Expert content marketing predictions for 2025

In 2025, the strategies that define effective content marketing are shifting to prioritise authenticity, relatability, and precision. From adapting to AI-driven search algorithms to leveraging the expanded reach of bloggers across social media platforms, these expert predictions offer valuable insights into the future of content marketing.

De-influencing

“I predict the trend of de-influencing will take off, people no longer want to see the unattainable, we want more realistic, relatable content and I think this will be reflected in the types of influencers brands work with and ultimately the content they create.” – Sarah Boyd, Content Marketing Manager

In 2025 brands are expected to pivot toward creating authentic content that truly resonates with their target audiences, rather than depending solely on influencer partnerships, predicts Sarah Boyd, Content Marketing Manager. This aligns with the growing prominence of micro-influencers, and employee-generated content.

Developing campaign concepts that take adapting consumer values into account can not only further drive engagement and brand reach, but can also establish a sense of community among consumers and increased trust in the brand. For instance, brands can implement campaigns that encourage users to share their experiences through reviews on third-party platforms or Google, and to voice their opinions on social media, sparking conversations and generating authentic user-generated content. Additionally, campaigns that highlight employee perspectives and expertise can humanise the brand, showcasing the people behind the products and building deeper connections with consumers.

Through promoting authenticity, brands can amplify their reach and build credibility, further reinforcing the move toward authenticity in digital marketing.

Micro and nano influencer growth

“Collaborations with micro and nano influencers will grow as consumers search out authentic connections and more relatable content” – Emily Clark, Content Marketing Executive

As an extension to Sarah’s prediction above, Emily Clark, Content Marketing Executive, predicts that we will see a shift toward micro and nano-influencers, whose smaller but highly engaged audiences allow brands to target specific demographics with precision. These influencers are celebrated for their strong relationships with their followers, Emily states. With relationships built on trust and authenticity, micro and nano influencer endorsements are more credible and effective in shaping purchasing decisions.

Instead of budgeting for one huge influencer, in 2025 brands should partner with multiple micro/nano influencers for their campaigns, allowing them to tap into a wider variety of niche markets and communities. Partnering with micro and nano-influencers offers a cost-effective alternative to collaborations with macro-influencers, making it an appealing strategy for brands of all sizes.

Rise of AI increases importance of authentic human content

“With AI ultimately here to stay and continuing to grow at a fast rate, such as the rise of deep fake influencers and AI generated content, it is more important than ever to create content that resonates with audiences, discusses topics that have an emotional impact and are authentically human. This will be the only way to break through the noise.” – Isabella Meerdink, Content Marketing & Social Media Executive

As AI-generated content becomes increasingly prevalent, the value of human-created content is rising. Isabella Meerdink, Content Marketing & Social Media Executive, notes that human content offers unique perspectives, genuine emotions, and creative expression that stand out and resonate with audiences in ways AI-generated content cannot replicate (yet).

Consumers are placing a higher value on authenticity and transparency, making human-generated content a powerful tool for building trust and loyalty through genuine insights and experiences. Prioritising human ideas, contributions, and content in creative campaigns ensures that the reliable, authentic touch that audiences crave is captured and maintained.

Content optimisation for AI searches

“There will be a shift towards optimising content for AI-generated answers and search summaries” – Nicola Bodington, Senior Content Marketing Executive

The rise of AI-powered search engines is driving a transformation in content creation, Nicola Bodington, Senior Content Marketing Executive, predicts. To stay ahead, content creators must adapt their keyword optimisation strategies to cater to AI, focusing on natural language, semantic keywords, and user intent to enhance relevance and discoverability.

Nicola adds that campaigns should be creative enough to peak the interest of journalists to secure coverage in reputable publications, as these sources are more likely to be featured in AI-generated overviews. Addressing commonly asked questions and everyday topics within content created for campaigns is an additional way to boost visibility in AI search results, as these queries are frequently incorporated into AI-generated responses.

Bloggers expand to social media

“I predict that content marketing will increasingly leverage social media as bloggers expand their influence and presence across different platforms. This will lead to subsequently expanding their reach to larger audiences and have an impact on content marketing campaigns” – Nicola Glancey, Content Executive

Bloggers are increasingly leveraging social media to expand their influence and connect with larger audiences. Nicola Glancey, Content Executive, predicts that diversifying platforms such as TikTok, Instagram, and YouTube allows bloggers to engage with varied audiences and increase their visibility.

To further support this multi-platform approach, in 2025 brands should use their creativity to develop campaigns where content can be used in a versatile manner, and adapted across various channels. This will appeal to bloggers and influencers who are expanding their networks to include additional channels such as social media, as they will be able to repurpose this content across platforms, maximising their reach and engagement.

These strategies not only amplify reach but also enhance the effectiveness of content marketing campaigns by creating meaningful connections with audiences.

Press releases are out, expert commentary is in!

“People want to know what the experts have to say, there is less focus on a full press release now and more agencies are shifting towards providing expert comments to fit into a piece.” – Sarah Boyd, Content Marketing Manager

The traditional press release is losing its strength in the content marketing landscape, Sarah Boyd, Content Marketing Manager observes. Instead, the demand for expert commentary and insights is on the rise, as both brands and publishers recognise the value of authoritative voices in establishing credibility and building trust with their target audience.

Echoing Nicola Bodington’s insights above, aligning content marketing campaigns with trending topics and contributing expert commentary can capture journalists’ attention and secure valuable media coverage. Proactively identifying opportunities to offer expert opinions on relevant and newsworthy subjects, gives brands the opportunity to strategically position themselves as industry thought leaders and enhance their authority and visibility.