5 Ways Content Marketers Can Build Consumer Trust Through Responsible Personalization And AI via @sejournal, @rio_seo

In a digital-first era, customer loyalty is no longer an expectation. It’s something that can’t be bought or bribed, but rather earned through intentional action. Yet content marketers can build consumer trust when given the right framework and strategy.

Undoubtedly, technology will continue to evolve, and as it does, so will customer expectations. Content marketing leaders are put in a tough position, where they must navigate a delicate balance between leveraging technology innovations while still ensuring human connection remains at the forefront.

Your customers crave human-centric connection, and new research reveals consumers are rewarding the businesses that prioritize transparency, personalization, and ethical AI usage. The brands that put their customers at the heart of their business and truly understand what motivates them to take action will win.

Recent research from Forsta, surveying more than 4,000 consumers across the U.S. and UK, highlights a rising trend: Customers are increasingly willing to pay more, stay longer, and advocate for brands they trust.

Trust isn’t just a soft metric that’s nice to sporadically review. Instead, it’s becoming one of the most prominent ways to assess business performance and drive long-term value. For content marketing leaders, this marks a shift in the playbook, which we’ll delve into throughout this post.

Using research-backed insights, we’ll examine five strategies to build consumer trust in an increasingly competitive environment to drive growth and forge stronger customer relationships.

How To Build Trust Through Content Marketing

Cost effectiveness is no longer as persuasive as it once was. In fact, according to the aforementioned study, 71% of consumers (U.S. – 71%, UK – 72%) would rather choose a business they trust with their data over one that’s more affordable.

That staggering figure alone highlights a notable shift in what drives purchasing decisions. Slashing prices doesn’t move the needle; trust does.

For content marketing leaders, a significant opportunity is within reach. Consumers are telling us exactly what they want, decoding any preconceived notions. They want to buy from businesses that respect their privacy, communicate openly, and personalize their experiences in a way that resonates with them individually.

Trust has evolved to become the cornerstone of modern brand-building, and content marketers should adapt and evolve to earn business.

1. Personalize With Purpose

Content marketers understand the importance of personalizing customer experiences. For example, sending a mass email to your audience without proper segmentation or targeting is about as useless as shouting into a void.

Additionally, given the astounding rise and usage of AI, personalization is now easier than ever to achieve. Knowing personalization remains a top demand, it’s no longer nice to have. It’s a must.

However, consumers aren’t giving away their personal information in exchange for custom-tailored experiences. They’re becoming more attuned to how businesses use their data and, in turn, have become more selective when sharing personal information.

If the value exchange isn’t obvious, transparent, or respectful, consumers may second-guess engaging with your business.

The study asked respondents what mattered most when it came to personalization, and the answer may surprise you: The majority stated efficiency.

The most appreciated personalized experience isn’t targeted ads or dynamic pricing; it goes back to the basics. Consumers want personalization that’s efficient and responsive when they seek help. They want to feel heard and supported without being passed from agent to agent.

This finding flips traditional personalization logic on its head. Instead of focusing solely on selling products or services, content marketing leaders must also examine how personalized support can reduce friction and enhance the customer journey.

Key Takeaway: Shift how you think about personalization. It’s no longer about “attention-grabbing” but rather “value-delivering.”

Use both structured and unstructured data to identify where your greatest opportunities lie, from examining your reviews to your chat logs. Then, write content that addresses those concerns to educate and empower your target audience.

2. Be Transparent About AI Usage

AI is already redefining how businesses operate and how they engage with consumers. From leveraging AI tools to create search engine-optimized content outlines to performing keyword research to ensure content aligns with search intent, AI enables scale and speed humans simply can’t match.

But customers are still wary of what’s AI and what’s not. When they feel deceived, trust erodes, and so too can revenue. The study found that 38% of consumers (U.S. – 38%, UK – 40%) would lose trust in a brand if they discovered AI-generated content or interactions weren’t disclosed.

This doesn’t mean AI usage should be abolished. Instead, it reinforces that transparency is non-negotiable.

Customers want to know when and where AI is being used, and this information shouldn’t be hidden in plain sight. Your AI policies should be front and center, easily located on your landing pages and website’s privacy policy.

Key Takeaway: AI isn’t a replacement for human writers, but should rather be viewed as a helpful assistant. Brands must clearly disclose AI usage, offer opt-outs when appropriate, and stay away from using AI to fully draft content.

3. Ensure Every Experience Is A Positive One

Customer loyalty is fragile. Negative experiences are remembered, and businesses may not get a second chance to right their wrongs, as evidenced by the following finding.

More than 60% of consumers (U.S. – 63%, UK – 62%) said they would stop buying from a brand after just one or two negative experiences. This leaves little opportunity for error before customers take their hard-earned money elsewhere.

This begs the question: What types of mistakes are unforgivable? It’s often not the major mistakes that you’d expect, but rather the accumulation of small grievances.

Over half of consumers (U.S. 53%, UK – 51%) said that inconveniences like long checkout lines or slow customer service can do more damage than something you’d expect to be more catastrophic, like sending out an email for a sale that’s no longer active.

The little things add up, and customers are quick to move on even if it happens just once.

Key Takeaway: Marketing and customer experience leaders must build feedback loops to catch and fix small annoyances before they become a bigger issue, like affecting your business’s bottom line.

Both teams should stay aligned to ensure nothing falls through the cracks, such as a faulty form on a gated content’s landing page or a broken call-to-action (CTA) link in an ebook.

