I can’t talk about the future of content marketing without mentioning E-E-A-T. EEAT — or expertise, experience, authority, and trustworthiness — is the founding principle of all of our content at HubSpot.
Google first introduced the concept of EAT in 2018, adding the second E, experience, in December 2022.
With recent changes to its korea telegram data algorithm, Google favors EEAT-focused content. This means value-packed content is a higher priority in search engine results when compared to low-quality content.
(Don’t forget, Google doesn’t like low-quality content anyway.)
Marketers are finding creative ways to ensure their content meets Google’s EEAT expectations. To do this, marketers are changing their strategies to include:
- Writing blog posts in first-person.
- Including subject matter expert quotes when relevant.
- Sharing optimized transcripts from videos or podcasts on their blogs.
- Citing credible sources, like studies from websites with high authority domain ranking.
- Creating relevant case studies and sharing those insights with their blog readers.
It’s helpful to remember that EEAT-focused content isn’t any more challenging to create than run-of-the-mill content. Instead, the bigger focus is ensuring your content resonates with your audience on a deeper, more personal level.
Plus, marketers can still use AI to help them create this kind of content. The key is to add the human touch. Remember, it’s human content powered by bots.
How Content Marketing Will Evolve in the Next Decade
Video content will continue to rule.
As I mentioned earlier, video my audience profile example: nervous natalie. emerged as one of the most — if not the most — important mediums for content marketing at the end of this past decade.
There’s no indication that the trend will stop anytime soon, considering short-form video currently brings in the highest ROI.
56% of marketers who use TikTok plan to increase their investments and efforts on the platform. Plus, 14% of marketers say they plan to try live-streaming in the near future, something you can do on nearly every video-sharing platform.
Video content will become more value-packed.
And, as Canva’s B2B Head of Content Rachael Perry, points out, “Video content is positioned for massive growth now, especially as video-first social platforms like TikTok continue to rule.”
Perry says, “Almost everyone creates and absorbs visual content in today’s world, and video is a great way to bring your brand to life and build more personal connections with your audience.
“Until now, video creation has been complex, but there are new tools making it easier. If you can understand what your audience truly needs, video can help you provide that value in a memorable way.”
All told, it looks like the exploration and expansion of video as the preeminent medium for content marketing will continue. Marketers’ priority will be standing out, which is why over 30% of them who do not currently use video in their marketing efforts plan to incorporate it into their strategies in 2025.
That could mean emphasizing the quality of the content you produce, ensuring it’s:
- Engaging and timely.
- Well-crafted and produced.
- Relevant to viewers.
Video content will open new opportunities for flexible brands.
CEO & Co-Founder of Slidebean, Jose (Caya) Cayasso, told me he encourages brands to step outside the more traditional whatsapp database avenues of content marketing — blogging, email marketing, and SEO — to create “wider moats” around their content efforts.
He says, “[At Slidebean] we decided to bet on YouTube, and it’s become our most significant source of revenue and brand awareness. Alternatively, companies like Morning Brew and Duolingo are killing it on TikTok — but
requires us to reinvent ourselves constantly, and to break the status quo of typical corporate content.”
