If a competitor can generate your content with a prompt, it was never a moat. The content that still compounds in value is built on things a model can’t fabricate: proprietary data, lived experience, and original testing.
Three defensible asset types
- Original research run on your own customer or product data
- Long-form case studies with verifiable, specific outcomes
- Opinionated frameworks tied to a real track record
The shift in priority
I’ve moved roughly a third of my own content calendar away from explainer posts and toward these three categories — the kind of content that gets cited, not just consumed.