What Does a Strong Content Marketing Strategy Look Like in 2025/26?

What are the trends and techniques that are hitting now – and what are the tactics to let go of? 

Content marketing has evolved significantly over the years, and as we move through 2025, the landscape looks more dynamic than ever. But many tactics that once delivered results have become obsolete, while new trends and best practices are shaping how brands engage with their audiences. 

So if you’re looking to refine your strategy for the rest of the year and beyond, understanding what works (and what doesn’t) is crucial. Let’s explore the key components of a strong content marketing strategy in 2025/26…

Tactics That No Longer Work

As content marketing has matured, certain approaches that were once effective have lost their impact. Here are some outdated tactics to wave goodbye to… 

1. Keyword Stuffing and Over-Optimisation

We shouldn’t need to say it, but it’s amazing how many people are still guilty of this one! Why? Because Google’s algorithms have become far more sophisticated, with AI-driven search capabilities prioritising natural, user-friendly content. 

Stuffing your content with excessive keywords in an attempt to rank higher – or shoehorning inhuman-sounding copy around contrived search phrases – is not only unlikely to perform badly search-wise and turn off your users. It could even lead to penalties.

2. Thin, Low-Value Content

Gone are the days when churning out short, generic blog posts could drive traffic. Search engines and users now demand in-depth, high-quality content that genuinely solves problems and provides value.

3. Clickbait and Sensationalism

While eye-catching headlines may attract clicks, misleading content will damage trust. Attention harvesting is a losing game – in 2025, user engagement and retention are more important than just generating one-off clicks.

4. One-Size-Fits-All Content

Generic content that doesn’t cater to specific audience segments won’t cut it any more either. Personalisation and hyper-relevance are key to effective engagement.

5. Ignoring Video and Audio Content

Relying solely on text-based content is a mistake. Video, podcasts, and interactive media have taken centre stage, and brands that fail to diversify their formats risk losing audience engagement.

Key Trends and Best Practices for 2025/26

So much for the tactics to avoid. What should businesses be focusing on to succeed in content marketing this year instead? Here’s our pick of the key strategies and best practices shaping the content landscape today… 

1. AI-Driven Content Creation and Optimisation

AI is playing an increasingly critical role in content marketing, from automating research and keyword analysis to generating content ideas and even producing drafts. However, human oversight remains essential to ensure authenticity, creativity, and brand alignment.

2. E-E-A-T (Experience, Expertise, Authority, Trustworthiness)

Google’s emphasis on E-E-A-T continues to grow, meaning that brands must demonstrate deep expertise and credibility in their content. Author bylines, citing reputable sources, and creating long-form, well-researched content are key to success. Quality over quantity every time! 

3. Conversational and Voice Search Optimisation

With more users relying on voice search, optimising for natural language queries is essential. Content should be structured in a way that answers questions directly and succinctly.

4. Interactive and Immersive Content

Static content is no longer enough to capture and hold attention on its own. Interactive quizzes, polls, augmented reality (AR) experiences and even AI-driven chatbots that provide personalised content recommendations are gaining more and more traction.

5. Video-First Content Strategy

Video continues to dominate the internet. Short-form video platforms like TikTok, Instagram Reels and YouTube Shorts will go on making video an essential part of any content strategy. Live streaming and video-based storytelling are also proving highly effective in building audience engagement.

6. Content for the ‘Zero-Click’ Era

With Google providing more direct answers in search results, brands must optimise content for featured snippets, knowledge panels, and other direct–answer SERP features. Providing valuable information within the search results itself can enhance brand visibility and authority.

7. Sustainability and Ethical Storytelling

Consumers are more conscious than ever about the brands they support. Content that highlights transparency, ethical business practices, brand purpose and sustainability efforts can help build trust and loyalty.

8. Community-Driven Content

Engagement is shifting from just broadcasting messages to fostering genuine conversations. User-generated content (UGC), community forums, and interactive social media discussions will play a bigger role in content marketing success.

9. Long-Form and Evergreen Content with Depth

While short-form content is essential, long-form, in-depth pieces still have their place – especially for SEO. Comprehensive, regularly-updated guides, case studies and well-researched reports help establish authority and provide long-term value – they are the content gifts that keep on giving!

10. Omnichannel Content Distribution

Sweat those assets! If done right, a single piece of content can be repurposed and distributed across multiple platforms. Look to email marketing, social media, video and even offline channels to slice and dice your content pieces to maximise reach and engagement.

Crafting Your 2025/26 Content Strategy

What does your content marketing strategy need to look like if you’re to stay ahead of the curve in 2025/26? 

In a nutshell, you need to be taking a strategic and responsive approach to content marketing. Here’s how to craft a winning strategy:

Set Clear Goals:

Same as always – define what success looks like, whether that’s brand awareness, lead generation, engagement or conversions.

Know Your Audience:

Leverage data and AI insights to understand audience preferences, pain points and behaviours.

Prioritise Quality Over Quantity:

A few high-value pieces will outperform a slew of thin, me-too content items.

Diversify Content Formats:

Combine and repurpose blog posts, videos, podcasts, interactive content for maximum impact.

Optimise for Search and Social:

Ensure content is structured for SEO while being shareable and engaging on social platforms.

Leverage AI and Automation:

Use AI tools for research, content generation, and personalisation, but maintain a human touch.

Measure, Analyse, and Adapt:

Regularly review performance data and refine your strategy based on insights.

Fancy a chat?

A strong content marketing strategy in 2025 is about more than just publishing content – it’s about delivering value, fostering engagement and keeping on top of digital trends. By focusing on quality, leveraging AI intelligently, and embracing diverse content formats, brands can build lasting relationships with their audience and achieve sustainable growth.

Are you ready to refine your content marketing strategy for the months ahead, talk to our expert team – we’d be delighted to share some thoughts to help you navigate the ever-changing digital landscape and craft a winning approach tailored to your business goals.