4. Focus On Human Connection

Despite the rise of digital tools, the data is clear: Consumers still want and value human interaction. A chatbot may help to solve a quick issue, but many want to speak to and engage with an actual human. If this isn’t an option, your business runs the risk of creating a trust deficit with potential customers.

Unsurprisingly, over half (58%) of U.S. respondents said they value the ability to talk to a real person when they need support. Customers don’t want to get stuck in a phone tree; they want real support in real-time.

This doesn’t mean abandoning digital transformation, but it should strike a delicate balance with empathy. Human connection is valued throughout all stages of the customer journey, whether engaging with a social post or responding to a promotional email. Make human connection seamless and simple.

Key Takeaway: Digital tools can be helpful for enabling quick support, but they shouldn’t eliminate the option for human connection, especially when escalation is necessary. Invest in omnichannel experiences that offer the best of both worlds.

5. Ensure Value In Exchange For Data

Consumers are still willing to share their data, but only if they believe they’ll get something worthwhile out of it.

Banks, for example, are largely seen as trustworthy, with 69% of U.S. and 81% of UK consumers agreeing they trust banks to handle their data responsibly.

In contrast, social media platforms and AI tools (like ChatGPT, Gemini, Perplexity, and more) rank lowest when it comes to trust.

For content marketing leaders, this adds a layer of complexity to strategies for success. We know customers do want personalized experiences, but it comes with conditions. They expect brands to use their data only for meaningful interactions, not for profit or intrusive profiling.

The value exchange must be evident, meaning content standards must be set high. Content can no longer be drafted to meet a quota or stuff some keywords.

In addition to drafting relevant and helpful content that matches search intent, marketers should clearly disclose:

• What data you collect.
• What they’ll get in exchange for it.
• How you protect it.
• Why you collect it.

Key Takeaway: Make data transparency a part of your brand promise. Clearly disclose the benefit consumers will receive in exchange for their personal information. Create content that resonates with your audience, solves their pain points, and offers them clear value.

Framework For Turning Trust Into A Strategic Asset

To truly operationalize trust, marketing leaders must move beyond surface-level gestures and embed it into every layer of their customer journey. Trust must no longer be treated as a compliance issue but rather as a growth strategy.

Brands that build a reputation for responsible data use, transparent AI disclosure, exceptional customer experiences, and prioritize human connection will stand out in today’s marketplace.

Key actions for content marketing leaders to take include:

• Audit CX for friction: Map key points of failure across your digital journey. Understand the types of content that are converting best and what needs reassessment. Continually measure content marketing performance to identify what’s landing well with your audience.
• Be radically transparent: From AI disclosures to privacy policies, it’s better to overcommunicate to your audience. Share how and when AI is used.
• Use AI responsibly: AI simply can’t match the expertise, strength, and emotion of human writers. Therefore, it should be used as an aid rather than a crutch when it comes to drafting content.
• Reframe personalization: Personalization is a must, but not at the cost of frustrating customers. Use personalization strategically, ensuring it serves utility over novelty.
• Empower cross-functional teams: Every team should have visibility into shared trust key performance indicators (KPIs) so each team understands how they can help grow consumer trust.

The future of marketing isn’t just about accelerating AI, personalization, or even digital transformation. It’s about trust.

Trust is what turns first-time buyers into lifelong advocates. It’s what enables brands to charge a premium, recover from mistakes, and stand out in crowded markets. In an era where consumer skepticism is high, trust must be earned through every stage of the customer journey, from first click to collecting payment.

For content marketing leaders, the takeaway is clear: Trust is your brand’s most valuable asset. Invest in it wisely.

More Resources:

Featured Image: DILA CREATIONS/Shutterstock

5 Content Marketing Ideas for October 2025

October 2025 presents content marketers with a rich mix of content themes and topics. Halloween headlines the month, but there are also inspirational cultural observances, industry celebrations, and seasonal transitions.

Content marketing is the process of creating, publishing, and promoting content such as articles, videos, or podcasts to attract, engage, and retain customers.

Content marketing is closely associated with search engine optimization, generative engine optimization, and social media marketing. While so-called evergreen content has its place, in 2025 search engines, large language models, and shoppers often seek fresh stories and angles.

What follows are five content marketing ideas your business can try in October 2025.

AI-Generated Halloween Fun

Marketers can feature AI tools prominently for Halloween 2025. This image is AI-generated.

Halloween is a key retail sales event. In 2024, for example, U.S. shoppers spent nearly $12 billion on costumes, candy, and decorations.

For content marketing, Halloween shopping guides and party suggestions are staples. So add artificial intelligence to freshen things up and expedite the process!

Merchants can employ AI for Halloween content in at least three ways:

• Interactive AI-powered tools. Imagine an online party supply shop that “vibe codes” an AI-powered Halloween party planning tool. The tool asks shoppers questions, and based on the answers, it delivers a full party plan, complete with games and a shopping list.

• Entertaining articles. Just about any merchant can publish articles with themes of “We Asked AI for the Most Outrageous…” or “We Asked AI to Design the Spookiest Costumes of 2025.”

• Offer AI prompts. The same party supply shop could publish a list of the 10 best Halloween party planning prompts, such as “10 ChatGPT Prompts for the Perfect Halloween Party.”

National Manufacturing Day

Origin, a direct-to-consumer apparel brand, appeals to shoppers seeking U.S.-made products.

