With an estimated $2 trillion spent online annually by 2032, it’s easy to see why content marketing is one of the fastest growing marketing roles. In fact, all marketing arguably centers around content, which includes blog posts like this, advertising, case studies, web copy, audio and video scripts, and more.

If you want your company to have a marketplace presence, you need content. 

Even when a company’s core message remains relatively consistent, content needs to evolve and adapt to changing trends and customer expectations. So, how is content marketing changing for 2025? Let’s take a look.

1. AI-Powered content creation 

Seemingly everyone is talking about artificial intelligence (AI). It’s either changing the world of content creation or it’s a soulless job thief. The reality is probably somewhere in the middle. 

Most AI debates center around generative AI (GenAI), which with some human prompts generates content, images, video, computer codes, spreadsheets, etc. GenAI has a lot of benefits and a significant number of downsides. 

AI tools for content creation 

Tools like ChatGPT and Jasper help with ideation, writing, and editing but they can only get you part of the way there. AI writing tends to either be austere or cliched, often in the same content. AI helps make writers more productive, but copy that resonates with human beings needs to be crafted by human beings. 

Ethical considerations

AI content risks include hallucinations, or incorrect information, poor research, and plagiarism. Unfortunately, online tools that check against hallucinations and plagiarism are also AI and its detection methods are unreliable. 

2. Short-form video 

Short-form videos are everywhere. I like to call them the Goldilocks of video, as they lie somewhere between a GIF and a Ted Talk. Video shorts are generally between 15-60 seconds long. 

TikTok arguably started the short-form video trend but Instagram, YouTube, and Facebook soon followed. The bite-sized pieces of content appeal to busy people and those with short attention spans (gulty!). 

Short-form videos have impressive engagement rates and tools like OpusClip help you divide longer videos into digestible bits and gain a following at the same time. 

AI can help write scripts, but once again, it needs human guidance.

3. Voice search and conversational content

First there were keyword searches, which included one, maybe two typewritten words. They were fine but the results were typically a mixed bag. Then there were long-tail keywords, which allowed people to use up to 32 words in their typed search queries. 

Long-tail keywords were definitely an improvement, but natural language is something different altogether. Now, people can talk to their smart devices and AI will help deliver more personalized search experiences. 

It will tailor user search results and parse nuance based on history, and some real-time factors such as location, context, or time of year. 

Google explains it best when describing its AI-powered voice search model called Multitask Unified Model (MUM). According to Google, MUM will be able to take people through steps. For example, imagine planning a trip to Europe. 

It stands to reason that you’ll want to find airfare and lodging, but that hardly personalizes a travel experience. Perhaps you want to experience Europe like locals. Maybe you have specific dietary requirements or you want to find an off-the-beaten-path music venue. 

You might also have questions about how much you’ll be walking and the shoes recommended. You may even want clothing tips. 

MUM is designed to conceptualize the search process and provide all the results you may need, not just a travel site. 

Now, let’s say you are a travel site’s content strategist. Voice search offers opportunities for companies like that. Perhaps you have a blog post or video that addresses travelers who like to immerse themselves in local culture. Maybe you have a video about packing for certain destinations. 

In a perfect content world, your site would answer all the would-be traveler’s questions and easily win their business. 

All of this, I suppose, is a long-winded way of saying you should have a wide range of natural language content, which should include blog posts, videos, and images. Focus on optimizing your snippets, which are what appear on searches. Done well, you could hopefully address all of a customer’s needs without them ever leaving your site. 

4. Community-driven content

Humans are social beings and we’re far more likely to trust personal experiences than a company’s promises. To give you an idea of the power of communities, Google searches often list community sites like Reddit or Quora to guide people to user generated answers, rather than directing them to specific businesses. 

Savvy companies are setting up their own user communities, where users share their brand stories. Fitness and health oriented companies are natural fits for user communities, as it’s easy to follow a user’s journey. 

But even B2B organizations benefit from user communities. Salesforce’s Trailblazer community offers support, use cases, and even networking opportunities. Plus, the user-generated content often appears in search results. 

