Content Marketing in 2025: What’s In, What’s Out.

As 2025 approaches, the world of content marketing is shifting, and these changes bring both challenges and opportunities. Many of us struggle to keep up—whether it’s finding time to create content, keeping it fresh, or figuring out which trends are worth following. Let’s explore what’s in, what’s out, and how you can make these changes work for you.

What’s In: AI-Powered Content Creation

AI tools have evolved far beyond the hype—they’re now practical allies in content marketing. They save time, help with creative blocks, and even analyze what resonates most with your audience.

How to Make It Work for You:

• Get Started with AI Assistants: Tools like ChatGPT or Gemini can help you draft posts, brainstorm ideas, or even create email templates. Start with one task you struggle with, like captions, and let AI lighten the load.
• Refine, Don’t Replace: Use AI to create a first draft or outline, but always review and add your personal touch. Authenticity matters, and your unique voice should shine through.
• Batch Your Work: Set aside a block of time to let AI tools help you produce multiple pieces of content at once. This can free you up for more strategic tasks later.

What’s Out: Generic, One-Size-Fits-All Content

Audiences are more discerning than ever. They want value, relevance, and personalization—not cookie-cutter posts or generic advice that feels disconnected.

How to Make It Work for You:

• Listen to Your Audience: Pay attention to the questions or challenges your customers share. Create content that answers those specific needs. For example, if you hear, “I don’t know how to choose the right product,” create a guide or a video tutorial.
• Be Personal and Relatable: Share stories or experiences that reflect your values and connect with your audience emotionally. They’re more likely to trust and engage with you when they see the person behind the brand.
• Avoid Filler Posts: If a post doesn’t serve a purpose—whether it’s to educate, inspire, or solve a problem—skip it. Quality always beats quantity.

What’s In: Short-Form and Interactive Videos

Video content continues to dominate, but it’s not about perfection. Raw, authentic clips often perform better than polished ads. Plus, platforms like TikTok, Instagram Reels, and YouTube Shorts are ideal for engaging audiences quickly.

How to Make It Work for You:

• Start Small: Use your smartphone to record quick videos. Showcase how your product works, share a tip, or introduce your team. It doesn’t have to be perfect—authenticity is key.
• Use Platform Features: Incorporate interactive elements like polls, clickable links, or questions to get people involved. For example, “Which design do you prefer? Tap to vote!”
• Experiment with How-Tos: People love learning new things quickly. Create bite-sized tutorials or behind-the-scenes looks that add value and keep your audience curious.

What’s Out: Ignoring Voice Search

With more people using voice assistants like Alexa and Siri, optimizing content for voice search is critical. It’s not just about being found—it’s about being the answer to someone’s question.

How to Make It Work for You:

• Think Like a Customer: What questions are they asking? Structure your content to answer those questions directly, like, “What’s the best way to clean leather shoes?”
• Keep it Conversational: Voice search queries are natural and casual. Use language that sounds like how people talk, not how they write.
• Ensure Accuracy: Make sure your contact details, hours, and services are up-to-date online so customers can easily find you through local voice searches.

What’s In: Authentic and Transparent Branding

People value brands they can trust. Transparency and ethical practices aren’t optional anymore—they’re essential. Showing the real you helps build lasting connections.

How to Make It Work for You:

• Share Your Journey: Talk about the story behind your brand. Why did you start? What keeps you motivated? This kind of storytelling helps your audience feel like part of your journey.
• Be Honest: If you’re launching something new, admit if it’s a work in progress. People appreciate honesty over a perfect image.
• Show the Impact: Partner with causes you care about and highlight how your business makes a difference, whether it’s through eco-friendly practices or community support.

Focus on What Matters

2025 will reward those who focus on quality, relevance, and authenticity. It’s not about chasing every trend—it’s about staying connected to your audience, solving their problems, and showing them why they should choose you. With a clear strategy and a willingness to adapt, the content you create can truly make an impact.

As we step into 2025 next week, let’s leave the overwhelm behind and focus on creating content that truly connects, inspires, and drives impact.

What’s one content goal you’re excited to tackle in the new year?

Share it below—I’d love to cheer you on!