How to Create Engaging Content: Tips for Communicating Your Personal Brand

The best content doesn’t try to perform for metrics; it connects to humans.

For me, engaging content starts with clarity, not creativity. Before I ever write, record, or design anything, I ask one question: “What do I want someone to feel or remember when they see this?” That single question pulls everything back to the heart of my personal brand, that’s helping people find and express their own clarity.

Formats change and algorithms shift constantly!

But tone and truth are what stick. On LinkedIn and in my newsletter, I’ve found the most successful content isn’t the most polished content; it’s the most human content that I write with my own two hands (not AI) and my heart. Posts that show the behind-the-scenes, the lessons, even the missteps, always outperform the perfectly scripted ones.

I think of it as brand resonance over brand performance. Every format (long-form writing, video, even a quick caption) should sound unmistakably like you. That’s the real metric that should matter: engagement and resonance.

One tip I always share for creating engaging content is to communicate through moments, not messages. People don’t connect with brand statements; they connect with relatable experiences that reveal the human side of your work. When building a personal brand, I focus on storytelling that shows transformation rather than just achievement.

For instance, instead of posting, “We launched a new simulator,” I might share a behind-the-scenes clip of how a team member overcame a technical challenge during the project. This kind of narrative draws people in because it shows process, not just results.

In terms of formats, I’ve found that short-form videos and carousel posts perform best, especially when they combine insight with authenticity. A 20-second clip explaining a lesson learned from a campaign or a visual story that breaks down a complex idea tends to spark real engagement.

The key is consistency in tone and purpose. Every piece of content should answer one question: “What part of my values does this reflect?” Once that alignment is clear, your brand message naturally becomes more memorable and trustworthy.

The one tip that changed everything for me is simple: Be unapologetically yourself and share real expertise — not surface-level tips designed to go viral. I’m a Swiss guy who moved to Boulder 30 years ago and still have my accent. I’ve been doing SEO since before Google was even called Google. I have strong opinions about AI, social media, and the direction this industry is heading — and I don’t hide it. I lean into it because authenticity builds trust faster than trying to sound perfect.

People don’t connect with polished corporate speak — they connect with genuine perspectives and expertise. When I speak at conferences or create content, I’m not trying to be everyone’s cup of tea. I focus on sharing deep knowledge in a conversational, sometimes sarcastic, and always honest way about what actually works in SEO and what doesn’t. That honesty resonates far more than trying to appeal to everyone.

Several content formats consistently deliver results. Friday SEO Tips — short videos paired with written breakdowns — focus on one specific topic each week, explaining what changed, why it matters, and what to do next. They perform well because they’re practical, consistent, and fluff-free. After speaking at events like DigiMarCon, I post conference recaps that share key lessons and insights — not promotions — which helps position me as an active, credible voice in the industry. Our AI and SEO webinars also go deep, revealing our real methods, prompts, and tools. Some viewers use the info themselves, and that’s fine — the ones who hire us appreciate our transparency and expertise. Finally, my LinkedIn posts focus on solving real problems with specific solutions instead of generic “5 tips” advice.

My personal brand has become our biggest differentiator. When you search “international AI and SEO expert,” I rank #1 and appear in AI Overviews because I’ve built genuine E-E-A-T — through Featured.com contributions, global speaking, university teaching, and consistently sharing practical, experience-based insights. That’s not branding fluff; it’s authority earned through action.

Stop trying to create “engaging” content. Instead, focus on creating useful content that only you can produce, shaped by your unique expertise and perspective. When you’re authentic and genuinely helpful, engagement comes naturally.

My one tip for creating engaging content that effectively communicates your brand message when posting captions, making reels, or writing blogs, is to always pretend like you’re talking to one person, which would be your target market. For me, as a wedding photographer, I’m writing and talking like I’m speaking to just one couple that I’m trying to convince to hire me. I think this is where a lot of people get mixed up. You’re not speaking to the whole internet, you’re not speaking to your family, or other businesses in your field, because speaking to them will not result in revenue for your business. Ultimately, you want to grab the attention of your target market, and one way of doing that is speaking directly to them.

