19 SEO And Content Marketing Trends To Watch Out For In 2025

What Is a B2B Content Marketing Funnel & How Do I Create One?

SEO Content Marketing (How To Use SEO & Content Marketing Together)

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Picture this: You're a B2B marketer trying to stay ahead. The B2B content marketing funnel is where SEO and content marketing meet to move prospects down the funnel. With 2025 fast approaching, knowing what SEO and content marketing trends to watch out for is crucial. This article will explore the latest trends that will reshape how you approach SEO and content marketing. You’ll learn to leverage these trends to boost your B2B content marketing funnel.

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Why is SEO and Content Marketing Important

Content marketing and SEO go hand in hand. Creating quality content that’s relevant, well-researched, and useful helps the people who read it. It also shows search engines that your brand has the experience, expertise, authority, and trustworthiness to deliver a satisfying search result.

After optimizing your content for searchers’ intent and information needs, apply best practices to choose:

Primary keyword or keyphrase

Semantically related terms

Meta descriptions

Image alt tags

Other details

1. SEO Drives Relevant Traffic to Nurture Content

You don’t write content, so it gets sucked into the black hole of the internet. You write content hoping that some weary readers will find it and come away with giant light bulb moments. They’ll associate those moments with your brand and your expertise. That’s formidable.

Content that doesn’t get read is useless. If you want it to contribute to the success of your marketing, you need people reading it so it can do its job nurturing leads. One of the best ways to ensure the right eyes land on your content? Use SEO tactics to optimize it with keywords your targets are searching for.

68% of all website traffic comes from searches. That means whenever someone opens a browser, they usually start their online session with a search. SEO helps drive the chunk of people who need you to your nurturing content.

2. SEO and Content Boost Visibility and Brand Awareness

Want more people to associate your name with key industry terms? Start showing up consistently in their searches for those terms with SEO.

Even better, start showing up with amazing content that answers their questions and eases their specific pains – the ones only you can solve with what you know and what you sell (or, if you’re a marketer or SEO specialist, what your client knows and sells).

The better you do this, the higher your site and content will show up in results. Ultimately, earning a top 5 spot in organic (non-paid) results in Google promises the best chance people will see and click on your listing.

3. SEO and Content Work Together to Improve the User Experience

SEO and content aren’t just about ranking in a search engine and driving traffic and leads. Together, they also help you provide a better user experience to your audience across your website.

SEO is laden with rules and guidelines that govern:

How your website should be structured and optimized.

How you should approach building pages and content.

How should you link to other sites and your own.

The level of quality you should aim for.

It also prohibits deceptive or manipulative behaviors that aim to trick users or game the ranking system.

Basic Principles of SEO from Google

Following the guidelines for your site and content will not only improve your ranking but also ensure that your audience will have a good experience once they find you, and that contributes to everyone’s goals:

Search engines want users to find what they’re looking for quickly and efficiently and to provide relevant and helpful results.

Brands want prospects who find them on Google to turn into customers eventually, and there’s a better chance of that happening if the brand provides a good user experience, from relevant, useful content to a fast-loading site that is well-structured.

It’s no secret that high-quality content will help your blogs, articles, and even your landing pages and sales pages climb the search rankings. Content quality is, in fact, one of the most essential elements that will influence your SEO success – if not the most important.

Content should be your priority when thinking about SEO. After all, the content on your website:

Determines whether you’re relevant to a user’s search query and whether you’ll add value to their lives or waste their time.

Influences how long they’ll stay on your site (will they read that entire blog? Browse your other content? Look at your “about” page and services/products?).

Should provide evidence that they can trust you.

These are essential signals to send to your prospects, and they all begin and end with your content and its quality.

Content Creation in Digital Marketing

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Why Is Content Marketing Important

Content Marketing in B2B

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Optimized Content Marketing

SEO Content Marketing Strategy

19 SEO and Content Marketing Trends To Watch Out for in 2025

1. Combining SEO and Content Marketing

Integrating SEO with content marketing ensures that superb content is also discoverable. Businesses can achieve broader reach by optimizing blogs, videos, and other materials with relevant keywords and user intent in mind. This synergy drives traffic and fosters engagement by providing valuable and relevant content that aligns with search engine algorithms.

