A new era in content marketing: trends to watch in 2025
Brands are redefining engagement through tailored audience experiences and bespoke content that lifts them above the competition.
Have you ever been to a dinner party where every detail feels tailored to you: the music, the food, the company, the conversation? It’s not just enjoyable – it’s downright memorable!
This is the level of thoughtful connection that forward-thinking marketing content teams are aiming to deliver as they navigate 2025. The marketing landscape is evolving beyond generic campaigns and mass messaging toward strategies rooted in authenticity and meaningful engagement.
At the heart of this shift lies thought leadership. But to nurture relationships that drive growth, marketing must be personalised, transparent, and relevant. In a world saturated with information, and increasingly shaped by AI, content will only stand out if it truly resonates with and engages its audience.
Below, we explore some of the emerging trends shaping content marketing in 2025 and how firms can leverage them to remain competitive.
1. Building communities through curated events
Face-to-face gatherings have long been a cornerstone of marketing and client engagement – perhaps valued now more than ever after the Covid pandemic reminded us of the importance of human connection. What’s gaining traction are curated events, as firms increasingly recognise the power of creating smaller, more cohesive groups to foster deeper interactions.
Unlike large-scale gatherings, these targeted experiences – be it a roundtable, workshop, or summit – foster more meaningful client engagement by catering to the needs and interests of a specific audience. They are a particularly impactful channel for content marketing, offering an opportunity to build relationships and gather valuable insights directly from clients.
Berlin Global Dialogue’s annual summits provide an excellent example of a format that facilitates such in-depth conversations. Participants are seated strategically to encourage dialogue and the event features sessions that vary in openness from being live-streamed, to the Chatham House Rule, and invitation only.
These smaller, closed events also allow participants to be more open in a multipolar world where saying the “wrong” thing can rebound very quickly.
2. Provenance: trusting the source
The rise of AI-generated content has dramatically increased scrutiny of online content. Provenance – the ability to trace the origin or source of something – is becoming a critical factor in maintaining audience trust.
A study by Forbes Advisor found that more than 75% of consumers worry about misinformation from AI-generated content, reflecting a clear need to champion transparency and expertise. In industries like healthcare and finance, credibility is non-negotiable.
Content authored by verified professionals is no longer optional – it is essential. So too, is the need to trace the ultimate source and veracity of underlying data points.
Firms that adhere to the maxim that “knowledge is power” are also withholding content from the public domain and the AI chatbots, which suck it up. Instead, they see an advantage in serving their clients with bespoke thought leadership that delivers fresh insights through primary data and interviews.
3. Aligning leadership with brand values
In today’s era of heightened engagement comes a requirement for greater transparency. Public audiences are increasingly scrutinising the C-Suite, seeking authenticity and alignment with the principles their companies champion.
Executives are no longer confined to boardrooms; they must be the frontline ambassadors of their firm’s values. Unsurprisingly, LinkedIn is the most popular platform for CEOs, with 68% of Fortune 100 CEOs having active profiles on it.
While most executives post once or twice a month, top performers are adding content five times a month, humanising their firm and creating a stronger connection with their audiences through consistent communication.
4. Analytics: a missed opportunity for many
Personalisation has shifted from a marketing trend to a baseline expectation. According to Salesforce’s sixth annual State of the Connected Customer Report, 80% of customers now consider the experience a firm provides to be as important as its products and services.
In this respect, leveraging analytics to craft tailored messaging can offer significant returns. Spotify’s annual “Wrapped” campaign is a masterclass in using data to delight customers. By analysing user behaviour, Spotify doesn’t just showcase listener habits; it creates a shareable, highly personalised experience that feels like a gift to its users.
Despite the clear advantages, many firms are still missing the mark. The 2024 Edelman-LinkedIn B2B Thought Leadership Impact Report reveals a striking gap: nearly 40% of organisations lack any processes for measuring the effectiveness of their content strategies. This oversight highlights a critical vulnerability.
For the opportunity not only lies in personalising content but also embedding metrics-driven processes to evaluate impact. By combining segmentation, behavioural insights, and continuous performance assessments, firms can create content that is relevant and demonstrably impactful.
5. Podcasts: a new chapter in brand storytelling
Podcasts have been growing in popularity in recent years and are becoming a vital tool in the content marketing arsenal. By offering the opportunity to connect with audiences on a personal level, they allow firms to engage at depth and delve into complex industry topics, creating an ongoing dialogue
Their growing popularity is undeniable. In a recent report, Statista noted that global listeners have doubled over the past five years to 546.7 million in 2024, while global advertising spending is expected to hit $4.46 billion in 2025.
The intimate nature of podcasts also creates a space for storytelling that feels less transactional and more conversational. Listeners often develop a sense of trust with the hosts, making podcasts an ideal channel for building long-term relationships. By integrating this format into a broader content strategy, firms can reach new audiences and deepen connections with existing ones.
6. Video shorts: an untapped opportunity for LinkedIn marketing
Short-form video is increasingly recognised as a powerful medium for capturing attention, even in today’s fast-paced digital landscape. While platforms like TikTok, Instagram Reels, and YouTube Shorts dominate the headlines, LinkedIn remains an underutilised space for professional video content that drives meaningful engagement among decision-makers and industry peers.
As a result, while video content, overall, is projected to account for 82% of all internet traffic by the end of 2025, only 8% of large businesses have fully embraced short-form videos in their marketing strategies. This disparity reveals a significant opportunity for firms to stand out by creating concise, high-impact videos tailored to LinkedIn’s professional audience.
Video shorts can distil complex ideas – like breaking down a new product, sharing leadership perspectives, or summarising industry trends – into easily digestible, visually engaging content. However, the challenge lies in crafting these videos with relevance and clarity. Unlike the humour-driven success of consumer brands like Duolingo on TikTok, LinkedIn video content thrives when it delivers actionable insights and builds credibility.
Authenticity as a competitive edge
In 2025, the brands that thrive will be those that master the art of understanding what their audiences want – personalisation, authenticity, innovation and insights that provide real value. Whether it is through curated events that foster meaningful connections and dialogue; leadership that truly embodies and demonstrates corporate values; or data-driven content that illuminates new trends, success will come to those that take the time to stand out from the crowd.
The challenge and the solution are clear: design content strategies as carefully as that perfect dinner party, creating experiences that are not only memorable for your guests on the night but remain lodged in their memories for long after. In this evolving landscape, will your efforts stand out, or will you be left waiting for that reciprocal invite?