How content evolves on different platforms

It’s easy to build content on platforms early on. Organic reach is easier, audiences are more engaged, content is less saturated.

As platforms mature, all of this goes away and standing out is much harder. This has happened with every platform over time:
-In 2010, you could rank on the first page of Google with a basic Top 10 article. You can’t do that anymore.
-In 2014, you could get way more views on YouTube by uploading selfie videos on basic How-To topics. You can’t do that anymore.
-In 2016, you could build an audience for your Podcast by just doing 30 minute episodes. You can’t do that anymore.
-In 2019, you could write a text-only post on LinkedIn about a challenge you overcame and reach thousands of people. You can’t do that anymore.

Add to that the layer of AI and how everyone is capable of producing higher-quality content at a significantly faster rate.

To succeed in an AI world, it’s important to understand a few things:
1) Longer form and higher value content will always outpace and outperform commoditized content.
2) The deeper your expertise, the harder it will be for AI to replicate. Lean into the things that really separate your insights from things that are available in LLMs in the form source data. Deep expertise is unavailable in these data sets.
3) Building a relationship with your audience is something that cannot be duplicated. Truly help them and be a part of their journey and they will continue to follow you in a noisy marketplace.