AI & SEO-Driven Content Marketing: How To Calculate True ROI for B2B Companies in 2025

This post was sponsored by Heeet. The opinions expressed in this article are the sponsor’s own.

How do you calculate the true cost of SEO content production?

Are you overspending or underspending on SEO compared to performance?

Can you connect SEO-driven awareness to pipeline and revenue?

How do you make SEO efforts more visible to your C-suite?

If you aren’t sure, that’s okay.

You may simply lack the tools to measure the actual impact of SEO on revenue.

So, let’s dive in and:

  • Break down the true steps to B2B conversion.
  • Highlight the tools to calculate the true ROI of your SEO-driven content in 2025.
  • Look past the simplified first and last-touch approach to attribution.
  • Leverage the need for multitouch solutions that track engagement with SEO content throughout the buyer’s journey.

Can I Connect SEO To Revenue?

Yes, you can connect SEO to revenue.

Why Should I Connect SEO To Revenue?

SEO plays a large role in future conversions.

In fact, SEO helps prospects discover your brand, tool, or company.

SEO also helps provide easy-to-discover content with informational intent, which helps to nurture a prospective lead into a sale.

Your prospect’s journey:

  1. Starts at the first time they find your optimized webpage on the search engine results page (SERP).
  2. Moves into nurture, where your B2B prospects typically perform months of extensive product research via traditional searches and AI results before a sale is closed.

The fact that informative content is found on SERPs is due to SEO.

But how is this tracked? How do you know which non-conversion pages are:

  • Part of the user journey?
  • Part of the overall ROI?

How Do I Tie SEO To Company Revenue?

Luckily, your C-suite likely recognizes the need for SEO content.

They are prepared to invest in a strategy incorporating AI search.

However, you need tools that validate the investment and clearly showcase it for your higher-ups.

How To Keep Revenue High When SERPs Are Changing

Gartner predicts that traditional search engine volume will drop 25% by 2026 and flow directly to AI chatbots and agents.

As AI continues to accelerate the evolution of SEO, it’s critical to ensure that high-performing pages:

  • Continue to rank in traditional SERPs.
  • Appear in Google’s AI overviews.
  • Get referenced by the Gen AI tools your audience relies on.
  • They are tracked, so these visits are attributed to a sale.

That’s why you need to understand why certain content is picked up by AI tools and the cost of generating the content to calculate the true ROI of your SEO.

Step 1. How To Create Content That Gets Seen In Traditional Search & AI Overviews

With the shift in consumer search behavior, your first step is to create, optimize, and measure the ROI of content sourced by leading AI tools.

That means appearing in AI Overviews and AI Answers that contain list-based content and product comparisons.

Search Your Brand & See What Each AI Tool Recommends

That’s the first step to determining whether your content or your competitor’s stands out.

Give these prompts a try:

  • What is the best solution for…
  • Give me the top tools for…
  • Best alternative to…
  • Is [competitor] solution better than…

Optimize Your Existing Content & Strategy To Feed AI’s Answer Base

The next step is optimizing existing content and adjusting your strategy so that you write copy that gives AI the answers it’s looking for.

With that said, following traditional SEO strategies and best practices championed by Google should help.

Just like traditional search, AI tools also favor:

  • Proper site and article structure with explicit metadata and semantic markup.
  • Content with lists and bullet points that are easier to scan.
  • Websites optimized for speed.
  • Updated content, keeping things fresh with context.
  • Content with backlinks from high-quality publications.
  • FAQ sections.
  • Mobile-responsive websites with indexable content when pulling sources to provide an answer.

These factors give your content more authority in your industry, just like the content outside your website that Google and LLMs look for to find answers from, such as videos on YouTube, reviews on G2, and conversations on Reddit forums.

Publishing enough quality content for all those channels to optimize for AI and be visible in traditional search is no small task. It requires substantial human resources, SEO tools, and time.

Step 2. Understand All Aspects Of The Real Cost Of SEO Content In 2025

SEO is a long game, especially in B2B, where the path from first click to purchase can span weeks or months and involve multiple touchpoints.

And now, with AI influencing how content is discovered, the cost of doing SEO well has increased.

To accurately assess the cost of SEO-driven content in 2025, you need to go beyond production budgets and organic traffic. Here’s how:

Break Down Your True SEO Investment

Start by identifying all the resources that go into content creation and maintenance:

  • People: Writers, designers, SEOs, developers, and editors.
  • Tools: SEO platforms, content optimization tools, keyword research databases, analytics software.
  • Distribution: Paid support for SEO content, social promotion, and email newsletters.
  • Maintenance: Refreshing old content, updating links, and improving page experience.

Monitor Content Performance Over Time

Track the performance of each piece of content using more than just rankings:

  • Organic traffic (from both traditional search and AI surfaces).
  • Time on page and engagement metrics.
  • Cost per lead and pipeline contribution (if possible).
  • Assisted conversions across all touchpoints.

Map Content to Buyer Journey Stages

Content doesn’t just convert, it nurtures. Tie content assets to specific stages:

  • Top-of-funnel (education, discovery).
  • Mid-funnel (comparison, product evaluation).
  • Bottom-of-funnel (case studies, demos).

Even if content isn’t the final touchpoint, it plays a role. Traditional tools miss this.

Adjust, Monitor & Pivot

No single metric will tell the full story. Instead:

  • Adjust: Re-optimize content based on AI overview visibility, CTR, and engagement.
  • Monitor: Watch how users arrive from search vs. AI sources.
  • Pivot: Invest more in formats and topics that show traction across both human and AI audiences.

Without full-funnel attribution, even the most engaged content may look like a cost center instead of a revenue driver.

That’s why accurate measurement, aligned with total investment and the full buyer journey, is critical to understanding the real ROI of your SEO content in 2025.

However, we know that:

  • AI Overviews and similar answer engines also play a big role in education and nurturing.
  • Attributing a sale to content read on an untrackable AI Overview is impossible, but it’s happening.

This is where the calculation gets difficult.

Step 3. Incorporate Multi-Touch Attribution To Your Revenue Calculations

Now that we’re here, you’re beginning to understand how tricky it is to tie ROI to AI Overview responses that nurture your prospects.

How do you accurately determine the cost?

Some people are creating their own attribution models to calculate ROI.

Most people are using tools that are built specifically for this new calculation.

The only way to accurately calculate cost in B2B SEO is to capture the engagement with content throughout the buyer journey, which conventional attribution models don’t credit.

Incorporate These Blindspots: Pre-Acquisition & The Post-Lead Journey

Another substantial blind spot in SEO measurement occurs when companies focus exclusively on pre-acquisition activities, meaning everything that happens before a lead is added to your CRM.

Consider the typical journey enterprise clients take in an account-based marketing approach:

  1. After multiple organic searches, a prospect converts into a lead from direct traffic.
  2. After being qualified as an SQL, they’re included in an email sequence that they never respond to, but return through a Google Ads campaign promoting a white paper.
  3. They download it from an organic search visit and continue reading more blog articles to understand your product and the outcomes they hope to achieve.

Can your marketing team track how each channel (direct, paid search, and organic) influenced the deal throughout the sales process?

Multitouch attribution tools allow marketers to finally link SEO content to tangible business outcomes by tracking what SEO-driven content leads interacted with before a sale.

Heeet Makes SEO ROI Calculations Easy

After years of wrestling with these challenges, we built Heeet to fill the void: an end-to-end attribution solution that connects SEO efforts and interactions generated from content marketing to revenue by highlighting their impact throughout the sales cycle within Salesforce.

Our proprietary cookieless tracking solution collects more data, ensuring your decisions are based on complete, unbiased insights rather than partial or skewed information.

Traditional SEO measurement often relies on first-click or last-click attribution, which fails to capture SEO’s entire influence on revenue. Heeet places SEO on a level playing field by providing full-funnel attribution that tracks SEO’s impact at every customer journey stage.

We help marketers determine whether SEO-driven content is the first touchpoint, one of the many intermediary interactions along the lengthy B2B sales cycle, or the final conversion leading to a sale to pinpoint SEO’s cumulative influence on your pipeline.

