Why Depth Beats Volume
I had an interesting conversation with one of our clients recently and it made me think about the importance of good content marketing.
We started talking about social media strategy and quickly went down a rabbit hole about content creation in the new era of AI.
And we both ended up with the same question:
Is the traditional content funnel dead?
The Death of the Funnel?
Remember when simple tips, “5 ways to do XYZ,” and surface-level how-tos would get loads of engagement? That era is over.
It’s not that this type of content suddenly became bad — it’s that it became too easy to create.
AI spits out an endless stream of “good enough” content. Beginner accounts can produce 10x the volume for a fraction of the effort. The result? A content landscape flooded with the same old insights, repeated in different ways.
The era of industrialized content has given way to a new playing field: where originality and deep expertise win. SMB firms can now compete on the originality of their thinking.
They can set themselves apart by going deep.
Because when everyone is saying the same thing, no one stands out.
How AI Is Disrupting the Funnel
Here’s how the old funnel worked:
- Top of Funnel: Tips and trends.
- Middle of Funnel: Deeper insights.
- Bottom of Funnel: Solutions.
But AI has commoditized the top layer — tips, trends, and surface-level advice are now cheap and abundant. The fight against industrialized content has begun and it’s time for experts to lead with real insight.
One of my friends runs a 7-figure business and his top of funnel engagement dropped 30% in a month — just because dozens of competitors started posting the same AI-generated content.
The moat around “lowest common denominator” content has dissolved.
Leading With Expertise
Today’s funnel is more focused.
If you want to stand out, you must lead with your deepest expertise from the start. Your “top of funnel” content should now be what used to be reserved for paying clients or internal training — high-quality, experience-based insights, minus the implementation steps.
You can win where authenticity, agility, and deep knowledge replace volume and scale.
Instead of shouting louder, you differentiate by saying something only you can say because it’s rooted in your lived experience.
Practical Changes for Today’s Thought Leaders
- Share Real Stories. Show how you solved real problems. Skip the theory. Share the nuance.
- Be Counterintuitive. Challenge the wisdom AI parrots. Share what didn’t work and why.
- Lead with Depth. Think of every post as an opportunity to demonstrate your unique value — not just fill a content calendar.
- Systematize Your Insight Engine. Create a process for harvesting internal knowledge and turning it into structured content. Your insights are a resource — tap into them regularly.
One business owner I know went from posting marketing tips to breaking down real campaigns — including failures. Her engagement increased by double digits, not because she produced of more content, but because she created more meaningful content that engaged her readers.
The Bottom Line
AI has ended the era of easy content. And that’s good news for true thought leaders.
Because now, the only way to stand out is to be deeply helpful. To share in-depth expertise. To be authentic in a sea of sameness.
Will this attract fewer followers? Less likes? Maybe.
But it will attract the right audience. Those who stick around, engage, and become clients.
In today’s content landscape, depth isn’t just an advantage — it’s a requirement.
Stop casting a wide net. Start casting a deep one.
Because in the age of AI, depth beats volume, every time.