Canadian businesses have embraced content marketing as an effective, affordable way to grow their company. It’s also the top way to engage consumers and turn current customers into the coveted repeat buyer. It does come with challenges, however, including production, management, and AI adoption.
Canadian Content Marketing in 2025
Content can assist in reaching all of the top marketing goals indicated by HubSpot’s The State of Marketing in Canada 2024 report.
Key Marketing Goals for 2025
- Increasing revenue & sales
- Increasing lead generation
- Increasing engagement
- Driving traffic to the website
- Increasing brand awareness and reaching new audiences
“While marketing trends evolve rapidly, the importance of value-driven content remains paramount,” says the report. “Authentic content reflecting a brand’s values, such as social responsibility, resonates profoundly with audiences. Embracing this human element in marketing fosters community engagement and drives tangible results.”
Content marketing in Canada in 2025 will largely be based on the most successful content strategies of 2024. It’s the safest route when marketing budgets are tight during challenging economic times. 2024 trends are also tied closely to 2025 digital marketing goals.
2024 top 5 marketing trends with the highest return on investment (ROI):
- Short-form video content 47%
- Content that reflects the brand’s values 36%
- Inbound marketing 29.33%
- Influencer marketing 23.33%
- Native advertising 22.33%
“These trends indicate a shift towards more visual and authentic content, influencer collaborations, and a focus on delivering value to consumers through inbound strategies and native advertising formats,” concludes the HubSpot report. “Consider incorporating these trends into marketing strategies to optimize ROI and effectively engage the target audience.”
When it comes to the most popular formats, video leads the way in all 2025 content marketing predictions I’ve read. This report specifies “short-form video content,” and that’s certainly the video trend I’ve seen for the past couple of years. Live streaming is a related trend, but it seems to be growing more slowly with limited adoption. Another observation is how the line between video channels and podcasts continues to blur.
“Your brand has transformative stories to tell, even if you don’t fully know what they are yet,” writes Maxwell Bentley in his newest book, Video Marketing Secrets. “With video, you will attract people who resonate with your words, stories, and brand aesthetics, and you have a duty to learn about them, put your message in front of them, and give them permission to be inspired.”
Is AI a Blessing or a Curse?
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Like most aspects of business and online marketing, artificial intelligence (AI) may help or hinder your content marketing strategy. The only way to find out if — and how — it will benefit your organization, is to try it out.
The HubSpot survey asked, “Over which aspect of marketing your team isn’t fully prepared for the impact of AI?”
- 69% Chatbots
- 50% Content creation as a whole
- 59% Written content
- 65% Video content
“Artificial intelligence can be your guide through the vast digital landscape,” writes Paul Getter for Forbes. “Use AI-powered tools to personalize content and ads for your audience. This will help ensure that your message resonates deeply with each individual, like a tailor-made suit.”
High ROI Content for 2025
Whether it’s videos, blog posts, or live streaming, the following types of content marketing have proven to be most profitable for us.
1. Checklists
Checklists can be applied to virtually any niche. They’re so profitable because they appeal to a wide range of consumers who are looking for a quick guide to something. A checklist can feature your product as part of a solution or a way to make life easier, both of which are powerful motivators to make a purchase.
2. Tips & Tricks
Complimentary content like recipes for a food product, furniture upcycling ideas for paint, or care tips for niche collectibles. Offer solutions to related problems that this product solves.
3. How-To Guides
There’s a reason top blogs have a lot of how-to guides and tutorials. From the product itself to all of things you can use it for, these guides can set you up for maximum revenue, sales of accessories or consumables, or ‘upselling’ to encourage customers to buy more. Make sure they’re illustrated well and/or include a video. This tactic will also reduce returns by frustrated customers.
4. Research, Case Studies & Data-Driven Analysis
Theory gets a little old online and there’s a great need for proven facts. Feature your own research, case studies/experiences, or data you’ve analyzed. Alternately, you can write about what others have studied. It all helps to present you as an authority on the topic and it’s backlink gold. Build a reputation for providing solid data from reputable sources, enhanced by your expert analysis.
5. Product Comparisons
Compare your product to competitors or use affiliate products. People who are searching for product comparisons are ready to buy, and that’s what makes this kind of post so profitable.
6. Tools & Resources
You can feature tools and resources that compliment your niche, whether it’s your own product, an advertiser, or one of your affiliates. The post can be a list of recommendations with brief descriptions, or a casual reference to a single product in a related post.
7. Listicles
Perhaps it’s the Best And Worst Vacation Spots For Pets, or 11 Books to Inspire Today’s Kids to Save Tomorrow’s Earth, anything you put into listicle format has profit possibilities. Listicles are profitable because they’re highly versatile and people love to share them.
Disclosure Laws
Remember to familiarize yourself with disclosure laws and ensure you are transparent in your promotions:
US Federal Trade Commission (FTC)
Actionable Insights
The Content Marketing Institute’s B2B Content Marketing Benchmarks, Budgets, and Trends: Outlook for 2025 report asked top content marketing performers why their content is successful. Their responses provide valuable insight you can use to refine your own content marketing strategy.
- Understanding their audience 82%
- High-quality content production 77%
- Possess industry expertise 70%
- High-performing people on their team 69%
- Align goals with their organization’s objectives 62%
- Measure & demonstrate content performance effectively 53%
- Use a documented strategy 47%
There is no question that exceptional content is one of the best ways to help businesses reach their key marketing goals for 2025. It can be challenging to maintain a content marketing plan and keep up production, but your effort will be rewarded with ongoing benefits and an unbeatable ROI. Turn the above list into a list of priorities for the year and you’ll be that much closer to success.
What will your Canadian content marketing plan focus on in 2025? Please share your comments or questions below, or join us in the Online Business Canada Facebook group.
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Melody McKinnon is an internet entrepreneur with 25 years of experience in a wide range of online business models, backed by a formal business education and enhanced by training and mentorship. She has owned or managed both educational and ecommerce websites. Her book, 7 Recession Proof Online Businesses to Start From Home, is available from all major ebook retailers.
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Great content has stood the test of time online and nothing has worked better or more consistently. However, it doesn’t matter either way when it comes to getting attention in search engines. No matter how good it is people will never see it unless you pay to play and that’s temporary. We need a better way!