Thoughts on Content Marketing Trends from the Trenches

My thoughts on content marketing trends.

Content marketing isn’t what it was five years ago. It’s not even what it was last year. As a digital marketer and former journalist (who approaches marketing from a storyteller's perspective), I’ve seen the landscape shift dramatically, and it’s only getting more challenging. What worked in the past won’t cut it anymore. Bottom line, it's all about how genuine your storytelling is. No tricks. No gimmicks. No shortcuts. Most importantly, AI isn't the answer.

Here’s where I think things are going—and what content marketing trends brands need to focus on in 2025.

The Death of Generic SEO Content

The Shift: Google’s AI-powered search results are making traditional SEO strategies less effective. Those “What is [insert term]?” articles? They’re now just feeding Google’s AI answers, not driving the right kind of traffic. Bots aren't your audience, and they're certainly not buying your product.

The Fix: I advise brands to focus on unique insights, expert opinions, and first-hand experiences rather than regurgitated information. By prioritizing original content, I’ve helped businesses maintain strong organic traffic despite SEO shifts.

Personal Brands > Corporate Pages

The Shift: Social media algorithms favor personal accounts over business pages. People trust people—not faceless brands.

The Fix: I’ve worked with brands—not only Salesforce, Automation Anywhere, and Salesforce enablement firms but also small business—to turn their CEOs, subject-matter experts, and marketers into content creators. Helping team members build personal brands has led to increased reach, engagement, and credibility.

Video Isn’t Optional Anymore

The Shift: Static content is struggling to compete with short-form video across all platforms, from LinkedIn to Instagram to TikTok.

The Fix: Even without big budgets, I’ve helped brands create low-effort, high-impact video content—behind-the-scenes clips, expert explainers, and quick insights shot on a phone. The result? Increased engagement and stronger connections with their audience.

Gated Content Is on Life Support

The Shift: Audiences are tired of filling out forms for content that turns out to be a glorified sales pitch.

The Fix: I encourage brands to stop hoarding value behind lead-gen forms and instead build trust through freely available, high-quality content. The brands that do this consistently see more organic leads and higher engagement.

Need a Content Strategy That Actually Works?

The best way to stay ahead? Experiment, track performance, and adjust. I continuously test new formats, analyze engagement data, and refine content strategies based on real-world results. What worked last quarter might not work today, and the brands that win are the ones that evolve the fastest.

Content marketing in 2025 is going to be more competitive than ever. AI will generate more content than humans, attention will be harder to earn, and the brands that succeed will be the ones creating content that actually matters.

The question is—are you ready for it?

I help brands stay ahead by crafting content that cuts through the noise. Whether you need expert-driven articles, high-impact social content, or a full-scale content strategy, I’ve got you covered.

Let’s create something worth paying attention to. Get in touch today.

Talk To Dan