Why Executive Content Needs Personality
In a time when AI-generated posts and templated corporate updates dominate most feeds, personality is a competitive advantage.
For executives, especially in B2B or purpose-driven organizations, visibility isn’t just about reach. It’s about trust.
And trust comes from sounding human.
Yet most executive content still defaults to:
- Press release language
- Vague company updates
- Recycled thought leadership phrases
It’s safe — but forgettable.
When audiences hear directly from a leader’s voice — their real voice — it stands out.
Here’s how to add personality without sacrificing professionalism (or burdening your comms team).
Start Small with Personal Insights
You don’t need to turn executives into influencers. But even a small amount of personal context can make a post more relatable:
- Why they care about a particular initiative
- A lesson they learned early in their career
- A moment of uncertainty they overcame
This isn’t about oversharing. It’s about offering just enough humanity to build trust.
If your executive isn’t comfortable going deep, start with surface-level moments: a story from a recent event, a mentor who shaped them, or something they’re learning right now.
Expand the Audience Lens
Most executive content is written for customers or investors. But the true audience is often broader. Think about:
- Internal teams
- Future hires
- Partners and suppliers
- Industry peers
- Media and even students
When you widen the lens, your content becomes more approachable. It helps others see the leader’s perspective — not just the business case.
And ironically, this “softer” content often builds more credibility with core stakeholders, because it feels authentic.
Highlight Values and Passions
Your executive’s values are a core part of their leadership brand — and their public voice should reflect that. This might include:
- Topics they’re passionate about (e.g., sustainability, mentorship, innovation)
- Community causes they support
- What they believe good leadership looks like
Even referencing favorite books, sports teams, or hobbies can help build connection — especially when tied back to lessons or leadership style.
Over time, these touchpoints form a reputation. One that’s not just about what they do, but who they are.
The Catch? It TakesTime.
Writing executive content with personality takes more thought than copying a press release or quoting a blog post.
It takes:
- Listening
- Asking good questions
- Understanding voice and values
- And writing with clarity
If you’re in a corporate comms or marketing role, time is probably the one thing you don’t have. You’re handling internal comms, campaign support, brand messaging, and visibility — often on a small team or flying solo.
Want a Shortcut?
At Visibility Brief, we help comms pros tell better executive stories —with weekly prompts that save you hours.
Each edition includes:
- A strategic prompt
- A customizable template
- A storytelling or visibility tip
It’s a system designed to help your leaders (and you) show up consistently, without burning out.
Subscribe to Visibility Brief for Marcom Pros here. Or get my 20-minute executive interview framework to make your next content intake session faster, more insightful, and more aligned.