Contentworks has been a leading content marketing agency servicing the finance, fintech and forex sectors since 2017. With years of perspective in this field, we’re speaking today to co-founder and director Niki about the most popular content marketing services in 2025.
What is Content Marketing?
Defining content marketing is a good place to start as many people think of it as just producing text like a blog, or for PR. However, it takes strategy to create and disseminate content to attract and retain clients. A planned approach to content means clearly defining your audience and creating valuable and relevant content where they are likely to see and interact with it. The ultimate goal being to drive the customer to the next action that you want them to take, be that to sign up, download, attend an event or deposit.
How Has Content Marketing Changed in 2025?
Content marketing has evolved from simple blog posts and keyword stuffing in the early 2000s to a sophisticated, data-driven strategy focused on engagement, personalisation, and multimedia storytelling.
In 2011, only 60% of marketers had a documented content strategy, but by 2023, that number had grown to 73% as businesses recognised its importance. The rise of social media, video content, and AI-driven personalisation has reshaped how brands connect with audiences. Video, for example, now accounts for 82% of global internet traffic. What hasn’t changed so much, but is well worth pointing out, is that 47% of buyers engage with three to five pieces of content before making a purchase. Another growing industry trend is the growth of authoritative content. With search algorithms prioritising quality and relevance, modern content marketing is no longer about volume but about delivering value, credibility, and an exceptional user experience. Check out Google’s EEAT (expertise, experience, authoritativeness, and trustworthiness).
Contentworks Agency works with banks, fintechs and forex brands to deliver effective content marketing services. Speak to the team about strategies to optimise your marketing.
How Has AI Changed Content Marketing Services?
Like all tools, there are great uses for AI, and some not so great. Whilst AI can generate high-quality content in a short time, that content can be very generic and monotonous. It can be very good for brainstorming ideas and research but content always needs to be reviewed and edited for both phrasing and accuracy. This holds even more truth when dealing with financial services content that needs to be compliant.
Where it shines is in creating content funnels for hypertargeting. Tools like Bombora, ZoomInfo and DemandBase that are specifically designed for marketers doing hypertargeting. Other tools include:
- Google Analytics & Search Console: Understanding user behaviour and intent.
- HubSpot, Salesforce: Segmenting traders based on engagement.
- Retargeting platforms (Facebook Pixel, Google Ads, LinkedIn Insight Tag): Re-engaging interested traders.
- Social listening tools (Brandwatch, Sprout Social): Identifying trends and trader sentiment.
What are The Best Types of Content Marketing?
A well-rounded content marketing strategy will encompass a variety of approaches. Every marketing department needs to consider what it can undertake effectively without stretching themselves too thinly.
- Blog Posts: Long-form blog posts generate over nine times more leads than short-form ones.
- Email Marketing: Email is 40 times more effective than social media for customer acquisition, with the buying process occurring three times faster.
- White Papers and eBooks: 76% of buyers are willing to share information for a white paper, 63% for an eBook, and 57% for a case study.
- Video Content: Short-form videos under 90 seconds have a 50% retention rate, and 66% of video ads are now under 30 seconds, reflecting their effectiveness.
- Infographics: 84% of people using infographics find them effective.
- Podcasts: Host-read podcast ads drive 60% higher information-seeking intent and 50% higher purchase intent compared to traditional ads.
- Social Media: 85% of marketers rank short-form videos (e.g. on TikTok, IG Reels and YouTube shorts) as the most effective type of social media content.
A B2B audience will vary slightly from the above. While emails, blogs, white papers, case studies and webinars/podcasts are still important, short form videos, infographics and social media posts not so much. Unless we’re talking about Linkedin which is a key channel for B2B communication. Basically longer-form content that delivers value drives the most engagement and conversions. Social media and short-form content do help with brand awareness, but they are secondary to lead-generating assets like though-leadership articles and eBooks. What the statistics emphasise is the importance of selecting the right type of content to align with specific marketing goals.
Does your busy marketing department need assistance with B2C or B2B content creation? Book a 15-minute zoom with the Contentworks team.
How Has SEO Changed with AEO and GEO?
According to Gartner,
By 2025, AI will power 80% of digital marketing strategies globally.
