Simply when it appeared just like the generative AI panorama was starting to settle, DeepSeek stepped in and mentioned, “Maintain my beer.”
Wall Avenue appears satisfied that China’s generative AI entry will change the sport. Nonetheless, bear in mind, common doesn’t imply differentiated.
But companies push their advertising groups to chase traits at breakneck pace. They use generative AI to shortly create content material to flood channels with articles and movies optimized for reputation with algorithms as a substitute of audiences.
And that creates an ocean of essentially the most possible content material. Notice the “most possible” descriptor. Generative AI instruments don’t produce “common” content material (that means they don’t return the typical of the whole lot they learn about a question). They predict essentially the most possible phrases.
Why does the excellence matter?
As a result of as a substitute of turning out good new concepts, generative AI instruments principally ship barely repackaged variations of concepts which have already been expressed.
The consequence? Distinctive takes battle to face out within the ensuing ocean of possible content material, whereas common takes flood the market.
Welcome to the competition for differentiation.
Manufacturers should always select whether or not to compete in a crowded concept house by creating content material that’s already common in search and social or provide one thing radically completely different – concepts nobody is speaking about but. I discuss it on this video or hold studying for much more element.
Crimson and blue markets
A decade in the past, the guide Blue Ocean Technique made waves (pun supposed) by distinguishing between crimson oceans — crowded, hyper-competitive markets — and blue oceans — untapped, competition-free alternatives.
Most advertising methods swim in crimson oceans, competing for consideration with minor variations on the identical well-worn concepts. Industries like martech, streaming media, airways, and automotive are traditional examples of this hyper-saturated competitors.
The guide means that corporations caught competing in crimson oceans ought to search to pivot towards a blue ocean by pioneering new areas and creating markets the place none beforehand existed.
HubSpot did this in 2007 by carving a brand new class (inbound advertising) out of the fiercely aggressive advertising automation house. Extra not too long ago, Savannah Bananas proprietor Jesse Cole left the crimson ocean of minor league baseball and invented a wholly new market (baseball-as-entertainment) with the Banana Ball league.
However now that expertise democratizes entry and allows fast replication, blue oceans don’t keep blue for lengthy. New concepts are shortly copied and commoditized at scale. Ridesharing, as an illustration, was as soon as a groundbreaking idea — till it turned a contest amongst Uber, Lyft, and a wave of imitators.
However what if there’s a 3rd means?
Learn how to craft a purple ocean content material technique
A purple ocean technique blends differentiated concepts with market demand. It includes crafting content material to drag folks away from crowded areas by providing them new methods to take a look at (maybe) acquainted concepts earlier than they even understand they want them.
A traditional instance of a purple ocean enterprise technique is Apple’s iPhone launch. In a crowded market, Apple launched a wholly new means to consider the advantages of a mobile phone.
However in a content material technique, you’re hardly ever speaking a few basic product shift. As an alternative, you’re creating content material to market an current services or products. T. Rowe Worth’s Subsequent Wave of Recommendation program is a good instance of a purple ocean content material technique. Reasonably than competing within the crowded house of business analysis and thought management, they shifted focus to educating monetary advisors the best way to construct deeper consumer connections by integrating teaching into their practices.
On this generative AI-obsessed period, content material could also be infinite — however well-thought-out concepts are finite. Differentiation can’t simply be about pace, quantity, or key phrase optimization. It have to be about depth, originality, and worth. And that’s the place purple oceans are available.
So, how do you create a purple ocean technique to rise above the ocean of quickly commoditizing content material?
Listed here are three key rules:
1. Introduce helpful friction
The crimson ocean method is all about eradicating as a lot friction as attainable: Make content material as quick, seamless, and optimized as attainable.
However generally, added friction might be helpful. It forces slower engagement and deeper thought and provides patrons time to assume and uncover.
As an alternative of attempting to take away each barrier, strive slowing down the shopper journey at key factors to boost understanding and belief. You may introduce significant friction by:
Difficult standard knowledge
Asking daring questions that pressure engagement
Creating interactive experiences that require participation
Purple ocean methods aren’t about effectivity — they’re about depth, distinction, and differentiation.
2. Goal the pre-audience
Entrepreneurs face large enterprise strain to concentrate on demand identification (i.e., on people who find themselves prepared to purchase at the moment). So, they obsess over who’s looking now, which results in a crimson ocean method.
Few take into consideration who will probably be looking subsequent.
A purple ocean technique targets audiences earlier than they enter the market (assume Savannah Bananas) or teaches them to assume in another way a few house (take into consideration how HubSpot markets itself at present).
To focus on the pre-audience, strive one among these approaches:
Determine rising traits earlier than they turn into mainstream
Educate future patrons earlier than they even acknowledge they’ve an issue
Create content material for the shoppers of tomorrow, not simply at the moment
For instance, if I have been advertising a contemporary advertising AI software, as a substitute of optimizing content material for “greatest AI advertising instruments to scale your content material in 2025” (a crimson ocean matter), I might concentrate on content material akin to “how rising AI reshapes model differentiation in 2025.” This method shifts the dialog into one thing that will not have folks speaking simply but however differentiates your model and positions it as a trusted advisor.
3. Construct an owned viewers, not only a rented one
One of many greatest dangers in content material advertising in 2025 is relying an excessive amount of on rented platforms.
website positioning? Algorithm adjustments can tank your site visitors in a single day. Social media? You don’t personal the viewers — Fb, LinkedIn, and TikTok do. Paid advertisements? As quickly as you cease spending, the leads disappear.
A purple ocean technique focuses on constructing a direct, engaged viewers that desires to observe you into clearer waters. By providing the “greatest subsequent” factor for them to need to observe, you develop a renewed relationship with them.
To construct your owned viewers, provide:
E mail newsletters that folks really need to open and skim
Communities that present distinctive worth past the content material
Content material platforms that set up long-term belief and authority
Manufacturers that develop owned-audience relationships would be the ones that survive content material commoditization.
Sink or swim
Content material and advertising face an inflection level. AI has modified the sport, and the outdated methods (whether or not crimson or blue ocean) received’t be sufficient.
A purple ocean mindset is crucial to face out, construct lasting differentiation, and create precise worth.
Are you continue to chasing solely crimson or solely blue oceans — or are you prepared to start out swimming in purple waters?
It’s your story. Inform it properly.
HANDPICKED RELATED CONTENT:
Cowl picture by Joseph Kalinowski/Content material Advertising Institute