What's working and what's next in content marketing?

Just a week after writing about my initial challenges with the term “content”, this week is all about, well, content marketing.

What’s working and what’s next in content marketing?

If you’ve been following for a while, you’ve likely seen me share some of the various sources of inspiration and information, and talk about how critical these are to my work as a strategist.

One of those sources is the Globe Content Studio’s annual Tactics & Takeaways report. Every year, they take a broader look at content categories ranging from lifestyle and travel to finance, focusing not on fleeting microtrends but on enduring transformations.

For the last 2 years, I’ve had the chance to attend the launch of this report at the beautiful Globe and Mail Centre in Toronto, which I’ve thoroughly enjoyed. Ahead of the 2025 event coming up next month, which will be my third (really love this stuff), I reviewed this year’s report.

Teaching Social Media Marketing again at Humber and teaching courses within the Advertising program at OCAD University, you know I’ll also be going through the report with my students — I believe in sharing the most current, relevant information in this quickly evolving industry.

How is this relevant to you?

There are insights for organizations and brands of all sizes — from nonprofits and startups to established enterprises. Whether you’re building awareness, driving conversions, or experimenting with new formats, there’s something valuable you can take away.

(There’s a whole section on giving I’ve highlighted at the end, so if you’re in the nonprofit space, scroll down).

All of this is designed to help you stay ahead of the curve.

Here are a few things I think you should take away from the latest report, along with some thoughts on how you can apply them to your organization’s marketing strategy.

AI is no longer just a tool — it’s a creative partner

AI has fully stepped into the spotlight. It’s not just a back-end productivity booster anymore — it’s influencing strategy, managing content, reporting, and helping marketers personalize at scale. Tools like Midjourney are making high-quality visuals accessible, while AI-driven audience insights are helping brands fine-tune messaging in real time.

💡 94% of marketing leaders plan to leverage AI to boost brand visibility, and nearly 2/3 expect AI chatbots to reduce traditional search traffic by 25% by 2026.

Takeaway: Whether you’re a lean nonprofit team or a growing brand, it’s time to integrate AI into your workflow — from organizing content to analyzing audience behaviour and predicting trends. Those that master the human + AI collaboration will have the edge.

Vertical video is thriving — but quality beats quantity

Short-form video isn’t going anywhere. Platforms like TikTok, Instagram Reels, and YouTube Shorts demand not just resized content, but truly purpose-built clips that grab attention instantly.

💡 90% of marketers are prioritizing video content this year.

Takeaway: Don’t just repurpose long-form content — create videos that work specifically for vertical formats. And as much as I don’t personally love this, sometimes relatable, lo-fi content wins over overproduced ads.

Personalization at scale is ideal — but it’s harder than it looks

Consumers expect content to feel tailored — but with tight budgets and limited data, scaling personalization can be tricky. The most successful brands are using AI and dynamic content to personalize efficiently, without overcomplicating their workflows.

💡 60% of marketers cite time and limited data as their biggest personalization challenges.

Takeaway: Build a segmentation strategy that balances personalization with efficiency. Dynamic landing pages, email segmentation, and AI-driven content tweaks can help you make progress without blowing your budget.

Brand awareness is back — alongside conversions

For a while, digital marketing was all about performance metrics like clicks, leads, and conversions. But there’s been a shift, and it’s coming through stronger this year. Marketers are rediscovering the importance of brand equity.

This is something I’ve been speaking about

Strong brands don’t just drive short-term sales — they build long-term relationships.

💡 80% of marketers still rank conversions as their top metric, but brand awareness is making a major comeback. Here’s how you can measure brand marketing.

Takeaway: This is encouraging, especially for organizations and purpose-driven brands. Becoming top of mind over time and building your brand story — why you exist and why your audience should care — is just as valuable as tracking clicks. Don’t be afraid to invest in thought leadership, storytelling, and campaigns that build reputation, not just revenue.

Experimentation is the new normal

Brands willing to take creative risks are winning. From gamified content and lo-fi campaigns to AI-generated storytelling, 2025 is about bold experimentation.

💡 70% of marketers plan to prioritize experimental formats this year.

Takeaway: Whether you’re trying a new content series, testing a different visual style, or launching an unexpected campaign, experimentation isn’t optional — it’s essential. Encourage your team to test and learn, even if every idea doesn’t hit.

Work smarter, not harder (with AI)

Marketers are stretched thin. Sometimes (but not always), efficiency is as important as creativity. AI-powered workflows can streamline ideation, content creation, and distribution — freeing up your team to focus on strategy and storytelling.

Takeaway: Build a library of AI prompts specific to your organization’s voice and goals. Use tools like ChatGPT or Jasper to speed up drafts, captions, and variations. The future isn’t AI replacing humans — it’s humans who use AI outperforming those who don’t.

I’m excited to be offering workshops on using Leveraging AI for Thought Leadership this year. My speaking page is right here if you’re curious. I have one on this topic coming up next month.

Where giving is going next — the evolving donor landscape

I was happy to see a section dedicated to how giving is evolving in Canada. (Spoiler: It’s not just about writing a cheque). Read on if you’re working in social good.

Today’s donors are more engaged, more intentional, and more demanding when it comes to how their contributions are used. They’re not just giving to causes — they’re looking for evidence of impact, clear communication, and meaningful, two-way relationships with the organizations they support.

💡 80% of donors now prefer steady monthly giving over one-time donations, providing both predictability for charities and convenience for donors.

This shift to a ‘subscription model for giving’ means organizations need to rethink their donor communication strategies. It’s not just about asking for support — it’s about nurturing those relationships month after month, showing exactly how that recurring gift is making an impact.

Older donors are still driving generosity, but younger audiences expect transparency and stories they can share. (The Globe and Mail surveyed readers and found that 63% have been donating to charities for 20 years or more). That long-term commitment is powerful, but to capture the next generation of supporters, charities need to level up their digital storytelling, social content, and donor experience.

Diversity of giving is also on the rise. Canadians aren’t sticking to just one or two causes.

💡 36% of donors support at least 6 different charities.

Takeaway for Nonprofits: Donor loyalty can’t be taken for granted — people are spreading their generosity across multiple causes. The goal is to stay top of mind by building an emotional connection, celebrating the donor’s role in your story, and providing consistent, meaningful updates that reinforce why they gave in the first place.

For charities and social-purpose organizations, this year’s trends are a reminder that a good cause isn’t enough — storytelling, transparency, authenticity, and donor-centric communication will make the difference between one-time gifts and lifelong supporters.

What does this all mean for you?

Whether you’re a startup building your audience, working to grow your brand as a business, or a nonprofit trying to engage donors, these lessons apply to everyone:

• Embrace AI, but keep your human voice.

• Make video intentional, not just ubiquitous.

• Personalize where you can — even small tweaks make a big difference.

• Don’t neglect your brand story in pursuit of short-term clicks.

• Encourage creative risk-taking within your team.

The future of content marketing isn’t about playing it safe — it’s about balancing efficiency with creativity, and data with daring ideas as brands navigate this fast-changing landscape.

Coming up

I’ll be speaking in Toronto at the HeyOrca Community Summit on May 8. I’ll be speaking about how you can build community using founder-led marketing and thought leadership. You can use Speaker15 to save on your ticket right here. The future of marketing is community!

Thanks for reading!

As always, feel free to reply or explore my updated website, where you can book a call.

And as you’re thinking about content, here’s my recent answer to a question about where you should be sharing your content: