Content marketing in 2025: AI, SEO, and the rise of video

Content marketing and SEO are in a constant state of change. They're transforming at lightning speed, thanks to the rise of generative AI and AI overviews.

But what does that really mean for marketers? How can you adapt and thrive in this new era? That's exactly what we're here to explore. The Aimtal team dove into the latest trends in B2B content marketing and SEO to uncover the challenges and opportunities that AI presents. We'll dissect the growing importance of video content, analyze the shift toward channel-specific strategies, and arm you with the knowledge you need to succeed going into 2025. 

AI: Marketing disruptor or enabler?

The marketing world is buzzing about AI. And for good reason. A recent study by SAS, in collaboration with Coleman Parkes Research, revealed that 65% of marketing executives are actively experimenting with generative AI. Clearly, marketers see the potential of AI to revolutionize their strategies. But it's not all smooth sailing.

AI's influence on search, specifically through AI-powered overviews (AIOs) like Google's Search Generative Experience (SGE), has sparked concerns about declining website traffic. These overviews, which provide concise AI-generated summaries of topics, often reduce the need for users to click through to websites for basic information. 

But hold on, what exactly is the difference between Generative AI in Search and AI-generated content?

• Generative AI in Search (SGE and AI Overviews): Think of this as AI stepping into the role of a librarian. It sifts through the vast library of information known as the internet and presents you with a neatly summarized answer to your question, often without you having to click on any specific website. This is what SGE and AIOs do. They aim to provide quick, comprehensive answers at the top of the search results page.
  
  
• AI-Generated Content: This is where AI takes on the role of a writer, generating different types of written and visual content such as blog posts, articles, or even social media updates. While it can be a helpful tool to help marketers kickstart their creative process, it raises concerns about authenticity and the potential for misinformation.

Adding fuel to the fire, Search Engine Journal conducted a survey revealing that marketers believe Generative AI in Search (SGE) will be the biggest disruptor to SEO performance in the coming years, followed closely by AI-generated content. 

The zero-click challenge and why video is your secret weapon in the age of AI

"Zero-click content" is a term coined by Amanda Natividad at SparkToro, and it's shaking up the content marketing world. Essentially, it means that users can find the information they need directly on platforms like Google and YouTube, without ever clicking through to a separate page or website. This idea applies to organic social content as well; platform-native content that offers valuable insights without the need to click a CTA link are often rewarded on social media algorithms. While this presents a challenge for marketers who rely on website traffic, it also highlights the growing importance of creating valuable content that thrives within these platforms.

Kevin Indig's research, featured in Search Engine Journal, dives deep into this zero-click world. His findings, based on a massive 44-gigabyte dataset, reveal that AI overviews often pull information from sources like YouTube and LinkedIn. This means that people are increasingly getting their information directly from these platforms, not necessarily your website.

So, what's a marketer to do? The answer lies in a strategic shift. Instead of solely focusing on driving traffic to your website, you need to create content that provides value within the platforms where your audience hangs out. And guess what? Video plays a massive role in this new approach.

YouTube is a search engine giant in its own right. Nielsen's research shows that YouTube's user engagement even surpasses giants like NBC Universal and Netflix! But it's not just about views. Video has an incredible power to evoke emotions, creating a deeper connection with your audience. And when people are emotionally invested, they stick around longer. When it comes to webpages, embedding videos can enhance the SEO performance throughout your website as well by keeping your audience engaged for longer periods of time. Longer dwell times signal to search engines like Google that your content is valuable, boosting your rankings.

WyzOwl's latest report confirms this, with a whopping 86% of marketers reporting that video marketing drives traffic to their website. Video is no longer a nice-to-have; it's a must-have. It's a core component of any successful content strategy in 2024 and beyond.

Diversifying your content and mastering YouTube SEO

While blog posts still hold value, it's crucial to diversify your content formats to cater to different audience preferences and platform algorithms. Think beyond the written word and explore the vast potential of video. Explainer videos, product demos, webinars, interviews – the possibilities are endless. Video offers a dynamic way to engage audiences and deliver information in a compelling and memorable way. 

