Content Marketing Trends for 2025

It goes without saying the biggest content marketing trend discussion is around AI and the chatter doesn’t seem to be dying down. Beyond this unavoidable hot topic there are other content marketing trends that are influencing marketer’s decisions – sometimes it’s a totally new platform, other times it’s an algorithm change that causes the shift. 

This blog aims to share what content marketing trends we’ve observed in recent months that agencies and in-house marketers should be baking into those 2025 strategies. 

What is content marketing?

Content marketing is about sharing expertise in a variety of formats. Blogs, emails and videos are some of the most popular examples of content marketing, with businesses using them to share thought leadership and raise brand awareness.

The right platform ensures your ads are seen by the people most likely to convert.

Blogs need regular maintenance

As we’ve discussed before, Google’s updates are forcing companies to think differently about blog content. More than ever, blogs need to be informative, provide original insight on a topic, and align with the latest SEO requirements – just for them to even be seen! 

Historically, the thought process has been to create a new blog every time a topic is discussed. The approach should be to refresh and rework existing blogs, building on existing content to avoid keyword cannibalisation and help content remain a useful, up-to-date asset. 

Don’t gatekeep ebooks 

Although long-form content is still popular, the new Google algorithm penalises gated content. There needs to be a change in mindset about the value an ebook provides as well as other gated content. 

The contact form-fill, lead generator approach to ebooks isn’t going to be as successful in 2025. Instead, businesses should be sending ebooks as part of email campaigns, moving them further down the marketing funnel as part of a longer nurture process.

Advertising isn’t going anywhere 

Despite the rumours, commercial content will likely continue to do well when deployed in a strategic way. Pay-to-play could be the easier route for brands to cut through the noise when long-term brand building isn’t a possibility. 

We always advise clients to think carefully about their ad spend and to use it alongside organic and earned content – there’s no use bombarding people with ads only for them to be disappointed with the lack of information when they reach the website.

LinkedIn values videos

All platforms are prioritising video but the format can feel scary – and expensive – for businesses. Despite what some might say, the phone camera is more than good enough to create a short video to promote your business on social media. It’s no surprise that LinkedIn has now added video as a dedicated tab to its navigation bar.

It doesn’t have to be a Hollywood-level production – a video demonstrating your expertise is a good place to start. 

Here’s a recent example from our Account Manager Richard chatting about Google’s introduction of ads to AI Overviews.  

Keep it short, informative and try to have fun with it. This type of content thrives on LinkedIn because people want to see and watch real people like them, so the algorithm drives this desire forward.

This doesn’t mean professional video isn’t valuable – YouTube continues to grow as a platform for professional, long-form video content – but social media is all about being authentic and helpful.

Newsletters are the fashionable format 

You’re likely subscribed to a few Substacks from your favourite creators. Long-form opinion pieces are having a moment, but how does this translate to business content marketing? 

People like to connect with the faces behind the brand, especially in the age of AI. The focus should be on sharing expertise, rather than selling.

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How businesses should respond to content marketing trends

Our advice for content marketing is to remember that B2B marketing is not the same as B2C marketing. 

It’s important to think about what actually works for your audience, your current and future customers, and not be too swayed by trends. Jumping on the bandwagon just so you don’t get left behind could cause more harm than good. 

That doesn’t mean you shouldn’t move with the times and routinely reevaluate your content marketing plan. 

At Bamboo we’re always ahead of the latest industry trends to help businesses devise the best content marketing approach for them. We’ve taken our time to understand AI’s impact, explored the latest LinkedIn changes and demystified the Google algorithm.

If you’re interested in discussing how content marketing could work for your business, get in touch or follow us on LinkedIn for our latest musings.