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Content marketing is rapidly innovating and evolving as artificial intelligence has grown beyond a “new” competitive advantage and become closely integrated into editorial workflows.
Content marketers must react quickly, learn to use new tools, and — maintain transparency in the age of AI.
In this article, we’ll cover what new content marketing trends are on the rise and how you can use them to create the type of content that will succeed.
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Here are some top trends for the year and what they mean to your content marketing strategy and approach.
In terms of artificial intelligence in marketing, early adoption has passed. AI is now a standard tool throughout marketing, from helping with workflow and content planning to optimizing content and personalization.
75% of marketers are incorporating AI into their workflow to some extent, according to a 2024 Salesforce State of Marketing Report.
Rather than take over the creative process, AI tools have grown to supplement, support, and encourage collaboration in content marketing.
Predictive SEO is an example of AI innovation for a marketing use case.
Incorporating predictive SEO can boost your content marketing strategy by helping you stay ahead of the competition, with intelligent AI-powered insights.
The Originality.ai Predictive SEO tool is a breakthrough technology that is manipulation-resistant to tactics like keyword stuffing, provides intelligent and accurate AI analysis, and rewards genuine content improvements.
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As of October 2024, Google rolled out AI Overviews to 100 more countries — highlighting that they are becoming an increasingly important part of the search engine.
AI Overviews generally take the top spot on the SERP (search engine results page). Essentially, they are AI-generated summaries designed to provide concise information in response to a user’s search query.
That means optimizing for AI Overviews continues to be a top priority in 2025 and brings us to our next trend, GEO or generative engine optimization.
Next up in content optimization and SERP ranking is generative engine optimization (GEO). Optimizing your content for AI search engines can help your content appear in generative AI search engine responses.
The goal of GEO is different from SEO in that it targets AI-generative engines like ChatGPT search and AI Overviews rather than traditional search engines like Google. The process, results, metrics and strategy differ, too, but building authority and factual accuracy through original content is still key.
As a new approach to getting more people to see your content, it is worth looking into how to get started with GEO.
The term has been everywhere lately, and it’s a complex concept with many moving parts.
Essentially, it means creating experiences that feel personally tailored to each individual user across your audience — like being that perfect party host at a large event that makes everyone feel like a special guest. Today’s consumers increasingly expect this level of personalization.
Brands will continue to create and refine personalized experiences for everyone in the audience using powerful tools: AI, analytics, automated content, segmentation, and real-time content adjustments based on user behavior.
Along with this comes the caveat of balancing consumer data with privacy, which will continue to be something to watch.
Short-form video is still dominating customer engagement and becoming standard across platforms. In 2024, Statista noted that the average social media user in the United States watched 52 minutes of video content each day.
Content marketers should focus on creating engaging video content that can be repurposed across social, web, and video platforms.
Increasingly, effective content means authentic and real-life over highly produced. For instance, real customer experience and behind-the-scenes content instead of scripts.
More brands are making authentic shoppable videos, too, which requires a careful balance and thoughtful integration.
For content marketers, this means putting storytelling at the top and weaving in commerce functions when and where it works in a way that doesn’t disrupt authenticity.
Even with — perhaps because of — AI’s growing presence in everyday life, genuine, human-centric content and emotion-based storytelling are only growing in importance.
Google recommends helpful, reliable content created to benefit people and directing users to concise, in-depth, accurate information designed for an audience (rather than using outdated tactics like keyword stuffing).
Prioritize developing connections with target audiences and transparency, authenticity, and innovative research that adds unique value and perspectives.
One thing is for sure: there is no lack of content competing for your audience’s attention.
Churning out AI-generated copy isn’t going to make your brand stand out. Telling stories that make someone feel something and connect to your brand? That will get you ahead.
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As technological tools advance the capabilities of content marketing and offer assistance for improving everything from workflow to metrics, content marketers have essentially a two-pronged job: find and use the innovative AI tools that support the content creation process and maintain authenticity in the age of AI.
Discover industry-leading tools for your content marketing strategy. Check out Originality.ai’s Predictive SEO Tool, AI Checker, Plagiarism Checker, and Grammar Checker.
Then, learn about the latest in content marketing in our top resources:
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