📪 HH #94: Part 3/5 📉 Create Content That People and AI Can’t Ignore
- Justin Hubbard
- Jul 30
- 6 min read
TL;DR – Most Content Gets Ignored — Here’s How to Stand Out
Most online content is junk — surface-level, recycled, and forgettable.
In a no-click, AI-curated world, that kind of content gets skipped by both people and algorithms.
If you want to win attention and trust, your content needs to:
✅ Teach something useful
✅ Be memorable
✅ Build trust
✅ Send strong signals to both humans and machines
This isn’t about going viral. It’s about being recognized, quoted, and remembered.
The strategy:
Go deep, not wide. Share the stuff only a pro would know.
Show real expertise. Don’t write like you Googled it — write like you’ve done the work.
Adapt for the platform. Customize your message so it fits where it shows up.
Teach something real. Answer the questions people are actually asking — and make them feel something while you do it.
AI is watching.It’s scanning for tone, clarity, and originality. If your content is real and specific, it can get pulled into AI answers and summaries. That’s modern visibility.
✅ Action Step: Take one piece of content you’ve already shared. Rework it to be more specific, more helpful, and more you. Then post it again.
Make your content count — because in this new world, signals build trust. And trust is what gets you picked.
Most content out there is junk. 😉
Most content online is junk. Not just in the hauling industry—everywhere...
❌ Copy-paste tips
❌ Same recycled advice
❌ Videos and posts that say nothing new
You’ve seen it. Your customers have too. So has Google. So has AI.
And guess what? That kind of content gets completely ignored.
Not just by people—but by the algorithms now powering search results.
If You Want to Win in a No-Click World…
Your content needs to do 4 things:
✅ Teach something useful
✅ Stick in their memory
✅ Build trust (probably the most important part)
✅ Send the right signals to both humans and machines
This is NOT about going viral. It’s about being unforgettable.
The right content builds reputation—even without a click.
That’s your edge.
Rule 1: Go Deep, Not Wide
Don’t post surface-level fluff like: “5 tips for junk removal”
Instead, write:
“How to prep your property for a junk haul (and what to avoid so it doesn’t cost you more)”
Go beyond the obvious. Break down the stuff only a pro would know.
For example:
“We tell customers: if your load has wet concrete or bricks, we’ll have to offload it by hand. Here’s how to avoid it…”
That’s memorable. That’s trust-building. That's upfront and honest.
And that’s what gets picked up in AI summaries.
Don’t just say, “Book with us.” (never seen that one before)
Show the entire process.
From the quote to the handshake.
People want clarity. AI wants depth.
Your content should deliver both.
Rule 2: Show Real Expertise
We’re in a world where content is created by:
Bots
Copywriters with zero experience
Agencies using templates
Your edge? You’ve actually done the work.
Use that.
Don’t just write like you Googled it.
Write like someone who’s hauled 1,000 jobs, demoed every kind of wall, and knows which dump fees hurt most.
Real content sounds like:
“If you’re doing a bathroom rip-out, we always tell clients to separate the drywall from tile—because mixing it will jack up your weight and fees.”
“Here’s why we avoid jobs in the rain (and why you should too).”
That’s how you stand out. (these may not make sense for your business but you get the point)
AI can’t fake that voice. But it can learn from it—and recommend it.
So can your next customer.
Rule 3: Adapt to the Platform
The same message shouldn’t look the same everywhere.
Each platform has its own language and rhythm:
Instagram wants behind-the-scenes and faces
TikTok wants fast, punchy stories or mini-lessons
LinkedIn wants personal insight and leadership talk
YouTube wants long-form breakdowns and tutorials
Google wants clear, scannable answers
What works in a Google snippet won’t land on TikTok. What gets shared on LinkedIn won’t grab on YouTube Shorts.
Don’t copy/paste. Instead, customize.
Tailoring the message shows your audience (and AI) that you understand how people search, scroll, and learn.
That makes your content signal stronger—and more likely to get picked up.
Rule 4: Teach Something They’ll Remember
You’re not just creating content to check a box. You’re solving problems that people actually have. That's how you must think of it.
Here’s how I do it:
I have my admin team write down every customer question—exactly how it was asked
I feed that into ChatGPT
It ranks the most common ones
I turn the top questions into posts, videos, and answers
No guessing. This is not gut! This is data. And data is everywhere, you just need to create a process to capture it.
Just answers to real questions people are actually asking.
That’s how you create useful content.
Add a story. Make it funny. Be relatable.
“We’ve all been that guy trying to back a trailer up a tight driveway… don’t worry, we’ve got you.”
If your post solves a problem and gets a smile?
You win twice.
Because people ALWAYS remember how you made them feel.
Why This Works for AI Too
AI is no longer just matching keywords. It’s reading tone. It’s evaluating structure. It’s looking for content that goes deep on subject matter. It’s scanning for originality, specificity, and usefulness.
It wants:
✅ Real answers
✅ Clean structure
✅ Clear voice
✅ Content with a human POV
If your post is just surface nonsensical crap, the AI skips it.
But if it’s helpful, real, and clear?
It might get quoted in a ChatGPT response or a Bing AI summary.
That’s modern SEO.
You want AI to learn your name.
🔁 Recap:
Most content gets ignored—don’t add to the pile
Go deep, show proof, teach something real
Customize your content for each platform
Write for people first—but optimize for AI second
Quality and originality are your new marketing currency
✅ Action Step for This Week:
Pick one piece of content you’ve already shared.
Now rework it to be:
✅ More specific
✅ More helpful
✅ More YOU
Add a story from the field. Add a quote from a customer. Explain the “why,” not just the “what.” Then repost it.
Coming Up Next (Part 4):
We’re flipping the scoreboard because clicks and traffic aren’t the only metrics that matter anymore.
In the next issue, I’ll show you how the best brands measure real results in a zero-click, AI-powered world. Let’s keep building.
That’s the Hauler’s Edge ✌️
Justin Hubbard
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