Episode 670 Commodity vs Non Commonity Content With Todd Jones
Show Highlights
In this month’s installment of the copywriting segment, host Rob Cairns welcomes regular co-host Todd Jones to discuss a critical shift in the modern content landscape: Commodity Content vs. Non-Commodity Content. The duo breaks down how the rise of AI-generated prose has flooded the internet with recycled information, why traditional SEO metrics are evolving, and what businesses must do to create unique, trust-driven material that stands out.
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Show Notes
Key Takeaways
- The Rise of Content Shock: The discussion kicks off by touching upon Mark Schaefer’s famous “Content Shock” theory from over a decade ago. Both Rob and Todd agree that low-effort, recycled content (or “content mill content”) existed long before the AI boom, but generative AI has accelerated the problem exponentially.
- Defining Commodity Content: Commodity content is purely informational, generic, and easily replicated. These are your typical “Top 10 things to consider when buying running shoes” articles. Because this information is heavily recycled, it is easily summarized by Google’s AI Overviews or other AI chatbots, reducing the need for users to click through to a website.
- Defining Non-Commodity Content: This is unique, opinionated, or heavily researched content anchored in real experience. Examples include deep-dive pattern analyses (e.g., “Why this shoe collapsed after 400 miles”) or uniquely structured case studies.
- The Importance of E-E-A-T and Trust: Traditional keyword stuffing is dead. The hosts emphasize that modern search and copywriting must prioritize Trust (the core of Google’s E-E-A-T framework). Establishing actual branding and human authority is a “slow burn” but essential for long-term digital authority.
- Creating Remarkable Content: Todd introduces frameworks for creating non-commodity content, drawing on the idea of original thought, lived experiences, and original research. While original research is incredibly labor-intensive and typically only done once a year (like Andy Crestodina’s annual blogger survey), it remains the holy grail of authoritative content.
Resources & Links Mentioned
- Andy Crestodina’s Annual Blogger Survey: Highly recommended by both hosts as a prime example of high-value, original industry research.
- Substack & Spark Toro: Discussed as innovative alternative platforms for content distribution and audience building.
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