National Manufacturing Day, observed on the first Friday in October, began in 2012 to showcase modern manufacturing and inspire skilled workers.

In 2025, the occasion falls on October 3 and is part of a broader Manufacturing Month coordinated by the National Association of Manufacturers.

For ecommerce businesses, Manufacturing Day is an opportunity to showcase suppliers and how they make products. Shoppers like this sort of supply chain transparency. For example, Origin is a direct-to-consumer apparel brand with an engaging manufacturing story. How and where it produces products is a vital part of the brand’s appeal to shoppers seeking U.S.-made products.

National Manufacturing Day is beneficial for seemingly all direct-to-consumer brands and an opportunity to share a founding story.

Italian-American Heritage Month

Mr Porter is a leading example of retail content marketing. The site’s articles align with engaging topics and popular products.

Every October since 1989, the United States has observed Italian-American Heritage Month, acknowledging the profound impact of Italian immigrants and their descendants on American culture.

From cuisine and fashion to construction and music, Italian-American contributions weave into the fabric of daily life.

For ecommerce businesses, the observance inspires content that connects products to heritage and the Italian-American experience.

Kitchen supply stores could particularly benefit. Italian cuisine has a broad appeal worldwide. Imagine showcasing how to make a ragu or pizza while promoting cookware, utensils, or specialty ingredients.

There are certainly other ways to connect products sold to Italian culture. Menswear retailer and marketplace Mr Porter has a history of producing content related to Italy. Here are some examples.

In each article, Mr Porter promotes between 12 and 20 products.

World Space Week

World Space Week is a chance to engage with tech-savvy shoppers and space enthusiasts.

The United Nations established World Space Week in 1999. More than 90 countries now recognize it.

World Space Week takes place from October 4 to 10 each year, commemorating the Soviet Union’s launch of Sputnik in 1957 and the signing of the Outer Space Treaty in 1967.

The week provides many content opportunities.

Educational retailers could publish activity guides that highlight space-themed toys, puzzles, and kits. A home decor shop might curate collections of space-themed bedding, wall art, or lighting. Hobby stores and craft shops could capitalize, too.

Winterization Listicles

October is a time to get ready for the cold season.

October is the heart of autumn in the Northern Hemisphere. Temperatures creep downward, and the trees blaze with fall colors. It is time to prepare for winter.

That preparation presents an opportunity to publish helpful winterization listicles. These lists should offer practical, scannable guides that help consumers prepare for the cold.

Here are a few example headlines.

• A home improvement retailer could publish “10 Steps to Winterize Your Home.”
• An auto parts store could create the list “15 Essentials to Prepare Your Car for Winter.”
• An online outfitter might write “12 Gear Must-Haves for Cold-Weather Adventures.”

Checklists and practical advice position merchants as problem solvers. It also nudges shoppers toward timely seasonal purchases they may not have planned, potentially increasing basket size and driving early Q4 revenue.

5 Content Marketing Ideas for September 2025

In September 2025, ecommerce content marketers will find inspiration in holidays, both serious and quirky.

Content such as articles and videos can build a relationship with shoppers and keep folks visiting a business’s website. Content drives visibility in generative AI platforms and organic search and fuels social media and email marketing.

The content challenge, however, is generating new topics and material.

What follows are five content marketing ideas your business can use in September 2025.

Labor Day

Labor Day signals seasonal change, creating content marketing opportunities.

Celebrated in the U.S. on the first Monday of September, Labor Day has its roots in the 19th-century workers’ movement, when unions fought for higher wages, better working conditions, and shorter work days at the peak of the Industrial Revolution.

While it retains some of its workers’ pride, the holiday now represents the unofficial end of summer and an occasion for grilling, parades, and Autumn preparation.

It’s a major retail event, too.

Taken together, the day’s history, emphasis on seasonal change, and revenue value make it an exceptional marketing opportunity.

Here are some example article or video titles.

• “Ultimate Guide to Hosting a Last-Minute Labor Day BBQ” could list products such as grilling accessories, BBQ rubs, and similar.
• “How to Dress for Labor Day 2025” would feature inspiration styles and the option to “buy the look.”
• “Get Your Home Ready for the Fall” could leverage the season’s “fresh start,” offering tips on decluttering, organizing, or swapping out decor.

Classical Music Month

Classical Music Month provides ideas beyond music and instruments.

President Bill Clinton established Classical Music Month in 1994.

“Classical music is a celebration of artistic excellence. It spans centuries and generations, delighting and inspiring listeners of all ages. During Classical Music Month, we recognize the many talented composers, conductors, and musicians who bring classical music to our ears and enrich our lives,” wrote Clinton in his official proclamation.

Classical Music Month is an obvious marketing opportunity for music stores, but plenty of other retailers could benefit. Here are example titles:

• A kitchen or party supplier: “The Perfect Classical Music Playlist for a Relaxing Evening”
• A formal wear shop: “What to Wear to the Symphony This Fall”
• Niche memorabilia store: “The 10 Greatest Classical Movie Themes”

National Read a Book Day

Reading is a pastime and a marketing opportunity.

According to various “national day” websites, September 6, 2025, is National Read a Book Day. It’s hardly an official holiday, but there are plenty of opportunities to create blog posts, long-form articles, videos, or podcasts aimed at bibliophiles.

Marketers can frame National Read a Book Day not to sell books, but rather a holiday celebrating quiet, comfort, and imagination. This approach opens up myriad content options.

