Speak Human, Write Better Content By Just Being You

With the rise of artificial intelligence and AI chatbots, it is so tempting to ask ChatGPT to “Write a blog on the best marketing tools of 2025.” It can churn out an acceptable blog in under 15 seconds, making it easy for marketers to produce a large volume of content. However, chances are that a trained reader could tell it was written by AI. Even worse, a consumer could read the blog and feel absolutely zero connection to the brand because it wasn’t written by a human.

These days, businesses feel the need to constantly churn out content. However, more content doesn’t always equate to higher-quality content. The key is not for brands to create more content, but to create better content. To make better use of the content channels that they have. And quite honestly, that’s even more of a challenge.

Creating content isn’t just about the number of blogs your brand publishes. Nor is it solely the number of emails sent or the volume of social media updates posted.

Sure, that’s content. It’s marketing activity. But it doesn’t create relationships. And that is what consumers care about. The solution is quite simple, yet many brands tend to overlook it.

In our mad dash to lead the pack in SERP, brands have jumped into the deep end of the keyword frenzy with no life preserver, trading writing for people for writing for robots. The end result is lifeless content that’s dead in the water.

But there is a life preserver. There’s a way to save your content, and it should come naturally to every content creator: be human.

Tips for Creating Authentic Content

You often hear from marketing advisors to “humanize” your brand.  Consumers crave authenticity from brands. The 2023 Edelman Trust Barometer found that 71% of consumers stated it is more important to trust the brands they buy or use today than it was in the past. They want to buy from brands that see them and brands with which they can relate. This humanity is not found in AI.

Marketers must foster a sense of community and build relationships between a brand and its consumers, connections that artificial intelligence cannot create. A brand that excels in this area is Duolingo, which has achieved such success that it won Ad Age’s Marketer of the Year 2024 award. Part of their marketing strategy was to engage authentically with their social media followers. They were consistently participating in online conversations with humor and empathy. It was obvious to consumers that this brand was human. No consumer wants to interact with a brand that views them as just a number on a report. Create content that engages the consumer.

There’s value in breathing life into your brand. To create a voice that speaks through every channel, a heartbeat that thuds through each interaction. Be human.

Build a culture. Determine the characteristics you want your brand to have and bring them to life. Like Frankenstein, grab a little of this, and a little of that, and stitch together an experience that will touch the hearts of many and endear you to them.

And your content? When you figure out who you are as a brand, your content will get better. As a result, you’re no longer speaking like a business on the hunt for sales. You’re speaking like a human seeking connection. And humans like that.