One great tip for creating engaging content that shares your personal brand is to tell stories that feel real. Imagine you’re chatting with a friend about what makes you special! For example, I wanted to show we’re great at helping businesses grow. So, I shared a story about how we helped a car tint shop get tons of new customers with a cool website and Google ads. This made our brand feel friendly and trustworthy. Stories connect with people because they’re fun and show who you are.

The best content formats I’ve used are short videos, blog posts, and social media posts. Short videos, like 30-second clips on Instagram, grab attention with quick tips or behind-the-scenes fun. Blog posts let you explain your ideas, like how you solved a problem for a client. Social media posts, like pictures or quick updates, keep people excited and coming back for more. These formats work because they’re easy to understand, fun to watch or read, and let your brand shine through.

Treating branding like a long-term conversation is, in my opinion, the key to producing interesting content that truly conveys your personal message. Consistency is probably the most important aspect of it all. You have to show up every day and interact with your audience, or, if you’re starting from zero followers, interact with the profiles of people you want to be like. Even though the majority of people who view your posts won’t comment or respond at first, they are still noticing you on their feed as an active participant in your community.

As for content formats, my LinkedIn newsletter has been the most effective for me recently. My audience resides on LinkedIn because I primarily work with B2B SaaS companies, and the newsletter enables me to post my ideas and analysis directly into their feed and email inbox. I started it as an experiment just a few months ago, but it has already grown and attracted attention. I always get an engagement boost after publishing, and there’s always someone asking about my services in my direct messages whenever I post a new edition.

The best tip I can give for creating engaging content is to focus on clarity before cleverness. Your audience connects more deeply when your message feels genuine and easy to understand, not overly polished or complicated. The goal isn’t just to get attention; it’s to create a moment of recognition where someone thinks, “That’s exactly how I feel.” Clarity builds trust, and trust builds brand loyalty.

When I develop content for my business, I start by asking myself what I want people to feel, not just what I want them to know. My brand centers on calm through structure, so every post, article, or newsletter is designed to make readers feel a sense of order, relief, and possibility. That emotional throughline matters more than the format itself. It’s what makes your message memorable.

I’ve found that story-based short-form content works best for communicating that brand message. Sharing a small, real-life example, like helping a client turn chaos into a simple, repeatable system, invites readers to see themselves in the story. From there, I pair each story with a quick, actionable takeaway so it feels useful, not just inspiring. People engage when they can picture the result in their own world.

Email newsletters have been my most successful format because they balance structure and connection. My newsletter, The Dish on Ish, mirrors how I work with clients: clear sections, concise insights, and a conversational tone that feels personal yet organized. It’s a space where I can teach, reflect, and reinforce my brand personality, structured but human.

I also use visual frameworks in my social content, like simple checklists or “before and after” process snapshots. They help readers quickly grasp complex ideas and see progress as attainable. Clean visuals, consistent branding, and accessible language turn abstract ideas about productivity and systems into something tangible.

Ultimately, your content should do what your brand promises. If your brand is about simplicity, keep your content simple. If it’s about empowerment, make it actionable. When your tone, visuals, and message align, every piece of content becomes a small reflection of who you are and what you help people achieve.

One of the simplest but most powerful ways to make your content engaging is to be ruthlessly consistent in the message you want people to take away — and then adapt the format, not the essence, to each platform. I often remind my team that attention is fleeting, but clarity builds recognition. Whether it’s a LinkedIn post, a podcast interview, or a short video, every piece should reinforce the same core story in your own authentic tone.

For me, conversational formats work best — video snippets or behind-the-scenes posts that show the human side of leadership and decision-making. They invite people to connect with the “why” behind what you do, not just the “what.”

We apply this same principle when communicating complex data topics — simplifying ideas through relatable stories and visuals always makes the message more memorable.