Here are some example article or video titles.

• “19 Gift Ideas for Readers Who Already Own Too Many Books”
• “How to Create the Ultimate Reading Nook at Home”
• “Evening Reading Routines That Make You Sleep Better”

National Salami Day

National Salami Day is ripe with content marketing flavor.

There is no doubt that September 7th’s National Salami Day is a playful observance, meant to bring a little laughter and food to its celebrants.

Merchants selling items such as charcuterie boards, knives, specialty foods, cheese, wine, or picnic accessories will likely have the most success with salami articles, videos, and podcasts. But folks in other industries can attract readers and viewers, too.

Consider that Newsweek addressed National Salami Day, and t-shirt shop Redbuddle has several salami-themed products.

Instructional and How-to

Mr. Porter has long been an example of good ecommerce content marketing.

How-to articles and videos are the foundation of ecommerce content marketing, delivering on the three pillars of attracting, engaging, and retaining shoppers.

Instructional content is also a powerful lead magnet and can fuel search, social media, newsletters, and shoppable videos.

Take inspiration from many retail websites. Here are five how-to articles from The Journal by men’s apparel merchant Mr. Porter:

5 Content Marketing Ideas for August 2025

Marketers hoping to drive traffic and convert visitors in August 2025 can produce content tailored to students, pet owners, readers, spa enthusiasts, and value shoppers.

Content marketing is the act of creating, publishing, and promoting articles, videos, podcasts, and the like to attract, engage, and retain customers.

A downside of the tactic is the seemingly unending need to produce new material. With this in mind, here are five content marketing ideas your company can use in August 2025.

Discoverable Back-to-School Lists

Back-to-school product listicles can appear in Google Discover, leading to a surge in traffic.

Google Discover is a personalized article feed in Google’s Search mobile app, Chrome app, and various mobile pages.

The feature is Google’s way of helping folks discover relevant, interesting, and timely content, with an emphasis on timely.

Some professional search engine optimizers believe that Discover favors recent articles, such as news stories or seasonal shopping listicles. There is no guarantee Google Discover will pick up an article, but it can drive significant traffic when it does.

Most content marketers launch back-to-school content in July, yet August could be the month to publish product listicles aimed at Discover.

Here are some example titles:

• “21 Essentials Every High School Student Forgot to Buy.”
• “15 Back-to-School Deals You Cannot Afford to Miss.”
• “10 STEM Toys to Boost Your Kid’s Grades.”

Celebrate Cats and Dogs

August 2025 has a “day” for both cats and dogs.

August 2025 features International Cat Day on the 8th and International Dog Day on the 26th.

This duo of pet-centered remembrances can honor our feline and canine companions while also raising awareness about their overall well-being.

For content marketers, the cat and dog days offer an opportunity to engage with the millions of pet-loving shoppers.

Roughly two-thirds of American households own at least one pet, according to Forbes. Sixty-five million families have a dog, and 47 million keep a cat.

Certainly pet supply retailers can capitalize on the two occasions, although nearly any online store could likely connect pets to the products it sells. Here are some example titles.

• A Pet Supply Store: “10 Ways to Spoil Your Pup on International Dog Day”
• An Outdoor Gear Company: “The Ultimate Checklist for Hiking with Your Dog”
• A Home Goods Retailer: “5 Tips for a Stylish and Pet-Proof Home”
• A Car Accessories Store: “The Best Car Accessories for a Dog”

National Book Lovers Day

National observances offer an opportunity to associate content with real-world events.

Almost any national observance — such as National Book Lovers Day on August 9 — can serve as a content anchor. It’s an opportunity to associate your marketing with timely, real-world happenings, however niche.

The trick is connecting your products to the day’s theme.

Imagine an online home decor shop. The company does not sell books, but it can still write about Book Lovers Day. For example, it could publish an article titled “How to Decorate the Perfect Reading Nook.”

Similarly, an electronics store could produce a video sharing “The Top eReaders for National Book Lovers Day.” A tea merchant might publish clever genre pairing guides.

National Relaxation Day

Relaxation can mean different things to consumers, making it ideal for content marketers.

Observed on August 15, 2025, National Relaxation Day is about taking a breather. For some, it will be a day at the spa. For others, relaxation will be watching the Seattle Mariners play the New York Mets at Citi Field.

Regardless, National Relaxation Day comes at an opportune time. As summer ends, many folks look to unwind. It’s an opportunity for businesses to position products for self-care and stress relief.

Here are some ideas.

• Beauty boutique: “Step-by-Step Guide to an At-Home Spa Day”
• Candle purveyor: “5 Calming Scents for Your Home”
• Hobby shop: “5 Screen-Free Hobbies for Relaxation”

Interactive Pricing

Content marketing is evolving to include interactive site experiences, AI-generated.

Generative artificial intelligence has become ubiquitous. Content marketers often prompt genAI platforms for article topics and outlines.

In August 2025, take your company’s AI use to the next level. Instead of just generating articles, create an interactive price-related tool using your favorite AI model and also a code generator such as Replit.

Here’s an example using an online secondhand clothing shop.

This shop carefully curates clothing from thrift shops and estate sales. The staff cleans, repairs, and sells the items on the shop’s ecommerce site. But some shoppers question the store’s prices. “Aren’t these items just used shirts and pants?”

To respond, the store’s content team utilizes AI to generate an interactive “cost per wear” calculator, reframing the conversation from “price” to “value.” It’s a tangible, data-driven justification for a higher-priced, quality purchase.

