Content writing still plays a big role in 2025, because people use internet in a way that means your business needs something 'solid' for them to land on. Most searches do still start on Google, (even with all the new AI overviews) but people will only click through when the wording looks like it’ll answer or elaborate on exactly what they’re trying to figure out. After that they’ll probably jump into TikTok to see quick takes or real examples, then into YouTube if they want something more in depth, and if they’re still unsure they might check Reddit to see what actual users say. Good written content gives people a proper place to get the facts straight about your business, especially when they want more detail than a quick post or video can give them. Content writing helps you show up in search, and it gives your social posts something real to point back to. It shows people what you actually know! It works best when the tone is normal and practical, because no one wants to read text that sounds like it’s written by a robot or some overly marketed spiel pushing you to buy things.

Search looks different now purely because of the new AI summaries. This means these platform changes have pushed the actual results further down the page, and people trust it less than they used to because those AI boxes and ads make it harder to know what’s reliable. We all know that AI can throw up all kinds of wrong or mixed up info, and people deal with this by checking around. They might type a question into Google, skim the AI summary and then click a Reddit thread because it feels more genuine. Or they’ll watch a quick TikTok review to see if something looks believable before reading any longer explanation. You need content that makes sense in all those places. Clear headings, plain language and direct answers help Google understand your page, but they also help real people who are trying to make sense of conflicting advice. Search visibility isn’t about stuffing keywords any more, it’s about giving someone a straightforward answer they can find quickly.

Email still works because most people (at least those who are reasonably organised!) check their inboxes regularly and it doesn’t disappear in the way social posts do. The difference with email marketing now is that people won’t open anything that looks like a sales push. Simple subject lines do better because they feel like a genuine update and not like a marketing campaign, and once someone opens the message you’ve got a few seconds to show them something useful. 

Social content is extremely valuable right now as social media platforms are doing better than ever, but when it comes to marketing on them it most definitely needs to feel quick and readable. You'll know yourself from your own social media habits, you scroll through it without thinking. You stop when something speaks directly to what you're dealing with or when it answers something you've already been thinking about. On TikTok or Instagram this might be a short tip presented in more of a funny or lighthearted way, on LinkedIn it might be a practical post about a problem you see all the time. What matters is that it feels real. Posts that look like they’re written by AI or polished so hard that there’s just no sense of human warmth just aren't what people want. When the tone stays consistent across all of the platforms that you use, people start to recognise your voice even in tiny snippets and that makes it easier for them to trust you enough to click through when they’re ready.

There’s more data available now than as a business you can realistically use, and most analytics tools show far more information than you actually need. So figure out what's important, like which pages people land on first and which posts they reread. The topics  thatthey scroll past without stopping will also tell you a lot, then from there you already have enough to make better decisions. In most cases you only need to look at a few simple behaviours to see what’s working and that’s usually enough to decide what to make next.