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🦤Are expert content creators going extinct?

🦤Are expert content creators going extinct?

January 31, 2025

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🦤Are expert content creators going extinct?

Last day of January, folks. Science says tomorrow - Day 1 of February - is a good chance to restart any New Year’s resolutions that slipped away. Good day to pitch an offer to your audience too, since they're open to change as the calendar rolls over to a new month.

Let’s close out Friday with a quick thought on how you can set your content marketing apart from the average content creators today. Then, you can feast on This Week’s Marketing Wrap-Up.

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The Simplest Content Marketing Strategy

This won’t take long. Doesn’t take big SEO brains to use this content marketing strategy either.

All you have to do is dive deeper in researching topics than your competitors.

Best part? In 2025, you can outperform most of them just by ‘snorkeling’! Most content marketers are lounging on the shore, asking AI to tell them what’s under the water.

Some proof of this is the freefall in organic traffic that hit HubSpot last month. Many SEO folks put part of the blame on thin content.

Content Marketing Gone Wrong

I’ve got a perfect example coming up of how you know a content marketer is a true expert. Honestly, though, I’m seeing so-called “thin content” everywhere. Aka surface-level or weak content.

One reason is AI research tools are making human article writers lazy (if the brand uses a human writer at all). I’ve seen the outlines these AI tools spit out. Sure, some are fine…

Others?

First, the AI tool receives a prompt
Spits out an outline
The human in charge never reads a word of the outline
They simply pass it on to the writer
The writer doesn’t question the absurdity of the topics or cookie-cutterness
Finally, the writer writes what he’s told to write about

Out comes thin content that doesn’t do anything for a brand’s content marketing efforts.

Content Marketing Based on Expert Knowledge

That perfect example of content marketing, I mentioned? See for yourself. All you have to do is watch this one-hour long video…

Don’t have time? That’s my point on content marketing! To dive deeper than others creating content in your niche, you have to invest time. Now, I don’t expect you to watch that video — here’s the gist.

I’ve shown you this guy before - my GF loves his channel. He does hoarder house clean-ups. I know enough about hoarding that I could write about 10 decent articles on the topic. I’d run out of my own knowledge after that.

Then, I’d have to rely on Perplexity (a solid tool) or Google to research other keywords and “People Also Ask.” That would help me write maybe 10 more articles. With each article, though, the content would get weaker, since I’m no longer using my earned wisdom or my experiences related to the topic.

To put a fine point on it.

That video above has a 60-second section where only an expert would have a particular piece of information.

An expert who’s cleaned up numerous hoarder dwellings - NOT just read about it. Midwest Magic guy has done 300 of these clean-ups, BTW.

This bit of information he had can’t be dug up by Perplexity or GPT or the Googsters.

Only content marketing done by an expert in the trenches would know to…

“Watch out for loaded guns under piles of hoarder clutter or you could accidentally grab a trigger and shoot yourself during a clean-up.”

Time to Dive Deeper with Your Content Marketing

Digging through giant piles of clutter in a hoarder house is a good metaphor for how to create top-tier content.

There are diamonds that get overlooked by only looking at the surface. By only looking at what AI can piece together from semi-experts or non-experts.

If you’re willing to “get your hands dirty” and willing to spend extra time researching, your content marketing efforts should pay off.

Heck, getting your hands dirty doesn’t even require you to get off your sofa. You can just take notes watching long-form videos of experts documenting every part of their work. But that takes longer than watching a YouTube Short.

On to the Knowledge Base with Super Bowl Ad trailers & job interview no-nos…