2. AI Overviews

AI Overviews (formerly called Search Generative Experiences) appear above organic rankings in search results. Essentially, they’re AI-generated answers to queries, with information pulled from top-ranking sources across the web.

While only 7% of searches feature AI Overviews, you can expect content tailored toward answer-based questions to see decreased traffic. Why? AI Overviews answer those queries directly in search results, leading to more zero-click searches.

So, how do you boost your website’s visibility in a world where AI results reign supreme? First, target middle-of-funnel content to avoid question-based queries that don’t focus on “what,” “where,” and “how.” Or, you can optimize your top-of-funnel, question-based content for AI results by following these tips:

Optimize for E-E-A-T signals

Answer user search intent

Improve your site’s crawlability

Keep content fresh and relevant

Generate brand authority

3. Optimizing E-E-A-T Signals

As we mentioned, search engines increasingly rely on AI Overviews and summaries. Because of this, optimizing your content’s E-E-A-T signals (Experience, Expertise, Authority, and Trust) will be a top SEO trend in 2025.

Why? Google and AI answer engines like ChatGPT and Gemini are trained to show searchers helpful and trustworthy content, among other factors. So, when boosting your visibility in AI search results or increasing your chances of showing up in answers on AI platforms, optimize your content for E-E-A-T to give your content a fighting chance.

Delivering Trustworthy, Engaging Content

Lean into what Google’s AI Overviews want to deliver — helpful content with unique perspectives that users can trust. Google emphasized its focus on people-first content with its helpful content system, E-E-A-T, and YMYL, and we can deliver on its expectations by producing content that follows SEO best practices while also:

Letting experience vs. the SERPs inform content (in some cases, this might even mean addressing why a frequently-mentioned tip, step, or tool doesn’t work).

It includes videos and/or custom graphics so users can experience the content in a way that works for them.

Incorporating trust signals, like certifications, awards, author biographies, etc., into content or page designs.

So, how do you demonstrate E-E-A-T to Google and AI answer engines? Start with following these best practices:

Answering user search intent and directly addressing other related queries

Letting experience inform your content

Using multimedia to give people options on how to experience your content

Signaling trust and authority (certifications, awards, author bios, case studies, etc.)

3. Increased Traffic to Forums

One of the most significant SEO developments in 2024 is the increased visibility of forums like Reddit and Quora in search results. Google has a spot dedicated to forums in SERPs. Google’s shift to highlighting first-hand information from Internet users on topics of interest has already significantly affected SEO, siphoning search traffic from other organic results, and we expect it to continue to do so in 2025.

In early 2024, we saw a dramatic shift in the SERPs, with Google increasing visibility for forum websites like Reddit and Quora. Since that change was made, we have seen these sites siphon traffic from client results to the extent that Reddit reported a 40% increase in organic search traffic during the year's first half.

To combat this lost search traffic, try boosting your presence on forums through organic posts to better position yourself as a prominent industry voice. Or, consider running ad campaigns on forums your audience spends time on, along with strategic content promotion.

4. YouTube SEO and Video Strategy Optimization

Forum sites aren’t the only ones popping up in SERPs. Today, users are met with relevant YouTube videos in search results, making video optimization and YouTube SEO a major 2025 SEO trend.

We’ve known for years that Google sees value in on-page video, as pages with video generally perform better than pages without video. At the same time, we saw forum websites pop up in the SERPs, and we have also seen more YouTube results.

The Rise of Video Content

We need to double down on video in 2025 with an on-page video strategy and YouTube SEO. Users want to hear directly from a trusted source, which follows the same logic as the increased prominence of forum sites in the SERPs.

A Diversified Content Strategy

Businesses must diversify their content strategies to stay on top of this SEO trend in 2025. Invest in written content and video to set up a one-two strategy that’s poised for long-term success.

Optimizing YouTube for Increased Visibility

Optimize for YouTube SEO to take your video strategy to the next level. Integrate relevant keywords and optimize video titles, tags, thumbnails, and descriptions to boost your YouTube visibility and earn more valuable traffic.

5. Doubling Down on Traditional SEO Strategies

While there are many new and exciting SEO strategies to try in 2025, many traditional strategies still work well and shouldn’t be put on the back burner. We should continue focusing on tried-and-true content strategies, which will drive site performance in 2025.

