Have you noticed lately that most content sounds the same?

All you need to do is jump on LinkedIn and you’ll see a sea of content that has the same tone, same structure and same recycled takes. Yawn!

And, we’ve got AI to blame for that one 🤖

Terminator was right…the robots are taking over (our LinkedIn feeds and blog posts, not the world).

We‘re certainly not saying to completely ditch AI!

It’s 2025, and realistically, businesses are going to have to embrace it to scale their business. But that does not mean that you can completely outsource your content to AI and expect to get revenue-driving results.

You need to do something that AI can’t. So here are five ways to create unforgettable content that will help you stand out, build loyalty, and drive growth, in a way that AI won’t.

1. Use Humour Like a Human

“Why did the SEO expert bring a ladder to work?

Because they wanted to reach the top of the search results!”

In case you’re wondering, yes, AI did write that joke, and yes, it pained me to write this.

Most AI jokes sound like they were written by a robot pretending to be a dad who just discovered puns last week 🤖

That’s because humour isn’t just about punchlines, it’s about timing, subtlety and knowing your audience, and AI lacks the empathy and cultural understanding that humans have. Plus, it doesn’t really know or understand your audience in the way that you do.

Think about brands like RyanAir or Wendy’s, their humour works because it’s uniquely theirs. It’s dry, cheeky, and culturally specific and helps to build brand identity.

@ryanair

We’re gonna charge you extra now ❤️

♬ original sound - The office quote.s

So, how can you bring this into your own content?

We’re not suggesting that you become a comedian, but if humour works within your business and brand, then AI is not going to be able to replicate it.

You can inject personality, use anecdotes and play with your brand voice. Remember: people buy from people, and funny people are often the most memorable ones in the room.

📖 Read more: Use humour in your marketing so people fall in love with your business (+11 prompts to help you)

2. Tell Stories Only You Can Tell

Contrary to popular belief, with a good prompt, AI can write a compelling story – you’ve probably even seen posts comparing human vs AI novels and struggled to tell the difference.

But it can’t write your story.

Too many business owners fall into the trap of generic storytelling created by AI, and as a result, it sounds cliché and non-specific.

You need to think about the details of your life and business that no one else can replicate. The small, human moments that stick with people.

So, for example, many business owners have very little money when they start out. Written by AI, this might sound a little something like this:

“Starting my business with no money was tough—I struggled to pay bills, skipped meals, and worked non-stop. But through sheer grit and learning as I went, small wins eventually turned into success, teaching me the power of perseverance.”

Fine! But a little boring – and it’s not going to stand out in a sea of a million other business owners telling their scrappy start-up origin stories.

In contrast, here is ours (non-AI written):

“When we started our agency, we couldn’t afford a proper suit for meetings. So my husband and co-founder, Martin, took a marker pen to cover the bank logo on his old work blazer. That was his ‘client-ready’ outfit.”

It’s raw, real, and memorable, and it has a little detail that no one else on the planet could come up with, and no AI could ever generate it.

So, ask yourself: what small, specific details make your story yours, and write about that.

3. Share Your Strong Opinions

When you ask AI for its take on something controversial or nuanced, it usually responds like a polite dinner guest trying not to offend anyone. Which might be good if you’re trying to get a balanced opinion, but not if you are trying to create memorable content.

People don’t remember the fence-sitters. They remember the ones who plant their flag.

One of our clients was nervous about sharing his political views on LinkedIn. But when he finally posted what he really believed, something incredible happened. It didn’t divide his audience; it energised them.

His ideal clients felt seen, like someone was finally saying what they’d been thinking all along. And the people who didn’t agree were never going to buy from him anyway.

So if you believe in something, say it loudly, boldly and clearly.

Yes, some people will disagree. That’s not a downside. That’s proof you’ve said something that matters.

And it passes the human test – because AI could never.

📖 Read more: Thought leadership vs viral content: why fortune beats fame for B2B

4. React to What’s Happening Now

AI is great at summarising evergreen topics, but what it’s not so good at is reacting to current news, trending topics and cultural shifts because it doesn’t know what is happening right now.

It doesn’t scroll social media. It doesn’t catch the news in real-time. It doesn’t have a finger on the cultural pulse.

So, one of the easiest ways to stand out from AI-generated content is to talk about what’s happening right now, if it’s relevant to your business and audience.

If there’s a headline relevant to your niche, be the one who explains what it means, how it affects your audience, and what they should do next.

Imagine being the friend in the group chat who always says, “Did you see this?” before anyone else. That’s what your content should feel like: timely, insightful, and actionable.

One of our clients does this so well that he’s become the go-to expert in his space. Podcasts, conferences, and roundups, he’s always the first to be asked. Because while everyone else is still formulating their thoughts, he’s already out there making sense of it all.

Don’t wait to be perfect, just be present in a way that AI can’t be.

5. Be Brave Enough to Be Vulnerable

AI is a machine🤖; it doesn’t have a heart. You do!

Being vulnerable in your content, talking about your struggles, failures, or doubts, can feel uncomfortable, but that’s also what makes it so powerful and what allows you to connect with your target audience.

When we wrote our book Content Fortress, we shared how client issues had once impacted our mental health and how the right content could prevent that. And we were really nervous to publish it, we didn’t want to admit that we’d had difficult clients and struggled financially.

We thought it would make us look bad, but in reality, that honesty struck a chord with our target audience, who were glad they found someone else who felt the same way. People thanked us for saying what they were feeling, and they trusted us more because of it.

So, if you’ve ever:

• Struggled financially
• Felt imposter syndrome
• Dealt with a difficult client
• Questioned if it was all worth it

…share it. It’s human, it’s real, and it builds a connection in a way AI never can achieve because it doesn’t have the same human experience as you do.

And once you’re able to do that successfully, you’ll have so many people coming up to you saying, “Oh my gosh, I can’t believe you said exactly how you’ve been feeling. Thank you so much for doing that.”

And you’ll build so much trust and loyalty if you’re able to be just a little bit vulnerable in your content.

PS. Yes, this is also a meta example of sharing stories that only we can (and also humour).

Don’t Just Compete With AI – Outshine It

AI might be the future, and we’re not suggesting that you ditch it and return to the 90s; there are definitely some upsides to it. But if you want to stand out, build trust, and drive results, you need to bring the you back into your content.

Use humour, share the stories only you can tell, take bold stances, react fast and be vulnerable. We’re not saying you need to do every single one of these, in every single piece of content you create – but doing a couple, consistently, will help you rise above the noise and build loyalty.

If you want help building content that actually leads to more leads and sales, then that’s exactly what we can help you do – get in touch to see how we create content that sounds like you.