Recently, we pitched an AML/KYC outfit to help them sharpen and expand the social presence, among other things. With our flashy Opus 4.7 model (which honestly blows me away) and CoWork, we can develop content at scale, so I found myself revising our social posting count by 100% on a monthly basis.
Is this the best thing for this firm? Maybe, maybe not, but it sure looks good in a deck (or maybe not). Slop at volume is still slop.
It’s Flooding
Forrester puts a number on it: by end of 2026, AI tools will produce two-thirds of B2B content. Your competitor's marketing coordinator is generating three blog posts a week. Their newsletter launched last month. None of it required a writer, a strategist, or an opinion.
Do you benefit from it or drown in it?
WTF is AI Doing?
AI writes to the center.
It produces competent, well-structured output. It averages out the edges — specifics, insider knowledge, the thing only someone who has done the work knows. What's left is anodyne content.
Your prospects navigate this every week. A little more of it every month. More newsletters in every inbox. More LinkedIn.
That's our world. Now here's the opportunity inside it.
They Know
The managing partner of a staffing firm knows the difference between a newsletter written by someone who understands placement cycles, client retention, and what a slow Q3 feels like. He may not be able to articulate the difference. But he feels it.
Forrester's research backs this up: as AI floods every channel, buyers are turning to human expertise to validate what they're reading. They're not abandoning content. They're filtering harder. The bar for "worth my time" is rising.
We Know
It's not production value. It's not better design.
It's specificity. Naming the thing your ICP already knows but hasn't articulated. Placement cycles, not "workforce solutions." What a slow Q3 does to a partner's compensation, not "revenue volatility." Work that earns trust vs. content that fills feed slots.
AI can't access lived experience.
Now You Know
A quarter of B2B marketers still name ROI measurement as a top barrier in 2026. They produce content into a system that cannot tell them which piece produced a qualified lead. So they optimize for what they can count: impressions, clicks, posts published.
Winners aren't optimizing for volume. They track which specific piece of content produced which conversation. The industry-average MQL-to-SQL conversion rate for professional services is 13%. Top performers hit 20–40%. That gap, at most firms' average deal size, is worth six figures.
One Question to Ask This Week
Hand three pieces of your content — no logo — to a trusted client or a prospect you respect. Ask whether they would trust the firm that wrote those pieces with a $60,000 engagement.
The answer tells you something the metrics won't.
Until Next Time, Harry
P.S. Reply and tell me: when you read your competitors' content, does it sound like them — or could anyone have written it?
What I'm Reading
It’s Not a Content Marketing Problem. It’s a Business Problem. — It’s a zero-click world, content has to earn understanding, trust, and recall before the visit ever happens. Content isn’t publishing function it’s a business infrastructure function.
An Email List Building Lesson From The Grateful Dead — Another of Josh Spector’s typically succinct and typically spot on arguements + Grateful Dead.
How I Do Content Engineering with Claude Code — A 23-skill content pipeline thirteen years in the making. You can’t build great content if you can’t write and edit.
Where’s My AI Shareware?! — With all that vibe-coding, you’d think people would be flooding the zone with cool, niche stuff. With SAAS getting replaced with ultra-custom-just-in-time-I-need-this being built in Claude Code (or whatever), maybe we just need a platform to share. A fresh Reddit cum vibe exchange, anyone?