And I think we all felt, you know, not all, but... you know everyone has tested it out used it um in some form or capacity i guess now we're at a reflection point with it though whether it's been a bigger pushback to it and people are starting to turn away from that side of content and want real valuable insight driven content something similar to if you look at any community page on facebook not related to b2b um there could be a local organization group and they can't obviously have the resources to you know pay graphic designers stuff to do their you know weekly updates and stuff like that a lot of them are using ai to create the posters to display information and it works great for them because it's very cost effective and they don't have to be you know a graphic designer to do it and it works for them but you can start seeing it everything looks the same and the um in the format of the content is sounding the same companies are blurring into one the lines are being blurred in terms of what makes someone different through their content so i'm making this short episode today to kind of chat through i guess what this means for your b2b tech content marketing and also maybe what you can do about it and actually how you can kind of stand out because i guess the bar is actually getting lower in some regards in terms of content and there's never been more people posting content or companies posting content but the quality of the content for efficiency purposes and cost purposes is is not great if we're looking through it and you're looking at the kind of overall consumer sentiment of content a lot of people are unhappy with what they're seeing what's filling up their social media feeds and it's the same for b2b tech buying committees who are scrolling on linkedin or looking at YouTube and different elements like that.

So how do you stand out with quality content in 2026 and beyond in a world that's pushing you to use the latest AI tools? That doesn't really make sense from a content point of view.

AI is fantastic use cases for processes and you know inside the business speeding things up making things more efficient but it should be giving you back more time to spend on the stuff that isn't scalable that is more difficult to do such as creating content having real conversations you know developing your own unique points of view your own insights and delivering that to your audience in a way that they actually will engage with and not kind of scroll past or hit the AI slot button on LinkedIn with it.