As we look ahead to 2025, content marketing is positioned to be more important than ever. In order to help you prepare for the next phase of your marketing strategy, we wanted to share 15 content marketing practices that will be important over the next five years.
1. Create content for an AI audience
In the early days of the internet, websites were designed to appeal to the people who visited them. It wasn’t long before search engines like Google started to dominate the way people found websites.
Now, as we head into 2025, the majority of content is still designed for human consumption, but that’s changing fast. As AI technology becomes more sophisticated, we’re starting to see the rise of AI-powered content.
This doesn’t mean that robots are going to take over the world and start writing all your content for you. But it does mean that we need to start thinking about how we can create content that is optimized for AI as well as humans.
AI-powered content is designed to be read and understood by machines. This means it needs to be structured in a way that makes it easy for AI to process, and it needs to be written in a way that is clear and concise.
In the early days of AI-powered content, this meant creating content that was filled with keywords and structured in a way that made it easy for search engines to process. But as AI technology has evolved, so too has the way we think about creating content for an AI audience.
Now, AI-powered content can be found across a wide range of platforms, from chatbots and virtual assistants to recommendation engines and more. This means that, in addition to search engines like Google, we need to start thinking about how we can create content that is optimized for a wide range of AI-powered platforms.
In 2025, creating content for an AI audience using an AI content creation platform will be more important than ever. As AI technology continues to evolve, so too will the way we think about creating content.
2. Leverage the power of voice search
Voice search is the fastest-growing content marketing trend. In 2019, 20% of all searches were made using voice. By 2020, that number had risen to 35.6%. In 2025, it’s expected to reach 50%.
The rise of voice search is due in part to the increasing popularity of smart speakers like Amazon Echo and Google Home. But it’s also being driven by the fact that voice search is faster and more convenient than typing.
To take advantage of this trend, you need to optimize your content for voice search. That means using natural language, answering questions directly, and using long-tail keywords. For instance, instead of just using keywords like “homes for sale”, you could use more specific phrases like “tiny homes for sale in Washington“. You should also make sure your content is mobile-friendly, as most voice searches are done on mobile devices.
Finally, make sure your content is available on as many platforms as possible. This includes your website, social media, and any other channels where your audience might be searching for information.
3. Make the most of visual and video content
Visual and video content are the most shareable content types, so they’re essential for boosting engagement and reaching new audiences.
In 2025, it’s a given that you should be creating video content for your social media channels and your website. But, you can also use video to enhance your written content.
For example, you could include a video in a blog post that explains a complex concept in more detail. Or, you could create a video series that complements your podcast.
Using video in this way not only allows you to reach a wider audience, but it also gives you the opportunity to repurpose your video content in other ways.
And, don’t forget to create video content specifically for your social media channels. Video is the most engaging content type on social media, so it’s a great way to boost your brand’s visibility and reach new audiences.
4. Personalize content at scale
The most effective content marketing strategies involve personalization. In fact, 86% of the most effective content marketers say that creating content that’s personalized to the individual is a strategy that they use.
But, personalizing content at scale can be a lot of work. That’s where AI comes in. AI can help you analyze data, create customer segments and even write personalized content.
When you use an AI content generator, you can create unique, personalized content for every customer in a fraction of the time it would take to do it manually. This allows you to provide a more personalized experience for your customers, without having to spend a lot of time and resources.
5. Create long-form content
Long-form content is a great way to show your expertise in your industry. It can also help you rank higher in search engine results.
When you create long-form content, you have the opportunity to cover a topic in depth. This can help you attract more traffic to your website, and it can also help you convert more leads.
Long-form content can take many forms, including:
• How-to articles
• Ultimate guides
• White papers
• Case studies
• E-books
• Research reports
• Webinars
• Video series
• Podcasts
No matter what type of long-form content you create, make sure it’s well-researched and provides value to your audience.
6. Use content for lead generation
It’s not enough to create content that attracts potential customers to your site. You also need to use that content to convert them into leads.
To do this, you need to create content that is designed to capture leads. This means that the content should include a call-to-action that encourages the reader to take the next step, such as signing up for your email list or downloading a free resource.
