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Content Marketing Trends: AI, Personalization, and Digital Strategy
[ BLOG ]
Table of contents of the article
In the era of rapid digital transformation, content marketing remains one of the key tools for attracting and retaining audiences. However, technological innovations and changes in consumer behavior are forcing us to reconsider traditional approaches to content creation and distribution.
We are seeing an interesting trend: artificial intelligence is no longer just a buzzword and is becoming a real tool for optimizing content marketing. According to IDC’s Worldwide Artificial Intelligence Spending Guide (October 2023), global investments in AI technologies will reach $300 billion by 2026, with a compound annual growth rate (CAGR) of 21.7%. According to Markets and Markets’ AI in Content Marketing Market study (December 2023), tools related to content generation and analysis account for about 24% of all spending in the AI technology sector.
At the same time, we see a growing demand for personalization and authenticity. Paradoxically, the more technology enters our lives, the stronger the need for “human” content becomes. This creates an interesting balance between automation and personalization that defines the face of modern content marketing.
This year, short video formats, interactive content, and multi-channel distribution strategies are especially important. It is important to remember that technological capabilities are just a tool. The main thing remains the ability to create content that solves real problems for the audience and meets their information needs.
At the same time, we see a growing demand for personalization and authenticity. Paradoxically, the more technology enters our lives, the stronger the need for “human” content becomes. This creates an interesting balance between automation and personalization that defines the face of modern content marketing.
This year, short video formats, interactive content, and multi-channel distribution strategies are especially important. It is important to remember that technological capabilities are just a tool. The main thing remains the ability to create content that solves real problems for the audience and meets their information needs.
Content Personalization
It has long ceased to be just a fashionable trend and has become a necessary element of an effective marketing strategy. However, in the new year, we are seeing a qualitatively new approach to this tool, where personalization is closely intertwined with empathy and a deep understanding of the user experience.
What is the modern understanding of personalization in marketing? First of all, it is the transition from simple audience segmentation to creating a truly individual user experience. Imagine not just dividing the audience into groups by demographic indicators, but creating dynamic profiles that take into account behavioral patterns, preferences, and even the context of interaction with content.
It is interesting to note that personalized content benefits both sides of the marketing interaction. For businesses, this is expressed in specific metrics: increased sales, increased engagement, and increased customer loyalty. For users, this is a more relevant experience of interaction with the brand and a feeling that their needs are truly understood and taken into account.
What is the modern understanding of personalization in marketing? First of all, it is the transition from simple audience segmentation to creating a truly individual user experience. Imagine not just dividing the audience into groups by demographic indicators, but creating dynamic profiles that take into account behavioral patterns, preferences, and even the context of interaction with content.
It is interesting to note that personalized content benefits both sides of the marketing interaction. For businesses, this is expressed in specific metrics: increased sales, increased engagement, and increased customer loyalty. For users, this is a more relevant experience of interaction with the brand and a feeling that their needs are truly understood and taken into account.
Take, for example, personalized remarketing. This is no longer just a reminder of an abandoned cart, but an intelligent system capable of analyzing the reasons for an unfinished purchase and offering relevant solutions. Or consider the work of information portals: the algorithms of Forbes and similar publications have learned to determine the interests of readers so accurately that they can form an individual selection of materials, significantly increasing the time spent on the site.
However, an interesting question arises here: where is the line between useful personalization and obsessive following of the user? In the context of growing concerns about privacy issues, this is becoming especially relevant. Therefore, a modern approach to personalization should be as transparent as possible and give users control over their data.
In technical terms, the implementation of such personalization requires a comprehensive approach: from the correct configuration of analytics systems to the introduction of machine learning to predict user preferences. But the main thing is the ability to turn the collected data into a truly useful user experience of interacting with content.
However, an interesting question arises here: where is the line between useful personalization and obsessive following of the user? In the context of growing concerns about privacy issues, this is becoming especially relevant. Therefore, a modern approach to personalization should be as transparent as possible and give users control over their data.
In technical terms, the implementation of such personalization requires a comprehensive approach: from the correct configuration of analytics systems to the introduction of machine learning to predict user preferences. But the main thing is the ability to turn the collected data into a truly useful user experience of interacting with content.
