You Must Build a Brand

Apr 15, 2023

Apr 15, 2023

Apr 15, 2023

By Sam Szuchan

By Sam Szuchan

By Sam Szuchan

Today at a Glance

  • Joining the creator economy isn't an option anymore

  • Social media isn't just for fun anymore—AI has made personalized, expertise-based content the new resume

  • Time for you to join up and start posting

Follow me on Twitter, Instagram, and LinkedIn.

Thanks for subscribing to my brand-new newsletter, despite having no clue what to expect out of it. All you knew was that you liked my content, and you wanted more of it.

That means the world to me—I promise never to take your attention for granted.

Now, lest we grow sentimental, let's move onto the meat of our first issue: the importance of building your personal brand in the age of AI-generated content.

As many of you know, I'm a LinkedIn ghostwriter. Recently, one of my clients who's a Silicon Valley executive, emphasizes how crucial our personal humanity and unique perspectives will be as AI content continues to permeate the internet.

And to those writing off LLM-generated (large language model) content as bad quality, think again.

Much of the content I've created on my SEO blog was assisted with AI, and it's all excellent quality. It's all about knowing how to prompt (but that's a subject for another time).

But no matter how great AI content gets, it will always lack one thing: coming from a real human's perspective. The insight from a real human is what gives content weight.

Even content we know is AI-generated will only be valid insofar as it can trace its output back to a real human's (or group of humans') expertise. And as awareness of AI content grows, that touch of "real" will only grow more crucial with time.

Social platforms agree, too. Twitter famously started the fire with Twitter Blue, a premium subscription that, among its other features, featured a verification badge so people could know you're a real human being (and a real hero) and not a robot.

Meta, with Instagram and Facebook, followed soon thereafter. And just yesterday, LinkedIn prompted me to verify my identity (which I did, but sadly did not receive a checkmark).

So what does this all mean for you? It means the value of personal branding is going to, to use crypto vernacular, "moon" (massively increase in value over a short period).

You don't really have a choice anymore. Anyone who's still sitting on the fence about promoting themselves going to regret it, like me, who started a YouTube channel in 2008 (at eight years old), but didn't keep it going.

Here's where you can start:

1. LinkedIn, which is probably where you discovered me.

2. Twitter, which is probably going to keep growing.

3. Instagram, which is still popular and will be for the foreseeable future.

Those are the easiest platforms to establish yourself on (especially LinkedIn) and funnel into your newsletter/community.

Provide tangible value to others, and the rest will follow.

See you next week!

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