Content Marketing Trends 2025: what you need to know
Are you feeling overwhelmed by all the content marketing predictions for 2025?
Wondering which trends actually matter for your business?
You're not alone.
Here's the thing - before we dive into any trends, let's get real about something important: without a content marketing strategy, these trends are just shiny objects that will overwhelm you. If you don't have a strategy yet, that should be your focus for this month at least. With a strategy, you'll know exactly what you need to do and can easily identify which trends actually align with your goals.
But if you do have your strategy sorted, let's explore the trends I'm seeing emerge that will really matter in 2025. Remember - you don't need to implement every trend. Instead, focus on what aligns with your existing content marketing strategy and business goals.
We'll break down these trends into actionable steps you can implement in your business:
Trend 1: SEO with Voice Search
As we become more time-poor, voice search is becoming increasingly important. People are using Siri, Google Home, and Alexa to find information.
Action steps:
Think about how people speak versus type
Use casual, conversational language in your content
Include clear text and captions with relevant keywords
Consider how your audience might voice-search for your content
Remember: less jardon and more words of your target audience
NOTE: Voice search is often more conversational than typed search.
Trend 2: Employee Generated Content (EGC)
Move over user-generated content - it's time for employee generated content to shine! And if you're a solo entrepreneur, even better - YOU are the team!
Action steps:
Share behind-the-scenes content of your work
Show your team (or yourself) using your products/services
Create relatable content about your workday
Share lunch breaks, daily routines, or work processes
If you're solo, be the face of your brand more often
Remember: People connect with people, not just polished brand content. They think of YOU and your team when they think of the brand, not the logo and colours.
Trend 3: Unpolished, Quality Content
It's not about posting every day - it's about posting with purpose. Unfiltered, authentic content is still winning.
Action steps:
Focus on value over frequency and the aesthetic
Don't overthink production quality
Keep your brand identity but lose the over-editing
Prioritise authenticity over perfection
Create less content but make it count
Remember: Posting daily isn't a strategy - posting consistently with quality is.
Trend 4: "Ugly" Content
We're seeing a rise in intentionally "ugly" or raw content - from hand-drawn elements to 90s-style WordArt.
Action steps:
Experiment with hand-drawn elements (create yourself)
Try simple, raw content creation
Don't be afraid of "imperfect" aesthetics
Focus on message over appearance
Use basic tools creatively
NOTE: make sure it still makes your brand!
Trend 5: TikTok-Style Live Energy
The way people engage on TikTok is influencing other platforms, especially when it comes to live content. Will we see live streaming become a trend this year? I am thinking Instagram lives with no agenda that goes for longer than 10-20 minutes.
Action steps:
Consider longer, more casual live sessions
Share real-time, authentic moments
Engage naturally with your audience
Think about how you could incorporate live selling
Be prepared for more spontaneous, less scripted content
Trend 6: Sub-Communities
Private communities and intimate spaces are becoming increasingly important. How can we also create this on our social channels and bring an audience to somewhere more initmate?
Action steps:
Consider creating smaller, focused groups
Use features like Close Friends on Instagram, Broadcast Channels and messager services
Build engagement through comments and conversations
Focus on community building over hard selling
Create spaces where your audience can connect
Trend 7: AI and Human Balance
While AI is everywhere, the key is to showcase what AI can't replicate - your human touch.
Action steps:
Use AI for productivity but keep your unique voice
Share personal stories AI can't replicate
Create raw, authentic content that feels human
Focus on real connections and experiences
Use AI tools wisely without losing your authenticity
NOTE: people are going to get sick of the old copy and paste from ChatGPT.
Final thoughts
Remember, you don't need to jump on every trend. Start with what feels authentic to your brand and what you can consistently maintain. Test these trends, measure their impact, and adapt them to work for your business.
The key is to find what works for you and your audience while staying true to your brand voice.
Remember: The best content marketing strategy is one you can consistently execute while staying true to your brand voice.