Ethical & Sustainable Content
In 2025, the ethical aspects of content marketing go far beyond simply following regulatory requirements. With audiences becoming more socially aware and focusing on sustainability, an ethical approach to content creation is becoming a critical factor in brands’ success.
Today’s consumers increasingly base their decisions on brand values. According to research, 71% of consumers are willing to pay more for products from companies that demonstrate a commitment to sustainability and social responsibility. This creates a new context for content strategies, where an ethical approach becomes an integral part of audience communication.
In the context of content personalization, the balance between targeted communication and protecting users’ privacy is especially important. Brands that can create relevant content without unnecessarily invading the audience’s personal space gain a significant competitive advantage.
Key aspects of an ethical approach to content marketing include:
Today’s consumers increasingly base their decisions on brand values. According to research, 71% of consumers are willing to pay more for products from companies that demonstrate a commitment to sustainability and social responsibility. This creates a new context for content strategies, where an ethical approach becomes an integral part of audience communication.
In the context of content personalization, the balance between targeted communication and protecting users’ privacy is especially important. Brands that can create relevant content without unnecessarily invading the audience’s personal space gain a significant competitive advantage.
Key aspects of an ethical approach to content marketing include:
1
Transparency in communication:
- Clear identification of advertising content;
- Openness in matters of data collection and use;
- Reliability of published information.
2
Inclusivity:
- Taking into account the cultural diversity of the audience;
- Accessibility of content for people with disabilities;
- Use of inclusive language.
3
Environmental responsibility:
- Communicating the company's environmental initiatives;
- Promoting sustainable consumption principles;
- Minimizing the digital footprint of content marketing.
The experience of Patagonia is interesting: it integrated the environmental agenda into its content strategy, creating materials not only about products, but also about current environmental issues and ways to solve them. This approach allowed the brand to form a community of like-minded people and strengthen its position in the market.
With the growing influence of artificial intelligence on content creation, the ethical use of these technologies is of particular importance. This includes both transparency in the use of AI and control over the quality and reliability of the generated content.
We are witnessing the formation of a new paradigm of content marketing, where ethical principles and sustainable development are becoming not just additional options, but fundamental elements of the strategy. This trend will only intensify as the social responsibility of business grows and consumer consciousness matures.
With the growing influence of artificial intelligence on content creation, the ethical use of these technologies is of particular importance. This includes both transparency in the use of AI and control over the quality and reliability of the generated content.
We are witnessing the formation of a new paradigm of content marketing, where ethical principles and sustainable development are becoming not just additional options, but fundamental elements of the strategy. This trend will only intensify as the social responsibility of business grows and consumer consciousness matures.
Use of Artificial Intelligence
In content marketing in 2025, we are witnessing a qualitative leap in the application of artificial intelligence. According to research, global investments in AI are showing impressive dynamics: they are projected to grow from $154 billion in 2023 to $300 billion by 2026. The growth in the generative AI segment is especially indicative - 73.3% annually, which is 13 times higher than the growth rate of overall investments in the IT sector.
However, let's look at the situation critically. Despite the impressive capabilities of modern AI systems based on NLP (natural language processing) and NLG (natural language generation) models, they remain tools, not a replacement for human creativity.
What specific advantages does AI provide in content marketing? Let's consider the main areas:
However, let's look at the situation critically. Despite the impressive capabilities of modern AI systems based on NLP (natural language processing) and NLG (natural language generation) models, they remain tools, not a replacement for human creativity.
What specific advantages does AI provide in content marketing? Let's consider the main areas:
1
Automation of routine tasks
In this area, AI really shows impressive results. Systems are capable of generating basic information materials, creating draft texts, analyzing large data sets to identify insights. However, it is important to understand the limits of application: AI is effective in creating standard materials, but is not yet able to replace expert analytics.
In this area, AI really shows impressive results. Systems are capable of generating basic information materials, creating draft texts, analyzing large data sets to identify insights. However, it is important to understand the limits of application: AI is effective in creating standard materials, but is not yet able to replace expert analytics.
2
Personalization and targeting
Machine learning algorithms allow you to analyze user behavior and offer relevant content in real time. This is especially important in the context of increasing competition for audience attention.
