Top content marketing trends for 2025 and how Adobe Experience Manager fulfills them

The power of content can be understood by its omniscient presence across marketing formats, be it videos, podcasts, blogs, or augmented reality and virtual reality. Undeniably, content marketing is the very essence of every organization’s marketing strategies and plays an instrumental role in lead generation, branding, sales, and nurturing campaigns across multiple channels. 

With the widespread demand and rewarding results content marketing offers, brands cannot just do with any content marketing strategy. They need to take note of the current content marketing trends to stand out from their competitors and boost site traffic. In this blog, we will go through 7 content marketing trends for 2025 that will turn your overall marketing strategy from how to wow. 

Moreover, we will also provide you with solutions to implement these trends through Adobe Experience Manager (AEM). 

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Before brainstorming around these new trends in content marketing, let’s first know what Adobe AEM is and how it helps. 

Adobe Experience Manager is a content and digital asset management solution from Adobe implemented for website, mobile apps and forms creation. Adobe AEM empowers you to manage your marketing content and distribute it via a single dashboard across multiple channels. 

Know more about Adobe Experience Manager here. 

The top content marketing trends for 2025 and how Adobe AEM accomplishes them 

The below-mentioned Adobe content marketing trends for 2025 will empower your brand to practice content personalization and deliver custom web experience to every visitor across their preferred channel. Let’s understand these trends and associated Adobe Experience Manager tools to implement it. 

#1. Artificial Intelligence & Automation

The launch of ChatGPT in late 2022 kicked off an AI wave, with brands quickly realizing the benefits of adopting generative AI. AI is empowering marketers to accelerate productivity and expand capacity through capabilities like:

• AI-powered content creation
• Analyzing customer data to identify pain points and areas for improvement 
• Generating code for websites and applications
• Automatically organizing customers into segments based on preferences, demographics, and behavior
• Deploying AI chatbots for instant customer service

How Adobe Experience Manager Helps:

AEM integrates with the AI-powered Adobe Sensei, the company's AI and machine learning framework, to automate content workflows, personalization, and omnichannel delivery. Authors can leverage AI for automating tasks like:

• Automatically tagging images and videos based on visual elements
• Using smart translation to dynamically translate content 
• Automatically generating image maps and hotspots 
• Identifying patterns and insights in customer data for segmentation
• Automating content workflows and approvals

#2. AI Image Generation

Taking AI a step further, imagery and graphics created by generative AI models like DALL-E, Midjourney, and Adobe's Firefly will be one of the biggest digital marketing innovations of the decade. These powerful tools will allow marketers to generate virtually any type of visual content simply by describing it in a text prompt.

This AI-powered ability to create stunning graphics, product visualizations, creative concepts, and more on-demand presents marketers with limitless creative possibilities. Generative AI will spark new levels of imagination and visualization for campaigns while accelerating content production cycles.

How Adobe Experience Manager Helps:

AEM's enterprise-grade Digital Asset Management (DAM) capabilities provide a centralized way to manage the influx of AI-generated assets. Creative teams can:

• Create image and creative variations using generative AI tools 
• Import and store AI-generated visuals alongside other digital assets
• Categorize, annotate, and track usage of AI assets
• Integrate production of AI imagery with creative workflows
• Collaborate and iterate on AI-driven creative content
• Deliver AI-generated media across channels and experiences

#3. Influencer Marketing

Authenticity and relevance remain important, which is where the influencer marketing trend comes in. Partnering with the right influencers who have genuine connections with their audience can help brands effectively connect with consumers and reach new audiences.  

Micro-influencers with 10,000-100,000 followers and nano-influencers with under 10,000 followers often have more personal, authentic relationships with their audience. These relatable influencers present opportunities for brands to resonate through influence built on expertise and closeness rather than pure follower numbers.

How Adobe Experience Manager Helps:

AEM's marketing cloud capabilities provide an effective influencer marketing platform through tools for:

• Influencer discovery and research based on audience data
• Influencer campaign management and collaboration 
• Monitoring influencer engagement signals and attribution
• Measuring influencer campaign performance and ROI
• Optimizing influencer content distribution through omnichannel publishing 
• Integrating influencer marketing efforts with broader marketing initiatives

# 4. Voice Search Functionality

Screenless, voice-based search is becoming universal, with millions using voice assistants daily for shopping, information gathering, and media consumption. This trend will continue escalating, with 125.2 million people projected to use voice search in 2025.

Providing voice search functionality creates friendly, convenient user experiences by allowing consumers to use natural language to find information and interact with digital experiences hands-free. Voice interfaces open new frontiers for accessible marketing and commerce.

