Hey!

Welcome to Social Files—your no-BS guide to generating demand for your B2B product using social & content.

Hope you had a great weekend. I’m back in LA for the Thanksgiving holiday. Working this week on PST. I don’t know how you all do it. I need those few hours in the morning to get deep work done. Can’t deal with logging on at 6AM to be nuked by Slack notifications 🤣

Spent my flight home and much of my weekend devouring Shadows Upon Time, the Sun Eater finale. Almost half way through, and it’s 100% living up to the hype. If you like sci-fi & fantasy, I could not recommend another series higher than the Sun Eater.

Now, let’s chat marketing & content. When AI can create a ‘pretty good’ piece of content in seconds…how can you even compete?

I got you. Today, I want to talk you through how I think about making my content ‘AI-proof.’

Shall we?

🔎 DEEP DIVE

How to AI-proof your personal brand on LinkedIn

3 ways to stand out and build a relevant audience of buyers as the timeline gets more crowded

AI slop has overrun the LinkedIn timeline.

This is good news, believe it or not.

Huh??

Yes. Good news. Hear me out.

When everyone and their mom is using Chat GPT, Claude, or one of the seventy-two LinkedIn content writing tools to one-shot content…it all sounds the same. There is no moat. Content is a commodity.

If you are willing to put just a liiiiittle effort into originality and prose, you will stand above the pile of dogshit Claude-written content.

Here are three, practical ways I like to do this in my content.

(1) Use more pictures.

IRL photos pretty much tell the audience “Hey, this is me. I’m a real person!”

This is perhaps the easiest way to create a small moat for yourself without changing a word of copy.

Of course, a post with an image could still be GPT generated, but the audience perceives it as less likely, and is more willing to stop and read. We often see posts with relevant, IRL images perform the best for our clients at Compound.

For example, if you just had an offsite, and are writing a recap post sharing some learnings…please, include a damn picture from the offsite!

(2) Tie every take to a story.

Switch your content from “How to…” → “How I…”

Ironic, given the title of this article. But, hear me out. The more you can use your specific stories in your copy, the less that AI can copy you.

This is why founders with previous experience as their own ICP often grow the fastest on LinkedIn. They have inherent credibility, plus a host of stories that they can use to support their takes.

For example, say you wanted to write a post about cold email templates.

DON’T write: “How to increase your positive response rate in cold email”

Boo! Boring! Gross!

DO write: “During my first X months at [popular company], our positive reply rates were atrocious. I almost got fired. Thankfully, I didn’t, and we increased performance of those campaigns by XX%. Here are the 3 templates I used to make it happen:”

See the difference?? So much more personal. Specific. GPT cannot make that story up from scratch. I mean, maybe it could, but that’s a fast track to torch your reputation. Don’t do that.

(3) Tell me how you really feel.

Sterile content is being replaced. Already has, really. Did posting boring shit ever actually work??

Regardless, with AI able to crank out lukewarm takes in an instant, your only hope is to share your real, hot takes.

Now, you don’t need to go full extremist. Rage bait is not the way—looking at you, Cluely. But, you likely have industry beliefs that you hold strongly. People disagree with you on them. Those takes are the ones you should share!

For example, I made this post about how Claude is replacing writers who I’d pay less than $100K. Polarizing? Sure. Real belief? Yes.

The post ripped.

Final thoughts:

The fear mongering around AI in content creation is overblown. It is replacing bad writers. It’s also making the timeline crowded with slop. But, if you are able to share your personal experiences and learn how to package them in an optimized, but human way…you have nothing to worry about.

Hope these tactics help.

🗃 FILE CABINET

Here’s my favorite marketing and business content I bookmarked this week.

• Copy This LinkedIn Post, It'll Blow Up Your Business by Tommy Clark 🎥

• If I Started LinkedIn From 0 Today, I’d Do This… by Adam Robinson and Tommy Clark 🎥

• Best SaaS Marketing Strategies For 2026 by Adam Robinson 🎥

Check these out.

BEFORE YOU GO…

As always, thanks for allowing me into your email inbox every week.

More from Social Files:

• Read the rest of my essays

• Work with my agency in 2025

• Try my LinkedIn content writing SaaS

• Steal my founder-led content templates

Talk soon,

Tommy Clark