Top content marketing trends for 2025

Picture this: you’re selling a cybercrime solution. Target audience: all of the UK. Or: target audience: cyber security specialists in UK councils with a minimum of 50,000 residents. Which would you choose? Exactly. That’s niche content marketing in a nutshell. In 2025, we'll see niche target groups becoming increasingly important in content marketing, especially for B2B. 

Content at scale involves the rapid and efficient production (using AI and technology) of large quantities of high-quality content for various (niche) target groups. The focus should remain on quality and relevance. With content at scale, you can reach your target audiences at the right moment in the customer journey.

Data. Analysis. Figures. Will all become increasingly important in 2025. Consumers expect brands to understand them and to know which content is relevant to them. Thanks to data, we see that brands can offer more personalised content. This will play a significant role in both content and distribution next year. 

One of the trends for the coming year is that consumers (in B2C and B2B) want 'fun' content. Content they enjoy looking at, without losing sight of relevance. Research shows that 60% of consumers are more likely to engage with a brand if the content is fun, humorous, entertaining, or light-hearted. Keep this in mind in 2025. 

Sounds disrespectful. It's not. 2025 will be the year of content optimisation. This means refreshing, rewriting, discarding, adapting, supplementing. To stay relevant. For SEO reasons. But also: to be able to handle the enormous rise of voice search in 2025 (worldwide use in 2024: 20%, expected use in 2025: 30-45%). Your content needs to be ready for that. 

Connecting. It's certainly an overused word. But it's one of the most important content marketing trends for 2025. With the growth of AI and technology, connecting with your target audience is even more important than in previous years. Provide real stories and authentic emotions. Give your content substance and meaning. Only then will you stand out and remain relevant. 

Quality over quantity. Fortunately, this trend will continue in 2025. High-Quality Content Marketing truly advances your brand. Take yourself seriously, and your customer will too. 

Do not refer to AI as a trend. Just don't do it. If you're a marketer and you're not using AI every day (as an assistant, as help, as a buddy), you're already behind. It's an integral part of many of the trends we've just discussed (content at scale, niche marketing, hyper-personalisation). But that's just logical now, isn't it? AI is not a trend, it’s the new normal. 

This article was originally published on marketingreport.nl