5. Interactive and immersive content

Think back to your school days. Which classes and teachers did you like the best, the ones that lectured to the classroom or the ones that made the class participatory and fun? If you’re like most, you would choose the fun class. 

We might have grown up but we still want to feel included, which is why organizations are turning to interactive content such as gamification, augmented and virtual reality, quizzes, and more, in their marketing strategies.

Interactive and immersive content has several benefits, including better engagement, improved customer insights, enhanced brand awareness, more time spent on site, brand loyalty, and overall better user experiences. 

6. Sustainability-centric messaging

Nearly 3/4ths of consumers want to do business with companies that reflect their values, and even in inflationary times, they’re willing to pay nearly 10% more for sustainably sourced and produced goods. 

Sustainability-focused messaging is all about connecting with audiences on shared values while highlighting your brand’s commitment to a better future. It’s not just about promoting eco-friendly practices; it’s about weaving those practices into a larger story that resonates emotionally and authentically with your audience.

To be effective, sustainability messaging must feel (and be) genuine, not performative. Consumers today are savvy and quick to spot “greenwashing,” so it’s crucial to pair words with concrete actions. For example, showcasing measurable progress — like reducing carbon footprints or using ethically sourced materials — can build trust and long-term loyalty.

Sustainability also provides an opportunity to inspire change. By framing efforts around collective impact, brands can empower customers to feel part of something bigger. Language that emphasizes collaboration, innovation, and shared goals can transform marketing from transactional to transformational, encouraging consumers to align their purchasing decisions with their values.

Ultimately, the best sustainability messaging doesn’t just sell products or messaging doesn’t just sell products or services — it tells a story about responsibility, progress, and hope for a better tomorrow. 

7. Content monetization

When most people think of monetized content, they think of news site paywalls or paid courses. However, even commercial brands can leverage monetized content for an additional revenue stream, better brand awareness, and overall deeper engagement. 

Beyond traditional advertising, brands can create premium content — like eBooks, webinars, online courses, or gated communities — that customers are willing to pay for. This positions the brand as both a product provider and a trusted source of knowledge or entertainment.

For example, a SaaS company might offer in-depth tutorials or industry reports as paid content, while a lifestyle brand could sell exclusive guides or video series. These strategies not only generate revenue but also deepen audience engagement, as consumers perceive paid content as higher value.

Subscription models are another effective approach. Brands with loyal audiences can offer memberships to access exclusive resources, updates, or experiences. This fosters community while building recurring income.

By monetizing content, brands strengthen their position as thought leaders, delivering insights and value that extend beyond their core products or services. When executed authentically, content monetization drives both profitability and customer trust.

8. Advanced SEO strategies

Advanced SEO strategies go beyond basic optimization to improve search engine rankings and attract highly targeted traffic. The days of keyword stuffing, or repeating certain keywords multiple times to get search engines’ attention, are long gone. 

Modern SEO is all about user intent, or the “why” behind the search. Brands should align content with user expectations — whether informational, navigational, transactional, or commercial. This ensures visitors find precisely what they’re looking for, boosting relevance and rankings. Crafting content tailored to search intent involves answering core questions directly, optimizing formats (blogs, product pages, FAQs), and addressing pain points efficiently.

At the same time, EEAT principles — Expertise, Experience, Authoritativeness, and Trustworthiness — are critical for success. Google prioritizes content demonstrating credibility, particularly in sensitive topics like health, finance, or education. 

Brands can showcase EEAT by sharing expert opinions, citing reputable sources, and highlighting authorship with credentials or first-hand experience. Reviews, case studies, and thought leadership pieces all contribute to building trust.

Meanwhile, AI-driven search continues to transform how queries are processed. Search engines, powered by AI, now understand context, intent, and even conversational nuances. Tools like Google’s BERT or Search Generative Experience (SGE) prioritize natural, human-like content. Brands must adapt by producing high-quality, helpful content optimized for AI-readability.

By mastering search intent, EEAT, and AI-focused optimization, brands can create content that meets user needs, earns trust, and thrives in the ever-evolving SEO landscape.

