Just when it seemed as if the generative AI landscape was setting up, Deepseek entered and said: “Hold my beer.”
Wall Street seems to be convinced that China's generative AI entry will change the game. However, remember that more popular is not differentiated.
Nevertheless, their marketing teams are pushing to pursue trends at pretzel -speed speed. You use generative AI to quickly create content for flood channels with articles and videos that are optimized for popularity with algorithms instead of the audience.
And that creates an ocean of the most likely content. Note the “most likely” descriptor. Generative AI tools do not generate a “average” content (ie they do not reply the average of everything they know about a query). You predict the most likely words.
Why is the distinction important?
Because instead of emphasizing brilliant new ideas, generative AI tools usually provide slightly repacked versions of ideas that have already been expressed.
The result? Unique takes the fight to stand out in the resulting ocean of probable content, while the population floods the market.
Welcome to the differentiation competition.
Brands have to constantly decide whether they should compete in an overcrowded space by creating content that already offer or offer something else in the search and in social or social – no other. I talk about it in this video or continue to read more details.
https://www.youtube.com/watch?v=CBWVRVYXVMK
Red and blue markets
A decade ago, the Book Blue Ocean strategy made waves (word game intends) by distinguishing between the red ocean-overfilled, hypercompetitic markets and blue ocean-unclaspated, free of competition.
Most marketing strategies swim in Red Oceans and compete for attention with minor variations of the same worn ideas. Industries such as Marteech, Streaming Media, Airlines and Automotive are classic examples of this hyper -saturated competition.
The book suggests that companies that compete with Red Oceans should try to turn towards a blue ocean by containing new rooms and creating markets in which there were no previously present.
Hubspot did this in 2007 due to the swiveliness of a new category (inbound marketing) from the violent competitive marketing automation area. The Savannah Bananas owner Jesse Cole left the Red Ocean des Minor League Baseball recently and invented a completely new market (Baseball as-Entertainment) with the Banana Ball League.
But now that the technology is democratized and enables quick replication, blue oceans don't stay blue for long. New ideas are quickly copied and copied on the scale. For example, the opening was a once groundbreaking concept – until it became a competition between Uber, Lyft and a wave of imitators.
But what if there is a third way?
How to create a strategy for the content of the purple ocean
A purple ocean strategy combines differentiated ideas with market demand. It includes creating content to keep people from overcrowded rooms away by offering them new ways to look at (perhaps) familiar ideas before they even realize that they need them.
A classic example of a Purple Ocean business strategy is Apple's iPhone start. In an overcrowded market, Apple introduced a completely new way to think about the advantages of a mobile phone.
In a content strategy, however, you rarely talk about basic product shift. Instead, create content to market an existing product or an existing service. The next consulting program by T. Rowe Price is a great example of a strategy for Purpur's content strategy. Instead of getting involved in the overcrowded space of industry research and the thought leaders, they have focused on teaching financial consultants how to build deeper customer connections by integrating coaching into their practices.
In this generative AI-obsessed era, content can be infinite-but well-thought-out ideas are finally. Differentiation can not only be speed, volume or keyword optimization. It has to be about depth, originality and value. And there Lila Oceans come into play.
So how do you create a purple ocean strategy to rise over the sea faster goods?
Here are three key principles:
1. Introduction of a valuable friction
The approach of the red ocean is about removing as much friction as possible: content as quickly, seamlessly and optimized as possible.
But sometimes additional friction can be valuable. It forced slower commitment and deeper thinking and gives buyers to think and discover.
Instead of trying to remove every barrier, slow down the customer trip to important points to improve understanding and trust. You can introduce a sensible friction of:
- Challenging conventional wisdom
- The stage ask questions that force the commitment
- Create interactive experiences that require participation
Strategies for Lila Ocean is not about efficiency – it is about depth, distinction and differentiation.
2. Aim at the prerequisite
Marketers have an enormous business pressure in order to concentrate on the identification of demand (i.e. on people who are ready to buy today). So you are obsessed with who is now looking for what leads to an approach of the Red Ocean.
Only a few think about who will search next.
A purple ocean strategy aims at the audience before entering the market (think of Savannah Bananas) or teaches you to think differently about a room (consider how Hubspot currently markets).
Try one of these approaches to aim at the preliminary line:
- Identify new trends before becoming the mainstream
- Education future buyers before you even realize that you have a problem
- Create content for tomorrow's customers, not only today
For example, if I would market a modern marketing skiing tool instead of optimizing content for “best KI marketing tools for scaling your content in 2025” (a topic of Red Ocean), I would be on content such as “How emerging AI – Remodeling brand transforms differentiation in 2025. ”This approach moves the conversation to something in which humans may not speak, but distinguishes their brand and positions it as a trustworthy consultant.
3. Build your own audience, not just a rented
One of the greatest risks in content marketing in 2025 is to be too based on rented platforms.
SEO? Algorithm changes can limit your traffic overnight. Social media? They do not have the audience – Facebook, LinkedIn and Tiktok do. Paid ads? As soon as you stop out, the leads disappear.
A strategy for the Lila Ocean focuses on building a direct, committed audience that wants to follow them in clearer waters. By offering the “best next” thing that you want to follow, develop a new relationship with you.
To build your own audience, you offer:
- E -Mail newsletter who actually want to open and read people
- Communities that provide a unique value of the content
- Content platforms that determine long -term trust and authority
Brands that develop relationships between the possession of possessions will survive the content of the content.
Sink or swimming
Content and marketing face a turning point. AI has changed the game and the old strategies (whether red or blue ocean) will not be enough.
A way of thinking of the Lila Ocean is essential to stand out, build up permanent differentiation and create an actual value.
Are you still just hunting red or just blue oceans – or are you ready to swim in purple waters?
It's your story. Say it well.
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Cover picture by Joseph Kalinowski/Content Marketing Institute
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