According to some recent stats, 1 in 2 pieces of content are less engaging than watching a cow eating grass… No really, a 30 second clip of a bovine chowing down, is more entertaining than 50% of content put out, which says a lot about the state of the industry. Yikes.

The Rise of Boring Content

With the rise of AI and the ability to mass produce content, many businesses optimise for quantity over quality. And people are scrolling straight past.

More posts, more emails, more ads going out than ever. And less of it actually landing.

As it turns out, volume was never the problem people thought it was.

But this is actually good news for you. It means the bar is so udderly low, that with a bit of effort, your content can easily stand out amongst the slop.

Remember that a majority of platforms are built for entertainment and you can’t just go in cold with the sales pitch.

Build The Relationship First

If you want more sales, build your relationship first.

People buy from brands they already feel something for, not the ones that showed up once and asked for the sale.

So for your next lot of content, ask yourself “What’s one small tweak I could make to make my next piece feel a bit more human, a bit more relevant or a bit more entertaining?”

If you can relate to and talk directly to your audience, there’s a higher chance of it landing, and this reduces the chance of them skipping or scrolling on.

How Do You Make Content Easier?

Making content easier starts with your branding.

I’m not talking about your logo, I’m talking about your actual brand. How are you perceived? How do you show up? What message do you share?

If you can nail this down, it makes your content 10x easier, because you already know what to say and who you are talking too.

That’s why every brand should start with a Strategy to nut this out.

P.S. Grab your FREE 15 minute Branding Checklist to see where you might be leaving money on the table.

And once you have your branding down – you can start making content better than a cow without struggling through it!

FAQs

Do I need a brand strategy before I even think about content?

Yeah, pretty much. Content is just the delivery vehicle — if you don’t know who you are or who you’re talking to, you’re just guessing at what to post next. Nail the branding first and the content practically writes itself.

Why does my content look fine but still get zero engagement?

“Fine” is the problem. Looking fine and connecting with someone are two completely different things. If it’s not triggering an emotion or speaking to a real person’s actual day, it’s just wallpaper — people scroll straight past.

Is AI ruining content, or is that just an excuse?

Bit of both, honestly. AI’s not the villain — lazy, mass-produced AI content is. The problem was never the tool, it’s using it to skip the thinking part.

How much should I actually be posting?

Less than you think, done properly, beats more, done on autopilot. One piece that actually sounds like you beats a week of filler every time.