The Future of Content Marketing: Trends to Watch in 2025

Keeping current with content marketing trends will help you build trust, grow your online presence and attract more customers in the year ahead.

Content marketing is essential in any marketing strategy, but popular tools, platforms and trends can change rapidly. Repurposing strategies from year to year will likely result in lacklustre campaigns that no longer resonate with customers.

However, the path ahead is full of opportunities, from the rise of AI tools and data-driven personalization to the growth of video content and emerging formats like augmented reality. Marketers are signalling their optimism by investing in content marketing, with 50 per cent increasing their investments over the past year.

Whether you’re a marketing director, a business owner or part of a growing team, understanding the latest trends and how they impact your strategy can mean the difference between thriving and falling behind.

Let’s explore the top content marketing trends for 2025 and tackle marketers' most pressing questions about their impact.

1.    Broad trends for the future of content marketing

What are the most significant shifts in content marketing that small to medium-sized businesses should prepare for in the coming year?

Content marketing is changing fast, driven by new technologies, shifts in consumer behaviour and evolving platforms. Businesses must keep up by staying competitive and relevant to their audiences.

Trends like personalized content, immersive experiences and sustainability-focused messaging are gaining traction. Understanding and acting on these shifts can help businesses build stronger customer connections and ensure their marketing efforts deliver tangible results.

For example, a local boutique might reduce waste by repurposing unsold inventory into upcycled products and creating social media content to showcase the process. This would tie sustainability efforts directly to the boutique's brand values.

2.    AI and automation

How is AI changing the way businesses approach content marketing? How can marketing directors leverage AI tools without losing the human touch?

AI is transforming content marketing by making it easier to generate ideas, analyze data and deliver personalized experiences at scale. AI-powered tools can save time and improve efficiency, but using them wisely is essential to avoid overly impersonal content.

Blending AI-driven insights with human creativity allows businesses to create content that resonates on an emotional level while benefiting from AI's speed and scalability. If done right, this can help companies stay competitive and connect with audiences in meaningful ways.

For example, a fitness studio could use AI tools to analyze client preferences and automate email campaigns promoting specific classes. Then, the campaign could be personalized by sharing success stories from actual clients.

3.    Video content

How will the role of video in marketing evolve? What strategies should smaller businesses adopt to remain competitive?

Video content can be very effective for capturing attention and driving engagement. People love watching videos, whether quick how-tos, behind-the-scenes looks or compelling stories about your brand. New trends, like live streaming, short-form video (think TikTok and Instagram Reels) and interactive content, are taking things to the next level.

Creating videos doesn’t have to break the bank for small businesses. Simple tools, user-generated content and a storytelling focus can have significant impact without requiring Hollywood-level production budgets.

For example, a small coffee shop might create short videos showcasing latte art tutorials or behind-the-scenes clips of their baristas at work to engage their audience.

4.    Personalization and data

With data-driven strategies becoming more integral to marketing success, how can businesses use customer data to create personalized and impactful content without breaching privacy concerns?

Today’s customers expect personalized experiences, and data is the key to delivering them. Whether it’s tailored email campaigns or website content that adapts to a user’s preferences, personalization can boost engagement and loyalty.

Businesses must be transparent about how they use and store data to build trust with customers and comply with privacy laws, such as the proposed Consumer Privacy Protection Act (CPPA), which would replace the current Personal Information Protection and Electronic Documents Act (PIPEDA).

Being upfront, getting explicit consent and focusing on quality over quantity will ensure you create impactful content that respects your audience’s privacy and strengthens relationships.

For example, a local clothing boutique could use a customer’s purchase history to recommend complementary items via email, making the shopping experience more personalized and convenient.

5.    Content quality vs. quantity

How can businesses strike the right balance between content quality and quantity in their marketing efforts?

It’s tempting to think that more content is better, but quality matters much more than quantity. Publishing a massive volume of content that doesn’t resonate with your audience can dilute your message and waste valuable resources.

Focusing on well-researched, creative pieces that are relevant to your audience will have a greater impact. Tools like content audits can help businesses identify what works and where to focus more attention to get the most value from their efforts.

For example, a local landscaping company might shift from posting daily progress photos of projects to creating a monthly blog with tips for seasonal garden care, providing more value to its audience.

6.    Social media platforms

How should small to medium-sized businesses adapt their social media strategies to remain visible and relevant?

Social media isn’t new, but that doesn’t mean you won’t need a fresh approach. The best way to reach customers constantly changes, with platforms frequently updating their algorithms and introducing new features. To stay visible, businesses must adapt to these changes and create engaging content to encourage interactions, such as comments, shares and likes.

Trying out features you haven’t used before, like Instagram Stories or polls, can also help keep your content fresh and engaging. The good news is that social media remains a cost-effective way to reach your audience, and staying flexible with your strategy will help you stay ahead of the curve.

For example, a local bakery could use Instagram’s poll feature to let followers vote on the next cupcake flavour of the month, increasing engagement and making customers feel involved.

7.    Emerging content formats

Are any emerging content formats or platforms likely to become essential for content marketing?

The way we consume content is constantly evolving. New formats, such as augmented reality (AR), virtual reality (VR) and podcasts, are gaining traction. These formats create immersive and engaging experiences that help brands stand out.

AR can let customers visualize a product in use, while podcasts are great for sharing longer stories. Exploring these emerging options can give businesses an edge and help them connect with audiences in innovative and memorable ways.

For example, a furniture store could use AR to let customers visualize how a piece might look in their home, providing an engaging and practical experience.

8.    Future-proofing strategies

How can marketing directors and managers future-proof content marketing strategies for the next two to three years?

Future-proofing is about staying flexible and focused on your audience's needs. Experiment with new content formats, ensure new strategies are sustainable and partner with trusted experts to extend your capacity.

Being customer focused and data informed will help you adapt to changes while maintaining relevance and a competitive edge. Adaptability and embracing new ideas will help you succeed in the long run.

For example, a local counselling practice could create a video series on mental wellness topics to meet the growing demand for online resources. If views drop off, the practice could pivot mid-year to offering virtual workshops.

These practical tips and examples will help your marketing reach more people and keep you ahead of the competition. For more help, connect with a content marketing expert.