Hi, Reader.

Half of what you see on LinkedIn is written by AI. So how do you fight back?

Let's take a closer look...

More than 50% of LinkedIn posts are written by AI

According to analysis by Originality AI on 8,795 LinkedIn posts, nearly 54% were flagged as generated by artificial intelligence tools like ChatGPT, Claude, Gemini, and others.

This begs the question...

How do you know posts on LinkedIn weren't written by a ghostwriter or an AI tool?

A: You don't.

But you also don't have to participate in the clone wars.

Fight back against AI slop with video content

According to the 2026 State of Video Report by Wistia, LinkedIn has become the primary place for B2B professionals to share video, even beating out YouTube.

And while budgets for video have increased over the last few years, marketers are now experimenting with different types to figure out what works and what doesn't. Further, instead of using AI to write content for them, marketers are beginning to understand how this technology can support pre- and post-production video workflows.

So what kinds of videos are marketers pumping out?

The Wistia report found marketers are focused on four main video types: educational videos, product videos, social media, and webinars. However, podcasts had the biggest jump, up 29% since last year.

There's a reason for this...

Podcasting is your personality-powered secret weapon

People want to do business with other people they know, like, and trust. And in companies that rely on the expertise-based sale, it's hard to build trust without displaying core human qualities like professional intimacy and having a low self-orientation. Mark and I broke down the Trust Equation in a past episode of Breaking BizDev.

Podcasting is a unique medium to increase trust at scale because it gives experts a platform to showcase their expertise (credibility), show up with a regular publishing cadence (reliability), put their personality on display (intimacy), and display empathy and understanding for listeners (low self-orientation).

The result? Content that cuts through.

Below is a chart showing the performance of 60-minute episodes of the Ground Transportation Podcast. On the show, Ken Lucci and James Blain put their personalities on display and have become one of the top media brands in the passenger transportation industry.

Beyond downloads and video views, the podcast has generated new business for each co-host in the form of leads who already knew, liked, and trusted James and Ken before they even hopped on their first call.

In Case You Missed It...

• ​Business Podcasts in 2026 (Do These Tactics Today)​
• ​History of Podcasting: From '80s Radio Tech to Booming Industry​
• ​Podcasting at Conferences: Turning A Booth Into a Pop-Up Studio​
• ​Audio vs Video Podcasts: Which Makes Sense for You?​

Build a Media Brand Around Your Expertise

Red Cedar helps experts build media brands that actually make a business impact. Here are a few ways we help clients:

• New show launch + pilot programs
• Podcast audit, benchmarking, and roadmapping
• Managed podcast growth + marketing
• Sponsorship development + monetization
• Video clip production & distribution
• Guest outreach, coaching and booking

Want to learn more? Reply to this email!

Cheers,
- John