Machine learning algorithms allow you to analyze user behavior and offer relevant content in real time. This is especially important in the context of increasing competition for audience attention.
3
Predictive analytics
AI systems can forecast trends and identify potentially successful content formats based on historical data and current audience behavior patterns.
AI systems can forecast trends and identify potentially successful content formats based on historical data and current audience behavior patterns.
It is interesting to note the growing trend towards a hybrid approach: companies are increasingly using AI to generate ideas and create the basic structure of materials, leaving the final revision and expert assessment to humans. This allows for a significant increase in productivity without losing the quality of the content.
At the same time, we are witnessing an interesting paradox: the more advanced AI systems become, the more valuable unique human experience and expertise are. As a result, a new model of work is being formed, where AI acts not as a replacement, but as an amplifier of human capabilities in content creation.
It is worth noting separately the growth of regulation in the field of AI: 127 countries have already developed documents that may form the basis for future legislation in this area. This creates a new context for working with AI technologies, requiring special attention to the ethical aspects and transparency of their use.
At the same time, we are witnessing an interesting paradox: the more advanced AI systems become, the more valuable unique human experience and expertise are. As a result, a new model of work is being formed, where AI acts not as a replacement, but as an amplifier of human capabilities in content creation.
It is worth noting separately the growth of regulation in the field of AI: 127 countries have already developed documents that may form the basis for future legislation in this area. This creates a new context for working with AI technologies, requiring special attention to the ethical aspects and transparency of their use.
Video Content and Its Short Formats
In 2025, we are witnessing another transformation of video formats in content marketing. According to HubSpot's annual State of Marketing Report 2023, short videos show the highest ROI among all content formats, with an average ROI of 30% higher than traditional formats. At the same time, 88% of marketers using short videos plan to increase or maintain their investments in this format. However, it is interesting to note that the video content ecosystem itself is undergoing significant changes.
As for formats, short vertical videos (Shorts, Reels) continue to dominate brand content strategies. And here we are witnessing an interesting phenomenon: platforms are actively developing tools for creating such content, making the production process as accessible as possible even for small teams.
The trend of “humanizing” the brand through video content deserves special attention. An illustrative example is Adobe, which actively uses short videos to talk about its employees and work processes. This approach allows not only to convey corporate values, but also to create a deeper emotional connection with the audience.
It is interesting to note that the effectiveness of short videos does not depend on the business segment - they work equally well in both the B2C and B2B sectors. The key factor for success in video production is not length or technical quality, but the relevance of the content to the target audience and the ability to quickly convey the main idea.
As for formats, short vertical videos (Shorts, Reels) continue to dominate brand content strategies. And here we are witnessing an interesting phenomenon: platforms are actively developing tools for creating such content, making the production process as accessible as possible even for small teams.
The trend of “humanizing” the brand through video content deserves special attention. An illustrative example is Adobe, which actively uses short videos to talk about its employees and work processes. This approach allows not only to convey corporate values, but also to create a deeper emotional connection with the audience.
It is interesting to note that the effectiveness of short videos does not depend on the business segment - they work equally well in both the B2C and B2B sectors. The key factor for success in video production is not length or technical quality, but the relevance of the content to the target audience and the ability to quickly convey the main idea.
In the context of technological development, it is important to mention the growing role of AI-based tools in the creation and optimization of video content. These solutions allow for the automation of many post-production processes, making the creation of high-quality content more accessible to a wide range of marketers.
Statistics show that more than half of marketers plan to increase their budgets for video content production in the near future. This suggests that we are at the beginning of a new wave of video format development in content marketing, where the ability to quickly adapt to changing audience preferences will play a key role.
Statistics show that more than half of marketers plan to increase their budgets for video content production in the near future. This suggests that we are at the beginning of a new wave of video format development in content marketing, where the ability to quickly adapt to changing audience preferences will play a key role.
Live Streaming as an Engagement Tool
In 2025, live streaming has ceased to be just an additional communication channel and has become a powerful content marketing tool for building relationships with the audience. We are witnessing an interesting evolution of this format: from simple broadcasts to complex interactive events with a high level of viewer engagement.
