The 2025 content marketing trends (and what I tell my clients to do about them)
TL;DR: The SEMrush 2025 Content Marketing Trends study shows that AI is everywhere (but humans still need to add the magic), short-form video continues to dominate, SEO must adapt to AI-driven search, diversifying channels protects you from algorithm changes, quality content beats quantity, and personalisation goes far deeper than just adding someone’s name. My advice? Use AI as your assistant, repurpose into video, format for snippets, grow your email list, publish fewer but better blogs, and tailor your content to where your customer is on their journey.
Every year, SEMrush releases its Content Marketing Trends report and it’s always worth digging into if you want to stay ahead of the curve. This year’s study analysed over 1,500 marketers and thousands of high-performing pieces of content to uncover what’s working now (and what isn’t).
You can read SEMrush’s full study here: Top Content Marketing Trends Study.
I’ve summarised the main takeaways for you, and added my own thoughts from working day in, day out with small business owners who are trying to juggle marketing with everything else.
AI-powered content is everywhere (but humans still win)
What the study says
SEMrush found that 67% of marketers are already using AI in their content creation process. AI is most helpful when used for brainstorming, research, and creating outlines. But when it comes to actually writing content that sounds authentic, human expertise still leads the way.
My opinion
I use AI myself (I’d be silly not to), but it’s never the finished product. When I work with clients, I see AI being most useful for sparking ideas when you’re staring at a blank page. It’s a great brainstorming buddy. But you can always tell when something is 100% AI-generated - it feels flat, vague, and doesn’t sound like you.
What I suggest you do
Use AI for first drafts, outlines, or brainstorming, not for final copy.
Always edit outputs so they sound like you. Add stories, examples, and quirks.
Create an “AI playbook” for your business: when to use it, how to edit it, and who gives final approval.
Short-form video is still climbing
What the study says
Platforms like TikTok, Instagram Reels, and YouTube Shorts continue to dominate engagement. Short, snackable videos often outperform blogs and long-form posts in terms of reach.
My opinion
For small business owners, video can feel intimidating, but it doesn’t have to be. I often suggest to clients that they repurpose what they’ve already created. Wrote a blog? Pull out three key points and make them into short videos. Answered a client question in an email? That’s a script for a 30-second reel.
What I suggest you do
Don’t reinvent the wheel. Repurpose your blogs, FAQs, or social posts into videos.
Keep videos short: 30–60 seconds is plenty.
Focus on “one tip, one takeaway” per video.
Post regularly, even if it’s just once a week. Consistency beats fancy production.
SEO and AI search: a new balancing act
What the study says
Traditional SEO isn’t going away, but the SEMrush report points out that snippets and AI-driven results are becoming just as important. Clear, structured content with headings and concise answers is more likely to be picked up by search engines and AI assistants.
My opinion
This is exactly what I tell my clients: write like a human, but format like a pro. Strong headings, short paragraphs, and direct answers don’t just make life easier for readers, they also make it easier for AI and Google to “understand” your content.
What I suggest you do
Use strong, descriptive headings (H2/H3) that read like mini questions and answers.
Add short FAQ sections to blogs and service pages.
Keep paragraphs short (2–3 sentences max).
Write so it’s easy-to-understand - if your grandma wouldn’t get it, rewrite it.
Diversify your channels to ride out algorithm shocks
What the study says
SEMrush highlights that 2024–25 brought big organic traffic swings as Google rolled out AI Overviews and multiple core updates. Their recommendation: don’t rely on a single source like Google. Spread your effort across channels (LinkedIn, YouTube, newsletters) and build a subscriber base you own.
My opinion
I see this first-hand with small businesses: when one tap turns off (hello, disappearing SERP clicks), the ones who stay steady are those with a healthy email list, regular LinkedIn activity, and content repurposed into short videos.
What I suggest you do
Grow an email list (with a lead magnet and visible sign-ups).
Repurpose one piece of content into 2–3 formats weekly (post + video + email).
Choose one “searchable” platform (like YouTube) to support long-term visibility.
Update your Google Business Profile regularly if you’re local.
Quality beats quantity (again)
What the study says
High-performing content isn’t about pumping out endless posts. SEMrush found the best results came from fewer, higher-quality pieces that thoroughly answer audience questions.
My opinion
I can’t tell you how many clients feel pressure to publish daily because they’ve read somewhere that “consistency is key.” Consistency matters, yes, but quality trumps volume every single time.
What I suggest you do
Aim for one high-quality blog or resource a month.
Make it comprehensive. Aim to answer your customer’s top questions.
Refresh older posts instead of starting from scratch every time.
Focus on evergreen topics that keep working for you year after year.
Blogs tick many content strategy boxes. You can explore my blogs about blogs (!) by clicking through this link.
Personalisation is more than a name tag
What the study says
Marketers report stronger results when they personalise content. But it’s not just about inserting someone’s name into an email, it’s about tailoring the message to the customer’s stage of the journey.
My opinion
This is where smaller businesses have an advantage. You actually know your clients. You know what questions they ask before they buy, the worries they share with you, and the goals they want to achieve.
What I suggest you do
Map out your customer journey: new visitor → considering → ready to buy.
Create at least one piece of content for each stage.
Personalise by scenario, not just name: “What to know before…” vs. “How to choose the right…”
Use email segmentation if you can, even with simple tags like “new” vs. “existing” customers.
Final thoughts
The SEMrush Content Marketing Trends study shows that while tools and platforms evolve, the basics stay the same: clarity, connection, and quality will always come out on top.
In my experience, the businesses that thrive online are the ones that don’t try to do everything.
Instead, they focus on a few strategies they can do well: creating helpful content, showing up where their audience hangs out, and keeping their unique voice consistent across everything.
You can read SEMrush’s full study here: Top Content Marketing Trends Study.