For example, both B2C and B2B companies continue to succeed with geo-targeted content such as service pages focusing on each of their locations, and ecommerce sites still see the best results when focusing on valuable, short-form category content like FAQs.

Traditional SEO strategies like local and technical optimization and targeted content creation are still incredibly relevant. Strengthening your conventional SEO efforts while integrating new strategies like AI optimization and YouTube SEO can help you build a multifaceted campaign that drives leads from multiple search channels.

6. Zero-Click Searches

The prevalence of AI in search has ushered in an era of zero-click searches, so adapting to this search mentality is one of the biggest SEO trends for the coming year.

To succeed in a zero-click environment, you must create helpful content that puts users first. This means ensuring your content has a zero-click framework. In other words, it should:

Be optimized for featured snippets and relevant keywords

Target FAQs and People Also Ask (PAA) queries

Present information in an organized, easy-to-scan manner

Directly address user search intent.

7. Blogging

Blogging continues to be a powerhouse in content marketing. Its growth reflects the public's unrelenting hunger for valuable information. Businesses position themselves as thought leaders by addressing niche-specific queries while organically driving traffic. Blogs tailored to audience needs improve brand visibility and create connections that build trust and loyalty.

8. Outsourcing Content Creation

The demand for high-quality, diverse content has led to a rise in outsourcing. Professional writers, including ghostwriters, bring expertise and polish to projects like:

Videos

Infographics

E-books

This trend ensures a consistent output of impactful, well-crafted content without overwhelming internal teams.

9. Event Sponsorship

Sponsoring events and projects will be a major trend. By providing resources for community or industry events, brands gain direct access to curated audiences. This strategy fosters goodwill and positions businesses as key players in their field, leveraging event engagement to build deeper connections with potential customers.

10. Community Projects

Community involvement offers a dual benefit: societal impact and brand perception. Initiatives like book drives or free Wi-Fi installation demonstrate corporate social responsibility. Such efforts resonate with audiences, who increasingly favor brands that contribute positively to society.

11. Value-Driven Content

The shift to value-focused content underscores the importance of customer-centric messaging. By prioritizing the audience's well-being over direct product promotion, brands demonstrate empathy and authenticity. This approach strengthens emotional connections and encourages loyalty.

12. Content Diversity

Diversifying content formats allows businesses to engage with a wider audience. Expanding from blogs and emails to include videos, podcasts, and interactive media keeps marketing fresh and caters to different consumption preferences, maximizing reach and impact.

13. Consistent Content Release

Frequent content releases help brands stay top-of-mind in a crowded digital landscape. With audiences exposed to thousands of ads daily, regular, high-quality content ensures sustained visibility and engagement, reinforcing the brand’s presence.

14. From Needs-Driven to Aspirations-Driven Marketing

Targeting aspirations like fulfillment, convenience, and ambition taps into emotional connections with consumers. By aligning marketing strategies with audience dreams and desires rather than pain points, brands create aspirational identities that resonate on a deeper level.

15. Bite-Sized Content

With reduced attention spans, short, impactful content is becoming essential. Infographics, reels, and snappy blog posts grab attention quickly while effectively delivering the core message. Bite-sized content ensures engagement in a fast-paced digital world.

16. Content Audits

Periodic content reviews help refine strategies. Teams can iterate and improve campaigns by analyzing what works and identifying gaps. This reflective approach makes future marketing efforts more data-driven and effective.

17. Increased Professional Engagement

As marketing complexity grows, more brands turn to seasoned professionals for guidance. Expert content marketers bring strategic insights and innovative approaches that elevate campaigns beyond what amateurs can achieve.

18. Human-Focused Content

Authenticity and empathy in content are no longer optional. Consumers want to feel heard and valued by the brands they support. Businesses that genuinely connect with audiences through emotional, relatable language foster deeper relationships and long-term loyalty.

19. Focus on User Experience

A stellar user experience is critical for content effectiveness. Fast, mobile-responsive websites with clear navigation and visually appealing layouts reflect professionalism. Frictionless interfaces—whether for browsing or shopping—enhance satisfaction and prevent potential customer loss.

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B2B Content Marketing Best Practices

1. Reddit Advertising: Your Gateway to Authentic Engagement

With Google's new “forum” tab, Reddit has exploded in popularity. Users are adding “+Reddit” to their searches more than 32 billion times. Reddit’s community-driven discussions provide users with genuine insights about brands and products, making it an ideal platform for advertising. It’s a prime spot for reaching users during their research phases of the buying journey.

