Content strategy that decides what's worth making
You’ve read the newsletters, listened to the podcasts, and spent more time than you’d care to admit tinkering with AI crawler permissions.
You may have even rebranded your blog a “Resource Center.”
On paper, your content playbook is flawless. In reality, your pipeline is struggling.
Why isn’t it working?
Before LLMs could generate a passable blog post in minutes, I wrote an article for Vimeo about how yoga instructors could make money online.
Someone quickly published a version to compete with it in search. Beyond paraphrasing the copy, they used my name. They also described me as a yoga instructor.
I was never a yoga instructor, but I was slightly annoyed.
The piece had just enough of the original to look like it belonged, but none of the decision-making that made the original worth reading.
AI didn’t invent these habits. It removed the friction that used to keep some of them in check.
I’m not an AI expert. I’m a content marketer who’s been writing online since most people called it blogging.
I didn’t adopt AI as quickly as I took to blogging, but I needed some time to warm up to the biggest potential threat to the American labor force since outsourcing.
Now that I’m here, I’m excited. It’s only been a month, but I’ve been taking notes about the experience as it unfolds.
In this post, I’ll share my initial impressions of content creation with AI. I’ll also pose some follow-up questions for future consideration.
When I led content for the customer service vertical at Aircall, backlinks weren’t my primary KPI.
But I knew that creating decidedly human content could attract meaningful attention, not just from prospects, but from people.
What I didn’t know was that this simple approach would lead to Aircall’s first organic backlinks from respected SaaS brands like Outreach and Klaus—without PR help, paid placements, or cold outreach.
In this post, I’ll break down what happened and what content marketers (especially on small or scrappy teams) can take from it.