Ones To Watch: Content Marketing Trends 2025

Ask any marketer, and they’ll tell you this industry is changing fast. New technologies, evolving consumer behaviours and ever-increasing competition mean businesses must stay sharp to keep their strategies relevant. In other words, if you’re not keeping up, you’re falling behind. 

But don’t panic; with change comes opportunity. And at Superb Digital, we’re here to help you navigate it. In this guide, we’re breaking down the biggest content marketing trends for 2025. Read on to find out what’s shaping the industry, why it matters and how you can take advantage.

AI and Automation

For better or for worse, the readiness at which large language models and generative technologies are available has seen AI step boldly into the zeitgeist. Within the context of digital marketing, tools like ChatGPT, Jasper and Grammarly are helping businesses to ideate, research, outline and draft pieces in just a fraction of the time.

So, where does AI shine? It’s brilliant for handling the repetitive stuff. Think content ideation, first-draft creation, proofreading and even performance analysis. Tools like Buffer and Hootsuite help optimise social media posting schedules, while platforms like Google Analytics 4 deliver real-time insights to fine-tune your strategy. AI-powered personalisation in email campaigns and product recommendations has also become a staple for businesses looking to connect with audiences at scale.

AI isn’t here to replace you; it’s here to make your life easier. The trick is knowing how to use it effectively. Let these tools handle the mundane tasks – scheduling, drafting, and editing – so you can focus on strategic and creative work.

Of course, always review AI-generated content carefully. Use it as a starting point, but don’t publish it without quality control and a human touch. Remember, your audience connects with your brand’s unique voice. Unless you want to bore them to death, waffly AI rubbish just won’t cut it.

Personalisation

With mountains of generic fluff saturating the internet, it takes more than a half-baked social post to truly connect with your target audience. More than ever, customers and clients expect an experience that is personal to them. Whether it’s tailored product recommendations, emails that feel like they were written just for them, or adaptive landing pages, personalised marketing is how you stand out in a sea of sameness.

Where to start: Focus on first-party data (the stuff your customers willingly share). Be honest about how you’re using it, and make sure every interaction feels meaningful. Segment your audience thoughtfully and let automation do the heavy lifting – but always keep things human. Personalisation should feel like a conversation, not an intrusive sales pitch.

Interactive & Immersive Content: Because Nobody Likes to Be Bored

Let’s face it: attention spans aren’t what they used to be, and scrolling through walls of static content just doesn’t get people excited. Today’s audiences crave content that grabs their attention, pulls them in and lets them engage. 

From online quizzes and polls to augmented reality (AR) experiences, interactive content is all about creating two-way experiences. Instead of passively consuming your message, your audience is actively involved. Immersive formats like augmented reality (AR) and virtual reality (VR) take things even further, letting users visualise, customise or try before they buy. It’s not just engaging – it’s memorable, and that’s what keeps your brand top of mind.

Where to start: You don’t need to be a tech wizard to dive into interactive content. Start small with Instagram or LinkedIn polls, online quizzes or interactive videos. Interactive content gets people to spend more time engaging with your brand and provides you with valuable insights about their preferences. Win-win.

Voice Search: The Future Is Talking Back

“Alexa, where’s the best coffee shop near me?”. While talking to an inanimate object was once a sign of madness, it’s now a familiar sight. Voice search assistants, such as Amazon’s Alexa, Apple’s Siri or Microsoft’s Cortana, are booming and, as we navigate 2025, they’re set to play an even bigger role in how people find what they’re looking for online.

The beauty of voice search lies in its simplicity; it’s conversational, quick and hands-free. But for businesses, this means rethinking how content is created. Voice queries are longer and more conversational than traditional text searches. People ask questions the way they talk, not the way they type. So, instead of focusing on “coffee shop Bristol,” you’ll need to target phrases like, “Where can I find great coffee in Bristol?”.

This presents a huge opportunity for local businesses. Voice assistants love serving up location-based answers, so optimising for local SEO is a must.

Voice search done right: Write your content with natural language in mind; FAQs are a great place to start. Optimise for long-tail, question-based keywords and make sure your Google Business Profile is up-to-date. The more specific and helpful your answers, the more likely your content will be the one Alexa or Siri chooses to share.

Video and Live Streaming

Let’s cut to the chase: video still reigns supreme in 2025. Whether it’s a 15-second Instagram Reel, a TikTok how-to or a live Q&A session on LinkedIn, video content grabs attention in ways that static formats can’t. And in a world of endless scrolling, this sort of pattern interruption is exactly what you need.

Short-form video continues to dominate, with platforms like TikTok, Instagram and YouTube Shorts plugging snappy, bite-sized content. But live streaming is where brands are building real connections. It’s unscripted, it’s authentic and it creates an in-the-moment interaction that audiences love. Whether you’re launching a product, hosting a behind-the-scenes tour or answering customer questions in real-time, live content keeps your brand approachable and relatable.

Getting started: Don’t overthink production quality. Your audience isn’t expecting Hollywood. Rather than worrying about ring lights and drone shots, focus on authenticity, storytelling and consistency. Repurpose your live streams into shorter clips to maximise their lifespan, and use analytics to understand what resonates so you can fine-tune your strategy.

Sustainability

Now more than ever, consumers are more conscious than ever about the brands they support, and they’re not shy about demanding transparency. Whether it’s environmental impact, ethical sourcing or social responsibility, people want to know what your business stands for.

But here’s the catch: saying you care isn’t enough. Audiences are savvy, and anything that smells like greenwashing (all talk, no action) can backfire spectacularly. On the flip side, being honest (even about the areas you’re still improving) goes a long way in building trust and loyalty.

How to get it right: Share your sustainability efforts authentically. Whether it’s reducing packaging waste, supporting local suppliers or donating to a cause, make it part of your content strategy. Show real progress, not perfection. And don’t be afraid to involve your audience – ask for feedback, share challenges and celebrate wins together.

Here at Superb Digital, we pride ourselves on staying ahead of the curve. Our strategies are built to evolve with the latest trends and Google updates, helping our clients not just keep up but lead the way. Whether it’s optimising your SEO campaign, refining your content strategy or embracing new platforms, we’re here to make it happen.

Ready to future-proof your marketing? Book a discovery call today, and let’s take your business to the next level.