How to Create Engaging Content With AI

Many leaders on LinkedIn sound the same. AI made it worse. If you're just blending in, you're probably losing trust. I know because I made this mistake. 8 months ago, I started using ChatGPT for LinkedIn posts. The output was fast. It was also lifeless. No engagement. I rebuilt my entire approach. I stopped treating AI like a content vending machine and started treating it like a junior writer who needed to learn my voice. Here are 8 ways to leverage AI for LinkedIn content while keeping your voice intact: 1/ Build a Voice Document Before You Write a Single Prompt Most people open ChatGPT and start typing. That's backwards. Before you ask AI to write anything, create a document that captures how you actually communicate: → 10-15 of your best-performing posts (copy the full text) → Your sentence rhythm (short and punchy? Long and flowing?) → How you start posts (questions? Bold statements? Stories?) → How you end posts (CTA style, sign-off patterns) This becomes your "brand bible." 2/ Create Custom AI Tools Trained on Your Voice Generic ChatGPT produces generic content. Custom GPTs, Claude Projects, and Gemini Gems let you bake your voice into the tool itself. Pre-load each one with your voice doc, 20 example posts, and strict instructions on tone (at a minimum). The setup takes 30 minutes. The payoff is permanent. 3/ Feed It Your Actual Writing Don't describe your voice. Demonstrate it. → Upload real emails you've sent → Paste transcripts from talks you've given → Include Slack messages that capture your casual tone AI learns from examples, not instructions. Give it the raw material. 4/ Use the 80/20 Rule: AI Drafts, You Finish AI writes the first 80%. You do the last 20%. Never publish AI output without a human pass. Not because AI is bad but because AI is generic until you make it specific. 5/ Create a "Do Not Use" List Every AI model has favorite words. They're usually the same words everyone else's AI is using. Build a banned list and enforce it. Add this list to your custom GPT instructions. Tell the AI: "Never use these words. If you're tempted to use them, find a more specific alternative." 6/ Read It Out Loud Before You Post Read your AI-assisted post out loud. If it doesn't sound like something you'd say in a conversation, rewrite it. Your voice probably has something AI doesn't: → Incomplete sentences → Casual transitions The out-loud test catches what your eyes miss. 7/ Anchor Every Post in a Specific Experience Generic AI content happens when you give generic prompts. "Write a post about leadership" produces garbage. "Write a post about the time I canceled three 1:1s in a row and lost my best employee" produces something real. The more specific your input, the more specific your output. People don't follow generic advice. They follow specific voices. Train your AI. Protect your voice. Stand out. Get a high-res pdf of the infographic: https://lnkd.in/gCEkWjjg Save this for future reference.

AI Overviews are changing how content gets discovered. Here’s how to help AI find and surface your content. We still write for humans first. That hasn’t changed, nor will it. But now there’s a new layer to consider, which is making sure your human-centered content can actually be found by AI. Think of it like this: you can be the most eloquent storyteller in the room, but if you're speaking a language the translator doesn't understand, your message never reaches the audience. The shift is subtle but significant. When you say, "Our shoes are comfortable for hiking long distances," you're connecting with human experience. When you say, "Pressure mapping shows 27% less forefoot compression than competitors," you're giving AI something concrete to work with. The best content does both. How to Make Your Content Do Both: 1) Specificity beats superlatives "Industry-leading performance" tells AI nothing. "Recognized as the most energy-efficient cloud provider by independent testing (2025)" gives it something to reference and cite. 2) Structure for scanning Both humans and AI value clear organization. Use headings that summarize what's coming. Break complex ideas into digestible pieces. Answer implied questions directly within your content. 3) Context through comparison Instead of "lightweight and fast," try "At 250MB, our app is 30% smaller than the industry average, reducing load times by 40%." AI looks for relationships and comparisons, not vague descriptors. 4) Define your terms When introducing a new concept, explain it in a way AI can recognize. Instead of "adaptive learning technology," say "AI-driven personalization that adjusts difficulty based on user performance." This improves clarity for both audiences. The goal isn't ever to write for robots instead of humans. It’s about making sure your human-first content is organized in a way AI can actually work with. We need to become bilingual, i.e., fluent in both human storytelling and machine logic. This evolution asks us to be more precise, more accountable, and more clear about our value propositions. Which, when you think about it, makes our content better for everyone. #AI #ContentStrategy #SEO #hicm