Screenshot from Google, April 2025

Heeet actively tracks every touchpoint, ensuring that the actual impact of SEO is neither underestimated nor misrepresented.

Rather than neglecting SEO’s role when a prospect converts through another channel, Heeet delivers a complete view of how different personas in the buying committee interact with each piece of content and where they’re converting. This empowers businesses to make informed, data-driven SEO strategies and investment decisions.

Screenshot from Heeet, April 2025
Screenshot from Heeet, April 2025

Measuring ROI is non-negotiable and hinges on precise revenue tracking and a thorough understanding of costs. Heeet streamlines this process by directly integrating SEO costs into Salesforce, covering all production expenses such as software, human resources, design, and other strategic investments.

Screenshot from Heeet, April 2025

Businesses can accurately evaluate SEO profitability by linking these costs to SEO-driven revenue. Heeet delivers a straightforward, unified view of previously fragmented data within Salesforce, empowering marketing and finance teams to confidently assess SEO ROI with a single tool.

Screenshot from Heeet, April 2025

SEO is more than ranking on Google; it’s about driving impactful engagement with quality content referenced in the multiple search tools buyers use. Heeet tracks which content prospects engage with and ties it directly to revenue outcomes, providing marketing and sales teams with critical insights that propel them forward. With our Google Search Console integration, we’re helping marketers draw more data into Salesforce to get the unified view of their content’s performance in a single place and connect search intents with business outcomes (leads, converted leads, revenue,…). This enables marketers to align ranking position with search intent and revenue, enhancing content strategy and tracking performance over time.

Screenshot from Heeet, April 2025

For B2B marketers pairing their SEO content with a paid strategy, our latest Google Ads update allows users to see the exact search query that prospects typed before clicking on a search result. This allows SEO experts and copywriters to gain the intel they need to reduce their cost per lead by creating content they know their audience is searching for.

Screenshot from Heeet, April 2025

Ready to enhance your marketing ROI tracking and connect every marketing activity to revenue?

From SEO to events, paid ads, social organic, AI referrals, webinars, and social ads, Heeet helps you uncover the real performance of your marketing efforts and turn revenue data into actionable insights.


Image Credits

Featured Image: Image by Shutterstock. Used with permission.

In-Post Image: Images by Heeet. Used with permission.

Free Content Plan Template To Adapt To Your Needs This 2025 via @sejournal, @donutcaramel13

Consistency is crucial when posting content to ensure your customers remain engaged with your business and its products.

To maintain consistency, it’s essential to develop a structured posting schedule aligned with your company’s marketing objectives for optimal results.

Our content plan is designed to support this process.

But, what exactly does a content plan need? And what differentiates an effective one from an ineffective one?

This article provides an overview of productive content planning, outlining essential components, and offers a customizable free template for your content team.

What Is A Content Plan?

A content plan is a strategic roadmap that defines the what, when, and where of your content, as well as its purpose in achieving specific objectives.

It spans various content types, from snappy Instagram Reels to 2,000-word blog posts, across platforms that support your marketing funnel.

Ideally, the content should align with one of the funnel stages: Awareness, Consideration, or Conversion.

Why Do I Need A Content Plan?

A content plan helps ensure alignment and consistency within your team while smoothing out the posting schedule to keep your audience engaged.

It also supports SEO and marketing efforts by maintaining focus on key priorities. These include targeting the best keywords, creating high-quality content that satisfies search intent, and enforcing consistent publishing schedules.

By creating and implementing a content plan, you make it easier for your team to collaborate and execute effectively.

A well-structured plan ensures efficient resource allocation, minimizing delays and costs while maintaining organization and preventing redundancies.

Content Strategy Vs. Content Plan: What’s The Difference?

Although they sound interchangeable, they are not.

Content strategy refers to your overall vision and goals for content – a content marketing masterplan, if you will.

A content plan is a tactical tool that helps to implement your strategy.

You’ll need both to succeed in content marketing.

Your content strategy outlines the overarching goals and purpose of your content within the broader marketing plan.

The content plan, on the other hand, focuses on the specifics, like detailing what content will be created, when it will be published, and where it will be distributed to support the strategy and achieve your objectives.

Leverage your content plan to achieve specific goals outlined in your content strategy, such as driving organic traffic, boosting on-page engagement, and increasing conversions.

Your content strategy needs to be crafted first, with the content plan serving as a tool and blueprint to execute.

What Information Is Included In This Content Plan?

The structure of a content plan is largely determined by your specific goals and the needs of your team and organization.

For content managers, it’s essential to track who is responsible for what tasks and identify opportunities for high-quality content within the given timeframe, whether monthly or annually.

For the team, an effective content plan should provide all relevant information in a clear and easily accessible format, enabling them to efficiently create or oversee the production of content.

In our experience, every content plan includes core elements, though they may be labeled differently. These are the columns in our content plan:

  • Status: Simply put, the current stage of your content. Whether it has not yet started, is in progress, is under revision, has been completed, etc., you can keep track and provide updates to stakeholders or team members during meetings.
  • Title + Creator/Owner: A clear title crafted with the primary topic/keyword and reflecting the content is essential on every plan so you can reference it easily. The creator/owner is the point person for producing that specific title.
  • Primary Topic/Keyword: This is the focus of your content based on keyword research. These help ensure your content is relevant, searched for, and aligned with SEO goals.
  • Marketing Funnel Goals/Customer Journey Stage: Understanding the stages of awareness, consideration, and conversion (others have a fourth stage: loyalty/retention, depending on your company’s goals) allows you to tailor content to your target audience’s needs and craft the most effective messaging to engage them.
  • Prioritization: With 1 being the highest and 5 being the lowest, you can prioritize which content requires more attention and budget allocation from your team.
  • Content Formats And Types: Is it a blog post, white paper, infographic, or video? This is where you specify what your content will look like and what it’ll contain. The choice should be influenced by your target audience’s position in the funnel.
  • Distribution Platforms: Take your pick from social media platforms, company sites, etc.
  • Promotion Strategies: Whether a combination of social media push and email marketing, paid ads, or entirely organic, having a plan maximizes the visibility of your piece of content.
  • Publishing Schedule: A target schedule for when it’s created until when it goes live. For the latter, it may or may not be the deadline for the writer to submit the content.
  • Notes: Context for anything that doesn’t necessarily fit the above, like suggestions from stakeholders, insights from analytics, or other instructions important to creating that content.

For additional details on tone, structure, layout, word count, categories, and URLs, we recommend utilizing a content brief to maintain clarity and avoid clutter in your content plan.

Different Types Of Content To Include

We mentioned this above, but we cannot emphasize enough how every piece of content should tie in with the marketing funnel and align with your customer’s needs.

Now as a quick refresher, let’s look at each stage and discuss the types of content that work best for each stage of the customer journey.

Awareness

This type of content is going after the top of the marketing funnel (TOFU). The goal is to introduce your brand to customers and quickly capture interest.

Ideally, TOFU content should be easily consumable and easy to share. For some companies, that could be visually desirable home decor ideas or top trends on TikTok.

Common types of awareness content are:

  • Social media content.
  • High-volume keywords for SEO.
  • Short-form videos and live streams.
  • Non-branded blog posts and articles.

Learn More: How To Use SEO To Target Your Audience Throughout The Funnel

Consideration

At this point in the funnel (a.k.a. the middle of the funnel or MOFU), the customer is evaluating your brand and factoring in other solutions to their problem.

You’re already on the customer’s mind, but they need more convincing to choose you over your competition.

They need more information, and this is your chance to present your product as the solution to their pain point. Given this, your content should be more in-depth and provide evidence of solutions.

Content that works well for the consideration stage includes, but isn’t limited to:

  • Blogs establishing your authority.
  • How-to guides.
  • Comparison content.
  • Webinars.

Learn More: How To Write Content For Each Stage Of Your Sales Funnel

Conversion

This is the last stage at the bottom of the funnel (BOFU), where your customer knows your brand and has already compared all the options. They’re now ready to take action.

