How AI-generated Blah-Blah-Blah Changes Content Marketing in 2025

Whatever the LinkedIn gurus say about content marketing… Remember that the content game is always shifting, but the fundamentals haven’t changed a bit. Great content marketing has never been about short-term wins - like ranking on Google for a week or scrambling to answer customer questions only when sales asks. It’s about creating relevant, human-centered content that supports long-term business goals. Scattered efforts lead to scattered results. And that will always be true. But let’s address the elephant in the room: AI-generated content is flooding the internet. And it all sounds the same. If you’re following an outdated strategy, you’re fighting a losing battle.

So, what can a small B2B brand do?

This article is also available as a video on our YouTube channel:

1. PRIORITIZE QUALITY OVER QUANTITY

You’ve heard it before - quality over quantity. But now?

Start by digging into your data. What does your audience actually care about? What problems keep them up at night? Use that insight to create content they want to consume. Then, distribute it where they already are.

This means investing in:

• Owned research

• Strong, expert-driven insights (ideally from within your company)

• Niche knowledge that makes your brand irreplaceable

Most importantly, don’t just push out content for the sake of it. Elevate the voices within your company that bring real, industry-specific value.

2. LEARN FROM FEEDBACK & REPURPOSE CONTENT

Every piece of content is an opportunity to create more. The trick? Pay attention to the response it gets.

What questions are people asking? What perspectives are they challenging? Use that feedback to refine your approach:

• Turn a blog post into a visual breakdown

• Repackage key insights into polls or quick-hit LinkedIn posts

• Host Q&As with your experts to dig deeper

Content should be a conversation, not a broadcast.

3. RELENTLESSLY PURSUE A UNIQUE ANGLE

The internet is drowning in copy-paste content. The only way to stand out is to tell stories in a way no one else does. Shift your mindset from “answering FAQs” to being an investigative journalist.

• Why does this story matter right now?

• What’s the unexpected take that challenges conventional wisdom?

• How can you frame your expertise in a way that’s memorable and fresh?

Great angles are the ones that stop people from scrolling. Always think of your content as the front-page material in a newspaper. Is it good enough to be there?

Winning in content marketing today means:

✔ A strategy that connects content to real business goals

✔ Leadership buy-in (yes, execs need to be involved!)

✔ A team that truly understands your industry and audience

✔ The resources to properly distribute content

AI is a tool, not a replacement. A strong content team will use it to enhance their work, not automate mediocrity.

And as a closing thought, don’t succumb to the chaos. The flood of generic content actually works in your favor - if you’re willing to commit.

If you’re watching the AI-generated noise pile up and wondering how to cut through, WiiN Digital and I can help. As always, the link to our free marketing audit is in the comments below.