Here's how our marketing team approaches content creation in a zero-click world. We realized early that you can optimize for both AI visibility and human clicks at the same time. They're not mutually exclusive. So we build content with two distinct layers: 1️⃣ AEO / LLM Visibility Layer (summarizable, structured) This helps AI systems understand and cite our content. Better to have brand visibility in AI responses than not—better us than our competitors. What this looks like in practice: → Summaries at the start of articles (we've seen LLMs cite these specifically) → Concepts broken into organized sections with clear headings (easier to reference a specific heading + paragraph) → FAQs that structure information for easy extraction → Schema.org markup with additional context beyond what's stated in the content itself 2️⃣ Human Differentiation Layer (unsummarizable) This drives clicks, trust, and conversions by giving people reasons to choose us over AI outputs. What this looks like in practice: → Depth and detail that can't be fully captured in a summary → Visual content: Diagrams, flowcharts, infographics, videos → Specific examples with visual comparisons For instance, we recently wrote a post about creating high-converting CTAs. An LLM could grab the high-level details, but it wouldn't display the diagrams and visual examples where the most valuable content lives. You have to click through to see it. This approach also performs across non-Google discovery channels like TikTok, Reddit, and YouTube, where platform AI is designed to send you to content rather than summarize it. For those platforms, content the AI can fully understand helps it recommend to the right people. The best part? You don't have to choose. You can optimize for zero-click visibility and still drive clicks. Structure your content so AI systems can understand and cite it. Then layer in depth, visuals, and detail that makes clicking through worthwhile. We still want visibility in AI, even when we're unlikely to get clicks. But we also want to give people a reason to choose our content over the AI output.

Stop using AI to write your LinkedIn posts. Use it to find your voice instead. I can spot an AI-generated executive post in seconds. So can your prospects. If you use generic prompts, you sound like everyone else.   Actually, you sound like AI.   Bland. Forgettable. This isn't just an aesthetic problem. It's creating a sales problem. Generic content creates zero differentiation. Zero trust. Zero qualified conversations. Here's how to use AI differently: 1. Use AI to extract your insights, not replace them.        Instead of "Write me a post about leadership," try "Interview me about my tech philosophy and highlight what makes it different from conventional approaches."     2. Feed it your actual words first.    Record yourself talking about a topic for 2 minutes. Get a transcript. Then ask AI to "Turn this into a 1000 character LinkedIn post while preserving my voice, style and unique perspectives."     3. Challenge it to find your contrarian angle.    For example, "What would most technology leaders say about this issue? Now review our prior conversations and help me articulate why I disagree."     4. Build a voice guide.    Document your specific phrases, analogies, and communication style. Reference it in your prompts.     5. Edit ruthlessly.    The first draft should never be the final one. Cut anything that doesn't sound like you would actually say it. (and cut out the AI-isms)     Even the busiest executives can create distinctive content this way in under 15 minutes. The leaders who get consistent leads from LinkedIn aren't the ones with the most polished content. They're the ones whose content is immediately recognizable as their own. AI should amplify your voice, not replace it. What's your biggest challenge in creating content that actually sounds like you?

We’re told that we need to use AI to write faster. But what if instead we use it to write deeper. Here’s how: 1. Instead of training AI to mimic your writing style or brand voice. Feed it the content you struggle to articulate. Upload content you’ve scrapped. Notes you never published. Half-finished drafts. Emotional rants. And ask it to finish the thoughts you couldn’t and articulate what you couldn’t say. 2. I hate to break it to you but if the content it generates feels vague, repetitive, or off…it’s often not the AI, it’s you avoiding specificity, clarity, or truth. Try this: Ask AI to “brutally summarize what I’m trying to say in one sentence”, you’ll quickly spot if you’re hiding behind fluff. 3. Before feeding any idea to AI, name the emotion you want your audience to feel (curiosity, tension, defiance, relief). Then write this prompt: “Write a LinkedIn post that makes people feel relieved that they’re not behind in their career, and position [X insight] as the reason why.” This flips the script from transactional prompting to emotionally intelligent content design. (This is one of the system hacks we used to train Vocable.ai on emotionally resonant content) 4. Give AI the permission to “go there” and become the version of you that’s unfiltered, too raw, or too controversial. Prompt: “What’s the version of this post that would scare me to share but would make people instantly connect with my story?” You’ll either dial it back or… realize that’s exactly what makes the content hit.

Leveraging AI for content generation is not about replacing human expertise; it's about enhancing it. It's about harnessing technology to amplify your voice in the legal industry. I estimate using generative AI tools to jumpstart my thought leadership content process saves me thousands of dollars annually in time and resources. Both of which I can put to use in other ways to help grow our business. Can you do the same? You absolutely can. Think of AI as your invisible assistant, working tirelessly behind the scenes: 💡 AI tools can boost efficiency, handling time-consuming tasks like researching industry trends and drafting outlines. This frees you or your team to focus on the strategic thinking only humans can provide. 💡 AI can ensure your content maintains a consistent tone and style across all platforms. This builds trust and reinforces your firm's brand identity. (Check out the link I shared below for a Forbes article I used to help define my writing style for use across multiple generative AI platforms.) 💡 AI analyzes vast amounts of data to identify emerging topics and audience preferences. This empowers you to create content that resonates and engages. Here's where it gets interesting: With AI, you can tailor your thought leadership content to address specific client needs. AI tools can sift through client inquiries and feedback, highlighting common concerns and questions. ↳ This allows you to produce content that speaks directly to your audience's pain points, positioning your firm as a trusted advisor. Practical application for lawyers? Imagine using AI to draft a white paper on a new legal regulation. The AI tool gathers relevant data, suggests key points, and even proposes a structure. You then validate the information and refine to add your unique insights, ensuring the final product is both authoritative and insightful. By integrating AI into your content strategy, you're not just keeping up with the digital age; you're leading the charge. Embrace the technology, but never lose sight of the human touch that makes your insights invaluable. AI isn't just a tool; it's a partner in your journey to thought leadership. Let's embrace it and redefine what it means to lead in the legal industry. #ContentMarketing #AI #AddisAdvice

