Content Marketing Trends: 6 Predictions for 2025

Because of our constantly and quickly changing world (COVID… AI…the list of disruptions goes on), predicting content marketing trends can be tricky. But based on the current landscape and technologies gaining speed, here are our predictions for the hottest content marketing trends in 2025, along with a few tips to tackle them:

1. Testing the Depths of AI

AI isn’t going anywhere, and content marketers and creators will find new ways to use it meaningfully and ethically. In 2025, marketers will be testing AI for uses beyond automation. Content marketers will start using AI for: 

• Personalization. Marketers are discovering AI’s ability to analyze consumer behavior, create audience personas, and map content interactions to deliver highly targeted, personalized content.
• Data-driven Insights: Beyond personalization and content distribution, AI offers the ability to sift through enormous amounts of data to generate actionable insights. Marketers can use these insights to optimize campaigns, refine messaging, and ultimately increase ROI. From A/B testing different versions of content to predicting consumer behavior, AI will become a crucial tool in a content marketer’s arsenal, helping them make more informed decisions with greater precision.
• Enhanced Content Distribution: AI algorithms will increasingly help predict the optimal times to post on different platforms, ensuring that content reaches the right audience at the right time. Analyzing historical data to identify patterns, AI tools will be more widely used to suggest the best posting schedules, whether on social media, email newsletters, or blog platforms. AI can also help marketers identify the most effective channels for distributing content, be it through organic social media, paid ads, or even collaborations with influencers.

While testing the waters with AI, wise marketers will explore with caution, maintaining transparency about how data is collected and used and respecting consumer privacy.

2. Snackable Content

Tiktok, Instagram Reels, and YouTube Shorts are popular for a reason. Consumers want their attention captured within seconds, and the demand for quick, easily consumable chunks of content will continue to grow across platforms.

How can your brand tell a story, promote an event, or share a message in under a minute? Doing so will give you a competitive edge. Even better, these videos can easily be shared across platforms, giving you more bang for your buck. 

It’s not just videos that can deliver a quick hit. Infographics, GIFs, short polls, and quick quizzes also rapidly grab attention and encourage interaction—a like, share, comment, or chance to join a challenge. 

3. Ethical and Authentic Branding

Consumers will align themselves with brands that reflect their values and show they are actively engaged. Issues that will continue to be important include: 

• Sustainability, DEI, and Social Responsibility: In 2025, content marketing strategies will need to highlight a brand’s commitment to ethical practices and sustainability. This might mean showcasing environmentally friendly supply chains, supporting social justice causes, or advocating for diversity and inclusion. Brands that make genuine efforts to make a positive difference in the world will stand out and earn the trust and business of socially conscious consumers.
• Human-centric Messaging: Authenticity means speaking directly to the human experience. Rather than relying on polished, corporate messaging, brands will need to show vulnerability and empathy in their content. This could be achieved through storytelling that highlights real customer experiences, employee stories, or the challenges a company has faced and overcome. The brands that will thrive in 2025 are those that connect with their audiences on a personal, emotional level.

4. Content Ecosystems

Like we always say: Break down those silos! Creating integrated content ecosystems, rather than one-off pieces that exist in a vacuum, will give your brand cohesiveness and a consistent tone and style. This helps consumers recognize your brand whether they are seeing it in an email, a magazine, or on Instagram. This requires collaboration among all of your content-producing teams and a robust content strategy. Need an example? Think of a popular blog post. Now repurpose it into a series of social media posts, an email newsletter, or even a video. 

By creating this cohesive content ecosystem, your messaging will be consistent and reach your audience wherever they are, ensuring you are working toward your larger organizational goals.

5. Zero-click Content

Algorithms for search and social media platforms increasingly deprioritize externally linked content. That’s driving the new buzzword (well, buzz-phrase) that you’ve likely heard: zero-click content. On top of that, Google has introduced AI-generated search results at the top of search pages—making it even more difficult to drive traffic from organic search to your website.

This will be the year when content marketers must focus on creating zero-click content that provides users exactly what they are looking for without clicking on a link, whether through Google search or scrolling on your socials. Marketers will need to create content that delivers value upfront, whether it’s through featured snippets, infographics, or short videos on platforms like Google, Instagram, or TikTok.

For content creators, the rise of zero-click content will shift the focus from driving traffic to offering value and building brand trust right within the search results or on social media. Instead of relying solely on website visits, marketers will need to measure success through metrics like impressions, engagement, and direct conversions from these instant interactions. By mastering zero-click content, brands will be able to stay relevant and meet evolving customer expectations.

6. User-generated Content (UGC)

As consumers crave authenticity and transparency, this type of content is growing in importance. UGC is any content about an organization that is not put out by the organization itself, such as consumer reviews, social media posts, or photos. 

Reflecting real customer experiences, consumers see this content as relatable and trustworthy—and therefore valuable for your organization. One way content marketers can leverage UGC is by featuring or reposting a customer review or social media post. This can help you win points with the original poster (and their network), as well as show your audience that you value customer feedback and opinions. To get proactive with UGC, you can create a hashtag for photo submissions around a certain campaign or initiative, or create a CTA for reviews or experiences, highlighting some in emails or publications. Bonus: UGC is also an inexpensive way to create new content. 

Are you ready to give new life to your content marketing strategy in 2025? BackPocket Agency is ready to help every step of the way. Let’s talk!