Aside from purchasing the products or service, this could look like a free download, subscribing to newsletters, or calling someone on your sales team.

The goal is now to encourage customers to take action and remove any blockers for a smooth process. Content types that can help in this stage include:

  • Sales, promos, and coupons.
  • Case studies and white papers.
  • Customer feedback and user-generated content.
  • Consultation offers, product demos, free trials, comparison content.

Learn More: What Is The Content Marketing Funnel

Creating Your Own Content Plan: Template + Tips

Download the content plan template here and edit it for your brand’s content team.

You can also customize it to best fit your team’s requirements. Here are some suggestions:

Tips On Tailoring Your Content Plan

1. Refine Your Content Goals And Make Them SMART

Each piece of content must serve a clear purpose from the moment it’s listed there – it should align with user intent, title formulation, format, target audience, and other elements of your strategy.

As you look at each column, continuously assess and make sure that each piece is aligned with its intended objective.

When trying to achieve more defined goals under the marketing funnel, keep SMART goals in mind (specific, measureable, actionable, relevant, and time-bound).

2. Know Where The Target Audience Is

Understanding your audience’s position in the marketing funnel and selecting an appropriate format is crucial, but it’s equally important to choose the right social media platform to engage them effectively.

Identify your target audience, explore all available platforms (both social and non-social), and decide the optimized placement for each piece of content.

Note that certain content types perform better on specific platforms: Short-form videos thrive on TikTok, Instagram Reels, and Facebook, while webinars are more sought after on LinkedIn.

3. Factor In Your Budget

When creating and publishing content, you can use the plan to carefully manage your budget.

For instance, if you’re managing a travel blog and preparing resource-intensive Christmas content for a major event, you would want to reduce your budget in other months to ensure you can invest in your event.

The plan can help you visualize where you can scale down and better allocate your budget where it’s best spent.

The great benefit of a content plan is that it gives you information about ongoing and upcoming projects at a glance.

4. Establish Your Publishing Schedule

Add or subtract as many rows as you need to when you tweak this content plan.

Your frequency of posting will depend on many factors relevant to you, so once a week might work for one brand, and five times a day is right for another news publisher.

As for social media, you could post multiple TikTok videos every day or publish static assets on Instagram as few as three times a week on social media, depending on the platform and several other factors.

Gaining credibility and growing your audience requires regularly releasing fresh content at the best times to post.

Have a rough estimate of how long it takes to craft various content types, as well as the resources needed for planning, production, and publication.

Then, try to gain insights from your customers as to how frequent they’d love to see your brand, perhaps via survey and feedback sessions.

Finally, decide the frequency based on your primary content goal.

For example, if you’re trying to grow your audience, you should probably post more frequently. But if you’re trying to gain authority, taking the time to produce higher quality content would be even better.

5. Tailor To Incorporate Into Your Workflow

You need to know who’s responsible for each piece of content.

For a smoother workflow, you need to determine what content a team member is responsible for at each step. Then, establish a process for submission, approval, publishing, and social media crossposting.

Try to structure your free content plan around your team to integrate it without much friction.

You could rearrange the columns, add a color-coded system for each member of the production team, and include COUNTIF formulas, add/subtract types, etc., if you have target numbers for each type of content.

You may also merge the top cells and leave instructions for people to tag, input URLs, etc.

Make it as granular or as broad as you need to for seamless integration.

Content Planning Reminders

So, you’ve downloaded the template, edited it to your team’s requirements, and are ready to fill out the months.

But, before you start outlining every piece of content you’ll produce this year, here are some other reminders and recommendations:

Keep SEO In Mind

It’s crucial to ensure your customers can find you, and organic search is a critical part of this.

Every piece of digital content you create should be built around your SEO strategy and be optimized to maximize visibility and reach.

Consider your keywords and strive to make helpful content that matches search intent.

Also, always be looking at your competitors through competitive analysis and content gap analysis to see if you are missing any opportunities.

Consider Crossposting And Repurposing

Get the most out of your investment in content and repurpose where you can.

For example, if you have a lengthy how-to video tutorial, you can cut that into shorts, or summarise the highlights into a post.

You can also create templates for multiple trendjacking opportunities, like the Super Bowl and Valentine’s Day.

Keep A Tab On Ideas

Content ideas tend to strike while you’re planning other ideas in your spreadsheet, so make a note that you can return to.

Consider adding another tab to your content plan spreadsheet called “Ideas” or “Idea File,” where you can list ideas for future content.

Keywords can give you extra material for generating ideas. Marketing holidays and major U.S. events are great sources for inspiration, too.

Conclusion: Make Your Content Plan Work For You

Creating a good content plan doesn’t automatically mean your brand will go viral and achieve immense success.

But, organization and workflows are essential in managing content production and implementing content strategies. It is all about planning.

Using the template provided, you might adapt it over time to suit your needs.

So, download the content plan template and start planning for the year to create your best content yet.

Happy planning!

More Resources:


Featured Image: David Gyung/Shutterstock

5 Content Marketing Ideas for May 2025

May is a fertile time for content marketers. The month has prominent retail holidays, including Mother’s Day.

But companies that want content variety can do more, with articles, videos, or podcasts about Harry Potter, the Kentucky Derby, paranormal phenomena, bicycle commuting, and bees.

Content marketing is creating, distributing, and promoting content to attract, engage, and retain customers. Here are five content marketing ideas for May 2025.

International Harry Potter Day: May 2

AI image of Harry Potter

Harry Potter is among the most popular literary characters ever — an opportunity for content marketers.

Each year on May 2, fans celebrate International Harry Potter Day, commemorating the climactic Battle of Hogwarts — May 2, 1998, in the novel — and honoring the beloved wizarding world that has inspired generations.

For ecommerce, retail, and direct-to-consumer marketers, Harry Potter Day is an opportunity to connect with customers through the lens of one of their favorite books and characters.

Here are example article, video, or podcast titles that connect the boy wizard to products.

  • Used book store: “5 Magical Books for Harry Potter Fans.”
  • Online collectibles marketplace: “Ultimate Gift Guide for Harry Potter Day.”
  • Kitchen supply shop: “Enchanted Recipes for Your Hogwarts House”

Kentucky Derby: May 3

AI image of a horse race.

The “run for the roses” is for some the most exciting 2 minutes in sports.

First run in 1875, the Kentucky Derby is one of the world’s oldest continuous sporting events. The race is steeped in traditions that include a rose garland for the winning horse, fancy hats, and the mint julep cocktail.

While horse racing is not as mainstream as football or basketball, the Kentucky Derby remains one of sport’s most prominent events. In 2024, for example, about 16.7 million folks watched the race.

Content marketers can use the excitement to produce product-related guides and articles to reach prospects. Here are a few examples.

  • Party supply shop: “The Ultimate Guide to Hosting a Kentucky Derby Party.”
  • Horse tack store: “2025’s Top 5 Derby Contenders.”
  • Fashion retailer: “The Unofficial Kentucky Derby First-Timer’s Food and Fashion Guide”

Paranormal Day: May 3

AI image of Charles Fort

Paranormal researcher Charles Fort’s death on May 3 likely accounts for Paranormal Day.

How folks came to contemplate unusual, mysterious, and odd phenomena on May 3 is officially — but not surprisingly — unknown.

Those who speculate about the holiday’s origin usually point to Charles Hoy Fort, a paranormal researcher and author who created the pseudo-scientific field of “anomalistics,” applying the scientific method to paranormal anomalies. Fort may have coined “teleportation” and “ball lightning.” He was also known to have studied spontaneous human combustion, poltergeists, and alien abductions.

While Fort seemingly believed in the incredible and the supernatural, he distrusted doctors and avoided them despite being in poor health. After collapsing during a book promotion event, Fort was rushed to the Royal Hospital in New York, where he died hours later, apparently of undiagnosed leukemia. It was May 3, 1932.

Marketers could focus content on Fort directly or take up just about any mysterious topic. Here are three titles for videos, podcasts, or articles.