The development of live streaming in the field of e-commerce is especially indicative. Large marketplaces are actively implementing the functionality of live broadcasts directly on their platforms, creating a new format of trade, where the product presentation, communication with the audience and the purchase process occur simultaneously. This significantly shortens the user's path from getting to know the product to making a purchase.
However, the success of live streaming largely depends on the quality of interaction with the audience. We see that the most effective formats include:
The development of live streaming in the field of e-commerce is especially indicative. Large marketplaces are actively implementing the functionality of live broadcasts directly on their platforms, creating a new format of trade, where the product presentation, communication with the audience and the purchase process occur simultaneously. This significantly shortens the user's path from getting to know the product to making a purchase.
However, the success of live streaming largely depends on the quality of interaction with the audience. We see that the most effective formats include:
- Interactive elements (polls, voting);
- Direct communication with experts and brand representatives;
- Special offers for broadcast participants;
- The ability to ask questions in real time.
It is interesting to note that the demands for prompt feedback are constantly growing. Modern users expect instant reactions not only during live broadcasts, but also in comments, messengers and chats on the site. This creates certain challenges for businesses, requiring either significant resources to maintain constant communication or the implementation of smart automation systems.
At the same time, it is important to understand: despite the apparent simplicity of the format, successful live streaming requires careful preparation and a professional approach to organizing broadcasts. Spontaneity and naturalness of interaction should be the result of a well-thought-out strategy, and not a consequence of a lack of planning.
We predict that in the near future, the importance of live streaming as a content marketing tool will continue to grow, especially in the context of the development of augmented reality technologies and improving the quality of the mobile Internet. This opens up new opportunities for brands ready to experiment with formats and actively engage the audience in direct dialogue.
At the same time, it is important to understand: despite the apparent simplicity of the format, successful live streaming requires careful preparation and a professional approach to organizing broadcasts. Spontaneity and naturalness of interaction should be the result of a well-thought-out strategy, and not a consequence of a lack of planning.
We predict that in the near future, the importance of live streaming as a content marketing tool will continue to grow, especially in the context of the development of augmented reality technologies and improving the quality of the mobile Internet. This opens up new opportunities for brands ready to experiment with formats and actively engage the audience in direct dialogue.
Voice Search Optimization
Example of quick answer from Google
According to a 2023 Pew Research Center study of 2,500 respondents in the US, 41% of adults and 55% of teens use voice search daily. These numbers make us think about the need to adapt content strategies for this format right now.
It is interesting to note the fundamental difference between voice and text search: people formulate queries completely differently when they speak rather than type. This creates new challenges for content optimization. For example, if a user might type “restaurant italian center” in a text search, then in a voice search the same query would sound like “where can I find a good italian restaurant downtown?”.
To effectively optimize for voice search, there are several key aspects to consider:
We are seeing an interesting paradox: the more technologically advanced the search becomes, the more “humanity” it requires in preparing content. This creates certain difficulties for automated content generation systems and increases the importance of an expert approach to its creation.
In the context of voice search development, structured data markup and optimization for quick answers (featured snippets) are of particular importance. After all, voice assistants often read out these fragments as answers to user questions.
It is interesting to note the fundamental difference between voice and text search: people formulate queries completely differently when they speak rather than type. This creates new challenges for content optimization. For example, if a user might type “restaurant italian center” in a text search, then in a voice search the same query would sound like “where can I find a good italian restaurant downtown?”.
To effectively optimize for voice search, there are several key aspects to consider:
- Use of natural language. Content should answer questions the way people ask them in real speech. This means moving away from classic keywords to longer phrases and full sentences.
- Use more question-based formats. Normally, the phrase of a voice search is a question and the words used are phrases such as "what", "why", "how", "where", and "when." Hence, you need your content structured in such a way that it addresses those queries right away.
- Local relevance should come first. Many voice searches are about local services; that is why it is important to get content well-optimized for local search queries to be able to effectively capture this audience's attention.
We are seeing an interesting paradox: the more technologically advanced the search becomes, the more “humanity” it requires in preparing content. This creates certain difficulties for automated content generation systems and increases the importance of an expert approach to its creation.
In the context of voice search development, structured data markup and optimization for quick answers (featured snippets) are of particular importance. After all, voice assistants often read out these fragments as answers to user questions.
