The end of the year is fast approaching, so it’s the perfect time to start planning your content marketing strategy for 2025!
The rise of Artificial Intelligence (AI) technology has made it easier and quicker to create content than ever. However, this coincides with 58% of marketers believing their content is simply “okay”.
When your content is generated en-masse or created to fulfil a quota, it won’t be engaging or inspiring for your audience.
To stand out in an increasingly crowded market, B2B businesses need to make high-quality, value-packed content an essential part of their 2025 marketing strategy.
We’re expecting to see several shifts in the types of content that are popular for B2B businesses next year: from micro-content to video-first strategies and AI-powered hyper-personalisation.
Here are the top 2025 B2B content marketing trends to help you remain competitive and relevant in your industry.
Trend 1: Micro-content for quick consumption
The sheer volume of content out there means we now live in a world of information overload.
It is estimated that you have about 8 seconds to grab a customer’s attention. To maximise this opportunity, mico-content will become an increasingly popular strategy in 2025.
Micro-content is written, image, or video-based content that can be digested in between 10 and 60 seconds. As it is so short, you should only cover one key point or learning within each piece.
Your micro-content shouldn’t necessarily tell the whole story. Instead, view it as an introduction to a topic, your products, or services.
By providing value in bite-sized chunks, you can quickly build trust and establish yourself as an expert in the eyes of your customers. If your micro-content is engaging enough, your prospect will want to learn more.
Micro content like a video mini-course is a highly effective lead-generation tool for 2025.
Creating a series of short engaging videos will grab customers’ attention, and provide them with quick, tangible advice they can action at their own pace.
Video mini-courses are also infinitely scalable, and can be re-purposed from existing long-form content, making them very low-effort to set up.
You could even use the initial insights from a mini-course to test the waters before launching a paid-for course that goes into more depth.
With ScoreApp, you can create high-converting landing pages for video mini-courses in minutes. We have dozens of ready-to-use, customisable, and fully mobile-responsive landing page templates that you can build to:
- Highlight the benefits of your mini-course
- Feature testimonials or social proof
- Include a simple opt-in form to capture lead information seamlessly
You can then integrate ScoreApp with email platforms such as Hubspot, Mailerlite and Mailchimp, so you can follow up with everyone who signs up for your video mini-course with tailored recommendations and offers to increase conversion rates.
- Key benefits: Micro-content engages audiences through short, digestible snippets of information that get to the point quickly.
- Examples: Value-packed bite-sized content could include infographics, quick tips, carousel posts, or video clips to use across your social media channels.
- Best practices: Create content that addresses specific pain points in easily shareable formats. Here are some of our favourite mini-course examples to get you started.
Trend 2: Immersive experiences with AR & VR
When you think of augmented reality (AR) and virtual reality (VR) technology, you might imagine an ultra-high-tech company or gaming environment.
However, this style of immersive technology is opening up new ways for businesses across all industries to meaningfully connect with their customers.
It is predicted that by 2030, the global VR market will be worth $435 billion. Brands willing to be early investors in this technology to create consumer experiences have an amazing opportunity to stand out in their industry.
Product demonstrations are a common use of AR, and property companies will use it to provide virtual show-rounds to prospective buyers and renters.
Companies are also increasingly using the technology to create immersive shopping experiences. For example, IKEA uses AR to show customers how furniture will look in their own homes, so they have confidence in their purchasing decision before they check out.
In 2025, VR will be used more frequently to create immersive brand experiences, such as virtual opportunities to visit business headquarters, interact with staff, and attend exclusive events.
- Key benefits: AR and VR provide an engaging and memorable experience for customers, helping brands stand out and convey complex information in an interactive way.
- Examples: AR-based product demos, virtual tours of facilities, and VR events.
- Best practices: Complex B2B product or service businesses can use AR or VR technology to create immersive customer demonstrations.
Trend 3: Interactive white papers
Static, downloadable whitepapers are slowly becoming a thing of the past. Across the board, the trend is clear: customers respond far better to interactive resources.
Interactive content generates 53% more engagement than your typical, run-of-the-mill content. There’s a reason why lead generation quizzes are so popular!
Surveys show that 87% of marketers believe that interactive content in any format is better at capturing audience attention than static content.
How many PDF white papers have you downloaded in the past – and how much do you remember about them?
Interactive white papers, on the other hand, require active participation. Even if this is as simple as clicking a button to move to the next section, directly engaging with your content makes it more likely that people will understand and retain what they are learning about.