  • Online hardware store: “DIY Secret Doors and Hidden Panels.”
  • Antique shop: “10 Most Magical Antiques We Ever Seen.”
  • Electronics shop: “5 Paranormal Investigation Gadgets to Buy Today.”

Bike to Work Day: May 16

Photo of a 20s or 30s male riding a bike in an urban setting

Bike to Work Day typically receives a lot of local media coverage.

Held annually on the third Friday in May, Bike to Work Day aims to encourage folks within peddling distance to commute in that manner — for a healthy, sustainable, and fun alternative to driving.

The event occurs during National Bike Month and will likely include local events and media.

For marketers, Bike to Work Day content can promote bikes, gear, and related products. Here are example titles.

  • D2C electric bike brand: “A Beginner’s Guide for Bike to Work Day.”
  • A men’s clothing shop: “How to Stay Sharp (and Dry) While Biking to Work.”
  • A luggage retailer: “5 Commuter Backpacks for Bike to Work Day.”

World Bee Day: May 20

AI image of a bee hovering above a flower

Bees and other pollinators are essential for agriculture.

First commemorated in 2018, the United Nations designated World Bee Day to raise awareness about the importance of bees and other pollinators to the world’s agriculture and global food security.

An educational occasion, such as World Bee Day, is an excellent marketing opportunity to publish useful and informative content. An obvious connection is any retailer or ecommerce shop that sells bee-rated products. For these businesses, topics could include:

  • “How to Begin Backyard Beekeeping in 2025”
  • “Essential Equipment Every New Beekeeper Needs”
  • “Plant This, Not That: A Guide to Bee-Friendly Gardening”

Other merchants could focus on honey or even sustainability.

  • “The Culinary Magic of Raw Honey”
  • “The Honey Pairing Guide for Teas and Cheese”
  • “How Urban Spaces Can Help Save the Bees”
Top Ecommerce Blogs Are More Than Blogs

Ecommerce brands understand blog posts can drive traffic, but traffic alone doesn’t pay the bills. Too often, brands invest in content that brings in visitors but fails to convert them into customers.

I have written, managed, and launched blogs as part of multichannel campaigns. I’ve seen how they can foster connections with shoppers beyond fleeting interactions.

Here’s how blogs engage prospects and fuel other marketing campaigns.

Why Ecommerce Blogs Fail

The best ecommerce blogs are sales tools, much more than search-engine checkboxes. Common mistakes include:

  • Uninspired posts that lack a strong brand voice.
  • Targeting high-traffic keywords without considering purchase intent.
  • Neglecting calls to action to guide readers to buy.

Glossier’s blog, “Into the Gloss,” avoids those pitfalls by blending editorial-style beauty content with product recommendations, although some posts don’t mention Glossier’s products at all. The conversational tone feels like advice from a friend, making it natural for readers to explore — and purchase.

Never write for search engines alone, and not every post needs to push a sale. Build trust by helping readers without nonstop product pitches.

“Into the Gloss” blends editorial-style beauty content with product recommendations.

The Buyer Journey

Successful ecommerce blogs map content to stages of the buyer’s journey:

  • Awareness. Thought leadership, industry trends, brand storytelling.
  • Consideration. Product comparisons and how-to posts.
  • Decision. Case studies, deep dives, and customer testimonials.

Made In’s blog addresses all three — awareness, consideration, decision — with posts that educate readers on kitchenware, cooking techniques, and recipes while introducing products naturally. The content helps prospects understand why the products are worth buying.

“The Made In Blog” educates readers on kitchenware, cooking techniques, and recipes while introducing products naturally.

Blogs Repurposed

An informative blog post should fuel email and social media campaigns.

Email, social media

Instead of separating content from email and social media, establish an ongoing content-marketing loop:

  • Editorial planning meetings with content and marketing teams ensure blog topics align with upcoming promotions, product launches, and customer pain points. What are common objections before purchase? What product categories generate the most support inquiries? These insights should shape blog topics.
  • Segment recipients based on purchase history, average order value, or browsing behavior. For example, if a subscriber reads blog posts about skincare, send personalized product recommendations and exclusive discounts for those items.
  • Organic social. Extract blog posts into bite-sized social content for Instagram carousels, LinkedIn updates, or Pinterest tips.

Automated sequences

Blog posts contribute to automated emails, driving engagement and conversions.

  • Retargeting ads. Retarget blog post visitors who didn’t convert. Serve dynamic product ads or exclusive offers on Facebook, Instagram, or Google tailored to the topics they’ve read.
  • Welcome series. Introduce new subscribers to helpful content before pitching a product.
  • Browse abandonment emails. Follow up with visitors who viewed a product page with related FAQs and recommendations.
  • Customer retention. Leverage blog content in post-purchase email flows, such as “How to Get the Most Out of Your New [Product].” Brands with loyalty programs can create blog content exclusively for repeat buyers, offering early access to new products or behind-the-scenes insights.
The Future Of Content Distribution: Leveraging Multi-Channel Strategies For Maximum Reach via @sejournal, @rio_seo

Content is everywhere. Consumers are inundated with it throughout the day – catching up on social media happenings, scanning the news, consuming articles, or listening to podcasts.

Given the staggering breadth of content available across the digital landscape, content marketers’ jobs have become increasingly difficult.

Breaking through the noise is a hefty feat, one that requires substantial amplification to ensure your messages are being seen.

Since consumers quickly shift their attention and are targeted by high-quality content across various platforms, marketers must focus their efforts on distribution strategies.

Simply outlining, drafting, editing, and publishing content is no longer enough.

The opportunity for brands to emerge from the clutter as the top content consumption choice is there, given this disconnect.

Now is the time for content marketing leaders to seize the chance to expand their content’s presence across all the channels your customers frequent.

With only a few businesses taking advantage of expanding their reach, amplifying your brand’s presence through effective content dissemination will help you more effectively target and captivate your audience.

Meet your customers where they’re looking.

By the time you finish reading this article you’ll have a clear-cut framework for how to create a multi-channel content distribution strategy that actually works.

We’ll explore how consumer behavior has shifted over the past several years, the benefits of distributing content across diverse channels, and the next steps to take to elevate your current distribution strategy.

Let’s start by first examining why changes in consumer behavior dynamics necessitate a revised content strategy.

The Shift In Consumer Behavior Driving Multi-Channel Strategies

To say consumer behavior shifts frequently is more than evident for marketers.

As a marketer, you’re well attuned to how often consumer behavior changes and need to adapt to it.

Falling behind consumer behavior trends leads to lost revenue, lower retention, and being overlooked.

Technology is largely to blame for shifts in consumer behavior.

Every year, an abundance of new technology is born, most of which is designed to enhance our lives. In turn, so too has the proliferation of digital touchpoints.

People are no longer turning to only a business’ website for information. They’re scouting the brand’s social media channels, emails, podcasts, and more to gain the information they’re craving.

Consumers expect to be met with a consistent experience across every channel.

Consider you’ve invested ample time and resources in creating a steady stream of written content in the form of blogs, ebooks, and studies. You’ve worked hard to ensure your written content is helpful, clear, and matches user intent.

What if your podcast offered a completely divergent experience? Your audio quality is choppy, your podcast host doesn’t have experience in public speaking, and your podcast topics are disjointed.

This would lead to a negative customer experience and could cause consumers to disengage with your content. It’s imperative every piece of content you write and distribute maintains the same quality across channels.

Increased Use Of Multiple Platforms

Consumers aren’t just visiting your blog. They’re heading to your YouTube for in-depth product tutorials, digesting your monthly newsletter for company updates, and downloading an ebook for long-form content consumption – all in a single browsing session.

The stakes are higher than ever for brands to maintain an active presence across numerous platforms to stay top of mind.

For example, a gym might share weight loss success inspiration on its Instagram stories and offer personalized personal training via email communication.

People-First Personalization

Personalization is the current rage right now, and for good reason. Personalization isn’t a nice to have – it’s a must.

Consider that a whopping 71% of consumers expect companies to deliver personalized interactions, and 76% get frustrated when it doesn’t happen.

