It’s 2025, and if there’s one thing we’ve learned—and keep repeating—content is still king.
You might offer the most innovative product or service in your market. But if you’re not actively telling that story, no one else will either.
To break down how brands can sharpen their content strategy this year, DolFinContent convened some of the brightest minds in the field at our Creative Performance Leadership Forum.
Joining the discussion:
- Jamie Lee, Head of Content, GrowthLoop
- Marcus Rivera, Co-founder & Head of Content Strategy, ClaritySignal
- Priya Desai, Director of Content, Apex Learning
- And our own CEO, Eliott Wahba, offering leadership insights
Here are the five most important tips for taking your content marketing to the next level in 2025.
Tip #1: Your Buyer Journey Is Not a Funnel (It’s a Maze)
The traditional funnel—awareness, consideration, conversion, retention—sounds neat.
Real buyers? Messy. Unpredictable. Non-linear.
People don’t follow a set path. They jump between blog posts, comparison pages, podcasts, ads, social clips—and back again.
As Eliott Wahba explained:
"Your buyer’s path is unique. If you only create content that fits a linear funnel, you’re leaving revenue on the table."
The fix:
Create content for every possible path. Don’t force-fit ideas into “top of funnel” or “bottom of funnel” categories.
If it’s valuable, publish it.
And accept that some content’s impact can’t always be measured immediately—but it shapes perceptions and purchasing decisions nonetheless.
Tip #2: Let Experts Be the Voice of Your Brand
Priya Desai put it best:
"If you want credibility, let the real experts do the talking."
In 2025, third-party trust is a bigger factor than ever in B2B and B2C decisions. Your audience doesn’t just want your opinion.
They want:
- Customer testimonials
- Industry analyst perspectives
- Thought leadership from internal subject matter experts
- Even partner and supplier voices
The strategy:
Feature diverse, authoritative voices in your content. Use interviews, guest posts, video snippets, and social soundbites to bring fresh perspectives into your messaging.
Your buyers trust what others say about you more than what you say about yourself.
Tip #3: Video Storytelling Is Non-Negotiable
The dominance of video isn’t new. But in 2025, storytelling is the differentiator.
TikTok, YouTube Shorts, LinkedIn video, and even B2B explainer reels now thrive not because of polished production—but because of compelling stories.
As Jamie Lee pointed out:
"Stop waiting for a full production team. If your phone has a camera, you can create video content that resonates."
Pro tip:
Audiences increasingly prefer content that feels authentic. In many cases, user-generated or mobile-shot video performs better than high-budget productions.
In 2025, it’s not about production value. It’s about story value.
Tip #4: Build (and Nurture) Community
Your content shouldn’t just inform. It should connect.
Marcus Rivera shared:
"We don’t just create content at ClaritySignal—we build a community around it. That’s how we’ve increased lead quality and loyalty."
Content is now connective tissue.
By building communities (through LinkedIn groups, private Slack channels, webinars, or knowledge-sharing platforms), brands create spaces where:
- Customers engage with one another
- Prospects get peer validation
- New insights surface organically
The secret:
Your community can outlast algorithms. When social platform behaviors change—as they always do—a strong community keeps your brand top-of-mind.
Tip #5: Repurpose with Purpose
Creating great content isn’t enough. Consistent, strategic repurposing multiplies its value.
"We look at every piece of content as a launchpad for five more," Eliott Wahba shared.
For example:
- A webinar becomes: 3 blog posts, 5 video clips, 10 social graphics, and a downloadable guide
- A research report fuels: Podcast discussions, infographics, and email nurture sequences
But remember: Repurposing isn’t copy/pasting. It’s reshaping stories to suit each platform and audience segment.
Your goal: Maximize reach without sacrificing relevance.
Pro Tip: Don’t Create Content in a Silo
"Your external storytelling is only as good as your internal storytelling," Jamie Lee advised.
Work across departments. Tap your product team for innovations. Leverage sales insights for buyer objections. Pull in client success stories.
The more collaborative your process, the stronger your content strategy.
Final Word: 2025 Content Marketing Is a Team Sport
Content marketing today demands:
- Strategic planning
- Cross-functional input
- Community-building
- And fearless experimentation
No single marketer—or single team—can master it alone.
That’s why forward-thinking brands work with creative growth partners who can scale content production, diversify formats, and inject creative excellence.
At DolFinContent, we help brands create the kind of skip-stopping content that drives real buyer action in 2025’s fast-moving landscape.
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