The question on every marketer’s mind is ‘is SEO still relevant in an answer query environment’? The shifts in marketing are coming hard and fast:
- Voice search accounts for 50% of online queries
- AI tools like ChatGPT are evolving by the day
- Traditional Search Engine Optimisation (SEO) is no longer the only solution
- Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) are now part of the picture
Content marketing service providers cannot ignore these emerging trends. Here’s a quick look at how to succeed with optimising content for these different ‘engines’.
SEO
SEO focuses on increasing visibility of your site by ranking higher on search engines like Google and Bing. More visibility means more organic traffic and connecting with potential clients. To succeed with SEO, here are some of the activities marketers are undertaking:
- On-page SEO techniques: Ensuring your pages are read by search engine bots by indexing correctly, having correct meta data and aligning keywords with search queries.
- Off-page SEO: Building high-quality backlinks, making your site trustworthy
- Content optimisation: Aligning content with user intent. Writing useful, informative content that answers questions people are asking.
AEO
Optimising for answer engines means creating quick, accurate answers to questions users are searching for. Tools like Google’s Knowledge Graph and voice assistants like Siri and Alexa have grown demand for AEO. Strategies for AEO include:
- Featured Snippets: Optimising content with short, to the point answers, tables, lists etc.
- Voice Search Optimisation: Conversational language that sounds human
- Schema Markup: Adding structured data to your site
GEO
Generative Engine Optimisation requires marketers to:
- Ensure AI-friendly content
- Use a conversational tone
- E-E-A-T principles (see section above)
Read more about SEO vs AEO in our article here. If you’re not sure how your SEO is performing, ask us for a full technical SEO audit of your site.
Which Are the Best Social Media Channels in 2025
The face of social media advertising is ever-changing. We’ve all heard that TikTok is on the rise, Facebook is only for boomers and X (ex-Twitter) is a mess. Which platforms are delivering the best engagements and conversions? The first question is, which industry are you advertising and what are your objectives? Let’s have a look at which networks are best for what.
- TikTok: Best for organic reach so good for awareness building especially for millennials and Gen Z.
- Instagram: A strong ad platform with easy targeting options based on demographics and interests. Carousels and story ads are great for product promotions especially for visual brands like fashion and lifestyle.
- Facebook: Allows detailed targeting and still performs strongly for the 30+ age range especially for ecommerce brands. Organic reach is virtually non-existent without boosting posts but paid-for ads are still delivering. Meta is all about Pay-to-Play.
- Pinterest: Works very well for niche industries like interior design, fashion and and style.
- YouTube: 2.7 billion monthly users makes YouTube the most popular video platform. According to Google, 70% of people have purchased from a brand after watching it on the channel.
In summary, Facebook/Instagram (Meta) have an audience of 3.35 billion daily users, the highest globally. 78% of consumers say they discover products on these networks. In 2020, TikTok launched it’s business arm allowing owners to connect their online stores to the channel. This opened the way for using hashtags, collaborating with influencers and trialling different ad formats. Cracking the TikTok algorithm and going viral can see you compete with the worlds biggest brands in engagement. Meanwhile, Pinterest generates 33% more ecommerce traffic to shopping websites that Facebook.
Takeaway: Different social networks perform better for different target audiences, industry verticals and marketing attributions. To create an effective social media strategy you need to create content with this in mind.
Want a killer social media strategy for your brand? Contentworks Agency develops effective social media strategies, and works with your internal team to create content or even undertake full management of your channels.
Future Trends
Since the launch of Large Language Models at the end of 2023, the shape of content marketing services has shifted drastically. Change is happening faster than before. So with foresight in mind, here are some future trends to watch:
- Google’s Search Generative Experience (SGE) using generative AI in search
- AI predictive analytics anticipating user needs to create hyper-targeted content
- Shorter attention spans and more gamified approaches
- The rise of community driven content in Discord and Telegram as trust erodes in centralised platforms like Facebook
- Authenticity and storytelling continues to be important
- Zero-click content where users consume content without leaving the platform
- Micro influencers and the creator economy will evolve for trust-based marketing
- Real time content tailored to users immediate need and behaviour
Which Content Marketing Services does your brand need? Speak to our expert team by booking a free Zoom.