User-Generated Content (UGC)
In an era of growing distrust of traditional advertising, user-generated content (UGC) is becoming especially valuable. The statistics are impressive: 85% of consumers consider content created by other users to be more credible than materials produced directly by brands. Let's figure out why this is happening and how businesses can effectively use this trend.
We are witnessing an interesting transformation: UGC is no longer just an additional communication channel and is becoming a strategic tool for building trust in a brand. A good example is BMW with their hashtag #BMWRepost, which has collected more than 2.5 million publications. This case demonstrates how a large brand can effectively use the enthusiasm of its customers to create authentic content.
The benefits of UGC for business can be divided into several key aspects:
We are witnessing an interesting transformation: UGC is no longer just an additional communication channel and is becoming a strategic tool for building trust in a brand. A good example is BMW with their hashtag #BMWRepost, which has collected more than 2.5 million publications. This case demonstrates how a large brand can effectively use the enthusiasm of its customers to create authentic content.
The benefits of UGC for business can be divided into several key aspects:
1
Cost-effectiveness
User-generated content significantly reduces the cost of content creation while maintaining a high level of audience engagement.
User-generated content significantly reduces the cost of content creation while maintaining a high level of audience engagement.
2
Increased trust
Real reviews and user stories are perceived as more credible than traditional marketing materials.
Real reviews and user stories are perceived as more credible than traditional marketing materials.
3
Strengthening the community
Actively involving users in content creation builds customer loyalty.
Actively involving users in content creation builds customer loyalty.
Apple's UGC Content Example
However, it is important to understand that a successful UGC strategy requires a systematic approach. It is not enough to simply encourage users to share content - it is necessary to create conditions under which they will be interested in doing so.
Here we see several effective mechanics:
It is interesting to note that high-quality moderation of user content is of particular importance. In the context of growing attention to reputational risks and information security, companies need to find a balance between the authenticity of content and compliance with corporate standards.
At the same time, we are seeing a trend towards deeper integration of UGC into the overall content strategy of brands. User content is no longer an isolated element and is becoming part of a comprehensive approach to building communication with the audience.
Here we see several effective mechanics:
- Contests and challenges with clear rules and attractive prizes;
- Collaborations with micro-influencers;
- Integration of UGC into loyalty programs;
- Creation of special hashtags and thematic campaigns.
It is interesting to note that high-quality moderation of user content is of particular importance. In the context of growing attention to reputational risks and information security, companies need to find a balance between the authenticity of content and compliance with corporate standards.
At the same time, we are seeing a trend towards deeper integration of UGC into the overall content strategy of brands. User content is no longer an isolated element and is becoming part of a comprehensive approach to building communication with the audience.
Interactive Content
In 2025, we will see a quantum leap in the development of interactive content. This trend reflects a fundamental change in user behavior: from passive consumption of information, the audience is moving towards active interaction with content. And here it is especially interesting to trace how technological capabilities intersect with user expectations.
Let's consider the most effective formats of interactive content:
Let's consider the most effective formats of interactive content:
- AR and VR solutions. A good example is the experience of Travel Australia, which launched a series of 360-degree video tours. AR and VR solutions allow users to experience an almost physical presence in the location - from diving with whales to a walk along the SkyPoint Climb observation deck overlooking the Gold Coast.
- Interactive surveys and quizzes. Here we see an interesting trend: such formats not only entertain users, but also provide brands with valuable data about audience preferences. It is important to note that modern users are ready to share information about themselves if they receive a personalized experience in return.
- Product configurators. Particularly effective in segments where visualization of the final result is important. Technologies allow users to experiment with different options and see the result in real time.
It is interesting to note that the effectiveness of interactive content often exceeds traditional formats in key engagement metrics. This can be explained by several factors:
However, it is important to understand that creating high-quality interactive content requires significant resources - both technical and creative. Here we are faced with an interesting paradox: the simpler and more intuitive an interactive element looks for the user, the more difficult its implementation is usually.
In the context of technological development, it is especially important to monitor the balance between innovation and accessibility of content. Even the most impressive interactive solutions should remain understandable and convenient for a wide audience.
- Deeper user immersion in the content;
- Emotional engagement through active participation;
- Personalized interaction experience;
- Instant feedback.
