A client of mine said this to me the other day. They're seeing the shifts in the content industry, watching their blog traffic drop, and re-evaluating their entire content program.
If you're going through this too, and you'd like some suggestions for tactics that work in 2025, here's what I'm seeing other high-performing content teams doing:
1. SEO plus
Teams that have been getting great results from SEO are...still doing SEO, but with a bit more of an edge. I haven't been asked to do a fluffy TOFU piece in ages. Instead, we're:
- Shifting from "how to" to "how I", drawing on expert interviews and real case studies
- Layering in useful artefacts - think DIY AI prompts, templates, formulas, and checklists
2. Podcast + newsletter
Several of my clients are going all in on editorial, magaziney newsletters based on high-quality podcast content.
Again, leaning into expertise and unique insight, and away from ChatGPT-could-have-written-this.
3. LinkedIn content
I'm also seeing brands dropping the blog altogether and shifting to LinkedIn (plus a newsletter).
This could look like ghostwriting brain dumps from the founder and/or senior execs.
Or it could look like training employees to start building their own personal brands. (This is actually possible, despite what you might think - I've actually managed to make this happen before. But you will someone to help get employees over the LinkedIn-ugh hump :)
4. Research reports
One of my clients is going big on research reports. Not the usual data dump, but data plus SME interviews plus actionable advice that makes the reader look smart in their next meeting.
Side note: Not only did our latest report drive major pipeline, it also got us a brand partnership with a household name. They liked our report so much, they wanted us to write one with them, using our same data alongside some of theirs to tell a new story. I'd love to see more clients using existing assets to nab more co-marketing opportunities like this.
Hope this is helpful!
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PS. I feel like I should add:
I help clients do ALL of these things. While I'm actually pretty booked up right now, I could make space for the right opportunity in Q3. And I'm always happy to chat content even if you don't need help right now.
Hit me up!
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