“Does content marketing make sense for experts and entrepreneurs anymore?” This question comes up more and more often. Here’s my take on it.

“Engagement on my LinkedIn posts has dropped. Is that happening to others, too?”

“My reach has plummeted recently! Why is that?”

“How can my human-written posts stand out among the AI-generated content out there?”

These are some of the most common questions I’ve been answering recently in messages, 1:1 consultations and Thought Leaders’ Foundry Live Coaching sessions. And one of them infallibly comes up at networking events!

What many leaders, founders and experts with portfolio careers seem to be asking themselves is:

Does it make sense to put time and effort into content marketing for your personal brand in 2026?

If you’re looking for a brief answer: Yes. 

If you’re looking for a more nuanced view and my arguments, keep reading. 

Is Content Visibility Getting Harder and Harder?

There’s no going around it: getting visibility through organic content is tougher than ever. There are a few reasons for this.

Firstly, LinkedIn has been the Go-To platform for most experts, consultants and entrepreneurs for a while. Thanks to this popularity, more and more people and brands join, and the user base has grown to over 1,2 billion users in 2025.

In addition, generative AI tools, like ChatGPT, Gemini and Perplexity, have made it easier for everyone to create more content and publish posts more frequently than they used to. With the growth of the user base and the volume of content, paid ads have gained popularity, leaving less space for organic content. 

All these factors added up, it’s harder and harder to get important messages across without paying for added visibility. 

Global trends in content consumption don’t simplify things for small-but-mighty content creators either. The communication landscape is more and more scattered, and people spread their time and attention across many different apps and platforms. A strong message needs to be delivered where people are, meaning not only on LinkedIn or an email list, but also in specialised apps, communities, quick messages and more.

Positive Communication Trends in 2026

That’s enough doom and gloom! There are also trends that work in favour of ambitious thought leaders and experts who have things to say to the rest of the world.

Some sparks of light have been witnessed on LinkedIn and AI-generated content. Experts seem to thinkthe algorithm is working its way to understanding which posts are generated with AI and which include real human insights, to promote the latter. Lazy AI-driven posts may experience a drop in visibility.

Even though we all might suffer from the learning period of the algorithm on this, this is definitely good news for authentic, human-centred experts who enjoy sharing their views and insights and connecting with others. 

AI-enhanced posts aren’t going anywhere anytime soon, but authenticity certainly holds its own. Remember that and show your face, share your views, speak to the camera and let your voice be heard through your posts.

Even and especially when it’s not polished and perfect!

Make the Content Landscape Work for You

Unpredictable algorithm, ever-changing communication habits and some foothold for authenticity – what should you make of all of this?

When entering into this new year, to keep your content strategic and performant, here are my five key strategies to follow. 

1. Approach content as a part of the plan

Content is still a powerful tool to build credibility and share your expertise with the world. But it will be harder to get results through content alone, so approach it as one tool on your belt. LinkedIn posts, email newsletters and articles are great ways for nurturing your community, but you’ll need other strategies to keep it growing and converting into results. 

2. Double down on relationships

When communicating to the masses gets tougher, focus on the quality and depth of your relationships. This can mean networking in person, fostering 1:1 relationships or emphasising the quality of your service and work to generate word of mouth and referrals. 

3. Repurpose, reuse and recycle

Creating more and more content to compensate for the reduced visibility? That’s one strategy, but it needs to be sustainable. Focus on repurposing existing content to amplify the volume, and use AI for help (Tips for turning blogs into voice-over videos and other AI tools can get you started.)

4. Play the long game

Thought leadership has never been about the quick wins, and in 2026, it’s more true than ever. Play the long game and set your goals accordingly. Instead of following the reach and engagement of every individual post, choose mid- and long-term goals and metrics that align with them. 

5. Be yourself, always

Successful thought leadership is built on truth, authenticity and uniqueness. Whatever your content is about, be yourself, and use the emerging trends to amplify your uniqueness. 

What Is Your Next Step?

How to keep building meaningful thought leadership that turns into career and business fulfilment in 2026, in a tough digital environment?

Even the strongest strategies work only when you work them. To make implementing these ideas a touch easier, I’ve created Content Circle, a monthly co-working event for people who are serious about their content but want to have fun while creating it. 

Join our next meeting and set your content up for success with accountability, peer support and dedication!