Personality Content: Strategies for Creating AI-Proof Content

By kbodnar@hubspot.com (Kipp Bodnar and Kieran Flanagan)

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If you rely on SEO and information-based content to grow your audience, it’s time to rethink your approach with personality content.

Informational content used to be the go-to method for building brand awareness and driving growth. And it was a pretty simple process: rank for key search terms, attract web traffic, and convert leads.

But with AI’s growing capabilities, this category of content has become commoditized — easily generated, widely distributed, and harder to distinguish from the competition. As a result, it’s increasingly difficult for brands to maintain a unique voice and stand out in an oversaturated market.

This is where personality-led content comes in. By tapping into storytelling and the human experience, it connects with audiences in ways that AI simply can’t. But what exactly is personality content, and how can you add it to your marketing playbook?

In a recent episode of Marketing Against the Grain, Kieran and I explore the shift from informational content to a personality-led approach. We also cover five practical tips to help brands regain control of their narratives and create content that stands out from AI-generated material. Let’s dive in.

Informational vs. Personality Content: What’s the Difference?

Information-led content — also referred to as ‘educational’ content — is all about delivering facts, data, and answers to specific questions. Think of assets like how-to guides, tutorials, or product comparisons. But with AI tools now able to generate those answers in seconds (and with even more precision than Google), this type of content has become less valuable and much harder to rank for in search results.

Personality-led content, on the other hand, connects with audiences through storytelling and real-life experiences. This could look like behind-the-scenes videos that give a peek into your brand’s culture, opinion pieces from industry thought leaders, or influencer-driven stories that build trust by featuring familiar faces.

Especially as attention spans shrink and the competition for audience engagement grows, personality-driven content gives businesses a strategic advantage by fostering authentic, emotionally-driven connections and making them more memorable.

Practical Tips to Build a Personality Content Strategy

Interested in implementing a personality-led content strategy? Kieran and I have identified five key tactics to help your brand thrive — even as AI-generated content continues to grow.

1. Revamp your hiring strategy.

One of the best ways to jumpstart your personality-driven content strategy is by rethinking how you structure and hire for your marketing team.

Take Mohak Nahta, for example, a founder in the travel industry. He realized that SEO-driven content that addressed common travel questions — like visa applications and logistics — was losing its impact, as AI could easily churn out that kind of information.

Instead of continuing with the same approach, he pivoted to a personality-led strategy and hired in-house influencers to share their personal travel experiences on the company’s marketing channels.

This not only made the content harder for AI to replicate but also helped the brand grow its audience on community-driven platforms like TikTok.