Once generated, deploy the tool on product detail pages, category pages, and even social media campaigns.

5 Content Marketing Ideas for July 2025

While Independence Day rightly takes priority, July offers opportunities for content marketers, including picnicking, showcasing American-made products, and planning for the back-to-school season.

Content marketing is creating, publishing, and promoting content to attract, engage, and retain customers. It’s foundational for search engine optimization and social media marketing.

A challenge, however, is coming up with fresh topics. What follows are five content marketing ideas for July 2025.

National Picnic Month

Picnics offer lots of content marketing options.

In the United States, July is National Picnic Month, an opportunity for marketers to provide helpful, informative, and entertaining posts, videos, or podcasts.

The picnicking theme offers content options for outfitters, kitchen supply shops, specialty grocers, apparel brands, and even home decor shops.

Helpful picnic content could include how-to guides, recipes, or checklists. Here are a few examples.

Made in the USA Day

Classic Pyrex bowls are an example of American-made products.

Made in the USA Day highlights American-made products.

Held on July 2 each year, the occasion appeals to a sense of patriotism and shopping, making it a good topic for ecommerce content marketers.

Online sellers can profile domestic suppliers, focusing on quality, sustainability, and national economic benefits.

Here are a few examples.

• Kitchen supply stores can feature Pyrex, made primarily in Pennsylvania, or Lodge Cast Iron cookware from Tennessee.
• An online toy store could feature Wilson footballs or Green Toys, both made in the U.S.
• A shoe shop might publish a story about Bates shoes or New Balance 587 running shoes — both American-manufactured.

For inspiration, check out a couple of articles about American-made brands.

National Simplicity Day

American philosopher Henry David Thoreau espoused simple living.

Held on July 12, 2025, National Simplicity Day honors the simple, uncluttered lifestyle espoused in Henry David Thoreau’s transcendentalist philosophy.

Thoreau, who wrote “Walden” and “Civil Disobedience,” famously moved into a cabin near Walden Pond, Massachusetts, in July 1845.

National Simplicity Day will likely appeal to modern minimalists and environmental advocates. It could help merchants selling organizational products, zero-waste or otherwise sustainable items, and natural health and beauty supplies.

Simplicity Day content might include listicles such as “5 Ways to Simplify Your Wardrobe (and Life)” or features such as “This [Product] Does One Thing, and It Does It Perfectly.”

Back-to-School Planning

Back-to-school shopping in the U.S. starts in July.

According to the National Retail Federation, approximately 55% of back-to-school and college shoppers start purchasing by the middle of July.

The typical American household spent more than $800 on back-to-school items in 2024, totaling $38 billion, per the NRF.

Online and omnichannel merchants seeking a bit of that business could publish articles, videos, or podcasts that answer questions or solve problems.

Here are some examples.

• Planning guides: “The Parent’s Back-to-School Checklist for 2025.”
• Product roundups: “8 Stylish and Functional Backpacks for Every Grade.”
• Tips and tools: “How to Save Time (and Sanity) with Smart School Prep.”
• Teacher-focused: “What Educators Are Buying Before August.”

National Tequila Day

Tequila is a well-known Mexican spirit and a good content topic for July 2025.

Celebrated on July 24, 2025, National Tequila Day honors Mexico’s iconic national spirit.

Tequila begins its life in the fields of Jalisco, Mexico, and a few surrounding regions, as agave. Producers harvest the plant and strip away the spiky leaves to reveal the piña, or heart, and then slow-cook it to convert complex carbohydrates into fermentable sugars.

Once tender, the piñas are crushed or shredded to extract the sweet juice, known as aguamiel, which then ferments with selected yeasts, transforming sugars into alcohol over several days before being distilled.

Content marketers could publish content describing the process of making tequila or explaining the relationship between tequila and mezcal, a similar agave-based alcoholic beverage.

Marketers could also focus on simply drinking tequila and having fun. Here are a few example titles.

• Barware or kitchen supply retailer: “The 5 Tequila Glasses Every Home Bar Needs.”
• Home decor store: “Throw the Perfect Summer Party with Tacos, Tequila, and Table Settings.”
• Apparel boutique: “Your National Tequila Day Style Guide.”

AI Is Diluting Your Brand

A combination of fear and necessity may create a renaissance of sorts for brand marketing.

Many retail and direct-to-consumer companies that have essentially ignored branding now worry that generative AI is merging their advertising and marketing copy into a single, industry-wide sameness. Yet these businesses also recognize genAI’s importance.

Source of the Fear

Consider the decline of regional accents in America.

Years ago, such accents were common. Texans had a drawl. Georgians sounded Southern. Bostonians didn’t pronounce the letter “r.”

The accents still exist to some degree, but multiple studies attribute their decline to mass media and improved transportation. The rise of nationwide television in the 1950s and affordable cross-country vacations and relocations prompted Americans to sound the same.

AI does something similar. It learns patterns of writing from the web and also contributes content to it. AI-generated sentences and paragraphs reside on the same web that instructs the writing patterns.

Careful observers have recognized some of these repeated patterns. For example, many suspect that the noble em dash (—) was a sure sign of AI copy. The assertion is untrue. The em dash, en dash, and hyphen are versatile forms of punctuation dating to the 1700s.

Nonetheless, this humble line (the em dash) represented what at least some believed to be an AI glitch that made all writing similar. If AI could overuse the em dash, it could also homogenize brand copy.

