B2B Content Marketing in 2025: Everything You Need To Know

With the takeover of ChatGPT and the never-ending Google updates, it might seem like it’s impossible to keep up with the world of content marketing in 2025. 

A staggering amount of content is published every day – around 7.5 million blog posts and 3.7 million new videos. Add to that an avalanche of content from AI, and you have to work harder than ever in 2025 to not only get eyes on your content but to convert from it. 

So, how do you not only keep up but stay ahead?

We’ve been creating content for the best part of the last decade – and we’ve evolved our own, and our client’s strategies to reflect what’s happening in the wider content world.

So, what does content marketing look like in 2025?

We’re diving into seven things you should focus on going into the new year to ensure your content keeps growing. 

Number 1: have a clear call-to-action

What’s the next step?

What do you want your future customers to do after reading, listening, or watching your content?

There’s a bit of a myth that if you just deliver amazing content, packed with value your customers will somehow find a way to work with you. 

And yes, great content will help you attract (or repel) your ideal customer – but you still have to be super clear about the next step. We’ve seen far too much content that is packed full of value, and then it just sort of fizzles out towards the end. 

Don’t let that be you…

You need to be more blatant with the next step. It doesn’t matter whether it’s a blog, video or social media, there should be a clear call to action so that people know what to do next. 

A great next step is a more exclusive piece of content like a webinar, masterclass or quiz, as it allows you to deliver more value before introducing your products and services and very clearly telling them how to buy. 

Number 2: create face-to-face content 

A wise man once said, “We’re all in the business of trust”. 

That man was Marcus Sheridan, one of the most prolific content marketers of our time and we couldn’t agree more. Here’s the thing – if people don’t know you (or feel like they do), then they won’t trust you. 

So you have to give them some kind of face-to-face human interaction in your content.

How can you do this?

One thing we’ve been successfully doing with clients is leading people from high-level, value-based content to something where they actually get to see you live and ask questions (ie. a webinar or masterclass). 

It’s a great way to scale content that feels one-to-one and face-to-face and allows potential customers to really get to know you. They learn directly from you, understand who you are and what you stand for and can really put a face to the name. 

In an age of faceless AI content, really lean into the fact that you are unique, and create truly exceptional content that stands out. It’s an incredibly successful strategy to get people to buy from you – it’s the essence of know, like and trust. 

Number 3: create a content dumping ground

As a business owner, you’ve probably got a tonne of ideas, experiences and stories that come up in day-to-day life, and it’s a great idea to have a place to share these with a relevant audience. 

Lots of our clients are really prolific tweeters, posting five to ten times a day with things that happen. Maybe they have an interesting client call, think of an interesting question, spot something in the economy or just anything really that is happening in the world that will be of interest to their target audiences. 

This is amazing for a couple of reasons. Firstly, it’s incredible for a team like Jammy Digital, as it gives us a tonne of content to repurpose into videos, blogs, social posts and carousels – all from a tweet that takes thirty seconds. We can then take over the rest and make sure that the sentiment is seen and shared everywhere across multiple touchpoints. 

It’s also a great way to test what content resonates with your audience before you put time and effort into creating more long-form content. Throw everything at the wall and see what sticks – it’s a great way to get everything out your head and into the world. 

It doesn’t have to be Twitter, you might use LinkedIn, Threads, Instagram or TikTok – whatever your preferred media is it doesn’t matter it’s just about getting your ideas out into the world. 

Number 4: test your content

“You need to post on a Wednesday at 5:02 pm on Instagram”

A few years ago, the internet was inundated with content about the exact time, day and place for the most successful content. But this failed to take into account the nuances in individual audiences – there is no “one size fits all” approach when it comes to content, you need to figure out what works for you.

When posting for a client on YouTube, we don’t just post at 3 pm and call it a day. We post at different times of the day, constantly changing things up to see what works. This is the mindset that you need to adopt when it comes to content. 

Plus, you need to lose the perfectionist mindset and know that some things will work and some things won’t – getting content out there to see what works is important. You can then constantly analyse and refine different concepts, hooks and formats to see what works best for your audience. 

Don’t wait for things to be perfect – test times and test formats and you’ll see your content improve much more quickly than if you try to make it perfect before hitting publish.

Find out how to create and scale authority content here

Number 5: invest in your personal brand

You are what makes your business, and your ideas unique. The face behind the name is an essential part of your success, which is why we recommend face-to-face content.

So, in 2025 focussing on getting yourself out there and building your personal brand, will massively help with your content and growing your business. 

Think about what other content your potential customers consume and try to associate yourself with it  – get on podcast interviews, be featured in media and try to win awards – anything that will give you the edge over someone else over a competitor. 

Why?

Content is more competitive than ever with the introduction of AI, so search results will focus on the people and brands that have more authority. If someone types a question into Google or ChatGPT having a bigger media presence signals that you are trustworthy, and makes it more likely you will show up in results. 

So, it’s really important to get yourself out there and build your own reputation, helping to drive organic traffic to your website to your products and services.

Number 6: update your content 

If you’ve ever had a viral post, you’ll know the rush that accompanies the influx of likes and comments. With every single one, you get a little dopamine hit that you’ll try and replicate over and over with the same kind of content. 

And it makes sense! If something works, then, of course, you’ll try to recreate the magic with similar content that has previously resonated with your audience.

But, the law of diminishing returns states that if you keep posting the same thing over and over, eventually, people will get used to it and stop engaging in the same way. It will become stale, white noise that people scroll past. 

This means that you can never relax when it comes to content. You need to constantly analyse and innovate. And when there is a dip in engagement you may need to change things up, you can’t bet on the same thing working long-term especially when it comes to social media. 

Number 7: embrace spontaneity

Lots of people think they have to have an uber-fancy and professional set-up to start creating content. And yes, sometimes a super polished piece of content can work wonders. But never underestimate the spontaneous, off-the-cuff content that is filled with passion. 

Some of our clients’ best-performing content is when they’ve just got to get an idea out of their head, and they have filmed a video or gone live on their phone sitting in their stationary car. It’s raw and authentic, and you can usually sense the excitement in the content. 

It’s relatable, and if you start doing it regularly, you will notice that people really engage with and love it, and it fosters connection. 

How to stay on top of your content marketing in 2025

Things are moving fast! Faster than ever thanks to the influx of AI in content, but there is still massive potential when it comes to content marketing if you do it right. 

Content can still deliver leads and sales, but you’ve got to keep innovating and put your expertise and personal brand at the centre of it. 

But, you’ve got a million other hats to wear, and content marketing might not be the one you specialise in. So if it’s not something you want to focus on, and need help taking your content marketing to the next level in 2025 then get in touch.