Hendry Soong @hendrysoong - Twitter Profile

I tried to give away my content system for free. I got dismissed in about 30 seconds. "No thanks, not for me." The conversation moved on. It made me curious. So I paid closer attention to how marketing teams talk about AI content right now. And I keep hearing the same two assumptions repeated like they're settled facts: 👉 "Content is a commodity now." "AI content is slop. That's just how it is." Both of these are wrong. But what's interesting is that they contradict each other, and nobody seems to notice. 👉 If content is a commodity, why are you still publishing it? And if AI content is automatically slop, why is your team using ChatGPT to write your blog posts with zero guardrails? Here's what I think is happening. Teams aren't rejecting AI. 👉 They're rejecting the effort it takes to use AI well. Because using it well means you still need a content marketer who understands brand voice, audience signals, and information architecture. It means building systems, not just writing prompts. That's inconvenient. It's easier to say "content is a commodity" and move on. The gap between "AI slop" and "AI content that actually performs" isn't the model. It's the marketer running it. The thinking that goes in before the prompt. The context. The signals. The validation. I know this because I built it. And I'm still building it. The system I tried to give away has been through seven major iterations. It hardcodes brand voice, messaging, and real market signals, and picks the right model for each task. 👉 This isn't luck or some secret prompt. It's deliberate, structured work. The teams that figure this out will have a real edge. The ones that don't will keep producing commodity content and wondering why nothing converts. So, AI Content, Slop or NOT? 👇

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Hendry Soong

@hendrysoong

4 months ago

June 2010. @SeanEllis coined the term "Growth Hacking." I jumped in headfirst. Hashtags were a growth lever. The playbook was simple. Iterate fast. Measure everything. Grow. I didn't know it then, but that moment shaped my entire career. The obsession with doing more with less. Finding the lever that moves the number. Intern to CMO. Singapore to Zurich. Three startups were acquired along the way. Became part of a company that grew from 100 to 500 million in revenue. Somewhere in the middle, I got comfortable. Managed teams. Ran budgets. Did the "senior marketer" thing. 👉 Then AI happened. And suddenly it feels like 2010 again. I'm shipping tools. Breaking things. Learning in public. Building AI marketing systems that are running live. Not demos. Workflows I use every day to generate content, track brand visibility, and identify high-fit accounts. The growth hacker mindset never left. Now it has better tools. Back at it. Hungrier than ever. And looking for the right team to bring this to.

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Who to follow

Michael Brenner

@BrennerMichael

Thought Leadership and Customer Stories @Workday | Author of 'Mean People Suck' and 'The Content Formula' | Former @SAP @Nielsen @MKTGInsiders

Matias Honorato

@Mati_Honorato

Deploying AI workflows for GTM and Growth teams https://t.co/JyxYhvtTom | Roasting great coffee at Bioma Coffee |🇨🇱

Jack Kosakowski

@JackKosakowski

Lover of marketing and tech! Bills Mafia 4 Life💯

Hendry Soong

@hendrysoong

over 4 years ago

Episode 99: Making an Impact in Curing Cancer through People Leadership and Technology with Marie E Lamont of Inteliquet via @Content_Allies https://t.co/4d59zQdSfl

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