The key is to align the chosen format with your specific goals and target audience. A product demo might be perfect for showcasing features and benefits, while a webinar allows you to dive deep into complex topics, fostering interaction and knowledge sharing.

And don't forget about YouTube! As the world's second-largest search engine, YouTube demands a dedicated SEO strategy. Here's how to optimize your video content for YouTube success:

• Optimized video titles and descriptions: Craft clear, concise titles that accurately reflect your video's content while incorporating relevant keywords. Use the description field to provide a more detailed overview, including links to related resources and calls to action.
  
• Video tags: Utilize relevant keywords as tags to help YouTube's algorithm understand your video's topic and categorize it appropriately.
  
• Leveraging video chapters: Break down your videos into logical segments using YouTube's chapter feature. This not only improves user experience but also allows for more targeted keyword optimization within each chapter title, increasing the chances of your video appearing in diverse search results.
  
• Transcripts for accessibility and SEO: Provide transcripts for your videos to make them accessible to a wider audience, including those with hearing impairments. Transcripts also offer additional textual content for search engines to crawl, further enhancing your video's searchability.
  
  

By diversifying your content formats and mastering YouTube SEO, you can create a dynamic content ecosystem that engages your audience across various platforms and drives meaningful results.

Why in-depth content and video are your 2025 power plays

In the ever-evolving digital world, where AI overviews provide quick answers to simple queries, marketers need to shift their content strategies to focus on creating in-depth, complex content that addresses niche audience needs. But that's not all. 2025 is the year to double down on video. This two-pronged approach not only helps recoup traffic loss from AI overviews but also establishes your brand as a trusted resource and attracts organic traffic across multiple channels. 

The goal is to provide content that goes beyond surface-level explanations. This strategy aligns with the prediction of Ben Steele, Managing Editor at Search Engine Journal, who anticipates an "increased demand for verifiably human content about deeper and more complex topics." To achieve this, consider the following:

• Understand your audience: Conduct thorough audience research to identify their challenges, needs, and the complex questions they seek answers to. Utilize tools like SparkToro and your CRM data to analyze audience behavior and identify content gaps.
  
• Go deep, not broad: Focus on creating comprehensive, insightful content that delves into niche topics, providing more value than a quick answer from an AI overview. This could involve detailed guides, case studies, white papers, or research reports.
  
• Prioritize quality over quantity: Focus on creating high-quality, in-depth content that addresses specific audience needs rather than producing a large volume of surface-level content.
  
• Humanize your content: Infuse your content with personality and authenticity. Share personal experiences, insights, and unique perspectives to differentiate your content from AI-generated responses.
  
• Cross-channel promotion: Promote your in-depth content across relevant channels to ensure it reaches your target audience. Leverage social media, email marketing, and other channels to drive traffic to your website.
  
• Integrate video for a richer experience: Incorporate video content into your content marketing strategy to enhance your efforts and create a richer experience for your audience. Use video to boost your rankings on YouTube, embed videos in blog posts to increase engagement, and repurpose video content across various platforms.
  
  

Remember, the ultimate goal of content marketing is to provide the most helpful, relevant, and actionable information to your target audience. By incorporating video into your strategy and creating niche, complex content that answers your audience’s complex questions, you can attract organic traffic while  also establishing your brand as a trusted resource in your industry.

Embracing the future of content marketing

The world of content marketing and SEO is a whirlwind of change. It's dynamic, it's ever-evolving, and at times, downright confusing. But to truly thrive in this exciting new era, we need to adapt.

Embrace the power of AI, but don't lose sight of the human touch. Prioritize video content that captivates and connects. And remember that each platform has its own unique rhythm – adapt your content to dance to its beat.

Leverage the incredible capabilities of AI, but never underestimate the power of genuine human connection. Because in the end, it's the stories we tell and the emotions we evoke that truly resonate with our audience.

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