Let’s talk about one of the fastest-dying content types out there—I like to call it the franken-blog (a.k.a. doppelganger content).
“What’s that?” you ask.
It’s when you hand a writer a topic and some keywords, and they go and spend hours digging around in Google for enough information to stitch into a new SEO-centric piece—often a listicle or some sort of guide.
The sources they sift through usually look and read pretty much the same and parrot the same information and the same data points. The writer may try hard to find a unique twist, an overlooked angle, a contrarian take—anything to differentiate the piece and make my effort and yours worthwhile. Sometimes, they succeed.
But in most cases, they’re tied to their inputs. And, without any novel information or expert insights to work with, the final product invariably ends up reading a bit like a research paper.
Sound familiar?
You see, I don’t like franken-blogs. No one really does, tbh. And they’ve even become a bit of a running joke amongst audiences overwhelmed by content over-engineered to cheat algorithms.
So, why do businesses and brands keep pushing this type of content? I have a few theories:
- First, old habits die hard. Google encouraged and promoted this type of content for years until a combination of consumer backlash and a tidal wave of low-quality AI-generated content forced the company to revise its content guidelines.
- Second, it’s relatively easy to produce—all you need is a relevant topic, some keywords, and a good writer (although we know that the second one is not as easy to find as some would like to believe). Plus, chatbots have further simplified the task by eliminating a good part of the research work.
- Third, it’s a pretty hands-off process—there’s no endless back-and-forth and awkward emails trying to set up interviews with busy SMEs and other sources who would rather do anything else than spend 30 minutes talking to you.
Why SEO-centric content went from a strategic staple to a losing strategy
The problem with franken-blogs—and franken-content in general—is precisely that it’s too easy to produce and, therefore, to abuse. The results? A web filled with indistinct, ultra-predictable crap made to delight algorithms instead of humans. And audiences—and, by extension, Google—are not happy about it.
So, what exactly changed? How did the SEO blog go from the bread-and-butter of content marketing to an obsolete strategy? Three reasons stand out.
- Shifting consumer attitudes: In a web already flooded with content—where’s the value in recycling and rephrasing other people’s words, numbers, and ideas? As audiences have grown weary of sifting through low-value content and start actively seeking out human-led information, franken-content, whose sole value is repackaging info from other sources without any added value, is fast losing its appeal.
- A fast-changing web: Google’s most recent update favors human-led content that can’t be easily replicated by other people—or chatbots. More notably, a leak of Google Search’s API documentation back in May 2024 gave the world a glimpse into the secrets behind the algorithm that it uses to rank content. While marketers and SEOs alike are still debating on what this new information means for the future of content marketing and SEO, one thing is clear: in a fast-changing web, the best strategy continues to be producing high-quality, relevant, and helpful content that people want to consume—which is not a particularly simple task.
- The dawn of GenAI: Whether it’s through chatbots, rich snippets, or AI-powered features in SERPs, getting quick answers to quick questions has never been, well, quicker. While AI will not completely replace a good old Google search, it won’t be long before people warm up to it, at least for simple queries. In fact, chatbots and other AI platforms are set to drive a 25% drop in search volume by 2026. When anyone can get quick and simple answers from a chatbot, your content needs to focus on areas where AI doesn’t stand a chance: nuanced and unique human perspectives that drive connection and conversation.
Your content strategy now demands a more hands-on approach
What does a fast-changing web dominated by AI and increasingly jaded audiences mean for you as a content marketer/business owner/aspiring thought leader?
- It means that you can’t be as hands-off with your content process as you were in the past.
- It means that you’re going to have to diversify your content strategy to include more expert-led insights, thought leadership pieces, and original research.
- And it means that moving forward you’re going to be chasing around a lot more SMEs—or playing the SME more often yourself.
I’m sorry. I know that last one can be a true hassle. This means a lot more work for me as well. And it means that, as a writer, I can’t fly solo anymore—I’m going to need a lot more of your help.
Right now, our best shot to stand out in a web filled with doppelganger content is taking a people-led and human-first approach that builds up credibility and trust while showcasing your unique voice. And, while that approach is definitely more labor-intensive, it also brings huge short and long-term benefits:
- It elevates you from copycat to creator: One of the takeaways from the Google API leak that most marketers and SEOs agreed upon was the enduring power of high-quality, original content in building brand authority. Original, expert-led content is one of your most valuable assets because it positions you as a source of fresh information and insights—a true content creator—instead of yet another aggregator. Jennn Fusion, Content Strategist at MarketSmiths, advises brands to “resist the temptation to churn out soulless content that’s cheap, easy, and increasingly automated” and instead invest in human insight and imagination.
- It’s how messaging gold is born: The best place for you and your writers to mine for gold nuggets is not other people’s content or drawn-out research pieces from Big-Four firms and their peers—it’s your conversations. Every conversation your writers have with your SMEs, your customers, or the people on your team opens the gate for those gems to shine through: unique insights, new angles on old topics, overlooked pain points, or a genius way to describe your value proposition. “Sometimes you’re sitting on your own key message without even realizing it,” says Paul Rosevear, Content Strategist at MarketSmiths. “And, as writers, it’s our job to ask the right questions and unearth that messaging gold.”
- It builds algorithm-proof audiences: In an age of information and choice overload, we’re all increasingly looking to our networks to act as filters. As Jonah Berger explains in his book Contagious: Why Things Catch On: “What we talk about influences how others see us. It’s social currency.” He adds: “People just don’t value practical information, they share it.” Whether you’re vlogging about personal finance or sharing your small business journey on social media, creating quality, conversation-worthy content that feels good to share is one of the easiest ways to connect people to your values and drive long-term relationships that can withstand the test of any algorithm.
It’s time to break up with half-baked content
Simply put: you want your content investment to yield results. And I don’t want to write pieces that get no eyeballs.
So let’s focus on creating assets that grow your brand and add to the conversation instead of half-baked content that gets lost in the noise.
If that feels a bit daunting or you don’t know where to start, no worries—MarketSmiths can help! From insurance and software to marketing and IT, our writing team has helped brands and leaders across industries mine for the messaging gold they need to stand out, get people talking, and deliver results.
Talk to us and ask how we can help elevate your content game!