Technology like artificial intelligence can assist businesses in hyper-personalization, ensuring messages are sent to the right audience at the right time.

For example, AI and retargeting can showcase content that’s relevant to end users based on previous browsing behavior.

Consider a consumer who’s interested in snowboarding and has been shopping around for new ski pants.

If the consumer has signed up for a company newsletter to become aware of promotions or savings, the business could send a 15% off new customer promotion or a promotion for the specific ski pant they’ve been eyeing.

Mobile Continues To Dominate

Gone are the days of optimizing solely for desktops. Mobile has made a significant splash over the past decade and shows no signs of slowing down.

In January 2025, for example, mobile devices accounted for the largest share of ecommerce site visits at 76% compared to 23% from desktop.

For most consumers, mobile is their device of choice for consuming content, which is why businesses must maintain a mobile-friendly experience.

This includes ensuring your website is optimized for mobile users, vertical video content is created, and emails render correctly for mobile devices.

Benefits Of A Multi-Channel Content Distribution Strategy

Knowing consumers are navigating multiple channels, seeking personalization, and consuming content largely on mobile devices, it’s clear a one-size-fits-all solution will suffice any longer when it comes to content distribution.

A comprehensive, cross-channel strategy is the quickest way to succeed and ensure your brand is as visible as possible. Other benefits of a multi-channel content distribution strategy include:

Foster Trust

When customer experiences are consistently pleasant across every channel a customer can find you, they’re more likely to have faith in your business.

Building trust is one of the foundational steps to building long-lasting customer relationships.

Improve Visibility

Being found wherever customers look requires ample effort and SEO.

The first step toward increasing your reach is to ensure you have an accurate presence across multiple platforms, especially the platforms your target audience uses most frequently.

It’s crucial to understand your audience. What motivates them? What frustrates them? How can you solve their needs? And where do they spend their time online?

Diversify Content Formats

Written content remains a preferred consumption method, but customers are also interested in other formats.

Video content has been on a steady upward trajectory and is often surfaced as the top search result for certain queries.

Additionally, podcasting has been on the rise as well. Diversifying your content formats ensures you’re meeting the needs of all consumers, including those that prefer audio and visual content.

Mitigate Risk

The saying, “Don’t put your eggs in one basket,” holds true for content distribution.

If you’re relying on a single platform to drive revenue and traffic, you risk losing potential sales.

For example, an apparel company that targets a Gen Z demographic may risk missing potential customers if they don’t have an established TikTok presence.

Conversely, a business that sells medical supplies may also miss the mark on reaching its target demographic if it maintains a social media presence on TikTok but doesn’t post content on YouTube or Facebook.

More Opportunity

Multi-channel marketing strategies are gaining traction. In 2024, 30% of brands consider their multi-channel approach very successful – up from just 17% in 2023. Meanwhile, 65% rate their strategy as somewhat successful, showing steady progress in reaching customers across multiple touchpoints.

There are more opportunities than ever to guide a consumer down the sales funnel.

Additionally, with the rise of social commerce, it’s now easier than ever for consumers to purchase without even having to visit a company’s website.

A simple one-click is all it takes to make a purchase. Businesses should tap into all the emerging revenue opportunities to ensure they never miss out on a sale and to further streamline their sales process.

A Framework For Multi-Channel Distribution Strategy

Developing an effective multi-channel strategy requires careful planning and thoughtful execution. It’s not just about being present on every platform – it’s about doing it well and with the resources you have.

For example, if a marketing team is tight on resources, initiating resource-intensive efforts like podcasting may not make sense.

On a similar note, if your target demographic likely doesn’t spend time on Facebook, it wouldn’t be worth your effort to allocate resources there.

To get the most of your multi-channel content strategy and focus your efforts on what will work for your business, the following step-by-step guide can help you get your content distribution efforts off the ground and on the path towards tangible results.

Know Your Audience

Marketers must have an in-depth understanding of their target audience.

When you know your audience, you understand how they behave, what types of content they prefer, the devices they use most frequently, and more.

Use tools such as Google Analytics, Google Business Profile, social media insights, and customer feedback to gain a deeper understanding of your target audience.

For example, a software company might find that its audience browses LinkedIn more often than any other social media platform.

Focus on the platforms that align with your audience’s preferences and invest resources there.

Repurpose Your Content

Creating content can be a cumbersome task, let alone creating content for different platforms and in different formats.

Get the most out of your current content by repurposing your existing content into formats for different channels.

For example, you may want to break out a long-form ebook into multiple blog posts or create a series of LinkedIn posts to encourage consumers to watch your recent webinar.

Ensure your message is consistent across every platform and adheres to your brand’s voice and tone.

Integrate Technology

Technology has undoubtedly revolutionized the marketing industry. It has offered significant time savings with the use of AI-powered tools and automation in general.

AI can help you create comprehensive content outlines for writers, spark ideas for ebook topics, maximize your on-page SEO, suggest optimal dates and times for publishing, and so much more.

If you’re not already capitalizing on the AI wave, now is the time to start.

Analytics have also come a long way, offering more insights than ever before into consumer behavior.

Technology, like Marketo and HubSpot, enables businesses to seamlessly manage email campaigns, social media posts, and analytics in one centralized platform.

Google Business Profile insights for multiple locations become more transparent and simplified with local experience platforms.

Investing in technology simplifies mundane, data-heavy tasks and allows marketers to focus on what matters most – motivating consumers to act.

Allocate Resources Effectively

Many businesses experience resource limitations.

As earnest as your efforts are, it can be daunting to accomplish everything you wish you could with limited resources. That’s why it’s essential to determine which channels to prioritize and which deserve your attention.

Invest your resources wisely to ensure that employees don’t feel overwhelmed and burdened with their job responsibilities.

Burnout leads to churn and, inevitably, the loss of good employees. When it comes to content distribution, it’s better to be a master of some than all.

A/B Testing

It’s unlikely that your content distribution strategy will be perfect from the start. As with any marketing effort, it takes time and experimentation to get it right.

Use A/B testing to identify what works best. Test different messaging, posting schedules, content types, and visuals to gauge what captures the most attention.

Refine your strategy based on tangible evidence of what’s working and what isn’t.

Practice Ethical Marketing

Consumer privacy is a growing concern for many. Consumers are wary of giving their information to businesses they don’t trust.

Be transparent about how customer data is stored and how it will be used. Adhering to ethical business practices will establish you as a trusted resource with socially responsible values and give you a competitive edge over less ethical competitors.

Next Steps For Content Distribution

The future of content distribution is straightforward: Track consumer behavior, create effective content in different content types, and distribute your content where it makes sense.

It’s likely that even a year from now, a new social media channel or content type will pop up, disrupting your existing content distribution strategy and redirecting your attention elsewhere.

As marketers, staying agile and being ready to meet audiences where they are is what wins the game.

Being a late adopter won’t suffice; customers are digitally savvy and have become accustomed to following the masses when a new content consumption opportunity pops up.

They’re also shifting away from consuming written content and moving towards visual, video, and audio content.

Now is the time to audit your current approach, experiment with new channels, and embrace emerging technologies.

Dig into your analytics to gain a true understanding of your client base and what causes them to convert.

The future is multi-channel – are you ready for it?

More Resources:


Featured Image: Gorodenkoff/Shutterstock

5 Content Marketing Ideas for April 2025

April is known for “Fools’ Day,” but the month includes plenty of other content marketing opportunities, including repurposing videos as text, celebrating Star Trek, avoiding housework, deploying poetry, and elevating SKUs.

Content marketing is the act of creating, publishing, and promoting content to attract, engage, and retain customers. Content provides the foundation for social media marketing, lifecycle engagement, and search engine optimization.

Yet the tactic is never-ending, requiring a steady flow of, say, articles, social posts, and videos. What follows are five content marketing ideas you can use in April 2025.

Convert Videos to Text

RightBlogger home page

Thanks to generative AI, converting videos into text is easy, such as from RightBlogger, shown here.

Five years ago, I recommended turning articles into audio. This April, I suggest converting videos into blog posts and newsletters. Thanks to generative artificial intelligence tools, turning video files into text is easy.

Zapier and OpenAI can do it, as can purpose-built tools such as Descript, RightBlogger, and the aptly named Video to Blog.

Create automated workflows to convert each video into several text forms, such as a blog post, social media updates, and even frequently asked questions or a product detail page.

Star Trek First Contact Day: April 5

AI-generated image of Mr. Spoke in cowboy apparel

Star Trek First Contact Day can inspire fun and entertaining content. Imagine Mr. Spock as a gunslinger.

Star Trek is among the most popular television and film franchises in the English-speaking world. Over its nearly 60-year history, Star Trek has grown to include 11 television series, 14 films, and roughly 850 novels and short stories.

These intertwined tales represent what devoted Star Trek fans (Trekkies) call the “canon,” and within this lore, April 5, 2063, is when humanity makes “First Contact” with extraterrestrials.

The April 5 date first appeared in the 1996 film, “Star Trek: First Contact.” And since the movie’s release, Trekkies have celebrated it as a pseudo-holiday.

For content marketers, Star Trek First Contact Day is an opportunity to engage the Trekkies, who are also potential customers.

For example, a farm and ranch retailer or western apparel shop might publish a humorous post reimagining the crew of the USS Enterprise as cowboys and ranch hands.

No Housework Day: April 7

Image of a female reading a book, presumably avoiding housework

Yes, there’s a holiday or avoiding house chores.

Ruth and Tom Roy are famous in the calendar community. The couple from Pennsylvania produce “Chase’s Calendar Of Events.” The duo has created more than 70 holidays, including “No Housework Day” on April 7 to encourage folks to enjoy their homes without the chores.

Content marketers could use the holiday in one of two ways: encouraging leisure activities or taking a contrarian tact of promoting housework.

In the first case, marketers could publish articles, newsletters, or videos describing relaxing ways to celebrate. Here are a few example titles:

  • A used bookstore: “10 Comforting Books That Prove Reading Is Better Than Doing Dishes.”
  • A game and toy shop: “Our Favorite Family-friendly Board Games for No Housework Day.”
  • An infant and children’s clothing boutique: “5 Reasons Every Mom Should Celebrate No Housework Day.”

The contrarian approach would argue that leaving dishes in the sink and days-old laundry in the basket is not good. Here are a few example ideas.

  • A cleaning supply store: “No Housework Day? Be Aware of These Fast Growing Bacteria.”
  • A pet supply retailer: “No Housework Day Can Confuse Dogs.”
  • A home goods merchant: “10 Gadgets That Make Housework Fun.”

Haiku Poetry Day: April 17

Photo of apples on a table outdoors

Haikus often address nature and well-being, but content marketers can adapt them to promote products.

Sari Grandstaff, a poet, started Haiku Poetry Day in 2007. Five years later, the Haiku Foundation took over and has grown the occasion, celebrating it with film festivals, gatherings, and collaborations.

A haiku is a form of poetry from Japan. It has only three lines, each with a set number of syllables.

  • The first line has five syllables.
  • The second line has seven syllables.
  • The third line has five beats syllables.

Haiku makes for good social media content and, when collected, blog posts. Here are a few haiku examples for items in a local Walmart.

Fresh apples:

Red, crisp, and juicy,
whispers of autumn in each
sweet and tart delight.

Charcoal grill:

Flames dance, embers glow,
sizzle, crackle — summer’s taste,
smoky joy awaits.

Lego set:

Tiny bricks unite,
castles, cars, and space-bound ships,
imagination.

SKU Specific

Screenshot of a Google Search on a product number

Some shoppers will search for a specific SKU or model number.

An intersection of content marketing and SEO could include stock-keeping units (SKUs) and model numbers.

In April, marketers could generate several blog posts answering questions or addressing common product concerns. Each post can include the SKU or model number in the title and subtitles. The posts could rank prominently in search results for consumers searching for that SKU or model.

Hence the posts are good for shoppers and for site traffic.

AI Won’t Replace Creativity, Says Studio Founder

Matthew Gattozzi realizes creativity and efficiency often conflict. His firm, Goodo Studios, produces commercial content that attracts visitors and converts them into customers. It’s a creative process with time and budget constraints.

“It’s a balancing act,” he told me. “On the one hand, you need efficiency. On the other, creativity requires time and space to flourish.”

A former ballet dancer, Matthew first appeared on the podcast in 2021. In our recent conversation, he shared his firm’s content-creation strategy, client needs, and, yes, the impact of AI.

The entire audio of our conversation is embedded below. The transcript is edited for length and clarity.

Eric Bandholz: Give us a quick rundown of what you do.

Matthew Gattozzi: I’m the founder of Goodo Studios, an agency that creates content to convert viewers into customers. We handle everything from photos and videos to advertising strategies across most platforms, including TikTok, Meta, and YouTube. We aim to understand who your customers are and why they buy and ensure the content speaks to them, ultimately driving revenue.

Businesses often chase trends, but we focus on core principles. User-generated and creator content has been popular for years, but we’re moving away from that a bit. I expect more brands will shift toward producing top-of-funnel content that’s engaging and shareable. The winning brands understand advertising fundamentals and ensure their content matches the medium rather than jumping from trend to trend.

Bandholz: What does content production look like?

Gattozzi: Traditional production often separates strategy from the creative process, which is a big mistake. In today’s environment, strategy and production need to be intertwined. We start with a creative strategy to figure out who your customers are and why they’re buying. There must be a clear reason behind every piece of content you create.

From there, we plan the shots to minor details, whether video, photo, or ad content. We source the right talent, location, and props. By the time shoot day arrives, the planning makes the execution much more manageable. Post-production, such as editing, becomes smoother with proper planning. Depending on the available resources, you can approach this at any scale, but the steps remain consistent. The key is that strategy and production are now more integrated than ever.

Bandholz: How long does it take?

Gattozzi: It’s a balancing act. On the one hand, you need efficiency. On the other, creativity requires time and space to flourish. The rise of AI has brought a focus on efficiency and volume, but sometimes, the best ideas come from taking time to be creative, even in moments of boredom or inefficiency.

As a leader, I often navigate this tension between getting things done quickly and allowing space for creativity. You can easily produce several decent scripts in a day, but sometimes it’s worth spending more time to develop one great idea. That’s where the magic happens. The challenge is balancing efficient production and letting creative ideas marinate. Often, the best content comes from exploring those inefficiencies.

Bandholz: What’s your initial strategy with clients?

Gattozzi: It depends on the brand’s stage and resources. For early-stage companies, establishing product-market fit is about testing many messages. Those companies should create more content, take multiple shots, and learn what works. Investing in a single, high-budget video at this stage could be risky.

As a company grows, what got them initial success may not be enough to reach the next level. Their content approach needs to evolve. Once they have a solid product-market fit, brands can take more significant swings with more ambitious content to reach new audiences. That’s where we come in. We offer creative diversity once a brand has validated its product and message.

Smaller, creator-driven content still has value, but the production limits of shooting with just a phone or on a tight budget constrain creativity. With higher-end production, your possibilities are endless. You can execute almost any idea when you have the right equipment, team, and budget, which we specialize in.

Bandholz: Do you create organic content for social media?

Gattozzi: We do a bit, but it’s not our primary focus. Most clients come to us for customer acquisition and seek new ways to engage audiences. Once it finds its initial product-market fit, a brand needs to scale and reach broader audiences. That’s where we come in, helping brands build the right messaging to grow. We’ll work with in-house marketing teams to help them get that next level of traction.

Bandholz: What content trends should merchants be aware of in 2025?

Gattozzi: AI is a hot topic, and there’s a lot of buzz around it. My advice is to be cautious and purposeful with its use. There’s no need to rush to adopt the latest AI tool because it’s trendy. Focus on tools that genuinely help enhance creativity and communication.

AI is already part of our daily lives, and while it’s a powerful tool, it’s not magic. A good ad won’t succeed because it uses AI. The technology should support the creative process, not replace it. Use the tools that fit your goals and push your ideas further.

