As marketers, we love to explore emerging strategies and trends to stay ahead of the curve.
However, what’s relevant and effective is always changing, despite countless case studies and think-pieces predicting the next big trend.
Content marketing, in particular, is highly susceptible to speculation and testing because it is fluid and heavily influenced by consumers’ behaviors and interests at any given moment.
This makes it interesting, innovative and challenging.
So, what are the predictions for content marketing in 2025? Let’s dive in.
1. Spark inspiration with ‘visionary’ content
Robert Rose recently covered an emerging trend – visionary content.
Inspired by Matthew McConaughey’s TED Talk, where the actor shares his sources of motivation and inspiration, Rose relates these themes to the content.
Specifically, that content should not only appeal to the needs of one’s target audience but inspire, by giving them:
- Something to look up to.
- Something to look forward to.
- A (common) hero to chase.
Whereas much recent content has focused on addressing consumers’ challenges and pain points, visionary content is more aspirational, future-thinking, and goal-oriented.
It provides users with a vision of the future, an appetite for new ideas, and a call to look beyond their current condition.
In Rose’s words, visionary content “lights the spark of inspiration.” For example, this could be:
- A sustainability brand sharing its vision of a zero-waste future.
- A financial service company talking about the benefits of decentralized finance and what that might mean for society.
Visionary content allows brands to shape industry conversions rather than react to them.
It helps nurture a loyal and engaged audience that looks to the brand for innovation, inspiration, and guidance.
For brands looking to capitalize on visionary content, this means creating content that’s future-thinking, often conceptual and gives users a vision of what’s possible.
2. Leverage short-form video for maximum reach
Short-form video formats like Instagram Reels and YouTube Shorts are nothing new, but their prevalence and importance are expected to ramp up in 2025.
This is due in no small part to the “fast-paced nature of online consumption,” as highlighted by Forbes.
Today’s users consume content at a rapid pace, looking for digestible information that’s easy to watch and even easier to share.
Delivering value in bite-sized videos has allowed brands to reach more eyes in less time and increase the virality of their content.
An economical way to create more short-form videos at scale is to repurpose long-form videos into soundbites.
This often involves creating videos for YouTube (where there is evergreen, organic value) and then circulating shorter clips via Shorts, Reels, TikTok, etc.
Industry disruptor Gary Vee is a prime example of this, as he routinely publishes long YouTube videos, cuts clips of these videos, and reposts them on social media.
If you manage multi-channel campaigns for clients, you can leverage a similar approach without creating unique, short-form videos.
From scriptwriters to video editing software, AI tools will make it easier for brands to generate short video content at scale.
Dig deeper: The future of SEO content is video – here’s why
3. Optimize content for large language models (LLMs)
Until recently, SEO largely focused on optimizing for search engines like Google.
However, with the emergence of large language models (LLMs), there’s more “digital real estate” to optimize and maximize organic traffic.
This shift has given rise to LLM SEO, which focuses on enhancing content visibility and ranking within AI-driven search engines.
The results of LLM SEO mechanics can be seen when you conduct a Google Search and Google Gemini (Google’s AI model) surfaces summarized results.
These results are pulled from websites that may be purposely (or inadvertently) utilizing LLM SEO.
What does that mean for you?
In addition to traditional SEO efforts, it may be beneficial to deploy LLM-specific strategies.
While this area of marketing is still in its infancy, some strategies that have emerged include:
- Implementing structured data markup in website content to help search engines and LLMs better “read” and interpret the information.
- Incorporating contextual “cues”, via keywords (focus on semantic relevance and authoritativeness), in your content for LLMs to better understand what your content is about and how it relates to a user’s search.
- Consistently citing relevant and reputable sources via links, with up-to-date information from legitimate publications. This can increase the “trust” factor in SEO, making it more likely that LLMs will assess your content as reputable.
Stay attuned to developments in LLM SEO to maximize your content’s ranking and traffic potential.
Dig deeper: Decoding LLMs: How to be visible in generative AI search results
4. Build high-performance content teams
The true power of content performance lies in the team.
Without passionate and experienced people driving the strategy, even the best tactics can fall flat.
People bring everything together – from conceptualization to execution to measurement and improvement.
Marketers rated having “high-performing team members” as the second leading factor in their content marketing success (second only to “understanding [one’s] audience”), per CMI’s recent report.
The same study reported that 86% of marketers have a dedicated content marketing team or staff person.
Building the right content team is a top priority for marketers and brands heading into 2025.
Over-reliance on automation, tools, or contracted writers can lead to a fragmented strategy.
It’s essential to have someone steering the content’s focus, goals, and priorities.
What should you be looking for when it comes to building a team?
For one, diversity of experience.
Look for team members who bring diverse skills, from SEO to copywriting to social media marketing, and can apply this experience to develop a robust content marketing plan.
Additionally, seek out team members who are collaborative and encouraging.
You will want a content team that feels empowered to share new ideas, support each other, and stay attuned to emerging trends in your space.
5. Apply psychological concepts to content
Personality psychology has many applications in content creation and marketing.
By understanding key psychological principles, you can tailor messaging to better meet the needs of specific consumer profiles.
The study of personality types can help predict user motives, understand behavior, and craft more effective messaging.
This leads to content that resonates more deeply with target audiences, boosting engagement and driving conversions.
In 2025, I expect psychology to play a bigger role in marketing, from analyzing Google search behavior to crafting compelling stories and influencing user actions.
Explore psychological insights to better understand how users navigate the web and make purchasing decisions – and how to apply this knowledge to content marketing.
Dig deeper: Content creation: A psychological approach
6. Differentiate your brand by balancing AI and human content
AI-generated content has been a hot and controversial topic in recent years.
You’ll find countless technologies that leverage AI-driven algorithms and concepts, expanding across sectors like SaaS, data analytics, and SEO.
Meanwhile, content purists remain resistant to AI-generated videos, art, blog posts, and more.
And then there’s everyone else in between.
Amid these polarized views, a growing trend is resistance to AI-generated content.
Some consumers are put off – or even jaded – by AI content that lacks originality, personality, and authenticity.
Conduct a casual search for conversations around AI, and you’ll find many articles and posts demonstrating the same.
One report found that half of consumers see the use of AI as a “turnoff.”
AI-assisted content creation isn’t going away. It has its place.
However, rejecting it could become a competitive differentiator for brands.
Some may take an ethical stance against AI – promising never to use AI-generated content – which could resonate with audiences who prefer human-created work.
For example, Dove has stated that they will never use AI to represent human bodies in their ads.
Each brand must decide if this stance aligns with their goals and values, as neither choice is inherently better.
However, given the ongoing debate, more brands are likely to take a stand on AI content soon.
While these trends are not set in stone, there are clear signs they will be relevant in 2025. Only time will tell how they will unfold.
Stay curious, keep testing, and listen to real-world conversations – often, the best insights come from the people we aim to serve.
