The battle is not human versus AI when it comes to gold-level content.

Rather, it’s strategic, consistent, customer-centric information that helps buyers clarify choices versus obligatory “checklist” filler produced as a form of marketing window-dressing.

AI will certainly be employed to do much of the latter. Imagine: CEO goes to a workshop or reads an article about “content strategy,” says “we need that,” then puts it on Marketing’s plate without any specific budget or plan. So, someone in house who already doesn’t have the time gets stretched too thin, or it’s handed off to the low-bidding freelance “copywriter.” But wait! 2025 comes along and offers a third option: churn it out with AI.

But the result is always the same: Content is a marginal quality afterthought, produced merely to keep up with the corporate Joneses. It doesn’t compel a potential buyer to actually do anything, because it isn’t aligned to their needs or desires. It doesn’t give them a window into their potential future. IT DOESN’T HELP THEM MAKE A DECISION.

Machines didn’t cause this. People did.

When “creating content” becomes a goal unto itself, with a scarcity mindset behind it, companies produce garbage content. Some insource their garbage. Others outsource their garbage. Now, some are beginning to automate their garbage.

But GARBAGE is not the product of who or what created it, rather the mindset and (lack of) strategy behind it.

Change the paradigm. Change the results.

Your content library is a continuous chain that links your solutions to the needs of your customers, allowing them to follow their journey right into your sales pipeline. It’s not merely a marketing task to be checked-off, it is a sales strategy that will level-up the lead generation, conversions, closings, and profit of your entire team.

Assign a real budget, calendar, and goals to content creation, and with that, a strategy. Execute that strategy in house, with outside help, or even with AI assistance–it’s not the means that matter. Alignment and strategy is what makes your content gold instead of garbage.