Summarize with AI
Artificial intelligence has quickly moved from an experimental tool into a practical resource for marketers. A new study from Informa TechTarget highlights where AI is proving most useful, what content formats are expected to thrive in 2025, and the challenges and opportunities B2B marketers should anticipate.
For small to medium-sized businesses, the findings provide a helpful roadmap for how to compete and grow in an environment where content remains at the core of successful marketing strategies.
AI as a Creative Partner
The study shows that AI is already reshaping how marketers plan, create, and optimize content. According to survey results, brainstorming content ideas is one of the most effective uses of AI, with 62% of respondents pointing to this as a strength.
Editing human-written copy is another area where AI shines, with 36% of marketers reporting it as valuable. These findings suggest AI is less about replacing human creativity and more about enhancing it.
For SMBs, this can be a game-changer. Instead of spending long hours on ideation or first-round edits, teams can rely on AI to help speed up the process and focus their time on refining ideas, tailoring messaging, and building authentic connections with their audience.
Where AI seems to add less value is in SEO planning and optimization (24%) and design work (16%). This indicates that while AI can help spark inspiration and polish writing, areas requiring strategic expertise or strong visual creativity still benefit most from human oversight.
The takeaway for smaller businesses is clear: let AI handle the repetitive or time-intensive tasks, and invest your people’s energy in the elements that set your brand apart.
What Content Formats Will Succeed in 2025?
The survey points to a clear leader: social media. 71% of respondents rated social media as the most successful content format. For B2B companies that often means short-form video, thoughtful posts that spark discussion, and regular updates that keep your brand visible to buyers and partners. Social channels are where awareness builds quickly and where small teams can get the most reach for modest investment.
In-person experiences follow at 45%, which reinforces that live interaction still matters. Events, workshops, customer roundtables, and product demos create trust and momentum in ways that purely digital content cannot. For SMBs this does not require a big trade show budget. Well-run local events or targeted online-to-offline meetups can produce strong relationships and faster deal movement.
Case studies and infographics were rated lower in this survey, at 15% and 14% respectively. However, that doesn’t mean they’re completely irrelevant. Case studies remain one of the best tools for proving results when a prospect is evaluating a purchase. And infographics are useful for breaking down technical topics into digestible visuals. Use these formats strategically as follow-up assets after a social campaign or an event, or as supporting material in sales conversations.
The practical takeaway for smaller businesses? Prioritize formats that create regular audience touchpoints and build relationships, then use case studies and infographics to reinforce credibility and clarify complex points.
Distribution Channels That Matter Most
A key question every business owner asks is: once content is created, how do you make sure the right people see it? According to the study, several distribution channels are expected to be highly successful in 2025.
- Organic social media leads the way with 50%. This underscores the power of consistently posting content that resonates with audiences and encourages community interaction.
- SEO and organic search follow at 43%. Even as AI-driven search tools emerge, traditional search remains vital for discoverability.
- Paid social ranks close behind at 42%. Well-targeted ads continue to deliver results when paired with strong creative and clear messaging.
- Email is another dependable channel, with 38% rating it as successful. Despite predictions over the years about its decline, email continues to provide direct access to decision-makers.
For SMBs, this means investing in a balanced mix of organic and paid distribution. With budgets often tighter, understanding where your audience spends time is essential. A thoughtful strategy combining SEO, GEO, social, and email can deliver strong ROI without requiring enterprise-level spending.
Goals, Challenges, and Budgets
The survey also sheds light on the priorities and obstacles B2B marketers face. The number one content priority is telling more engaging stories, chosen by 45% of respondents. This aligns with the emphasis on authenticity and the importance of standing out in crowded markets.
And it’s no surprise that the top content goal is generating more qualified leads, chosen by 32% of respondents. Ensuring maximum ROI and growing revenue will continue to be one of the most important goals when measuring the success of any content program.
When it comes to external challenges, platform changes were cited as the top roadblock by 55% of marketers. Shifts in algorithms and search methods can make it harder to maintain consistent visibility, which highlights the need for adaptability. Internally, the biggest challenge remains limited bandwidth and competing priorities (29%).
For SMBs, these insights point to the value of efficiency. With smaller teams, streamlining workflows and finding tools that support productivity will make it easier to balance competing priorities.
The good news is that budgets are moving in a positive direction: 45% of respondents expect their content marketing budgets to increase in 2025, while only 22% anticipate a decrease.
This is encouraging for business owners who might worry about falling behind. Even modest increases in spending can be impactful if directed strategically toward formats and channels most likely to succeed.
Building Authentic Connections
One of the standout themes of the report is the importance of building authentic community connections. As the digital space grows more crowded, personal relationships and trust are becoming the differentiators. This is especially true for SMBs, where close client relationships are often a key advantage over larger competitors.
AI tools can help streamline operations, but they cannot replace genuine human connection. Whether through in-person events, personalized storytelling, or direct communication channels like email, businesses that focus on authenticity are better positioned to thrive.
What This Means for SMBs
For small and medium-sized businesses, the future of B2B content marketing is promising. The findings point to a balanced approach where AI serves as a powerful assistant, not a replacement. Content formats that highlight credibility and human connection are likely to bring the best results. Distribution channels remain strong and successful across social, search, and email, offering multiple opportunities to reach the right audience.
Perhaps most importantly, the study shows that marketing budgets are growing, which suggests continued recognition of content as a driver of business growth.
For SMBs, this means that investing wisely in content marketing is increasingly necessary to stay competitive.
At Pink Dog Digital, we see these findings as validation of what we’ve long believed: success comes from a mix of smart strategy, creative storytelling, and thoughtful use of technology.
AI will continue to play a role in helping teams work faster and smarter, but it’s the human side of marketing – relationships, insights, and creativity – that will always define the strongest brands.
Get Content Marketing Services that Work from the Experts at Pink Dog Digital
Not sure how to improve your organization’s content marketing strategy? We can help! At Pink Dog Digital, we create an online experience that turns users into followers and followers into customers. We’re proud of the work we’ve done helping hundreds of Baltimore local businesses with their digital needs. We can create customized strategy to meet your goals.
Some of our services include:
- Digital advertising
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- Content creation
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Contact us at 410-696-3305 or email us at [email protected] for any inquiries or to book a service. You can also fill out our online Contact Us form or visit our website to learn more about us.