2. Forum Marketing: Engaging Communities with Authenticity

Forum marketing isn’t new, but it’s returning thanks to changing algorithms. Posting on Reddit and Quora can help you reach communities of users who engage with others meaningfully. But forum marketing must be done carefully.

Before you dive in, find out where your audience hangs out online. And once you get there, be transparent about who you are and what you represent. People don’t like being marketed to, so focus on providing value by offering helpful insights and answering questions. They’ll come to you when they’re ready to learn more.

3. Playful, Authentic Content: Embrace Your Brand’s True Self

Users want to avoid staged, overly-polished content pushing a product. They want to see brands being true to themselves. So, embrace your brand’s personality and let it shine through in your content. Whether you’re serious or silly, direct or playful, authenticity will always resonate with users.

Social media is becoming a primary search engine for users, especially among Gen Z. Twenty-four percent of consumers prefer social media to find answers to questions, which jumps to 46% for Gen Z users. To capitalize on this trend, optimize your social profiles for search using relevant hashtags, alt text, and keywords. Ensure your captions are engaging and your videos are accessible with subtitles. Above all, maintain an active presence to keep users coming back.

5. Transparency and Ethical AI Use: Keeping it Real with Your Audience

AI is becoming an essential tool for social media marketers, but it’s important to use it ethically. Transparency is key when using AI-generated content. Ensure your audience knows when AI is involved, and always fact-check AI-generated content for accuracy. Use AI as a creative assistant, not a replacement for content creators.

6. Creating “Edutainment” Content: Engaging and Educating Your Audience

Edutainment content is a fun and effective way to educate your audience. It combines entertainment with education by sharing critical information through scenarios, skits, and trending memes. Edutainment content is easily digestible and doesn’t interrupt users’ scrolling like traditional educational content.

5 B2B SEO and Content Marketing Trends

1. Unlocking Insights with Lead-Generating Surveys

Content surveys are emerging as a powerful tool in the B2B content marketing world. By 2025, they’re expected to be a strategic asset for understanding customer preferences, pain points, and expectations.

Think of surveys as a direct line to your target market’s thoughts. When executed thoughtfully, they can generate leads, boost brand awareness, and cement your organization as a thought leader. Use them wisely to gather insights that can shape your content strategy and help you connect more authentically with your audience.

2. The Rise of Podcasting for Thought Leadership

The trend toward remote work and mobile professionals has made podcasts a favorite for consuming information. More B2B companies are investing in podcasts to establish thought leadership, share industry insights, and connect with their audience more intimately.

Podcasting offers a unique opportunity to differentiate your brand and cultivate a loyal following. Consider adding podcasting to your content strategy to engage your audience on the go and elevate your brand’s presence.

3. AI-Powered Personalization: The Future of B2B Content Marketing

Artificial intelligence is revolutionizing content personalization. By 2025, more AI algorithms will analyze user behavior and preferences to deliver highly tailored content experiences. This level of personalization enhances engagement and boosts conversion rates by providing relevant information to prospects at every stage of the buyer’s journey.

As AI technology advances, B2B marketers will have even more opportunities to create personalized content experiences that resonate with their audience.

4. Augmented Reality: A Game-Changer for Product Demos

In the B2B space, where complex products and services require detailed explanations, augmented reality is emerging as a game-changer. By integrating AR into content marketing, businesses can offer immersive product demos that enhance understanding and decision-making for potential buyers. With 43% of customers preferring interactive video to standard forms of video content, it’s clear that buyers want to get to know your brand on their own terms. By leveraging AR, you can give them the control and flexibility they crave.

5. Leveraging LinkedIn for B2B Content Marketing Success

Publishing content on LinkedIn remains a highly effective tool for improving your content marketing strategy. LinkedIn’s expansive professional user base makes it a dynamic platform for showcasing thought leadership, engaging with industry peers, and nurturing valuable connections with other business decision-makers.

As B2B decision-makers increasingly turn to LinkedIn for information and networking, businesses can leverage the platform to establish authority, build trust, and generate leads. With LinkedIn’s robust analytics, you can tailor your content strategy based on real-time engagement data to ensure your messages resonate with your target B2B audience.

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