Opinions are cheap. Evidence isn't.

AI can produce a thousand competent words about your industry before I can finish making a cup of tea. It’s already changed content creation in B2B.

But what it still can't do is tell you what the buyers in your market are actually thinking. And I think that it's this gap that is becoming the whole game.

When everybody can produce content, content itself stops being a differentiator. Financial and professional services firms are publishing more than ever but sounding more alike than ever.

The answer is actually very simple, but it's a harder path. Simply find out something nobody else knows, then tell everybody about it.

Original data is one of the few assets that a competitor can’t copy and AI can’t invent. Yet I see it being vastly outweighed by opinion pieces these days (just like this one!) - probably because it takes more time and money to create.

Which is exactly why it works. If your content plan for next year is just another twelve blogs, it may be worth spending some of your budget on finding something interesting out instead.