The Internet is full of Rubbish. Here's how to Stand Out!
Let's be honest about the state of the internet. It's exhausting!
Every time you open a browser or scroll through a feed, you are met with a tidal wave of content. "Five Hacks to 10x Your Productivity," "The Ultimate Guide to Everything," "Why You’re Doing It All Wrong." It’s a relentless, roaring flood of information, and most of it feels thin, hollow, and depressingly similar.
This is the reality: The internet is full of rubbish.
Driven by the pressure to be constantly visible, businesses are churning out content at a frantic pace. The rise of AI has thrown petrol on the fire, making it possible to create articles, posts, and updates with a single click.
The result is a deafening roar of digital noise. It’s a scattergun approach to marketing, where the goal is simply to make a lot of noise in the hope that someone, somewhere, might hear a faint whisper.
For the solopreneur, this presents both a huge challenge and a massive opportunity.
The challenge is cutting through this rubbish to reach the people who need you.
The opportunity?
To be the clear, trusted, and resonant signal in a world of endless noise.
The bar for creating content has never been lower, but the bar for creating meaningful content has never been higher.
This is your chance to shine.
The Myth of the Content Hamster Wheel
As a business owner, you’ve likely felt the pressure.
The so-called marketing gurus tell you that you need to be everywhere, all the time.
Post on social media three times a day. Publish a blog post every week. Send out a newsletter. Make videos. Start a podcast. It’s an exhausting, unsustainable list of demands that puts you on a content hamster wheel, running faster and faster just to stay in the same place.
This "more is more" philosophy is a trap. It forces you to prioritise quantity over quality.
Your focus shifts from creating value to simply feeding the content machine. You start writing not because you have something important to say, but because the calendar says it’s Tuesday and a blog post is due. The result is almost always the same: burnout for you and bland, forgettable content for your audience.
This scattergun approach, firing off content in all directions, doesn’t build a brand. It just contributes to the noise. It’s like trying to have a meaningful conversation in the middle of a screaming rock concert. Even if you have the most important message in the world, it will get lost in the chaos.
Why Publishing with Intent is Your Superpower
So, what’s the alternative? It’s a simple but profound shift in mindset: Publish with intent.
This means that every single piece of content you create has a clear and defined purpose. It is not about filling a slot in your schedule; it is about making a deliberate choice to add value. Before you write a single word, you ask yourself a few critical questions:
Who is this for? Not a vague "my audience," but a specific person. What are they struggling with? What question can I answer for them? What insight can I provide that they won't find anywhere else?
What is the goal of this piece? Is it to educate, to inspire, to build trust, to share a unique perspective, or to announce something new? A piece of content without a goal is like a ship without a rudder.
Why am I the right person to say this? This is about tapping into your unique experience, your story, and your expertise. Generic content can be created by anyone. Valuable content can only be created by you.
Publishing with intent means you trade the frantic energy of the scattergun for the focused power of a sniper rifle. You are not just making noise. You are creating a signal.
One Great Meal is Better Than a Buffet of Junk Food
Think about the difference between a master-crafted meal at a fine restaurant and an all-you-can-eat buffet of cheap, processed food. The buffet offers endless quantity, but after a while, everything tastes the same. It’s unmemorable and leaves you feeling genuinely unsatisfied. The single, master-crafted meal, however, is an experience. Every ingredient is chosen with care. Every flavour is balanced. You remember it. You talk about it. You trust the chef who made it.
Your content should be that one great meal.
In a world littered with flimsy "5 tips" articles, you have the opportunity to create the definitive, in-depth guide. While others are posting shallow, AI-generated social media updates, you can share a thoughtful, personal story that creates a real connection.
One deeply researched, well-written, and genuinely helpful article that solves a real problem for your ideal customer is worth more than a hundred generic posts combined.
This is the principle of quality over quantity in action. It respects your audience’s time and intelligence, and it positions you as an authority and a trusted resource, not just another source of digital noise.
Finding Your Rhythm: The Power of a Deliberate Schedule
This doesn't mean you should disappear for six months to write one perfect article. Consistency is still important. But it’s about a deliberate, consistent rhythm, not a frantic pace.
A regular schedule builds trust and anticipation.
Your audience learns when to expect to hear from you.
The key is to create a schedule that is sustainable for you and valuable for them. Maybe that’s one in-depth blog post on the first Monday of every month.
Maybe it’s a thoughtful, well-crafted newsletter every second Friday. The exact timing doesn’t matter as much as the consistency and the quality.
This rhythm is the antidote to the scattergun.
It is planned, purposeful, and calm. It allows you the time and space to think deeply and create something of true value, while still showing up regularly for the people you serve. It transforms marketing from a frantic chore into a thoughtful, professional practice.
Be the Signal, Not the Noise
The internet isn't going to get quieter.
The flood of low-effort, AI-generated rubbish will continue to rise.
You cannot out-publish the machines, and you cannot win by trying to be the loudest person in the room.
Your path to success lies in being the clearest.
Be the one voice that speaks with authority, humanity, and intent. Be the one who respects your audience enough to only show up when you have something worthwhile to share.
Be the one great meal in a world of junk food.
Reject the hamster wheel. Abandon the scattergun. Commit to publishing with intent, focusing on quality, and finding a rhythm that serves both you and your audience. In a world full of static, be the signal.
That is how you stand out.
That is how you build a business that lasts.