The 3 Types of Content That Don’t Work Anymore (and What to Do Instead)
Ok, let’s talk about the dementor in the room – content in 2025.
Unless you’ve been living in a cupboard under the stairs, you’d know that creating content right now just isn’t hitting the same.
Your posts might get likes, sure. Your stories might get views, but only when you share your dog or your coffee order – not your actual offers.
And everywhere you scroll, it feels like everyone’s saying the exact. same. thing.
You can’t ignore it any longer – content has changed.
In this episode of the How I Do Content Podcast, I’m sharing the 3 types of content that don’t work anymore – and what you need to do instead if you want your content to actually help you stand out and sell out.
Because if you want your content to land with your dream clients, you can’t keep doing what you’ve always done and expect a different result.
Content Type 1: Information-Dump Content
The answers to all your questions and problems are at your fingertips. You can literally ask Google or ChatGPT at any time and find what you need instantly.
Saying “Just Google it” or “I’ll just ask ChatGPT” has become second nature.
But with easy access to information comes oversaturation. It’s endless and overwhelming – and how do you even tell what’s actually helpful for you and your business?
That’s exactly why content that just regurgitates information doesn’t land anymore.
By doing this, not only are you adding to the noise and overwhelm, but you also won’t stand out. No one needs another generic “5 ways to XYZ” post – we’ve seen enough!
Quick test: If your post could be copied, pasted, and shared by anyone in your niche and still make sense, it’s probably information-dump content.
Example of the Shift
From my own archives:
- Original post: 5 reasons why being an introvert in business is a good thing
- The 2025 shift: 5 reasons why being an introvert in business is your secret weapon (and why I wouldn’t trade it for the world)
Instead of dropping facts, I gave context, perspective, and showed my audience why it mattered to them.
Your audience is craving your perspective, your thoughts, your experiences, your stories – things unique to you.
Action Step: Next time you write a “tips” post, ask yourself: What’s my opinion on this? What story proves it? How has a client lived this? That’s the difference between being scrolled past and being the obvious choice.
Content Type 2: How-To Content
You know the posts – “How to sign more clients in 3 easy steps.” “How to grow your Instagram in 5 seconds.”
If you want to stand out to your ideal clients, repeating the same content as every other muggle isn’t it.
Yes, this type of content can still be helpful. But in 2025, it’s all about how you frame your how-to content.
Instead of straight-up “how-to” posts, start sharing “how I” content.
- How you do it differently
- How you help your clients get results
- How you think about solving the problem
When you only post generic how-to’s, your audience sees you as a free resource, not the wizard they want to pay.
Example of the Shift
From my archives again:
- Original post: How to avoid crickets during your launch
- The 2025 shift: How I avoid crickets during a launch (and help my clients do the same)
The shift highlights my voice, process, and authority – helping my dream clients think: “I want to hire the wizard who does it like that.”
Action Step: Instead of “How to sign clients in 3 steps,” try: “How I signed 3 clients this week without posting a single Reel.” One’s generic. The other proves you’ve lived it and can help others too.
Content Type 3: Robot-Generated Content
AI isn’t going anywhere – and yes, it saves a lot of time. But obvious robot-generated content? It won’t do anything for your business.
More people are wising up to what is and isn’t AI-generated, and they’re actively avoiding businesses who use it without personality.
The problem isn’t with AI itself. It’s how people are using it. AI has made it easy for anyone to churn out content – and now the internet is flooded with low-quality, soulless posts.
When you let AI do all the heavy lifting without layering in your own voice, quirks, and perspective, your content might be quick to create – but it has zero connection.
Example of the Shift
- AI says: “Consistency is key in business.”
- I say: “If you’re only consistent at posting memes and then ghosting when it’s time to sell, no wonder your launches feel like crickets.”
Same topic, but one is flat while the other connects with my audience.
Action Step: If you’re using AI, make it a rule to add at least one story, one opinion, or one client example before you hit post. AI is the wand – but you’re the wizard.
Final Thoughts
To recap, here are the 3 types of content that don’t work anymore:
- Information-dump content → shift to perspective-driven posts.
- Generic how-to content → shift to “how I” content that proves authority.
- Robot-generated content → shift to connection-led content infused with your voice.
Content in 2025 isn’t about cranking out more posts. Because if you want your content to actually help you stand out and sell out – you can’t keep doing what you’ve always done and expect a different result.
Free Workshop: The Content Playbook That ACTUALLY Works Right Now
If you’re wondering, “Ok, but what should I be posting instead?” – I’ve got you covered.
I’m running a free workshop called The Content Playbook That ACTUALLY Works Right Now.
I’ll share the top strategies from my 30-day content lab and show you exactly how to create content that cuts through, builds trust, and drives sales in Q4.
Happening Thursday 9th October
