A. Guttmann
Research Lead covering media
Content marketing – statistics & facts
Content marketing in 2025 is all about balance. Given the advances in artificial intelligence (AI), striking this equilibrium between an authentic, human touch, and a drive for efficiency with the latest technological resources appears to be a challenge. However, a 2024 survey found that approximately two-thirds of industry leaders believe using AI for content creation can help bridge resource gaps, while marketers still prioritize human stories. Moreover, creating impactful content is also about keeping loyal customers and drawing in new ones. Modern strategies ultimately need to reflect both current trends and what people genuinely care about.
Rethinking content marketing in the age of AI
With AI solutions hitting their stride, few creative sectors are poised for such a dramatic shift as content marketing, where technology and imagination are being fused to redefine how brands engage audiences and tell their stories. Just under half of marketing and media leaders from the same 2024 study reported using AI tools a few times per week or daily for writing or generating social media content. And when it comes to budgets, marketing and media leaders revealed that just over one-third of respondents are not paying for AI tools used in content-related tasks. This highlights a clear divide between professionals exploring free or budget-friendly AI tools and those making larger investments in advanced solutions, prompting an open question: How do these different approaches impact results in content marketing?Content marketing in business-to-business (B2B)
In the B2B sector, the vast majority of content marketers were already leveraging GenAI by 2024, according to one report. Building on this embrace of new technology, budgets are expected to grow in 2025, with nearly half of industry experts projecting increases. These anticipated budget hikes underscore the ongoing significance of content for brand awareness, lead generation, and audience engagement. As companies adapt, they are eyeing relevant trends and making targeted investments to amplify the impact of their content marketing efforts. Among the latest trends, video content is poised to receive the largest uptick in funding, with two-thirds of B2B marketers planning to invest more in this format. Notably, nearly three-quarters identified short-form video as delivering the highest return on investment in a late 2024 survey.