The excitement about AI should be balanced with practicality. Use it to elevate creative output without sacrificing the human connection that resonates with audiences.

Bandholz: Where can people follow you, get in touch?

Gattozzi: Our site is GoodoStudios.com. We’re also on YouTube. I’m on XLinkedIn, Instagram, and TikTok.

7 Ways to Promote Content in 2025

Content can attract, engage, and retain customers. But even the best blog posts or podcasts sometimes go unnoticed. The problem is not necessarily content quality but lack of visibility.

Here are seven channels to present content to customers and prospects.

7 Content Channels

Search engines. Content and search engine optimization are seemingly inseparable. Content informs or entertains prospects, and search engines enable its discovery. Moreover, SEO often initiates the topic. A marketer identifies keyword phrases to target and then creates the content.

Search engines — Google, Bing, ChatGPT, others — remain a top way to promote content.

Email newsletters. Content and lifecycle marketing (email) are also intertwined. The Hatch Chile Store, for example, publishes recipes in an email newsletter to retain customers.

The Hatch Chile Store uses recipes and email to retain shoppers.

Social media marketing. Content is the fodder for social posts. Social media marketers often divvy up blog posts into bite-size bits of content. Some of those posts link back to the source, promoting it.

Consider a seller of print-on-demand goods. It publishes articles about classic science fiction films and novels to sell its products and then excerpts the articles into social posts.

The seller recently posted a two-part thread on X. The first provides a summary without links since the X algorithm tends to favor posts without them. The second, below, is a comment on the first with a link to a relevant product category page.

A second post on X is a comment containing a link to the product category page.

Advertising. Content marketers might advertise a high-converting page, knowing that a percentage of visitors will buy, subscribe, or both. Software-as-a-service companies often use this tactic. For example, HubSpot advertises courses, such as “Create a Must Follow YouTube Channel,” which drives sales.

Screenshot of two HubSpot Academy ads, schduled for Facebook and Instagram

HubSpot advertises its Academy courses on Facebook and Instagram.

Posting and reuse. Content marketers can post, repost, and reuse content. Some marketers describe this as “free syndication.” A marketer could republish content (or versions of it) on X, LinkedIn, Medium, or Substack, along with a link and the phrase, “Originally published on…” A guest post could have a similar tactic.

Paid syndication. A paid service such as Outbrain or Taboola can feature content as “recommended reading” on other websites, often alongside articles from major publications.

Influencer marketing. Finally, it’s now common to pay influencers to promote content.

Building Trust In The AI Era: Content Marketing Ethics And Transparency via @sejournal, @rio_seo

We’re officially entering a new era: the content overload era.

Content is no longer seen as a nice to have but a must for the majority of businesses.

The sheer volume of content being created and published daily across the web is astounding, to say the least – WordPress alone sees about 70 million new posts each month.

Knowing this could send content marketers into a frenzy, scrambling to crank out more content to keep up with demand. But quantity alone isn’t the only marker for content success.

The content overload era has done more than just spark the need for more; it prompted a reliance on tools and technology.

One such tool that has made its way into nearly every content marketer’s toolkit is artificial intelligence (AI). Its ability to streamline mundane processes quickly and with minimal effort has made it a crowd favorite for many content marketing professionals.

As more content marketers turn to AI to help with the content brainstorming, development, and distribution process, it raises one poignant question: Are we sacrificing quality for speed?

While unclear at first, it’s now more evident than ever that AI is here to stay and holds the potential to become an ally for content marketers when used right – a tool used for support rather than as a standalone solution.

In this post, we’ll explore how to amplify your content marketing efforts the right way, strengthening your trust with your audience.

You’ll learn how to cut through the noise to reach your target audience amid emerging tools, tactics, and technology.

You’ll walk away feeling confident in how to effectively reach and engage with your audience without relying solely on AI for your content marketing efforts.

Understanding The Challenges Of Content Saturation

Every second of the day, an influx of content is published across myriad platforms such as email, social media, websites, and more.

Consumers are inundated with content, having to sift through the mountains of information to find what is most relevant to their needs.

Vying for their time and attention can be difficult, especially when your competitors, and even those in different verticals, are attempting to do the same.

The rise of AI technology presents another challenge. Some content marketers and businesses are turning to AI to draft and publish content quickly.

Given its accessibility and capabilities, AI is becoming an easy way to churn out content, although a study has pointed to decreases in search engine visibility with AI-generated content.

The consistent, steady stream of content options can lead to what many refer to as “information overload,” where consumers become overwhelmed with the endless content options at their fingertips.

Information overload makes it increasingly difficult for brands to stand out. Additionally, algorithms are becoming attuned to understanding consumer preferences, surfacing, and prioritizing content based on relevance and engagement.

Generic content marketing strategies no longer suffice. Smart and savvy strategies are required in the ultra-fierce race for audience attention.

Breaking Through The Noise: Strategies That Work To Build Trust

Content isn’t being served in one single location. Long gone are the days of direct mail, email, and blogs being the main content forces to reckon with. The battle for attention is more arduous than ever.

With the emergence of social media platforms like TikTok, Instagram, and YouTube, content creation is no longer just in written form but rather through captivating photos, audio, and video formats.

Innovative content marketing approaches are necessary to truly build trust and differentiate your content from others.

Hyper-targeted content, personalization, and strategic AI usage are among those approaches that lead to the path to content marketing mastery.

1. Hyper-Targeted Content: Reaching The Right Audience

Imagine shouting into a void, one so massive and wide-reaching that your voice barely penetrates the surface.

The effort exerted to scream your message wouldn’t be worthwhile as no one would hear a word you say. Unfortunately, this example is all too common in the world of digital marketing.

Despite the most earnest efforts, marketers don’t effectively reach their audience due to poor segmentation or not understanding the audience at a granular level.

By analyzing key data points – like demographic, psychographic, and behavior data – brands can tap into what motivates their target audience most.

Content can then be delivered more effectively to the right audience at the right time with the right message.

Tools like Google Analytics, Google Business Profile, and email and social media marketing platforms are becoming more intelligent, enabling businesses to gain a deeper understanding of their audience through deeper insights.

These insights may reveal the best time of day to send a message, what locations are receiving the most traffic, the top-performing email nurture sequence to send new customers, and much more.

Takeaway: Craft Content Tailored To Niche Interests

Generic content no longer works. Instead, successful content marketers focus on niche markets, delivering highly relevant content that addresses a specific pain point.

For example, a popular pet retailer offers numerous specialty services to their customers. Bundling all this information on one landing page can cause confusion, leading to lower click-through rates and, in turn, less revenue.

By adding specialty landing pages with unique content for each of their services offered, such as vaccinations, aquatics, grooming, and more, the pet retailer saw dramatic increases in organic search traffic.

Understanding your audience is imperative, and content must match the needs of the individual.

Additionally, this level of segmentation can help customers build trust with your business, perceiving you as a trusted resource that truly understands their needs.

They no longer feel like just another email contact on your massive send list.

Hyper-targeted content requires more than cranking out AI-generated content. It requires human oversight to ensure segmentation is correct, the message isn’t generic, and your content matches the audience’s unique needs.

AI can be great for helping you brainstorm content ideas for your niche audience; however, a human copywriter is necessary to truly get the message over the line.

2. Effective Use Of Personalization

Addressing a prospect by their first name isn’t personalization.

Content personalization extends far beyond simply knowing the names of your customers. Modern content consumers expect more out of businesses in order to trust them enough to purchase.

They expect content that aligns with their unique needs, such as surfacing previously frequent purchases or highlighting a book that’s similar in style to the last book a customer read.

Customers are savvy, and if they’re presented with options that don’t align with their preferences, they’ll look elsewhere.

Think of Amazon, for example. Amazon’s algorithms are intelligent enough to highlight a product within a certain time period based on the buyer’s purchase history.

For example, a customer might buy Vitamin D supplements every three months. Amazon will likely show this product to the consumer around the time a refill is needed, streamlining and optimizing the path to purchase.