The em dash is a longstanding punctuation mark, as shown here in the author’s article from 2008.

It is the 2025 equivalent of the generic brand video that Dissolve, a video and photography licensing company, released in 2014. Based on a McSweeney’s poem, the video began, “We think first of vague words that are synonyms for progress and pair them with footage of a high-speed train.”

The video looked and sounded like many corporate videos of the era and pointed out just how funny and bad generic branding can be.

Necessity

AI’s capacity to process vast datasets, learn from patterns, and generate readable text offers seemingly unprecedented opportunities for marketers.

AI can produce ad copy, social media posts, product descriptions, and more. The quality is not perfect, but the cost, ubiquity, speed, and scale make it attractive.

Some ecommerce marketers even use AI to generate personalized customer messages at scale. Others create dozens of ad variations and multivariate tests to drive conversions.

These capabilities mean generative AI is a competitive necessity for many businesses.

Branding

In an attempt to balance the benefits of AI with concerns of a generic voice, marketers may focus on their company’s brand and what makes it distinct.

For example, fractional CMO Derrick Hicks now offers AI prompting services for adding brand context. The aim is a consistent voice across all marketing channels for recognition and trust.

Hicks’s offering is similar (but more developed) to the brand voice features in AI tools such as Copy.ai and Content Hub. It’s traditional brand development applied to AI.

The key is to develop a compelling written and spoken brand. It’s a strategic investment requiring time, repetition, and deliberate choices.

Good branding begins with clarity: how the company speaks, what it stands for, and who it speaks to. This means defining tone and vocabulary through collaboration and iteration, and codifying those decisions into a brand voice document.

The document should include examples, preferred and banned words, and guidelines by channel and customer persona. It’s the reference point for every prompt and marketing asset, AI-generated or not.

Expect to revise and sharpen the document over time. Train the AI tools. Provide examples, instructions, and corrections. The more specific and consistent the inputs, the stronger the brand expression.

A marketing team should test messages, observe how prospects respond, and adjust.

None of this is easy. But for ecommerce companies in a noisy, AI-driven marketplace, a strong verbal brand is a differentiator, making the business recognizable, memorable, and trustworthy.

5 Content Marketing Ideas for June 2025

Sunday, June 15, 2025, is Father’s Day in the U.S. and an important retail holiday. So why not focus your June content marketing on dads?

Content marketing is the act of creating, publishing, and promoting content to attract, engage, and retain customers. It’s foundational for marketing on search engines, generative AI platforms, social media sites, and lifecycle engagement.

Unfortunately, content marketing requires a seemingly insatiable demand for new or updated articles, posts, videos, and podcasts. Here are five content marketing ideas — all related to Father’s Day — that your company can use for June 2025.

Father’s Day Behind the Scenes

Behind-the-scenes content humanizes a business and builds trust.

As your business prepares for Father’s Day, consider sharing that activity through articles, videos, and social media posts.

For example, produce an article about how your team selects products, and address items sourced for Father’s Day. Or, if your company sells print-on-demand products, make a video showing your design team at work. How do they generate design ideas? How do they create those designs? Any funny designs?

Behind-the-scenes content works well for several reasons. It can humanize a brand and thereby build trust and authenticity. It can differentiate products, emphasizing the work that goes into them. And it can address shopper concerns by explaining processes, choices, and even quality.

How-to Guides

A teenager making dinner for dad is a fun Father’s Day gift.

Sometimes, the best gift for a dad on Father’s Day is providing a service or doing a task.

Think of it as chore coupons children sometimes give parents. The child draws a Father’s Day card and includes hand-made coupons “redeemable” for chores.

Taking the idea a step further, content marketers can develop how-to guides describing how to complete a task or offer a service as a Father’s Day present. The guide should be closely related to the products a store sells.

For example, an online store that sells cleaning supplies might publish a how-to guide for scrubbing a barbeque grill for dad. An automotive shop could offer a guide for vehicle waxing, and a kitchen supply shop could provide a guide for teens to make dinner for dad.

Take some inspiration from these articles.

Interactive Gift Ideas

AI-generated code has made interactive content creation much easier.

Use artificial intelligence to generate an interactive quiz — “What Kind of Dad Do I Have?” — that suggests gifts.

For example, an online shop specializing in wines from Italy could prompt the AI with something like this:

Generate a JavaScript gift recommendation tool for my online shop specializing in value Italian wines.

The tool should start with a form asking users several questions about their dad, including favorite foods, cocktails, etc. The tool should then recommend three wines that would make excellent Father’s Day gifts.

The JavaScript needs to be self-contained for embedding in a Shopify store.

You might even ask the AI to integrate a live product feed via Shopify’s Storefront API or to include product images.

The script will likely not be perfect initially, but a development team could have the interactive guide up in no time.

Father’s Day Checklist

A checklist for planning a Father’s Day golf outing could include product recommendations.

Checklists are actionable, easy to read, and problem-solving. They save time when performing a task.

Content marketers can use checklists in blog posts, email newsletters, or video scripts. Father’s Day checklists should be particular to the products a shop sells, and can focus on entertainment, utility, or driving sales.

For example, an online golf retailer might publish “The Golf Checklist for Dads Who Play to Win.”

Whether an article or video, the checklist could start with a section celebrating a golf-loving dad. Next, a series of check box items focuses on a Father’s Day golf outing, such as:

• Upgraded gear,
• Stylish apparel,
• Outdoor essentials,
• T-time reservation,
• Gift card.

