Content is everywhere, and with the rise of technologies such as AI, creating it has never been easier. AI tools can create social media posts, blogs and even creative writing pieces in a matter of seconds, saving marketers huge amounts of time. But while it is an incredible technological advancement, it has also introduced a new challenge for marketers who choose to use it- standing out in a sea of AI-generated content.
From blogs and social media posts to podcasts and videos, we’re constantly bombarded with information-filled content. Yet, despite this saturation of content, certain pieces stand out, but why?
In a world where these technologies are constantly churning out endless streams of content, a lot of which are very samey, the importance of injecting personality into your constant has never been more important. Your unique voice, style and perspective are what will set you apart from the rest. Here’s why having personality in your content is more important than ever, especially in the age of AI.
THE HUMAN TOUCH THAT AI CAN’T REPLICATE
AI can mimic human writing to a certain extent but it lacks the genuine authenticity that comes with real human experiences and emotions. Authenticity is what makes content relatable and trustworthy and when readers sense that there’s a real person behind the words, they are more likely to engage with and trust the content.
Think about your favourite bloggers, podcasts or YouTubers. What draws you to them? It isn’t just the information they are providing, it’s how they put it across to you and their individual voice, stories, style and personality. AI might be able to replicate writing styles, but it can’t replicate the genuine human experiences and emotions that shape this kind of individuality.
BUILDING CONNECTIONS IN THE DIGITAL WORLD
Often, the digital world can feel impersonal and disconnected- understandable considering the communication is done through a screen. Content with personality helps to bridge that gap and instead creates a sense of connection between the creator and the audience. This is achieved because they share valuable thoughts, opinions and stories that invite their audience into their world and foster a sense of rapport and belonging.
Consider social media influencers who have massive followings. They don’t just share over-polished, AI-generated posts, they share their whole lives, their real selves. This transparency and relatability is what has built strong connections with their followers and is the reason brands should follow suit to achieve the same. By being more open and unique in your content, you make your audience feel like they know you and this familiarity will breed loyalty.
STANDING OUT IN A CROWDED MARKET
The internet is the most crowded place on the planet with billions of users vying for attention. Every niche and industry is now saturated with articles, blogs, posts, videos, you name it! To stand out, your content needs to offer something unique, and what’s the most unique thing you can offer for absolutely free? Personality.
If you were searching for travel tips on Google and two blog posts came up: one is a generic list of tips clearly reworded from another post and the other is a personal account of someone’s travel experiences including their personal recommendations, which are you going to read? The latter of course, simply because it offers a unique perspective and a personal touch- it offers personality!
HUMANISING YOUR BRAND
Trust is a hard thing to acquire from consumers these days but showing the human side of your brand can help to build both trust and loyalty. Think about the biggest brands, they aren’t just selling products and services, they are selling their values, employees and what they can do for you. This approach makes the brands more relatable and trustworthy. Showing the deeper meaning behind your business and the people who are behind your brand will help to humanise your brand which will boost customer trust.
DRIVING ENGAGEMENT
Content with personality is inherently more engaging. People are more likely to comment, like, share and interact with content that feels personal and relatable because it is more conversational. No one is going to engage with a bland, generic post, but one that makes them think, laugh or feel something will make them stop scrolling and listen. By being authentic and personable, you can create content that not only informs but entertains and inspires interaction as well.
BOOSTED BRAND LOYALTY
Building customer loyalty goes beyond customer satisfaction. It’s about building a connection that makes your audience choose you over competitors time and time again. When your content reflects your personality, it reinforces your brand’s values and identity. Personality is what makes a brand memorable and trustworthy. By staying true to your unique brand voice and not blending in, you can build a brand that people not only buy from once but remain loyal to.
QUICK TIPS FOR INFUSING PERSONALITY INTO YOUR CONTENT
- Don’t try to mimic others, stay true to your unique voice and perspective.
- Use personal experiences to share your points and build connections with your audience.
- Use a conversational tone to make your content more engaging and relatable.
- Don’t be afraid to showcase some humour in your content- a good laugh can go a long way.
- Share your thoughts and opinions, even if they may be slightly controversial. Authenticity and honesty resonate more than neutrality.
- Engage back with your audience- remember building relationships is a two-way street.
- While your content should evolve in some sense, you should also maintain a consistent voice and style that your audience will recognise.
- Don’t fall into the AI trap. Yes it is an extremely useful tool when used properly but copying and pasting simply won’t cut it when trying to successfully reach your audience.
Like everything, content marketing will continue to evolve alongside technological advancements and altering consumer demands, but one thing that will remain constant is the value of human connection. Your personality isn’t bland so your content shouldn’t be either.
As your brand grows and evolves, your content should too and it is this type of adaptability that will keep your content fresh and relevant. This will then keep your audience engaged and ensure that they grow with you rather than away from you through a lack of interesting content.
In a world of AI-generated content, be unique. By being authentic, engaging and relatable, you can create content that not only stands out but also nurtures genuine connections with those seeing your content.
It’s not just about what you say, it’s about how you say it. Your brand’s unique personality is your superpower- use it!