Marketers have said it for years: content is king. But in 2025, that crown comes with conditions. In a world of endless posts, shrinking attention spans, and AI-generated everything, the real challenge isn’t just creating content – it’s creating connection.
What The Marketing Forecast told us
We spoke to over 200 marketing leaders for The Marketing Forecast 2025. Here’s what they told us about content that cuts through:
- 56% said case studies and success stories are the most valuable content formats
- 45% prioritise trend analysis and market forecasts
- 47% rated webinars and live Q&As as their go-to
- Emotional, human-led stories are more powerful than polished perfection
That tells us something important: people want real. Real insight. Real stories. Real value.
The human touch still wins
While AI is helping to scale production, marketing leaders agree: content still needs a human spark. It’s the relatable, honest, slightly imperfect pieces that build trust and land well.
Whether it’s a customer story, a behind-the-scenes video, or a data-led trend breakdown, content that puts the audience first and feels authentic is what delivers.
What marketers need to focus on now
- Lead with connection – What does your audience really care about?
- Experiment with format – From calculators to podcasts, variety works.
- Repurpose with purpose – Breathe new life into old content by reframing it.
- Stay focused – Don’t try to do everything. Pick your strengths and double down.
The takeaway?
Good content isn’t about what you want to say. It’s about what your audience actually values. And when you get that right? That’s when content becomes more than marketing – it becomes momentum.