How Adobe Experience Manager Helps:

AEM allows marketers to voice-enable websites, apps, and digital experiences:

• Implement voice recognition to translate voice inputs into actions like website navigation, searches, or transactions
• Design voice user interfaces and conversational experiences 
• Create voice skills for virtual assistants like Alexa or Google Home
• Orchestrate seamless voice handoffs across devices and touchpoints
• Provide personalized voice services based on user identity and context

The global voice recognition market is projected to reach a value of $26.8 billion, with an estimated 8 billion voice-enabled digital assistants in use by 2024.

Source: Demandsage

#5. Virtual Reality and the Metaverse:

Currently, Virtual reality (VR) is being adopted by many industries for its life-like experiences. Therefore, 2025 will bring new developments in the field to create more realistic and immersive experiences. The rise of the metaverse is considered a mainstream marketing channel where businesses can conclude transactions remotely, efficiently, and intelligently. With AR, VR, and metaverse in action, shoppers can indulge in real-time understanding of the product and evaluate its fit with their physical surroundings. Overall, these technologies would reduce cart abandonment and product return rates. 

How Adobe Experience Manager helps: 

Adobe AEM allows you to smoothly process, manage, and deploy AR/VR content as well as 3D assets and other emerging file formats through its digital asset management capabilities. 

Adobe AEM assets easily integrate with Creative Cloud to design immersive content. You can preview and control the rendered experience using Panoramic VR Viewer and Vertical Image Viewer

Adobe’s Substance 3D tools can be leveraged to create beautiful and realistic 3D objects and scenes

3D content can be created in Adobe Dimensions and imported into Adobe Asset Link, where you can manage and customize it like other content

# 6. E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)

As AI increases content production, Google is putting enhanced emphasis on evaluating content quality based on E-E-A-T signals - Experience, Expertise, Authoritativeness, and Trustworthiness. 

This ranking criteria prioritizes the most helpful and credible information from expert sources. To stay competitive in search, brands must focus on creating authentic, high-E-E-A-T content that provides true expertise and establishes authority on topics.

How to achieve high E-E-A-T content marketing:

• Produce substantial original content from credentialed authors
• Cite reputable, authoritative third-party sources 
• Incorporate user-generated content like reviews and testimonials
• Ensure content is readable, well-structured, and visually engaging  
• Implement fact-checking, governance and accountability

How Adobe Experience Manager Helps:

As an enterprise-grade content management system, AEM provides the tools and capabilities to produce quality E-E-A-T content at scale:

• Roles, permissions, and workflow governance for controlled content production 
• Content editor roles for subject matter experts and credentialed authors
• Version control, audit trails, and approvals for accountability
• Integration with trusted data sources, research tools, and fact-checking 
• SEO recommendations, readability scoring, and optimization features
• Tools for incorporating user-generated content responsibly
• Omnichannel publishing of expert-driven content across touchpoints

Will AI Replace Digital Marketing?

The rise of AI certainly has many marketers wondering if the technology will eventually replace humans in the field. While AI can immensely assist and augment marketing capabilities across content creation, analysis, automation, and more, there will always be a need for authentic human expertise and personal connection.

According to research by Forrester, 63% of consumers are open to using AI for suggestions and recommendations, but only 37% would rely on AI for final purchasing decisions. This highlights that while AI can play a valuable role in the customer journey, human intervention is still critical for high-consideration purchases and complex decision-making. Similarly, a study by Salesforce found that 59% of consumers crave a human connection even when AI is deployed for customer service interactions.

AI should be viewed as an assistant for human marketers rather than a replacement. The technology can enhance marketing efficiency, scale, and analytical capabilities. However, the strategy, creativity, emotional intelligence, and relationship-building required to truly resonate with customers will remain a uniquely human domain. The brands that thoughtfully blend AI's strengths with an empathetic human touch will be the biggest winners as this technology continues evolving.

Empower your content marketing strategies with AEM and Ranosys

While AI will revolutionize 2025 content marketing, brands must balance innovation with authenticity. Modern consumers crave personal connections - according to Sprout Social, over 50% would increase spending if they feel bonded to a brand, and 76% prefer brands they relate to over competitors.

Keeping up with these content marketing trends is tedious, but with the powerful Adobe Experience Manager tools and capabilities, you can deliver one-on-one digital experiences across several devices. As a trusted Adobe Experience Manager Partner, Ranosys follows a flexible approach to implement, customize, or migrate your content and related assets for superior digital experiences. In case you want to take advantage of these latest content marketing trends with Adobe AEM, connect with our certified experts for complete guidance.