What’s the best way to stand out from the AI-sloppification of content?

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Naturally, this question didn’t exist several years ago, but in an age of increasing AI content, where every feature, LinkedIn update and opinion bears obvious AI tells, it’s a very valid question. 

At One Nine Nine, we’re firm believers that marketing works best when it’s led by passion, deep knowledge and a willingness to say something that actually matters. So our advice is to run away from our AI overlords and double down on human authenticity. 

And one of the key ways to do that is to offer expert insight, leadership and that increasingly rare commodity – an opinion! 

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Opinion as Influence

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Why is thought leadership such a potent tool? Because it’s 2026, and the general populace are exhausted by the relentless flogging of virtually everything, by the perma-hard sell, by the bland conformity of AI content. Decision-makers aren't looking for a list of features or endless em dashes; they are looking for experts who understand the tectonic shifts in their industry.

When you publish a well-evidenced opinion, you aren't just filling a content calendar. You are building trust, credibility and what AI might call a "halo effect" around your brand. At One Nine Nine, we specialise in identifying that unique edge – the intersection of what you know and what your industry is afraid to talk about – and turning it into something compelling. Take our work across forest risk commodities and sustainable supply chains. Our thought leadership pieces have been picked up by a range of media, including – and yes, we’re going to do a bit of name-dropping here – The BBC, The Guardian, Reuters, Metro and dozens more across targeted genre-specific outlets. We’ve been able to cover a host of topics in those articles, spanning everything from the UK Soy Manifesto to the limits of satellite technology and the revising opinions around sustainable palm oil production. 

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Controversy Creates Cash – Don’t Play it Safe

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A good article should not read like a Wikipedia entry. It shouldn't be a neutral summary of facts that everyone already knows. To be a leader, you have to actually lead the conversation, which often means being a little controversial. 

The best thought leadership pieces take a stand. They challenge the status quo, debunk industry myths or offer a radical solution to a complex problem. If you aren't making at least a few people uncomfortable, you probably aren't saying anything new.

As a former journalist and editor, I understand the power of opinion. And I know that in this corporate-safe world, most companies would rather err on the side of caution and leave the contentious commentary to Aldi’s social media team. There is room in the middle, however, for well-balanced opinion that drives discussion and marks you, and by extension, your company, as experts. 

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Your 5-Point Thought Leadership Checklist

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Ready to put your expertise on the map? Here’s our quick-fire guide to creating an article that sticks:

1. Find the "So What?": Before you write a single word, ask yourself why the busy CEO of a target client should care. If you can’t answer that in one sentence, your topic is too broad.
2. Pick a Side: Avoid the full BBC impartiality trap. Have a thesis. Take a stance. Be the expert who knows which way the wind is blowing.
3. Bring the Receipts: Controversy without evidence is just noise. Use data, case studies or first-hand experience to anchor your opinions in reality.
4. Write for Humans, Not Algorithms: While SEO (and GEO/AEO) matters, a thought leadership piece lives or dies on its voice. Use clear, punchy language and avoid "corporate-speak" – nothing puts readers to sleep as fast. 
5. Focus on the Future: Leaders look ahead. Don't just talk about what happened yesterday; explain what will happen tomorrow and how your audience can prepare. Make your feature timely, make it newsworthy, make it matter. 

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Need Help With Your Sustainability Marketing?

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At One Nine Nine, we’re experts in building trust and creating visibility for our clients. Our background in music and entertainment gives us a creative flair that most B2B agencies lack, while our expertise in sustainability across the supply chain ensures your message has genuine substance.

To learn more about how we can help your business with sustainability communications and marketing, please contact our team at 01138444111 or email us at contact@oneninenine.agency today.

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