The world of content marketing moves fast, introducing fresh challenges each year. Some remain the same: generating content topics, getting traffic to your site, and publishing error-free work. But often, while navigating familiar hurdles, new ones emerge as well. The year 2025 is no exception.
So, what do you do when a content writing dilemma appears? Don’t worry, we’ve got you! Below, we outline three of the most common 2025 content writing challenges and ways to overcome them. Let’s unravel them together!
AI in Content Writing
Last year, many wondered whether to incorporate AI into their content marketing strategies. While AI offers clear advantages, it also raises particular concerns, such as the risk of plagiarism, inconsistent outputs, and a sometimes mechanical tone.
An even bigger concern is AI’s potential impact on SEO performance. More than likely, you’re using your content marketing strategy to drive rankings on search engine results pages (SERPs). And since publishing helpful content more frequently can accelerate SEO results, AI appears to be an appealing solution.
But you need to do so with extreme caution. AI is still so new, and we don’t know all its long-term negative implications yet. However, we do know that Google penalizes users who create content with the primary goal of manipulating search rankings.
Instead, content needs a people-first approach, which may be lacking in AI-generated content. And Google has made it clear that success on its platform depends on creating original, people-focused content that exhibits E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness).
So, are SEO results possible with AI? Sure, but only when you use well-crafted prompts and a strong editing eye. You also need to ensure the AI’s outputs align with your brand’s voice and meet quality standards. Otherwise, you’ll fail to attract new traffic – and only confuse brand followers.
Unfortunately, many of us who use AI to create content aren’t using it in the ways Google allows. I use it sparingly in my work, mainly for blog post ideation, research, and editing. As for the rest of the content writing process – like outlines and the writing itself? I only trust me, myself, and I to complete these tasks, not AI.
Changing Consumer Preferences
Informative content was once enough – but not today. Now, consumers seek engaging and interactive content that also answers their inquiries. And they want to be entertained while doing so.
In other words, consumers don’t want to read giant blocks of text on websites. At the same time, they want us to incorporate multimedia elements, such as videos and infographics, that invite participation.
Focus on identifying users’ needs and then determining how your content can directly address those needs. By utilizing analytics tools, you can pinpoint industry topics trending on Google, allowing you to craft content that resonates with your audience and positions your brand as a thought leader.
Personalization is becoming increasingly important, too. Users want to feel valued and understood by your company. Use data to tailor your content so it’s relevant to individual visitors and helps build strong customer relationships. Targeted emails, specific landing pages, and content recommendations are great ways of fulfilling the need for content personalization.
Like in years past, most consumers still use mobile phones more to search websites. According to Semrush, there were 313 percent more visits on mobile compared to desktop in 2023, and mobile visitors made up 233 percent more unique visits. When reviewing the numbers from 2019, I expect these numbers to continue increasing.
So, in 2025, optimizing your content for mobile devices remains essential. Responsive designs and short paragraphs help ensure optimal readability no matter the screen type.
AI Overviews (AIO)
Until recently, Google snippets displayed some of the most helpful answers to search queries. Now, however, AI Overviews (AIO) assist in answering users’ searches with AI-generated responses. These answers appear above all search results and are drawn from various online sources, with the sources linked alongside the response.
This can be a bit worrying for those investing in SEO content. After all, is SEO still important if AI overviews have now come into play? Are people still searching Google for answers or simply heading to AI platforms instead?
Thankfully, research by Datos, an Semrush Company, found that web users conduct 2,400 times more searches on Google than Perplexity, the leading AI platform. Besides Google being the preferred platform, the research shows the number of searches actually increased on Google by over 10 percent in 2024.
Like when snippets first appeared, people also worry that AIO will lead to more zero-click searches. After all, since answers are popping up directly in Google, why would a user need to visit a site to find out more?
Because AIO is still relatively new, insufficient data proves its effects. However, it’s entirely possible that its implementation will decrease traffic, but increase the quality of conversions. This means that even though less traffic may end up on your site, the traffic that does is of better quality – or has a higher chance of becoming a customer.
The key takeaway? The talk about AI potentially replacing search engines and making SEO less important is simply that – just talk. Google still leads the way regarding users finding answers to their queries.
2025 Copywriting Trends
Besides knowing how to deal with current challenges in the field of content writing, you should also be aware of what’s trending. Here’s my ranking of the key areas to prioritize when creating your content in 2025, listed in order of importance:
Quality Content
Even in an area of AI, quality always wins. Write great content that meets your audience’s needs, creates human connections, and keeps readers returning for more.
Data-Driven Insights
Tools like Google Analytics and UberSuggest make it easy to track your content’s performance and understand which topics resonate most with your audience. By analyzing metrics such as engagement, bounce, and conversion rates, you can refine your approach, tailor your messaging, and continuously improve your content strategy to better meet your audience’s needs.
Audience-Centric Storytelling
Effective copywriting will increasingly rely on storytelling that places the audience at its center. Readers want more than a display of information – they want to feel a part of the journey. Use case studies, testimonials, or personal anecdotes to illustrate your points and evoke emotion.
Consistent Branding
No matter the marketing platform, you need to ensure consistency with your branding. Use the same voice and tone throughout your content while using social media, email campaigns, blog content, and other marketing tactics.
Clear Formatting
It’s still important to make your copy as readable and engaging as possible, and clear formatting helps. Headings, subheadings, short paragraphs, lists, and images break up large blocks of text and keep readers reading.
Summary: 2025 Content Writing Challenges
It’s never a dull moment in the world of copywriting, and 2025 is proving no different.
Depending on how you use it, AI continues to provide exciting opportunities or significant challenges, and content must meet consumers’ ever-changing needs.
By staying abreast of current copywriting challenges and knowing what’s trending, you can make 2025 your most successful year in achieving your content marketing goals. For help navigating your own copywriting challenges, contact me for a free consultation.