The Internet Is Full of Content. Almost None of It Is Memorable.

There has never been more content on the internet.

Every brand has a blog. Every founder has a LinkedIn strategy. Every company is making Reels. Every restaurant has a social media manager filming someone slowly pouring sauce over something.

And somehow, despite all of this, the internet feels increasingly like the same twelve ideas being rearranged into slightly different carousels.

We solved the problem of making content.

Now we have a much harder problem: making anything worth remembering.

Making Stuff Is Easy Now

Not that long ago, creating decent marketing content required a surprising amount of effort.

You needed someone who could write. Someone who could design. Maybe a photographer. Maybe a video editor. You needed time, software, equipment and, ideally, at least one person in the room with good taste.

Now you can generate a month of social captions before your coffee gets cold.

AI can write the article. Canva can make the graphic. Your phone can shoot the video. An editing app can add captions, remove the background and pick the music.

This is, objectively, pretty great.

I use these tools. You probably should too.

The problem isn't AI. The problem is what happens when everyone has access to the same tools, the same templates and increasingly the same ideas.

We are producing more content than ever while simultaneously sanding off everything that makes it interesting.

The Great Content Slop Era

You know the stuff.

“5 Ways to Elevate Your Brand in 2026.”

“3 Marketing Trends You NEED to Know.”

“We helped our client achieve a 437% increase and here's exactly how.”

Swipe.

Save.

Follow for more.

It isn't necessarily bad. That's almost the problem.

It's fine.

The design is fine. The copy is fine. The advice is fine. Everything has been optimized into a perfectly acceptable beige paste.

And five seconds later, you've forgotten who posted it.

Brands spent years worrying about whether they were producing enough content. They built content calendars, posting schedules and entire strategies around feeding algorithms.

Maybe the question now should be:

Is any of this actually worth making?

Taste Is Becoming More Valuable

When everyone can make something that looks professional, looking professional isn't much of an advantage anymore.

Taste is.

Knowing what to make. Knowing what not to make. Knowing when a design needs another element and when it desperately needs six fewer.

Knowing which trend makes sense for your brand and which one makes your company look like a divorced dad learning TikTok slang.

These decisions are difficult to automate because they aren't really production decisions. They're judgment calls.

Good creative work has references behind it. Music. Movies. Games. Photography. Architecture. Fashion. Books. Weird websites you found fifteen years ago.

You absorb thousands of things and slowly develop an instinct for what feels right.

That's taste.

And ironically, the easier content becomes to produce, the more valuable that instinct becomes.

Your Brand Doesn't Need to Participate in Everything

One of the strangest expectations in modern marketing is that brands need to constantly speak.

New meme? Say something.

Trending audio? Use it.

Holiday you've never acknowledged before? Better make a graphic.

Some brands seem less like businesses and more like hostages being forced to maintain a content calendar.

You don't need to post every day.

You don't need a Threads strategy, TikTok strategy, YouTube strategy, LinkedIn strategy, newsletter strategy and seventeen-part Instagram carousel explaining what your company did last Tuesday.

You need to make things people care about.

Sometimes that's useful.

Sometimes it's funny.

Sometimes it's beautiful.

Sometimes it's just a genuinely good photograph of the thing you sell.

The format matters much less than whether someone actually wants to look at it.

Stop Optimizing Everything

SEO matters. Analytics matter. Conversion rates matter.

Obviously.

But marketing gets weird when every creative decision has to justify itself through a dashboard.

Some things should exist because they're cool.

A great poster.

A strange campaign.

A beautifully designed package.

A photo someone wants to save.

A blog post that doesn't immediately try to funnel you into a downloadable PDF called THE ULTIMATE BRAND GROWTH PLAYBOOK.

Those things still contribute to marketing. They create familiarity. They establish a point of view. They give people a reason to remember you.

Not everything valuable is immediately measurable.

And not everything measurable is valuable.

Make Less. Care More.

The internet does not need more content.

We're good.

What it needs is more people willing to make something specific.

Have an opinion. Develop a visual language. Write like an actual person. Reference the weird things you're into. Make work that some people love and other people don't understand.

You don't need everyone to like it.

You need someone to remember who made it.

Because when making content becomes essentially effortless, the advantage isn't being able to make more.

It's knowing what's worth making in the first place.