Is your content strategy ready to meet 2025 demands?

ITG Hero Image – market Insights, is your content marketing strategy ready for 2025?

Explore the top trends shaping content production in 2025 and learn how ITG’s Halo strategy can help your brand stay agile, efficient, and competitive in a rapidly evolving market.

With content creation demands increasing exponentially and nearly a third (32%) of marketers rating their processes between fair and poor, according to InMotion Marketing, it’s clear that the content marketing landscape has never been more challenging. Brands are expected to deliver personalised, impactful content across multiple channels, all while balancing tightening budgets and increasing pressure to demonstrate ROI.

Adding to the complexity, customers now demand tailored, relevant content delivered seamlessly on their preferred channels. According to HubSpot’s State of Marketing Report, 71% of consumers expect personalised interactions with brands, and businesses that fail to meet these expectations risk losing their competitive edge.

At ITG, we work with some of the world’s leading brands to tackle these challenges head-on. By rethinking traditional production models and integrating tech-enabled solutions, we’re enabling our clients to drive growth while reducing costs.

As we move through January, the 2025 marketing landscape is already taking shape, and these challenges are not going away. Here are five key trends that we expect to define the remainder of the year, along with insights that will help brands to stay ahead of the curve:

1. The rising demand for agile content production

Content marketing continues to grow at an exponential rate, with global content marketing revenue projected to rise from $63 billion in 2022 to $107 billion by 2026, according to Statista. This surge is fueled by the increasing pressure on brands to deliver relevant, personalised content across multiple platforms and customer touchpoints. As this demand grows, so does the need for efficiency in content production. Marketers must create more content at scale, without sacrificing quality or speed.

Content marketing revenue – is your marketing ready for 2025? (Statista)

This growth underscores the urgent need for efficiency in content creation. While creative agencies excel at developing hero creative, they’re often ill-suited for the heavy lifting involved in scaling content across campaigns, markets, and customer segments. We call this ‘Halo content’ – the intelligent, channel-specific content variations required for modern omnichannel campaign activation. At ITG, we specialise in high-quality, agile content production, leveraging our expert teams and proprietary tech platform, Storyteq. By automating repetitive tasks, such as asset versioning, Storyteq helps brands produce more content faster – without compromising on quality. Take ASOS – they credit ITG with delivering “double the content, in half the time, for the same budget”.

ASOS Halo content strategy, double the content with Storyteq marketing technology

2. A shift toward channel-specific content strategies

Gone are the days of one-size-fits-all campaign content. In 2025, the most impactful campaigns will be those that activate a core idea through customised, channel-specific, targeted content. Your audience doesn’t just consume your hero creative – they interact with shorter, optimised versions tailored for platforms such as TikTok, YouTube, Instagram, or email. Short-form videos, in particular, are dominating social media, with Forbes noting their higher engagement rates and effectiveness in capturing attention. ITG help brands craft channel-specific strategies that ensure content resonates. By understanding the unique strengths of each platform, we enable brands to maximise their campaign reach and impact.

3. Standing out in a saturated content market

The sheer volume of content today makes cutting through the noise harder than ever. Consumers demand highly personalised campaigns that speak to them as individuals. Research by Segment shows that 56% of customers are more likely to become repeat buyers after a personalised experience. Achieving this requires robust data strategies to translate audience insights into actionable content plans. However, Marketing Charts highlights a significant challenge – fewer than 1 in 3 marketers feel completely satisfied with their ability to unify data sources. We address these complexities by creating integrated content ecosystems that unify data, enabling precise targeting and highly personalised campaigns without the heavy manual workload you would usually associate with these undertakings. By simplifying integrations, ITG ensure marketers can focus on delivering impactful content without being bogged down by fragmented systems.

4. Leveraging technology to meet content demands

Human creativity remains at the heart of content marketing, but in 2025, technology will play an essential role in meeting production demands. While generative AI has garnered significant attention, operational AI is transforming how brands streamline processes, automate workflows, and scale content production. For example, tools like Storyteq automate time-consuming tasks such as versioning, enabling marketers to focus their resources on strategy and creativity. According to Gartner, by 2027, AI-driven personalisation will yield a 30% increase in marketing efficiency for brands that adopt it. ITG’s tailored technology solutions help brands implement tools that enhance efficiency, ensuring tangible benefits such as time and cost savings while amplifying creative potential.

5. Focusing on ROI in a tighter budget environment

With marketing budgets under scrutiny, maximising ROI is a top priority for 2025. McKinsey’s research shows that brands delivering a strong ROI focus on operational efficiency, data-driven strategies, and channel-specific content. Adding to this pressure is the continued surge in content demand across an ever-increasing number of channels. Brands must adapt by rethinking content strategies and adopting agile production models to deliver channel-specific content efficiently. According to Forrester’s 2025 B2C Marketing & Customer Experience Predictions, investment in marketing technology to unify data and improve processes will triple, demonstrating the growing emphasis on leveraging tech-driven solutions to achieve efficiency and thus stronger ROI. This shift to integrated technology is expected to play a critical role in helping brands navigate budget and time constraints while still delivering impactful content. Through our services and technology, ITG empower brands to maintain consistency, speed, and quality across all channels, even within budget constraints. By rethinking content strategies and integrating technology, we help marketers achieve their goals without compromising results. In 2025, success will hinge on a brand’s ability to be agile, creative, and data-driven in their content strategies. By understanding these trends and leveraging the right tools, marketers can navigate the challenges ahead and position their brands for growth. Let ITG help you stay ahead of the curve – contact us to learn more about our agile content solutions.