AFJ Digital

Content marketing felt somewhat lost in 2024 and as we look forward, there’s a lot to think about. Much of that has to do with how technology has changed things, and that plays into my list of content marketing predictions for 2025.

This should not be the only list you look at and I encourage you to look at lists other than my own to get a variety of perspectives. But, these predictions are based on my observations and inklings for what’s to come.

Less Frequent, More Impactful Content

In 2025, there will be more thought and detail going into content versus making it more frequent. People are over their feeds being inundated with constant content and the digital burnout is real with more than half of American workers reporting fatigue and depression from digital burnout.

I will admit that I have been experiencing digital burnout, especially with social media, off and on since 2020, which isn’t a surprise considering nearly half of marketers don’t want to work in social media in the next 2 years. Since then, I’ve tried to limit technology whenever possible, especially social media. The funny thing is when I have taken breaks from social media platforms, even if it’s a few days, my feeds are much better because I check them less frequently.

If marketers want content to stand out next year, it has to be less frequent and more impactful so that it’s worthy of a person’s time.

Authenticity Continues to be Important

I don’t know about you, but it is getting abundantly clear that Gen AI got a lot better in 2024. At times, I find myself floored by some of the things it’s capable of, like speeding up drug development and easily making podcast episodes that sound realistic.

All of us still want a dose of reality, and there are still many instances where we can tell something was written or created by Gen AI (yes, I’m talking about the photos with oddly shaped hands and the articles that use words like ‘transform’ and ‘breakthrough’). But quickly, it’s getting better and we’re feeling a mix of awe and uneasiness about it.

There’s no doubt that AI will be a part of our lives from now on and I like using AI to help with my content marketing, but not everyone loves it and is comfortable with how good it’s getting. With that in mind, I think authentic content will continue to be highly regarded for being personable, relatable, and most importantly, real.

Expand Reach With Real People

I recently talked about social media reach declining and it has only led me to believe that companies need more to expand their audience. The problem is people are constantly sold to and are over it, so if you sell to them, they want to hear from real people who value the product or service.

That doesn’t mean thought leaders and influencers are gone forever, but they will have to do more to build trust, credibility, authenticity, and empathy. The groups with the best shot of doing this well in 2025 are local thought leaders and influencers because they build a sense of community with a smaller, localized audience.

Rise of Email Newsletters

I am seeing more and more thought leaders start their own email newsletters. Again, when social media reach is abysmal, it’s a way to get in front of people that are detoxing from digital. It’s easy to avoid many aspects of the digital world, but not email.

People are also using it as a way to stretch their writing chops and make it more conversational, which creates a community-focused type of communication that builds connection.

Resurgence in Marketing Spend

Companies slowed marketing spend after the pandemic ended, but it will start to change in 2025. Among the B2B marketers with knowledge of their business’ marketing spend, 46% anticipate their content market budget increasing next year.

As a freelance content marketer, I am happy to see this because it’s clear businesses need more help with their written content, and the good news is I have availability for the remainder of 2024 and into 2025.

Contact me if you’re interested in ongoing or project-based content marketing support for blogs, whitepapers, marketing emails and more.