You can also use content to retarget website visitors who don’t convert into leads. Create a custom audience in your ad platform and show them more content that is similar to what they have already viewed.
7. Create content clusters
Content clusters are groups of content that are all about the same topic or theme. They are designed to provide a comprehensive overview of a topic, and they allow you to create a strong internal linking structure on your site.
To create a content cluster, start with a pillar page that provides a broad overview of the topic. Then, create a series of blog posts or articles that dive deeper into specific aspects of the topic. Link each of these subtopics back to the pillar page, and link the pillar page to each of the subtopics.
This will help you to establish your pillar page as the authoritative source on the topic, and it will also help you to improve your site’s SEO and user experience.
8. Focus on quality content
Quality content is not just well-written content. It’s also content that provides value to your audience.
In the past, you could get away with creating a lot of content that was just okay. But now, with so much competition, you need to focus on creating high-quality content that stands out.
This means doing your research and making sure you’re providing accurate information. It also means making sure your content is well-written and free of spelling and grammar errors.
9. Use content to build trust
Trust is essential in business. But in a world where people are bombarded with ads and marketing messages, it can be hard to build.
That’s where content marketing comes in. By creating helpful, informative content, you can show your audience that you know what you’re talking about. Over time, this can help you build trust with them.
When people trust your brand, they’re more likely to buy from you. They’re also more likely to recommend your products and services to their friends and family.
10. Repurpose content
Finally, if you’re looking for a way to save time, repurposing your content is a great option. This is the process of taking a piece of content you’ve already created and turning it into a different format.
For example, you could take a blog post and turn it into a video. Or, you could take a video and turn it into a podcast episode.
Repurposing content is a great way to reach new audiences, and it’s also a great way to get more mileage out of the content you’ve already created.
11. Create content for every stage of the customer journey
Content marketing isn’t just about creating content that drives sales. It’s about creating content that helps you build a relationship with your audience and guide them through the customer journey.
The customer journey is the process a potential customer goes through to become aware of, evaluate, and purchase a new product or service. It’s made up of three main stages: the awareness stage, the consideration stage, and the decision stage.
To create content for the customer journey, you need to understand the different stages and create content that speaks to your audience’s needs at each stage.
12. Use content to boost customer retention
If you want to keep your customers coming back, then you need to give them a reason to do so.
One of the best ways to do that is by creating content that’s designed to keep your existing customers engaged with your brand.
You can do this by creating a loyalty program that rewards your customers for their repeat business. Or, you can create a customer-only content section on your website that’s filled with valuable content that’s only available to your existing customers.
No matter how you choose to do it, the key is to create content that’s designed to keep your existing customers coming back for more.
13. Create interactive content
Text-based content is the most common type of content used in marketing, but there are other options available that can help you stand out and capture your audience’s attention.
Interactive content is a great way to engage your audience and get them to spend more time on your site. This can include things like quizzes, polls, surveys, calculators, and more.
Interactive content can also help you collect valuable data about your audience that you can use to improve your marketing efforts.
For example, you can use a quiz to find out what kind of content your audience is most interested in, or you can use a survey to collect feedback on your products and services.
Best of all, interactive content is often more shareable than other types of content, which can help you increase your reach and grow your audience.
14. Get content in front of the right people
What’s the point of creating great content if it’s only going to be seen by a small fraction of your target audience?
You need to have a plan in place to get your content in front of the right people. There are a few different ways to do this, including social media advertising, influencer marketing, and email marketing.
The key is to identify where your target audience spends their time online, and then create a strategy to get your content in front of them.
15. Use content to tell your brand’s story
Content is an excellent way to tell your brand’s story. You can create content that highlights your brand’s mission, history, values, and more.
For example, you could create a video that tells the story of how your brand got started. Or, you could write a blog post that explains your brand’s mission and why it’s important to you.
Telling your brand’s story through content helps you connect with your audience on a deeper level. It also helps you build brand loyalty and trust.
Conclusion
Content marketing will continue to be a crucial strategy for businesses to engage their audiences and drive key business results. As the industry evolves, content marketers will need to adapt to new trends and technologies to ensure their content stands out and is discoverable by their target audience.
