Create defining content
Years ago I felt like people treated content as filler - the meh between a consumer and the buy button.
I think things have changed. There's a real opportunity for talented writers to stand out now, because of the above.
Now is the time to create defining content because readers are bored of tricks. If there's a button they want to click they will click it. If there's content that's worth reading they will read it.
They know your marketing spiel. They know what you expect of them.
They've seen it all before.
Because of the above.
That's how I look at every piece of content. It's an opportunity to create something that's mine.
My unique carving.