Short answer: clarity, connection, and consistency.
If you’re wondering what’s actually cutting through the noise in the fast-moving world of content marketing this year, it’s not more content—it’s better content. The kind that builds trust, feels personal, and gets delivered in the right place at the right time.
Yes, AI is helping teams move faster, brainstorm better, and repurpose smarter. But here’s the thing: creativity, relevance, and strategy are still your secret weapons.
Let’s break down what’s trending (and working) in content marketing in 2025:
1. Short-Form Video is King—Again
Short-form video continues to dominate, but the game has changed. It’s no longer about flashy transitions or dancing to trends. The best-performing videos are story-driven, even when they’re only 15 seconds long. Add authentic voiceovers or meaningful captions to keep silent scrollers engaged.
Focus on one clear message per video, and don't forget to make it relatable. People connect with people.
2. Search-First Content
We’ve moved beyond keyword stuffing. In 2025, “search-first content” means starting with intent. Why is someone searching for this topic? What problem are they trying to solve?
Whether it’s a how-to blog, a product page, or a YouTube tutorial, content that answers real questions wins in both rankings and conversions.
Use tools to uncover search intent, then create content that solves, guides, or inspires—not just fills space.
Common Search Query:
“What’s involved in the process of building a new home?”
Search-First Content Created:
Our Process: Building Your Home with Outback Builders
We developed a dedicated landing page designed to directly answer this popular query.
The page:
- Clearly explains each key stage of the home-building journey
- Uses helpful visuals and clear headings to break down information
- Includes strong calls to action to guide visitors toward their next step
- This content not only improves search visibility but also builds trust with potential clients by making the process transparent and easy to understand.
3. Niche, Not Noise
Going broad is out. Going deep is in.
The most successful brands are leaning into niche topics that matter to their exact audience. They’re not trying to speak to everyone—they’re focused on serving a specific group really well.
This “niche, not noise” approach builds authority, earns trust, and drives high-converting traffic because it’s highly relevant and valuable.
Become the go-to for one thing your audience deeply cares about. Own your niche.
Yoga / Pilates Niche
Saltbush Stretch is a standout example of the power of niching down. Em knows her audience inside and out—and she’s tailored every part of her business to serve them.
Authentic, down-to-earth, and deeply relatable, Em creates content that resonates. She tackles real topics that matter to her community, building strong connections through honesty and insight.
By embracing her niche, Em has built trust, positioned herself as a true expert, and cultivated a loyal, engaged audience.
4. Human + AI = Dream Team
AI is helping content creators work smarter—drafting outlines, rewriting posts, and even generating visuals. But the best content in 2025 still sounds human. It reflects experience, emotion, and a strong point of view.
Use AI for support, but let a real person bring the heart, nuance, and storytelling to your content.
5. Repurpose or Get Left Behind
Creating fresh content is great—but smart marketers know that one great idea can become dozens of pieces of content across platforms.
A single blog post can be turned into Instagram carousels, email campaigns, TikTok clips, LinkedIn posts, podcast episodes, and more.
Build a content engine that starts with one strong idea, then multiplies it. It's not about doing more—it’s about doing more with less.
Farm Safety Press Ad
In April, CRF were featured in The Land with a powerful farm safety ad spotlighting their Super Bin and Chaser Bin. The piece highlighted how CRF are revolutionising Australian agriculture with their commitment to safer, smarter farming through innovative equipment design.
- We repurposed this one press ad into:
- An email marketing campaign
- Website blog post
- Multiple posts on social media
Content marketing in 2025 isn’t about chasing every trend. It’s about showing up clearly, consistently, and in a way that genuinely connects. Prioritise quality over quantity. Be strategic, stay personal, and let your message matter.