9. Micro-influencers and niche audiences

Influencers such as the Kardashians or sports stars certainly attract a lot of attention and they sell a lot of product while they’re at it. But their popularity also leads to some skepticism, sometimes leaving people wondering if they actually use the products advertised on their platforms. 

Unlike mega-influencers, micro-influencers — individuals with smaller but highly engaged followings — often hold greater trust and credibility within their communities. Their audiences, though smaller, are more targeted, creating opportunities for brands to connect with the right people through authentic endorsements.

Micro-influencers excel at fostering conversations and driving word-of-mouth marketing. By leveraging their established relationships with niche audiences, brands can generate genuine engagement that feels less like advertising and more like a personal recommendation. 

For example, partnering with a fitness influencer who has 10,000 loyal followers allows a health brand to tap into a passionate, motivated audience.

Niche audiences are equally valuable for their specificity and high conversion potential. Rather than casting a wide net, brands can create tailored content and campaigns that directly address the unique needs and interests of a focused group. This leads to deeper connections, stronger community-building, and higher ROI.

By aligning with micro-influencers and niche audiences, brands can create hyper-relevant, trust-driven content that resonates deeply while achieving measurable results. It’s a strategy rooted in authenticity, precision, and long-term audience relationships.

10. Data-driven content optimization

Data-driven content optimization isn’t exactly new but it’s come into greater focus. Data-driven content optimization ensures that every piece of content aligns with audience preferences, performs well, and delivers measurable results. 

By leveraging analytics, brands can identify what resonates with their audience and refine their strategy accordingly.

Keyword performance is a critical element. Analyzing search volume, click-through rates, and ranking trends helps marketers focus on terms that drive traffic and conversions. Paired with user behavior insights — such as time on page, bounce rates, and scroll depth — content can be adjusted to maximize engagement and address gaps in the user experience.

A/B testing is another essential tool for optimization. Comparing different headlines, calls to action (CTAs), or formats, reveals what works best for driving clicks and engagement. Similarly, heatmaps and session replays provide visual insights into how users interact with a page, highlighting areas for improvement.

Additionally, predictive analytics powered by AI can forecast trends and recommend new topics based on audience interests and search patterns. This ensures content remains relevant and timely.

By continuously monitoring performance and iterating based on what works, you can create content that not only attracts users but also drives meaningful action, achieving long-term growth and a stronger connection with your audience.

11. Sticking together

Sometimes, it feels as though small and medium sized businesses (SMBs) are saplings in a redwood forest, trying their best to get just a few sunrays, but with no luck. As a small business owner, I certainly get it. 

Often, the best way to break through the towering redwoods is to support each other. Collaboration between SMBs fosters mutual growth and showcases a united community committed to shared success. 

By co-creating content, such as blog posts, webinars, or case studies, businesses can pool resources and expertise to produce high-quality materials that resonate with a broader audience. 

Highlighting partnerships in your content not only builds credibility but also demonstrates authenticity and trustworthiness to your customers. For example, featuring stories about how local businesses work together to tackle challenges or meet customer needs can inspire loyalty and foster emotional connections. When businesses support each other, it sends a clear message of commitment to their communities.

Social media is an ideal platform for SMB collaboration. Cross-promotions, shared campaigns, or shout-outs between businesses can boost visibility while reducing marketing costs. This strategy leverages each partner’s existing audience while organically growing reach.

Ultimately, by prioritizing collaboration over competition, SMBs can amplify their impact, build stronger relationships with customers, and cultivate a sense of community. Supporting one another doesn’t just strengthen the businesses involved — it creates a ripple effect of growth and connection that benefits everyone.

Conclusion

The content marketing landscape in 2025 will reward innovation, authenticity, and adaptability. By embracing these trends, brands can stay ahead of the curve, connect deeply with their audiences, and achieve remarkable results. Start integrating these strategies today to ensure your success tomorrow!

If you’d like to discuss content trends for 2025, don’t hesitate to reach out! I’d bet we could even support each other.