However, it is important to understand that creating high-quality interactive content requires significant resources - both technical and creative. Here we are faced with an interesting paradox: the simpler and more intuitive an interactive element looks for the user, the more difficult its implementation is usually.
In the context of technological development, it is especially important to monitor the balance between innovation and accessibility of content. Even the most impressive interactive solutions should remain understandable and convenient for a wide audience.
Multichannel Content Strategy
A multichannel strategy in content marketing is transforming from a simple presence on different platforms to creating a truly integrated user experience. According to research, customers who interact with a brand through multiple channels generate 70% more revenue than those who use only one channel. This fact forces us to rethink traditional approaches to content distribution.
The key elements of a modern multichannel strategy include:
Data synchronization. We are seeing a growing need for data integration between online and offline touchpoints. This is not just a technical necessity - it is the basis for creating a holistic user experience. Modern CRM systems are becoming a central hub that combines information from various platforms.
Content adaptation. It is interesting to note that simply copying content between channels no longer works. Each platform requires its own approach to presenting information, taking into account the specifics of the platform and the behavioral patterns of its audience.
Communication consistency. In a situation where a user can start interacting with a brand in one channel and continue in another, it is critical to ensure continuity and consistency of communication.
The key elements of a modern multichannel strategy include:
Data synchronization. We are seeing a growing need for data integration between online and offline touchpoints. This is not just a technical necessity - it is the basis for creating a holistic user experience. Modern CRM systems are becoming a central hub that combines information from various platforms.
Content adaptation. It is interesting to note that simply copying content between channels no longer works. Each platform requires its own approach to presenting information, taking into account the specifics of the platform and the behavioral patterns of its audience.
Communication consistency. In a situation where a user can start interacting with a brand in one channel and continue in another, it is critical to ensure continuity and consistency of communication.
The issue of measuring the effectiveness of multi-channel campaigns deserves special attention. Here we face an interesting challenge: the need to evaluate not only the effectiveness of individual channels, but also their synergistic effect. This requires new approaches to analytics and ROI assessment.
In the context of data privacy (especially given Google's refusal to accept third-party cookies by the end of 2024), working with first-party data is of particular importance. Companies need to develop their own systems for collecting data through loyalty programs, website registration, email newsletters, and mobile applications.
We are also seeing the growing role of CDP (Customer Data Platform) systems that allow you to create a single customer profile based on data from various sources. This is critical to ensuring a personalized approach in a multi-channel environment.
It is interesting to note that in 2024, the ability of brands to quickly adapt to changes in audience behavior and the emergence of new communication channels is of particular importance. It is important not only to follow trends, but also to critically evaluate the relevance of each new channel for a specific business.
In the context of data privacy (especially given Google's refusal to accept third-party cookies by the end of 2024), working with first-party data is of particular importance. Companies need to develop their own systems for collecting data through loyalty programs, website registration, email newsletters, and mobile applications.
We are also seeing the growing role of CDP (Customer Data Platform) systems that allow you to create a single customer profile based on data from various sources. This is critical to ensuring a personalized approach in a multi-channel environment.
It is interesting to note that in 2024, the ability of brands to quickly adapt to changes in audience behavior and the emergence of new communication channels is of particular importance. It is important not only to follow trends, but also to critically evaluate the relevance of each new channel for a specific business.
In 2025, we are witnessing an interesting paradox in the development of content marketing: the more technological the process of creating and distributing content becomes, the more the human factor and personalized approach are valued. At the same time, a successful content strategy is increasingly a symbiosis of technological innovations and a deep understanding of the audience's needs.
Having analyzed the key trends, we can highlight several fundamental points for building an effective content strategy:
- The balance between automation and personalization is becoming critical. Artificial intelligence and other technological solutions should enhance, not replace, human expertise.
- Multi-format and adaptability of content are becoming especially important in the context of constantly changing audience preferences.
- The emphasis on creating an authentic user experience through various communication channels is becoming a determining factor for success.
It’s important to see that just copying trends does not ensure success. Each brand needs to tailor wider trends to fit its own goals and crowd. The real power of content marketing is not in the amount of tools or tech used, but in making content that gives true worth to the crowd. For expert assistance, consider connecting with the professionals at WGG Content Marketing Agency.
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