Each item might include a short description and a few recommended products.

Father’s Day Trivia

Put a smile on dad’s face with a little Father’s Day trivia.

Trivia, fun facts, or “did you know” content can be a top-of-the-funnel tactic to attract visitors or encourage social media engagement.

Here, content marketers produce content such as a listicle titled “10 Surprising Father’s Day Facts.” It might include when Father’s Day was officially recognized in the United States (1972).

Next, take each trivia item and produce a short video for YouTube, Instagram, or similar. In the video’s comments, link back to the original article.

Master Your Message If You Want To Create Better Brand Content via @sejournal, @seocopychick

If you want to become a better content marketer, you’ll need to master the art and science of messaging.

And by “messaging,” I don’t just mean the ethereal notions of “value,” emotional impact, or brand alignment.

I mean the real meat of what your brand stands for, how that’s communicated, and why people should care.

If you haven’t mastered your messaging – by putting in the time and effort to research your audience and define your brand identity – then your content will miss the target.

You’ll need to master this craft, whether creating content for your own brand or selling content services as an agency or freelancer.

Here’s how to do that.

What Does It Mean To Master Your Message?

Copywriting is about more than just weaving stories or writing words that sell. It’s about crafting a narrative that resonates with the people you hope to reach.

Mastering your message is an activity in:

1. Understanding your audience.
2. Communicating that understanding through content.

This is an important undertaking because your core message becomes the foundation upon which all your content, marketing materials, and campaigns propagate.

To master your message means to fundamentally understand what your brand is about, why that matters to prospective customers, and what unique point of view you bring to the market.

Then, and only then, you’ll have a framework from which to build your larger brand marketing strategy.

Read More: 4 SEO Copywriting Tips For Sharper, More Effective Copy

The Master Your Message Framework

The “Master Your Message” framework, as I’ll refer to it here, is one I stumbled across through professional ties with an expert copywriter, Tori Reid.

Reid defined and mastered the art of crafting a compelling message that gets readers to take notice.

Once you put the principles into practice, you’ll inevitably find nuances that work best for you and your clients.

Here’s the Master Your Message framework at its core:

1. Audience Insights

People will tell you what they care about if you ask them.

Audience research is essential when it comes to defining your “why” and, ultimately, your messaging.

2. Consistency

You need to show up with the same core message in a familiar tone of voice, no matter where you post content online.

Whether it’s a blog article, a Facebook ad, or a LinkedIn post, your audience should know that the root of your message is ultimately the same. They should come to expect the same values from you – every time.

3. Copywriting

Something as simple as a tagline can say so much in just a few words – or it can fall flat if you don’t know what you’re doing.

Copywriting takes skill. It takes practice and a particular understanding of how messaging translates into words.

Whether you write it yourself or hire help, don’t underestimate the value of copywriting compared to generic content writing.

4. Delivery Over Distribution

Circulating your content across the web is called distribution. This pertains to the platforms you use and the means through which you push out posts, emails, etc.

But, what you should care about most is delivery: How does your content land, and are you showing up at the right place?

Even the most well-crafted message won’t make an impact if it doesn’t reach the right people at the right time.

Your content needs to be suited to the right platform(s), based on the behavior of your audience, while also staying true to its core essence.

These principles tell you what’s most important in messaging, but they don’t tell you how to do it.

So, now let’s talk about where the rubber meets the road.

How To Master Your Brand Message

You might think you know your message, but without audience research, split testing, and a clear market position, you could be off track.

The process below will help you get crystal clear on your brand message so you can create content and campaigns with total confidence!

I recommend documenting your notes and answers along the way. You’ll use them when it comes time to apply your messaging to your brand copy.

1. Know Your Product: What Are You?

Before you can start to talk about your product, you need to know what it is that you offer. This includes the literal definition of your product or service, as well as the features and appendages associated with it.

For example, if you sell a moisturizer, the description of your product might include its ingredients, texture, suitability for certain skin types, absorption rate, etc.

Consider its design, application, and use cases – all the features that could be listed in its product description. Complete this activity for every product or product category.

If you offer a service, you can define your methodology, deliverables, and tools used. You could take it a step further to describe the specific use cases (though we are not talking about “benefits” yet).

Many brands enter the space knowing they offer particular products or services but don’t take the time to break these down into smaller pieces (until, at least, it comes time to write the web copy).

If these aren’t clearly defined from the get-go, you leave it up to chance that your copywriter or product team will know what to highlight in your content marketing.

Make their job easier. Get clear about what it is that you offer, the important features of those products or services, and the details that will eventually round out your product and service pages, ad copy, and so on.

2. Own Your Purpose: Why Are You?

Why does your product or service exist? How did it come to be, and why should customers care?

Every brand has a story, whether it’s a stay-at-home mom turned small business owner, a SaaS filling a gap in the market, or an app presenting an entirely new concept to consumers.

As you might imagine, your “why” is going to differ largely from that of other businesses, even those in your immediate market and industry.

Your About page is the most common example, but your foundational story also has its place in social media content, interview articles, videos, and so much more.

During this process, define the following:

• Foundations: Where, when, and how was your business first started? What inspired you (or the founders) to start the company?
• Figure: Is there an individual, mascot, or character who stands for the company? When people think of your brand, what or who are they most likely to think of? Define the characteristics this character, figurehead, founder, etc., embodies.
• Function: Before your brand started, what was the solution you wanted to bring to the market? How (if at all) has that purpose changed over time? Describe the primary function of your brand, whether that’s a new concept, filling a gap in the market, improving an existing product, etc.