Where AI truly excels is in collaboration, not just automation. Treating AI as a one-time solution means missing its real value. When you embrace AI as a partner, you unlock exponential growth in your creativity, productivity, and problem-solving.   1️ Ask better questions. Instead of asking, "What are the best ways to market a product?" ask, "What are three unconventional marketing strategies for a B2B SaaS product targeting mid-sized companies in the aerospace industry?" The specificity and context enable AI to provide tailored, actionable ideas.   2️ Use AI to challenge your assumptions. For example, if you believe that a premium price point is the best approach for your new product, ask AI, "What are the potential risks of a premium pricing strategy, and what alternative models could we explore?" AI can reveal ideas you may not have considered, like tiered pricing or freemium models.   3️ Think beyond text.  For instance, if you’re preparing a pitch for a new business proposal, use AI to: generate a professional slide deck outline, create data visualizations for your performance metrics, and write code for a demo prototype. AI’s versatility extends far beyond just content creation.   4️ Close the feedback loop.  For example, when drafting a marketing email, the first draft from AI might read, "Save time with our tool." You can refine it using feedback: "Make this more engaging for time-pressed professionals, focusing on productivity benefits." The next iteration might transform into: "Reclaim your time—our tool helps you accomplish more in less time, allowing you to focus on what truly matters." Continue iterating until it aligns with your audience’s needs.   5️ Blend strengths.  For example, when creating a whitepaper for your company, let AI research and generate a structured outline, and draft sections based on your prompts. You can then add expertise, real-world examples, and polish the narrative. While AI accelerates the foundational work, you provide the depth and insight.

I haven't typed a full paragraph in months. Most founders are still grinding out content the hard way. Meanwhile, I'm creating more efficiently using voice and AI systems. Content creation shouldn't come with burnout. Here's how I create 30 pieces instead: 1. Voice-First Creation I speak my ideas instead of typing them. Voice is faster than fingers and captures natural conversational flow. AI transcription tools turn my thoughts into polished content instantly. 2. The 3-Tool Content Engine Tool 1: Voice recorder for raw idea capture during walks or commutes. Tool 2: AI transcription that turns speech into structured drafts. Tool 3: Content optimization AI that adapts one idea across multiple platforms. 3. The Secret Content Checklist Before any content goes live, it passes through 5 systematic checks. Hook strength, value delivery, platform optimization, engagement triggers, and call-to-action clarity. Quality control happens through systems, not hope. 4. Content Multiplication System One 10-minute voice recording becomes 30+ pieces of content. LinkedIn posts, Twitter threads, YouTube scripts, newsletter sections. Each optimized for its platform while maintaining core message integrity. 5. Batch Production Days I record all content in focused 2-hour sessions. Then AI handles the heavy lifting of adaptation and optimization. Creation becomes systematic instead of reactive. The result: Content creation that scales without burning out the creator. Most founders create content. I systematize content production. Your voice is your competitive advantage. AI can optimize and multiply, but it can't replace your unique perspective and experience. Stop typing yourself into burnout. Start speaking your content into existence. __ Enjoy this? ♻️ Repost it to your network and follow Matt Gray for more. Want to learn how to create content the easy way? Get my free AI course that shows you the systems that helped me scale my businesses with AI automation. Join here: https://lnkd.in/eVfUj42h 

60% of LinkedIn posts I come across are now AI-generated content. Over 30% of new leads argue that if AI is there why do you charge as much… But my question is if AI is there, why do you still come to us? So why do you still need a skilled writer or marketer for your social media? Because AI-generated content often lacks: • Authentic human voice • Emotional resonance • Cultural nuance • Brand-specific insights Audiences crave genuine human connection. They can sense when content feels robotic or lacks a personal touch. Your AI strategy shouldn't aim to "replace human creativity." AI is a powerful ally that amplifies your team's innate abilities: • Augment human skills, don't substitute them • Free up time for strategic, creative thinking • Provide data-driven insights to inform (not dictate) decisions By blending AI capabilities with human expertise, you'll create content that: ✅ Resonates authentically ✅ Drives meaningful engagement ✅ Boosts conversions Here are 4 steps to harness AI for truly impactful content creation: • Use AI for topic research and trend analysis • Leverage AI-generated outlines as starting points • Apply AI tools for content optimization and SEO • Utilize AI-powered analytics to refine your content strategy P.S. Need help with your content strategy? Send me a DM.