The Age of Average Content: Why Your Brand Needs a Point of View

Creating content has never been easier.

Businesses now have access to tools that can generate social media posts, blogs, emails, imagery and marketing ideas in seconds.

The opportunity is significant. Used well, AI can help businesses work more efficiently, develop ideas and support the creative process.

But there's also a problem.

As it becomes easier for everyone to create content, we're seeing more of it.

And increasingly, much of it looks and sounds the same.

Welcome to the age of average content.

More content doesn't necessarily mean better marketing

For years, businesses have been told they need to create more.

Post more frequently. Publish more blogs. Send more emails. Produce more videos.

But volume alone has never guaranteed results.

The growth of generative AI has simply made this more obvious.

If every business in your sector is asking similar tools to create content about similar topics, using similar prompts, the result can quickly become a sea of perfectly acceptable but completely forgettable marketing.

The grammar might be correct. The imagery might look polished. The message might technically make sense.

But does anyone remember who said it?

That's the challenge businesses now face.

Your point of view is becoming more valuable

The brands that stand out are rarely the ones simply repeating what everyone else is saying.

They have something to say themselves.

They have opinions based on experience. They understand their customers. They can explain why they work in a particular way. They know what they believe makes a difference.

That doesn't mean every business needs to be deliberately controversial.

A point of view can be as simple as having a clear philosophy about how you approach your work.

Perhaps you believe customer service has become too impersonal. Maybe you think your industry focuses too heavily on price. You might have developed a better way of solving a common problem. Or perhaps your experience has taught you that customers should be asking different questions before making a decision.

These are the things that make your content interesting.

More importantly, they're difficult for competitors to replicate because they come from your experience.

People still want to hear from people

One of the biggest opportunities for businesses is to bring more of their people into their marketing.

Your team has knowledge that AI doesn't.

They have stories from projects they've worked on, conversations they've had with customers and lessons they've learned over years of experience.

Capturing that knowledge can create far more valuable content than simply asking a tool to generate another generic blog.

It might be a video answering a question customers regularly ask.

A LinkedIn post sharing an observation from your industry.

A case study explaining how you solved a difficult problem.

Or an article challenging a commonly held assumption.

The format matters less than the insight behind it.

AI should support your voice, not become it

At Catalyst, we see AI as a hugely valuable tool.

But there's an important distinction between using AI to support your marketing and allowing AI to define your marketing.

AI can help organise ideas, accelerate research, improve efficiency and support content production.

What it can't do is replace the genuine knowledge, personality and experience within your business.

That's where your competitive advantage lies.

The strongest marketing strategies will combine the efficiency of new technology with the things that make a business genuinely distinctive.

Its people.

Its expertise.

Its experience.

Its opinions.

Its way of doing things.

The opportunity is to be more human, not less

As the amount of AI-generated content continues to increase, authenticity will become increasingly valuable.

Customers will still want useful information. They will still want answers to their questions.

But they'll also want to understand who they're buying from and whether they trust them.

That means the goal shouldn't simply be to create more content.

It should be to create content that could only have come from your business.

Because in the age of average content, having something genuine to say might become one of the most powerful marketing advantages you have.