For example, if you run a financial planning business, you could include a personal finances calculator in your white paper that helps people calculate how much money they need to retire.
And of course, a great way of making your whitepaper more interactive is to add a quiz!
Multiple choice, true or false, or fill-in-the-blank questions can give you valuable data on people’s interests and needs, which you can use for personalised follow-up and to refine your entire content marketing strategy.
- Key benefits: Interactive content increases reader engagement, offers a personalised experience, and gathers data insights.
- Examples: White papers with clickable content, quizzes, embedded videos, or customisable sections.
- Best practices: Design interactive white papers that help guide the reader through making a purchasing decision. Then, follow up with a special offer or discount code to improve your chances of conversion.
Trend 4: Video-first content strategies
According to the Content Marketing Institute’s annual report, video content produced the best results for B2B marketers in 2024.
Considering that 90% of businesses already use video in their overall digital marketing strategy, it’s safe to assume that pivoting to a video-first strategy will be top of mind for many B2B businesses in 2025.
Videos help you to demonstrate complex ideas in an accessible format, deliver value, and develop a personal relationship with every prospective client.
Examples of B2B video content can include:
- Short explainer videos
- Product recommendations
- Live webinars
- Q&A sessions
- Case studies
- Product demonstrations
- Tutorials
Don’t forget to get your customers involved in your video content.
Research has shown that 43% of customers prefer User-Generated Content (UGC) to videos made by a brand.
Hearing directly from your customers about how your product or service solved a problem for them is seen as more trustworthy than polished company videos. Make sure your video content strategy includes a mix of both.
Video streaming will make up 91% of global internet traffic by 2025. Therefore, video content – such as video mini-courses – will be one of the most effective ways to generate high-quality leads for your business.
With ScoreApp, taking a video-first approach to your content marketing strategy couldn’t be easier.
You can easily embed videos into the landing and results pages of your lead generation quiz and share videos in your email marketing journey as people move through your customer journey.
- Key benefits: Video content is engaging, versatile, and well-suited to demonstrate complex ideas.
- Examples: Customer testimonial videos, explainer videos, product demos, and Q&A sessions.
- Best practices: Invest in high-quality video production equipment and create a mix of live, recorded, and short-form videos.
Trend 5: Personalised Content at Scale Using AI
Finally, personalised marketing has become increasingly popular over the past few years.
90% of businesses are already using AI-driven personalisation to grow their business. In 2025, Artificial Intelligence will enable you to deliver hyper-personalised experiences at scale.
Personalised marketing has evolved beyond including someone’s first name in an email. With some tools, you can create live personalised content experiences.
If you track user interactions across all platforms, you can use AI tools to adjust messages automatically.
For example, if you run an e-commerce store and a customer makes a purchase, you can use AI tools to show similar products the next time they visit your website to encourage cross-selling opportunities.
Salesforce uses AI automation to change email content (such as special offers and product recommendations) in real-time based on each person’s behaviour and preferences.
Remember to stay consistent with your personalised marketing efforts.
If you make the effort to personalise an initial message and then default to sending the same content to every prospect, you will lose their interest and potential sales opportunities.
ScoreApp has been utilising AI to personalise the experience of every lead since the beginning. The very nature of an interactive quiz is that the results are hyper-personalised and based on each person’s responses to your questions.
You can then take AI personalisation to the next level by scoring your leads and adding them to relevant nurture sequences, where you can reference their situation directly, recommend further content, and provide exclusive special offers.
The result?
Every prospect who completes your quiz will build a trusted relationship with your company – before they’ve even spoken to your sales team!
- Key benefits: Increased engagement, relevance, and conversion potential, as content is tailored to individual needs or interests.
- Examples: AI-curated content recommendations, personalised email campaigns, or dynamic website content.
- Best practices: Leverage AI-driven tools to automatically enhance personalisation without sacrificing scalability.
Use ScoreApp to improve your content marketing conversions in 2025
Although the methods and channels will evolve in 2025, the purpose of content marketing remains the same: providing an engaging individual experience for every customer so there is only one choice when they are ready to purchase.
ScoreApp’s intuitive quiz software helps you maximise these new trends, obtain high-quality leads, and close more sales by:
- Using AI to automate personalised customer experiences
- Building trust through value-based interactive content
- Leveraging the power of video marketing so you can create mini-courses with ease
- Collecting and analysing granular data, insights, and feedback to refine your content marketing strategy
Discover how ScoreApp can enhance your content marketing in 2025 when you try our quiz software for FREE.
