It’s easy to think that the content game is unrecognizable compared to two years ago. We’re using new jargon, optimizing for new platforms, and using previously unimaginable AI tools.

In reality, the key tenets of high-quality content are the same as they’ve always been: to earn success, you must create high-quality resources that address user queries and offer real value.

The biggest factor for successful content in 2025 is quality. Here’s why marketing teams need to focus on cultivating ultra-high-caliber content and what that looks like.

1. Content is still king, but Google’s throne is in jeopardy

Since the dawn of SEO, Google has been the sun; everything revolved around its algorithms. With the rise of LLM (Large Language Model) search engines, like Perplexity and ChatGPT, this is changing.

This year, AEO (Answer Engine Optimization) is becoming a factor in content strategies. While some consider AEO to be a subset of SEO, they’re really complementary; SEO best practices tend to overlap with AEO, but they’re not exactly the same.

Users interact with answer engines differently than with search engines, and it’s important that your content addresses these differences. Here are some key ways to optimize for answer engines.

• Optimize for voice search by targeting long-tail keywords.
• Directly answer questions, such as through an FAQ section.
• Create excellent content based on experience.
• Pay close attention to user intent.

Read more: B2B Blog Strategy

2. Moving away from SERPs to citations

Raise your hand if you use LLMs to conduct research. I know that I’m not alone; they do an excellent job of understanding the nuance behind search terms and presenting articles that fit ultra-specific queries.

With the shift to AEO and the rise of LLMs like Perplexity, Gemini, and ChatGPT, earning citations is becoming more important than gaining top SERP ranking.

“In a post-generative AI world, citations are the new rankings. For brands to win, they need to be the cited source.” –Jim Yu, founder of BrightEdge

This means that the content you create needs to offer enough value to be considered a high-level citation. Directly answering queries and targeting the right keywords means nothing unless you’ve proven your company to be a trusted source. Here are some ways to do that:

• Include high-quality citations in your articles. 
• Earn peer approval through backlinks.
• Syndicate your content on high-quality platforms.
• Include data and statistics.
• Conduct expert interviews and thought leadership.

Read more: 5 Ways Writers and Content Marketers Should Utilize LLMs

3. Experience and Expertise are more important than ever

In 2025, all aspects of E-E-A-T (Experience, Expertise, Authority, and Trust)  remain a key focus in determining high-value content, even outside of Google. However, we’re seeing a shift toward the Es. Search engines and audiences want to hear first-person experiences from people who know what they’re talking about. Shallow how-tos or listicles that regurgitate existing content will no longer cut it.

This likely has to do with the rise of AI-generated text. Anyone can create an article with generic information; all they have to do is plug it into ChatGPT. Audiences want what LLMs can’t provide: real experiences from those who’ve been there.

4. User intent is a top priority

User intent has always been important, but now that search engine algorithms are sophisticated enough to understand the nuance behind queries, it’s more important than ever.

LLMs and platforms like Google Discover provide an amazing opportunity for businesses to reach hyper-specific audiences. People use LLMs as their research assistants, engaging in a conversation to get the specific information that they need.

This means that website owners need to start directly answering user queries in a way that deeply understands the reason behind the query. In 2025, keyword research needs to go beyond asking what people are searching for to why they’re asking. Only then can you create content that’s sure to earn search engine attention.

5. Distribution is key

The infamous March 2024 Google Update taught a hard lesson to many website owners: if your traffic relies on Google, then it’s not guaranteed.

After thousands of websites’ traffic sank, it called into question the wisdom of relying completely on Google. Prudent website owners immediately developed strategies that ensured vitality if another earth-shaking Google update came to be.

By syndicating your content on other platforms, earning high-value backlinks, and sharing your content via newsletters and social media, you can fool-proof your strategy and reach a wider audience.

How to create successful content in 2025

Successful content can’t be an afterthought. If you want to stand out, you must invest in a team that’s solely focused on content KPIs. Blogs and articles that are nothing more than one of many items on your marketing team’s to-do list aren’t going to cut it anymore.

Here are some ways to ensure that your content gains attention and earns revenue in 2025.

1. Deeply understand your target audience

Understand their pain points, their curiosities, their desires, and where they spend most of their time online. Before you can even think about creating content, you need to know exactly who your audience is, what they value, and the exact queries they want answered.

2. Use professional writers who can craft a compelling message

Gone are the days when you could quickly slap together a how-to or listicle that features a handful of target keywords and earn a decent ranking. To compete in today’s market, your content needs to be incredibly well-written and something your audience loves to read and share.

Read more: 5 Reasons Why You Should Hire a Professional Content Writer

3. Network with subject matter experts

First-person experience and expertise are essential in 2025. If you can find an excellent writer who’s also an expert in your sector, that’s amazing. However, not only are these unicorns going to charge a pretty penny, but they’re also few and far between. If your subject is quite technical, the Venn diagram that includes professional writers and subject matter experts is quite small. The best way to move forward is to have an excellent professional writer on hand who knows how to connect with your audience and pair them up with experts to complete content projects. 

Read more: 5 Tips for Working with Freelancers

The bottom line

Ultimately, the game hasn’t changed. Google has always said that it sought to prioritize well-written, unique content that answered user queries and provided the most value. With the help of AI, the algorithms have become more sophisticated than ever before, and they can now better identify the content that achieves these goals.

SEO and content strategies can no longer lean on tricky practices to earn top ranking. They must pivot toward excellent writing and expertise to earn the attention they deserve—something that should have been the focus all along.

Rather than giving up on your content because it’s more difficult to rank, you should focus instead on building a top-notch team and content strategy. 

Interested in growing your business with excellent content that sells? Let’s chat!