2025: Your marketing content is aging

The world has changed fast recently. You’ll have noticed.

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Collective Content
February 28, 2025

Across industries, regions and governments, the dynamics and challenges have shifted. So must your marketing and thought leadership (TL) content, if you want it to stay relevant… and fairly soon. Here are three helpful and orientating points to consider as you approach this.

Speed

The speed at which change is happening is difficult for some, and especially for those in large, consensus-based structures. Internal innovation to identify more quickly the pain points (and upcoming pain points) of clients and customers may be needed. You may also benefit from trying new approaches to bring your marketing and TL assets together. (See next point.)

Formats

The practice of creating a comprehensive, large report on a topic or industry, with smaller assets following on to support it, lives on. But is this the best approach today? It’s worth asking the question, at least. If a report is the intended big splash, there’s a risk it might be behind the curve by the time it’s finished. Or someone else may get there first and steal your thunder (see previous point). Consider the release and promotion of assets during the creative journey, and through multiple formats and channels. These assets can be tweaked and updated when it comes to the publication of your central report at the middle or the end of the project.

Constants (thankfully)

Amid an intense period of change, much of human behaviour remains the same. The first piece in the ‘From our blog’ section offers some pieces of practical advice that have stood the test of time in this area.

Til next time,

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Word of the Moment: Sonder

French sonder, to plumb the depths. Pronounced “sahn-der.” Can be used as a noun or a verb, as you would use the word wonder.