4 Content Lessons From 2025 That We’re Refining for 2026
Content marketing in 2025 was full of change. AI loomed larger than ever before, offering both efficient solutions and headache-inducing requirements for content creation. Marketers adapted to new algorithms by rethinking how to write, repurpose, and reposition content, all while maintaining a personal quality. Still others pivoted to video to capture their audience’s attention — and we don’t see that going away anytime soon.
The past year taught us a lot, including how to be even better marketers in 2026. Take a look at the key lessons we learned in 2025 and how we’re crafting stronger strategies for the future.
Top Content Takeaways for 2025
Reflecting on where we’ve been helps to make sure we’re growing in the right direction. Here are our top content lessons from 2025: what worked, what didn’t, and how we’ll apply our learnings in 2026.
1. AI Writing Is Powerful — but Not ALL Powerful
What worked: AI saved time in research, outlines, and repurposing.
We’ve all stared at a blank page at the beginning of a brainstorm, waiting for a tiny spark of creativity to jumpstart our writing. AI tools can be that spark in helping marketers quickly compile relevant research, shape outlines, and suggest ways to repurpose long-form content into other valuable marketing materials.
What didn’t: Generic, off-brand outputs when overused.
We believe AI can be a useful tool for content creation — but it’s not a fail-proof solution. Relying on AI to write all of your long- and short-form copy might seem efficient, but more and more brands are finding that computer-generated content feels hollow compared to content written by humans, for humans.
How to apply in 2026: Use AI to accelerate, not replace, human creativity.
Supplement human-written content with AI-generated tools that add interest and value to written materials. For example, Backlinko suggests using AI to create embeddable polls, quizzes, or calculators related to the topic you’re writing about.
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2. Short-Form Video Is Growing, but Hard To Sustain
What worked: Authentic, snackable videos on LinkedIn, TikTok, and Instagram.
Were you scrolling through Instagram Reels right before reading this? That’s not surprising: the average U.S. social media user watches 52 minutes of video content daily. Marketers have taken notice, with 84% using video in their content marketing strategy. Social video (especially shoppable videos) entertains audiences while driving engagement.
What didn’t: Overproduced or inconsistent efforts by small teams.
Even though short-form videos are seen as fun, it’s serious business if your goal is to drive conversions. HubSpot research shows content marketers rank short-form video as the most effective format for delivering the highest ROI. These results are only possible with a well-developed strategy, which requires long-term planning, resources, and customer research to produce something compelling.
How to apply in 2026: Experiment with video, but tie it to written content pillars for longevity.
Include short-form videos in social media posts and company blog entries to add variety and engagement to written content. For example, a product announcement could feature user-generated content to demonstrate use and benefits, or embed an instructional video in a how-to blog post for the TL;DR crowd.
3. SEO Is Shifting Toward Intent and Authority
What worked: Content built around search intent and deeply relevant information.
Today’s search engines are powered by algorithms formed by factors such as natural language processing (NLP), semantic search, and user intent. Even though keywords still matter, conversational writing that answers user questions with comprehensive knowledge rises to the surface more often.
What didn’t: Keyword stuffing or chasing volume alone.
Keyword stuffing might seem like an easier fix than overhauling entire pieces of content, but this strategy doesn’t give content the authority it needs to be discovered by AI-powered search. And considering that almost 60% of Google searches are zero-click, focusing on keywords is much less effective than answering user questions.
How to apply in 2026: Invest in expertise-driven content to future-proof rankings.
Trust your SEO to experts who understand user intent and write information-rich content that not only ranks well and is recommended by search algorithms but also delivers real value to your audience.
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Create Your Ideal Content Roadmap With Comma
We’ve arrived at our fourth content lesson from 2025: team burnout is real — and avoidable.
Content teams that streamlined workflows were better positioned to produce the kind of high-quality content that converts prospective buyers into customers and loyal customers into brand advocates. Some teams improve operations by using technology solutions, while others recognize when it’s time to outsource content creation.
Our Comma Copywriters team works with countless clients to scale output and meet their content marketing goals. By adapting to digital trends and staying current with best practices, our writers and editors combine their craft with your industry expertise to make impactful content.
Make your marketing spend work for you by securing content services for the new year. Contact us for a free 20-minute consultation to learn more about how Comma can help you maximize your budget.
