Content marketing is evolving, bringing fresh strategies and tools that are redefining how brands connect with audiences. As we approach 2025, businesses are adapting to a rapidly changing environment shaped by advancements in technology and shifts in consumer behaviour.
The trends emerging this year are not just tweaks to existing practices—they represent a transformation in how content is created, shared, and consumed. Short-form videos, AI-driven personalisation, and the growing influence of user-generated content are just a few examples of the powerful forces driving change. These shifts highlight the need for businesses to rethink their approach and align their strategies with emerging preferences and expectations.
As these content marketing trends of 2025 unfold, the focus is on crafting meaningful and authentic experiences that resonate with diverse audiences. Understanding these trends will help marketers navigate the changes ahead, ensuring their content not only reaches but truly engages their audience.
Let’s explore the key trends in content marketing.
AI is reinventing content marketing, but with content scattered across multiple platforms, things can feel messy. This is where AI agents step in.
AI agents are like digital teammates—small, task-focused systems that work across platforms to get things done. For marketers, they can simplify how personalised content gets pulled from various sources, making tasks like media planning, operations, and content creation less of a hassle. The real win? Freeing up your team to focus on bigger, more strategic ideas.
These agents aren’t just about simplifying; they’re also about scaling. Ann Handley, CCO at MarketingProfs and author of Everybody Writes, pointed out the risks of overproducing content. Speaking in a Sitecore webinar, she emphasised the need for a balanced approach: “AI can make us more efficient, but it’s up to us to use it responsibly instead of just churning out more and more content.”
Marketers will dive deeper into experimenting with AI agents to streamline content processes across platforms. While this might feel overwhelming at first—like juggling chaos—it opens the door to smarter, more systematic content creation. The result? A less bogged-down team and a sharper focus on producing meaningful, impactful content.
Great content doesn’t have an expiration date—it’s the gift that keeps on giving. Evergreen content, the kind that stays relevant long after it’s published, delivers more bang for your buck compared to content that’s only useful for a short period. The longer you keep it in front of people, the more value it brings.
Repurposing content is all about taking what you’ve already created and giving it a fresh spin for different platforms and formats. For instance, let’s say you wrote a detailed blog post that really resonated with your audience. Why let it sit idle? You could pull a standout quote and share it on X, craft a snappy TikTok video with the highlights, or turn it into a polished PDF to share via email.
Maybe you’ve got a podcast episode with a guest who shared amazing insights. Don’t stop there—grab the transcript, tweak it into an article, and share it on your blog. The hard work is already done, so why not stretch the impact?
Repurposing also helps you meet your audience wherever they are. Not everyone is scrolling through Google searches; some might catch your content on YouTube, TikTok, or even through a native ad on a news site. It’s all about expanding your reach and meeting diverse content preferences.
And with AI tools making content transformation easier than ever, there’s really no excuse. If something you created worked well, give it a second life (or a third, or a fourth). It’s an easy way to maximise your efforts and connect with more people. Win-win, right?
Video has been stealing the show in marketing for years, and there’s no stopping it. People love video—it’s quick, engaging, and fits perfectly into our busy lives. The stats back this up, too. In the 2023 CMI Video & Visual Storytelling Survey, 67% of marketers said the video had become even more critical to their strategies compared to the previous year. Wyzowl’s findings were even stronger, with 88% of marketers calling the video a core part of their game plan.
Why does video keep winning? Simple: it’s portable. Thanks to smartphones and fast internet, watching videos on the go is now second nature. Short-form clips like Instagram Reels, YouTube Shorts, and TikToks are feeding our craving for bite-sized entertainment, perfectly suited for short attention spans.
What makes the video even more exciting is its flexibility. Marketers are constantly testing new formats across various platforms. For instance, tools like Outbrain offer creative video options, from short, animated Clip ads to Click-to-Watch videos that invite deeper interaction. Want something even more innovative? Outbrain’s Moments feature lets you bring TikTok-style short-form videos directly to websites. It uses smart tech to predict what viewers will love and serves it up on publisher sites where they’re already exploring related content.
Short-form video isn’t just another trend—it’s the ultimate way to connect with audiences, keep them hooked, and deliver your message in a way that sticks. If video isn’t already part of your strategy, it’s time to jump in and start experimenting!
With polished ads everywhere, user-generated content (UGC) stands out like a breath of fresh air. It’s the kind of content that feels real and relatable—the stuff that makes you pause while scrolling through Instagram or TikTok.