Again, we’re not necessarily hitting on the benefits of what you offer. This is simply a practice of defining where you came from, why the brand came to be, and the purpose it initially served in its infancy.

3. Define Your Difference: How Are You?

Defining your difference is what helps your brand cut through the noise, especially when there are similar services and products out there.

Take the world of artificial intelligence, for example. Countless AI tools have been launched, yet most blend together. Only a handful truly stand out. Why? Because they have a distinct identity or innovation that sets them apart.

To pinpoint what makes your brand different, ask yourself:

• What features/capabilities does my brand have that competitors lack?
• Is there a specific problem others overlook (that my brand is able to solve)?
• What about my approach, process, or values makes my brand unique?
• How might my customers describe my brand compared to others?

The more you can gather real information – via customer feedback, market research, data insights, etc. – on what makes your brand different, the better.

That way, you’re capturing a sentiment that’s real rather than imagined – and, as business owners, we’re all prone to bias.

4. Find Your People: Who Do You Serve?

You might have heard the saying, “When you speak to everyone, you speak to no one.”

That’s why defining who you serve is critical. And again, this is not an activity in making assumptions; it requires real audience insights, research, and feedback.

Fortunately, you have many methods at your disposal through which to gather audience research:

• Customer Surveys: Talk directly to current and potential customers to understand their pain points, goals, and decision-making process.
• Online Communities: Monitor discussions, comments, and reviews to see what your audience is saying and what problems they’re trying to solve.
• Analytics Tools: Use tools like Google Analytics to track visitor demographics, behaviors, and interests.
• Competitor Research: Analyze your competitors’ audiences to identify gaps and opportunities in your market.
• Sales & Support Teams: Your frontline teams interact with customers daily and can provide valuable insights into common questions, objections, and needs.

Once you’ve gathered enough insights, you can start to build a detailed persona based on the customers/clients you’re trying to reach. This persona will guide your targeting and messaging.

Consider your audience’s age, gender, location, and income level. Define their usual values, challenges, and aspirations.

Use analytics tools to analyze their buying behavior (how they search, compare options, or decide on a purchase). A visual representation of this data can be helpful. You might even come away with a few personas for slightly different audiences.

Defining who you serve (and supporting that with real data) will help you craft messaging that resonates with the right people, driving conversions and meaningful engagement.

5. Land Your Platforms: Where Do You Show Up?

Knowing where your audience consumes content is crucial when it comes to delivering your message.

In most cases, your audience will demonstrate clear preferences in where they search for brands, engage with information, and converse with their community.

Identifying the right platforms based on your unique audience allows you to meet them where they are.

Here are the best sources to find out where your audience spends their time online:

• Google Analytics: The “Audience” and “Acquisition” reports can show you which sources bring the most traffic to your website. This can include organic search, social media, and/or referral traffic sources.
• Social Analytics: Platforms like Facebook, Instagram, and LinkedIn have native analytics tools that provide insight into follower behavior. Look at the “Audience” section to see where your customers are located, their age groups, and which content they engage with most.
• Surveys (again): Use survey tools like SurveyMonkey or Google Forms to ask your audience about their online habits. Ask questions like:
  • What social media platforms do you use most often?
  • How do you usually find new brands or products?
  • What type of content do you consume most frequently (articles, tutorials, reviews, etc.)?
• Social Listening Tools: Tools like Hootsuite, Brandwatch, and Sprout Social allow you to monitor where conversations are happening. You can see which platforms generate buzz, what topics your audience is engaging with most, and whether they are interacting with similar brands.

I also recommend joining community forums like Reddit and Quora to “listen in” on what users might say about your industry, products, similar brands, etc. These are goldmines for understanding what your prospective customers are talking about.

When in doubt, test your campaigns on different platforms to see which generates the most engagement.

Also, the nuances of each platform may influence your messaging ever so slightly.

It’s true that different content formats perform better on certain platforms, but the core of your message and your values should be the same.

6. Be The Solution: Why Does This Matter?

By this step you should know:

1. What you sell.
2. Why you sell it.
3. What makes you different.
4. Who you sell to.
5. Where you promote it online.

Ultimately, your brand is here to offer a solution to your audience’s challenges and goals.

It’s your job to build a brand that resonates with the needs of your prospective customers – that there is an inherent value in what you bring to the market (not more noise).

To master your message, get clear on the value, solution, and benefits you bring to your customers. Get crazy with adjectives.

Using the moisturizer product as an example again, your product isn’t just a moisturizer anymore – it’s a hydrating formula infused with antioxidant-rich botanicals designed to restore skin’s natural glow.

The problem the customer faces: skin lacking luster and glow.

The solution: a restorative moisturizer that’s hydrating and nutrient-rich.

Explaining why all of this matters (in your own words and the words of your customers) will position your product in a way that resonates with your audience and highlights its value.

Write Brand Content That’s Right On Target

Mastering your message requires front-loaded work that many brands ignore. But it’s essential work if you want to grow a loyal audience, build an empire, and drive lucrative results for your business.

Messaging makes all the difference.

Practice this framework, and you’ll be well on your way to writing copy that’s on target, speaks to the heart of your customers, and creates a legacy for your brand.

More Resources:

Featured Image: ZoFot/Shutterstock