It's probably my favourite word of 2024. "Slop."

And while it's not a new word, it's been put to great use when describing the content that has been clogging up YouTube, Google search results and social media feeds.

It refers specifically to those awful YouTube videos that have fake voices, weird visuals and dubious "historical facts" or "did you know" content.

But it also has a clear reference to the rubbish written content that a lot of organisations and wanna-be influencers have clearly been generating on the free version of ChatGPT.

This kind of content is here to stay, and sadly, there will be more of it this year.

The good news is that the content will get much better until the point that it will be almost indistinguishable from human-produced content.

And that means copywriters, graphic designers and content creators are being put on notice. Your work is not sacred, and AI is fast catching up with you, no matter what platitudes you quote to feel better about how quickly your "craft" is being replicated by robots.

That's the ugly truth.

But there is a silver lining to that sassy cloud I just pointed at.

There are things you can to prepare yourself to compete with the slop - and win.

1. Lean Into AI Content (Without Losing Your Soul)

What’s changing? AI-driven content will soon be impossible to distinguish from human-made posts. This means platforms will get flooded with updates—think 10x to 100x more than what we see now.

Your move:

• Automate busywork. Use AI tools to draft posts, generate ideas, or do research. Tools like ChatGPT and Midjourney are just the start; expect more “AI agents” that act like digital employees.

• Speed with style. Don’t just crank out bland posts. Marry AI’s efficiency with your unique voice—whether it’s quirky humor or a particular brand tone—to stand out from the crowd.

Practical example:

Set up an AI-driven “editor” agent that clips your webinar recordings into short, captioned videos. You get multiple pieces of content from one event—fast.

How to get started:

Watch this video from Doc Williams that helped me to get started on content research and editing automation.

2. Build Direct Lines to Your Audience

What’s changing? With so much AI content flooding feeds, your organic reach will shrink.

Your move:

• Collect emails and phone numbers. Newsletters and text alerts keep you in control and let you bypass chaotic social feeds.

• Go live. Live streams and private groups act like direct “phone lines” to your community. When you’re live, your audience knows exactly where to find you—no algorithm needed.

Practical example:

Encourage your social followers to sign up for a weekly newsletter. Offer them a free eBook, mini-course, or special discount in exchange for their email.

How to get started:

Honestly, you should be using a Customer Relationship Management system. I just migrated all my businesses across to True Blue Connect because it has local support in Darwin where I live. But it could just as well by Hubspot or even getting started with a newsletter on Mailchimp, MailerLite or Brevo is better than letting all those opportunities slide.

3. Crank Up the Human Factor

What’s changing? As AI copies everything from visuals to voice inflections, authenticity will be gold.

Your move:

• Show your quirks. If you crack “dad jokes,” lean into them. If you love behind-the-scenes stories, share them. Genuine human traits are tough to fake.

• Create signature formats. Whether it’s “Friday Fun Facts” or a recurring Q&A session—be consistent so that people know exactly why they should follow you.

Practical example:

Host a weekly “Ask Me Anything” on Zoom or Instagram Live. Share real-life experiences and personal insights that a bot can’t replicate.

How to get started:

You don't have to get fancy with this. Just use your phone on a cheap tripod if you're going live on socials. Or do a live call direct on Zoom. You can also use the free version of Streamyard to stream to multiple locations - even LinkedIn.

4. Make Demand Generation Your Superpower

What’s changing? Products and services (especially digital ones) become easier to spin up, so attention is the new currency.

Your move:

This is more aimed at businesses with employees, rather than sole traders.

• Become a “Creator in Residence.” Don’t rely on influencers with big follower counts but thin engagement. Build (or hire) the expertise to craft content that captivates—on any platform, at any time.

• Storytelling over selling. Frame your product in powerful narratives. People remember stories; they forget ads.

Practical example:

Instead of paying an influencer a flat fee, bring a content pro onto your team. Have them develop weekly brand stories on TikTok, YouTube, and email, aligned with your company’s mission.

How to get started:

Look for locals who are already doing this stuff for themselves. They will have local context, will possibly know your business already and don't have to be full time. One local pro can be doing this kind of thing for multiple businesses at once.

5. World-Build Your Brand

What’s changing? In a crowded digital landscape, consistency makes you memorable.

Your move:

I'm not going to lie, this will take some effort, but it's worth trying. And again, this is probably overkill for sole traders, but you can take some of this and implement it without flogging yourself.

• Keep every touchpoint on-brand. Same fonts, same colours, same vibe—from your Facebook banner to the sign outside your office.

• Show up everywhere (consistently). Use short videos, podcasts, and live workshops in sync with each other. Build a cohesive “world” that followers recognise instantly.

Practical example:

Align your Instagram highlight covers, website design, and physical posters. If you’re known for bright yellow backgrounds and witty captions—carry that across every channel.

How to get started:

This is not your all-clear to cover everything in pink because that's what you think all women will love. It's gotta be authentic to you - not just to what you read in some marketing book a few years ago. I'd suggest doing your Ikigai to work out what your core purpose is and go from there. There's plenty of online tests. You can do one here, here or here.

The reality is that AI will transform social media into a hyper-competitive space.

And that's even more competitive than it already is.

But by speeding up production, forming direct bonds with your audience, amplifying your authenticity, mastering demand-generation, and curating a consistent brand, you’ll stand out—no matter how many AI-powered posts flood the feed.

It's exactly what I've been doing for the last few months and I've gained a tonne more followers, increased my revenue and been in a position to do more of the stuff that I reckon I'm meant to be doing in this world.