Every company can now publish ten blog posts a day. Many do. The result is a flood of competent, interchangeable writing that nobody remembers.
When supply of something explodes, its value falls. Content is going the way of stock photography: useful, everywhere, and no longer a reason anyone picks you.
What is still scarce
A clear position. A sharp answer to three questions: who exactly is this for, what does it replace, and why is it better for them. Assistants and buyers both reward brands that answer these clearly and consistently, because they are easy to understand and easy to recommend.
A simple test
Cover the logo on your homepage. Could a competitor's name sit there without changing a word? If yes, you have description, not position.
How to sharpen it
- Name the buyer narrowly enough that some people will feel left out.
- Name the alternative you replace, including "do nothing" and "build it in-house".
- Say one thing you do differently and the result it creates, in words a customer would use.
Then use AI for what it is good at: producing more of the right content, faster, once the position is decided. Volume amplifies a clear point. It cannot create one.