If you feel like you’re creating content but not getting any traction, there’s probably one vital element missing from the equation: you! Let’s look at the No. 1 thing you need to add to your content marketing.
First, a high level view of the content marketing landscape. Here are some absolute truths when it comes to content marketing right now:
- Content is everywhere. Truly. It’s everywhere.
- AI is creating content faster than you can read this sentence.
- Consumers value transparency.
So what does all this mean for your business and the content you create? You need to share more of yourself in your content. This is how you can rise to the top and stand out in this sea of content.
Let’s break it down.
We have no shortage of content.
Streaming services, books, social media, podcasts, magazines, blogs, LinkedIn articles, Substack newsletters, memberships, webinars, classes, YouTube channels … and the list goes on.
We live in an age of instant information.
Example: Me watching just about any TV show and thinking, “Where else have I seen that actor?” Back in the 1900s, we were left to wonder. Now, I reach for my phone, Google the actor’s name, and read their whole history on IMDb or Wikipedia.
Example: Me in the kitchen realizing I’m out of a particular ingredient for that night’s dinner recipe. Back in the 1900s, we just left out the ingredient and hoped it wasn’t important. Now, I pick up my phone and ask Google for a substitute. Boom. Dinner is back on track. No trip to the grocery store needed.
Those are simple examples, but they illustrate just how accessible information is. Everything you want to know is at your fingertips.
You have to give people something they can’t get anywhere else.
That’s where your personal stories and unique perspectives come into play. Those become rich ingredients in your recipe – no substitutes available!
How can you infuse your content with more personality? More personal stories? More fresh takes and new perspectives?
Adding those personal touches to your content marketing helps you stand out from AI.
Consumers are seeing more content that’s been created by AI. Not gonna lie, I loved watching the trend of celebrities as AI-generated babies delivering classic movie and TV lines.
Of course, those were obviously AI-generated and designed to be fun and entertaining. But it’s becoming harder to discern what writing, videos, or images are AI and what’s human.
Keep the human elements of your work front and center. Sure, use AI to create a first draft, but make sure you add those human touches. Your content will stand out. Your customers or followers will know they’re hearing from you and not a robot.
And all of this ties into the truth that consumers value transparency.
One of the top marketing trends, according to this article, is the rise of ethical marketing. People want to hear real stories from real people. Transparency, purpose, and community are what’s building trust in 2025.
With fake news, AI content, and a slew of misinformation on the Internet, consumers are trying to figure out who they can trust. Make your brand trustworthy by being transparent in all facets of your marketing, advertising, partnerships, and SEO. [Here’s another great article on ethical marketing in 2025.]
Some easy ways to be transparent in your content marketing.
- Be upfront and honest about paid partnerships, sponsors or advertising.
- Let consumers know when or how you’re using AI in your work. [For example: ChatGPT created the graphics in this blog post.]
- Go behind the scenes! Share fun details about you, your team, your workplace, the office dog.
- Offer up anecdotes or stories from your personal life as appropriate.
Don’t worry, “personal” doesn’t mean you have to share your deep, dark secrets. Simply share little details from your life. This might be a personal experience that relates back to work. It could be sharing a bit about your hobbies, your morning routine, or what book you’re reading.
Case in point: this LinkedIn post generated several comments and reactions. It was less about marketing and more about my CrossFit hobby.
Remember, people like to work with other people. We gravitate toward people we know, like, and trust. So, put a human face on your brand and stand out.
