It’s time to build a bigger wall


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This email was originally sent to our subscribers on 12/15/22. See the subscription box at the end of this post to join and get content like this in your inbox for free.

There’s one thing you can rely on when it comes to the internet and technology, and that’s that it’s always changing. Those who are willing to adapt will do fine, while many will be left in the dust.


The newest shiny object in the tech world is called ChatGPT, which is an AI chatbot that’s taking things to another level (it’s seriously impressive). This has been covered plenty in the media in articles like this one, so if you want to know more about what it does or how it works, start Googling.

What I want to talk about instead is why it’s important that we acknowledge changes like these for what they are (potential threats or opportunities) and start planning accordingly.

Now I don’t claim to know where AI writing is going to take the blogging industry, so everything in this email is just speculation. I don’t even think the people creating these tools really know what will happen as the tech gets better and better.


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That doesn’t mean we should just stand idly by with a wait and see approach. That’s typically a recipe for disaster, as you’ll one day realize that you’ve been passed by all of your competitors (both human and AI).

Instead, it’s good to start the brainstorming processes and think about making some shifts in your approach that can either put you on offense or defense.

In this case, offense would mean embracing AI writing and finding ways to incorporate it into your workflow. The obvious benefit of this is that you can produce content at scale, much faster and cheaper than you could otherwise.

The most obvious drawback is that you run the risk of Google detecting your use of AI writing and tanking your site accordingly.

Aside from the obvious pros and cons, there are other factors to consider as well, like who owns the writing that these tools are producing? This issue is probably even more apparent when you look at AI-generated images, which are just as impressive as these AI writing tools.

That’s the offensive side of this coin, and that’s one we haven’t quite embraced ourselves yet. While we don’t rule out testing it at some point in the future, we think the risks currently outweigh the benefits.

That leaves us with the defensive side, which is doing things that can put your niche site in a better position to protect itself against the incoming onslaught of AI content. We’ve already seen plenty of AI sites spawn and die overnight, and this is likely to only increase.

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As AI writers become harder and harder to detect, it’s going to become more and more important to find ways other than writing to make your site stand out. You need to do things that these AI sites simply aren’t doing.

Now if you step back and think about it for a minute, what type of people are likely to try to take advantage of this technology? In my mind, it will be people who are trying to make a quick buck. The types of people who tend to take shortcuts.

This is a good thing, because this group of people will likely either A) not know how to build a genuinely good niche site, and/or B) not be willing to put in the time and effort to build a genuinely good niche site.

Does this mean there won’t be exceptions, people who use the tech AND know what they’re doing? Of course not, but you don’t strategize based on exceptions. You build your plan around what you think will be the rule.

With all of that being said, blogging and niche sites in the future will not be about who has the most articles. Sites and articles will need to be ranked based on other factors instead.

To get to the point, start thinking about what you can do differently to make your site or sites stand out. If you want to find and keep your success, be willing to put in the time and effort to go that extra mile.

Since this email has already gone on for longer than intended, I’ll share some of the things we’re working on to build a bigger wall in the next email.

Stay tuned…

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