Is Content Now a Red Ocean?

I read a news article and started thinking…

The news is: "More than 40% of the content produced in the world recently was written with Artificial Intelligence."

However, many experts, including me, have said for many years that "content is king." Everyone wrote, explained, and shared.

But let's be honest.

What do we see when we open LinkedIn today? Everyone's talking about the same "10 trends," the same "success stories," the same "inspirational quotes"...

It's as if we're in an ocean now, but the water isn't deep blue; it's blood red . Because everyone's biting each other, chasing the same fish. That's precisely why I ask: is content now a red ocean?

Signs of the Red Ocean

• There's a lot of information: With artificial intelligence, the cost of content production has dropped to zero. Now everyone can become an "article writer" in minutes.

• There's a lot of copying going on: The formats are identical. It's as if the posts are all from the same mold.

• There's attention inflation: People's attention is worth its weight in gold. But what we have isn't gold, but iron.

There is a justified erosion of value: Readers are now asking: “Is this really original, or was it copied from somewhere else?”

So where is the Blue Ocean?

As a strategist, I see this clearly: The blue ocean is not in content production, but in content experience .

• I think giving an experience means making you feel it rather than reading about it. It's not an article, it's a journey.

• In my opinion, establishing a community means micro-communities, private conversations, collective production.

• I think synthesizing AI and humans is a powerful combination : AI is fast, but the connection comes from humans. Neither alone is enough, but together they are very powerful.

• I believe it's about creating value, not just a story ; sharing your beliefs, not the features of your products/services. People aren't buying products, they're buying the feeling of participating in a story .

• I think there's a format change ; text is decreasing, visuals and audio are increasing. People now want to see and hear instead of read.

My humble notes to CMOs :)

• Let your team be connectors , not “writers . ”

• Reduce the number of content, increase originality.

• Create content together with your customers, not alone .

• Don't send the same message to everyone; design personalized journeys .

So where are the “blue ocean” opportunities in content for your brand?

Let's think together in the comments.

Dr. Hakan TETİK