Revenue can be strongly tied to personalization. A HubSpot report found that segmented emails can boost opens by 30% and click-throughs by 50%, highlighting the value of personalization.

Takeaway: Personalization – A Powerful Differentiator That Requires Balance

Personalization walks a fine line. It shows you care about your customers by sharing more relevant content that matches their needs; however, privacy must be considered.

Algorithms are becoming more intelligent by analyzing and refining their content distribution strategies. This requires customer data, a subject that breeds concern and calls ethics into question.

It’s crucial for businesses to share how, when, and where customer data is collected. Disclose this clearly on your website and in your content in a clearly visible and easy-to-locate location.

Transparency is key to winning trust and credibility.

3. Responsible AI Usage In Content Creation

Many marketers have jumped aboard the AI bandwagon – 64% are already using it. Despite its prominent adoption, AI is seen as both a blessing and a curse.

On one hand, it has significantly impacted the way we work, streamlining tasks and delivering quick results.

On the other, it leads to duplicated content, information bias, irrelevant content, and an abundance of content that all sounds the same.

In fact, over half (60%) are concerned AI will harm their brand’s reputation through bias, plagiarism, or misalignment with brand values.

AI, when used responsibly, can enhance content marketing. However, the tool itself can’t mitigate concerns associated with its usage for content marketing specifically.

Only humans hold the power to truly transform the content experience and eliminate the over-reliance on AI for content creation.

Use cases for AI for content marketers:

  • Data analysis.
  • Improving drafts.
  • Keyword research.
  • Content optimization.
  • Technical SEO fixes.
  • Grammar and clarity.
  • Outline creation.

Takeaway: Use AI To Complement Human Efforts

Relying solely on AI for content creation comes with inherent risks.

AI-generated content often lacks authenticity and loses the author’s unique tone of voice. It can sound the same, reading too crisp and polished.

It loses the human element – interjecting the emotion and spark human writers accomplish that AI simply can’t.

Successful brands recognize AI can enhance human creativity, but it is not meant as a replacement.

Human ingenuity helps to build trust and shines your business in a more positive light.

Integrating All 3 Strategies For Maximum Impact

Content marketing strategies work best when used in tandem.

For example, a retailer might use AI to extract common themes in customer feedback, hyper-targeted content to promote relevant content based on customer feedback within a specific region, and personalize outreach with product recommendations based on the buyer’s behavior.

This all-encompassing approach not only improves customer experience but holds the potential to improve return on investment (ROI) as well.

As with any marketing strategy, measurement is a must. Keep a pulse on your wins as well as your opportunities for enhancement.

A firm understanding of metrics such as click-through rates, conversion rates, and engagement metrics across all platforms helps you spot what’s working and what isn’t.

The dual content overload and AI era has just begun, and the way content marketers used to reach customers will no longer suffice.

Instead, as marketers, we must work diligently to bridge the trust gap that exists between customers and brands.

This has become an increasingly tough task given the advancement of AI technology, where it can be tough to discern who’s behind the messaging – a human or a machine.

Marketers must focus on ethics and transparency to ensure every message they craft is meaningful, useful, and relevant.

By using AI as a supportive tool, adopting hyper-targeted campaigns, and leveraging personalization strategies, brands will create customer experiences that land with their audience.

Content will continue to grow at an astounding pace, but the brands that prioritize top-notch content and connection will continue to stand out.

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Featured Image: Andrey_Popov/Shutterstock

5 Content Marketing Ideas for March 2025

Content such as articles, videos, and podcasts can be the building blocks of modern consumer engagement. Content drives direct traffic, search engine rankings, social media, and AI tools.

In March 2025, ecommerce content marketers could focus on sustainability, compliments, baseball, agricultural heritage, and a spring cleaning challenge.

Go Green

Marketers can use the green of St. Patrick’s Day to focus on sustainability.

While March often brings thoughts of St. Patrick’s Day shamrocks and emerald hues, ecommerce businesses can expand the “green” theme to highlight sustainability practices and eco-friendly products.

A marketer can transform a playful holiday into meaningful content that resonates with conservation-conscious consumers.

Consider publishing blog posts or videos describing your business’s efforts to consume less and conserve more.

  • A beauty supply brand could showcase its transition to plastic-free packaging.
  • A direct-to-consumer outdoor gear company might detail its use of recycled materials.
  • A home goods store could demonstrate how it has reduced shipping waste.
  • A fashion retailer might explain its clothing recycling program.

The content becomes even better with metrics and achievements. Share actual numbers about the use of recycled materials or less packaging. These details help shoppers understand the real impact of their purchasing decisions.

A shop could create content that encourages sustainable practices, such as:

  • A kitchenware store could publish guides about reducing food waste.
  • An electronics retailer might offer tips for extending a device’s life.
  • A garden supply company could create content about water conservation.
  • A home decor business could share upcycling ideas for its products.

World Compliment Day

World Compliment Day is an opportunity to recognize customers, employees, and suppliers.

March 1, 2025, is World Compliment Day, an opportunity to create uplifting and entertaining content.

Unlike many commercial observances focusing on gift-giving, World Compliment Day celebrates the power of sincere appreciation — perfect for authentic engagement.

I see four angles a content marketer could take:

  • Customer appreciation. Short-form videos or blog posts on “what we love about our customers.”
  • Employee appreciation. Profile key personnel and tell the brand’s story from their perspective.
  • Supplier appreciation. Recognize top suppliers in blog posts or podcasts. Mr. Porter, the men’s fashion shop, used to run articles featuring quality inventory vendors.
  • Encourage compliments. Run social campaigns as part of a contest or discount to encourage customers to compliment others.

Spring Training

Photo of a baseball player in uniform

Spring training is an American baseball tradition, but “training” can apply to everyone.

Major League Baseball spring training in North America starts in February and runs through March 25. Teams head to Arizona, California, and Florida to prepare for the regular season.

Ecommerce businesses can tap into the nostalgic and hopeful spirit of baseball’s preseason. The annual tradition marks more than just the return of America’s pastime – it represents renewal, preparation, and the anticipation of warmer days ahead.

Content marketers could take a few angles with spring training, including a “Spring Training for Everyone” theme. The idea is to apply “spring training” to a shop’s customers and products.

  • Fitness retailers could create “Spring Training for Everyone” workout guides.
  • Kitchen supply shops could have “Spring Training Recipes” focused on nutrition and weight loss.
  • Outdoor furniture sellers could offer “Spring Patio” content.
  • Garden supply stores might publish “Spring Planting Guides.”

National Agriculture Day

Photo of a male farmer in a field of crops.

National Agriculture Day celebrates farming and food production.

National Agriculture Day falls on March 18, 2025, and celebrates the vital role of food production in our daily lives.

Farm supply retailers have a clear connection, but almost any business can create content aligning its products to agricultural heritage and sustainable food systems.

Here are a few example blog post titles:

  • Kitchen accessories shop: “The Chef’s Guide to Seasonal Produce”
  • DTC workwear brand: “How Farm Life Shaped Modern Fashion”
  • Pet supply retailer: “From Farm to Bowl: Understanding Pet Food Sources”
  • Travel merchant: “Top Farm Tourist Destinations for 2025”

Remember, the goal of content marketing is to entice shoppers to visit your website, engage with your brand, and ultimately become loyal customers. Never hesitate to connect your products to the topic.

Spring Cleaning Challenge

Photo of a male washing a classic Ford Mustang

Spring cleaning may take many forms, from cleaning a home to washing a car.

My fifth content marketing idea for March 2025 is a “Spring Cleaning Challenge,” an integrated campaign of multichannel content that drives engagement while naturally showcasing products.

The approach combines education, social proof, and community building:

  • Create a 14- or 30-day cleaning and organization program,
  • Release daily or weekly task videos,
  • Offer downloadable checklists and planning guides,
  • Include before and after photos for social sharing,
  • Provide expert tips and sustainable cleaning methods,
  • Offer rewards or discounts for the folks participating.

The idea applies to many businesses since “spring cleaning” could be a house, a vehicle, or a contractor’s power tools.