What makes UGC special? It doesn’t have to be perfect. In fact, it’s the raw, unfiltered vibe that connects with people on a human level. A simple mention of your brand or product from an everyday user—whether it’s a live unboxing, a quick review, or even a casual shoutout—can make a huge impact. It’s genuine, and that’s what people trust.
The key with UGC is to keep it authentic. Anything that feels too staged or forced will backfire. Let it happen naturally. When you come across a great piece of UGC, don’t hesitate to engage—like it, comment on it, or share it from your brand’s account. Just remember not to overdo it. The magic of UGC lies in its organic charm, and trying too hard can ruin the vibe.
When done right, UGC is a win-win. It provides free exposure for your brand and allows you to build trust with your audience without the usual polished pitch.
While most people still type their search queries, voice search is steadily gaining ground. By 2024, around 20% of people were already using it. With voice assistants like Google Assistant, Siri, Alexa, and ChatGPT becoming household staples, talking to devices is becoming second nature—especially for younger generations who use them for everything from learning to entertainment.
The number of voice assistants has exploded, too, from 4.2 billion in 2020 to a staggering 8.4 billion in 2024. This growth is setting the stage for voice search to become even more common in the near future.
Here are some key trends to focus on when optimising content for voice search:
Voice search isn’t just a trend—it’s how people are adapting to technology. Marketers who embrace it now will stay ahead of the curve, reaching audiences in easy and natural ways.
Finding content isn’t just about Google anymore. It started with Amazon becoming a go-to platform for product searches. Then came TikTok, where people search for trending videos. Now, early AI users are exploring tools like ChatGPT to discover information. Clearly, the days of choosing between Google and Bing are long gone.
This shift in how we search has also fueled a rise in video consumption. Adults, for instance, spend about 55 minutes daily on TikTok, slightly more than YouTube’s average of 50 minutes. Even though YouTube has twice the number of U.S. users (237.4 million compared to TikTok’s 102.3 million), TikTok’s engagement is setting trends. Video is no longer just another medium; it’s becoming the go-to choice for how people consume content.
Even with all these new ways to search, marketers know that maintaining a strong online search presence still matters. AI tools like GenAI might summarise and link back to web pages, but they rely on the same content created for traditional search engines. Whether it’s Google’s evolving search features or OpenAI’s expanded capabilities, marketers are doubling down on the importance of making their content easy to find.
Marketers need to rethink their SEO approach, especially when it comes to video. It’s time to align strategies with how consumers are now discovering content. This means refining everything from organic SEO tactics to paid campaigns. Outbound links, targeted keywords, and fresh approaches to branded searches are no longer optional—they’re essential in this new search landscape.
E-commerce and content are becoming a powerful duo, with shoppable content taking center stage. Brands are now creating experiences where content doesn’t just engage—it directly drives sales.
Shoppable videos are leading the way, turning content into instant shopping opportunities. With just a few clicks, viewers can purchase products featured in a video without leaving the screen.
Interactive product catalogues are also stepping up the game. Forget boring, static product listings—these catalogues let customers explore items with 360-degree views, augmented reality previews, or even virtual try-ons, making online shopping feel more personal and fun.
Live shopping is another trend to watch. Brands are hosting live streams on platforms like TikTok and Instagram, where they showcase products in real-time. Customers can watch demos, ask questions, and buy instantly during the session, turning shopping into an engaging, real-time experience.
This mix of content and e-commerce is making online shopping smoother, smarter, and more exciting for both brands and their audiences.
ScaleStation delivers content marketing solutions that align with evolving trends and meet audience expectations. Our focus is on creating strategies that deliver value, whether it’s SEO-driven blogs or tailored email campaigns. Every piece of content is crafted with precision, ensuring it connects with your audience and achieves measurable results.
We help brands adapt their existing content, optimise performance, and create targeted strategies that amplify their message. ScaleStation is here to ensure your content achieves more—reaching the right audience on the right platform with the right message.
These content marketing trends in 2025 highlight new ways for brands to build deeper connections with their audiences. Short-form videos, user-generated content, and advancements in technology are creating exciting opportunities for innovation.
Success in this space relies on crafting authentic, audience-focused content that resonates on multiple platforms. Adapting to these trends ensures brands remain relevant and impactful in the ever-evolving content landscape.
Focusing on meaningful strategies and understanding audience needs will help businesses create experiences that leave a lasting impression. Content marketing in 2025 offers endless potential for growth and engagement—don’t miss the chance to embrace what’s next.