How to do content marketing that doesn’t suck in 2025
13 solid ideas—try even half, and you’ll outperform most people in content marketing in 2025.
It’s another new year.
Your marketing team has probably put together another strategy document for 2025:
“Here’s what we learned in 2024.”
“Here’s what we’re going to do differently in 2025.”
Or maybe… your team didn’t bother with any of that,
Doesn’t matter.
Wherever you fall on the spectrum, one thing is clear - content marketing is going to change drastically in 2025.
So… what can you do differently?
In today’s newsletter edition, I will be sharing how you can crush it content-wise in 2025.
Here’s what I’ll walk you through:
The blind spots you might not even realize are there,
How to create a stronger content marketing plan for the new year,
Simple ways to actually make these ideas work and get results.
We’ll look at some common strategies and how to level them up to truly connect with your audience.
Let’s get into it!
1. Turn Your Customer Questions/Complaints into Great Content
One of the easiest ways to figure out what matters most to your customers is through their complaints. It might not sound glamorous to deal with but customer complaints are content goldmines.
👉And here’s how to do it with intention in 2025:
Step 1: Speak to Your Sales and Customer Support Teams.
If your marketing, sales, and customer support teams still work in silos, you need to change this.
At least once a month, get everyone in the same room (or on the same call) and have a real conversation about what your customers are saying.
Ask questions like:
What is stressing our customers out the most about using our product?
Which complaints keep popping up again and again?
These conversations will give you a clear picture of what kind of content your audience actually needs.
Step 2: Look in the comments of your existing social media posts and those of your competitors (at least top ten in your industry), and find the pain points that keep re-occurring.
Also, look for Reddit communities relevant to your industry to get a first hand pulse on very niche concerns your audience might be experiencing.
Step 3: Turn those pain points into useful content.
If customers struggle with using specific features, create video tutorials or step-by-step guides.
If customers ask who else uses your tool, write case studies showcasing success stories from similar businesses.
Here is an example from soda brand, OLIPOP, responding to a prospect’s interest in their product and using that opportunity to introduce the product and it’s benefit to a new audience. This one video has over 300k impressions.
In my article, why SaaS companies must think like creators, I write on the need to adopt creator tactics. The strategy is the same. Your best-performing content ideas is lurking in your customer feedback, opinion and complaints.
Step 4: Pick the right format for the message.
Not everything needs to be a blog post. Some questions are better answered with an infographic, a webinar, a video, or even a simple one-pager.
Step 5: When you create this content, show care.
A strong emotion to evoke with your content is empathy.
Your customers need to feel heard. Your tone should say, “We get it, and we’re here to help.” This method works because it makes your customers see that you’re paying attention to their struggles and helps you build trust and authority fast.
2. Create Room for Customer Generated Content
Nothing proves your product or solution works better than hearing it straight from your customers but you need to create a space where they can organically create that content for you.
🪧Here’s how you can do this:
Ask them, but first, set the stage with a clear purpose. People need to know why they’re contributing so you need to be upfront about the purpose.
Example: “We want to highlight how real customers are using our product to make their life easier and sharing your story would help inspire others!”
Make It Easy to Participate. Customers won’t jump through hoops to send you content. And so you need to create simple pathways for them to naturally do this like — A dedicated hashtag they can use on social media, a submission form on your website, a call-out in your email newsletter, a community for sharing, that they can be part of, like a Facebook group, Slack, or Discord community. When customers can engage with each other, content will naturally emerge.
Acknowledge participating customers with rewards like discounts, unlimited access, shoutouts, or access to exclusive perks.
Show off examples of other customers who’ve contributed. When people see others sharing, they’re more likely to follow suit.
Identify your most passionate customers and give them opportunities to co-create content with your team.
3. Hire your customers as influencers
Your customers are proof that your product works.
They’re already paying for your service, they already believe in what you offer, and with some incentives, like discounts or free access, many of them would happily promote your product.
Think about it, If you see someone you trust using a tool and talking about it, you’re more likely to give it a shot. That’s why a stamp of approval from your users is so powerful.
It communicates “ I pay my own money to use this, so if I say it's good, then it really has to be good”
Here’s an idea:
Host a weekly or bi-weekly series where your customers show off creative ways they’re using your platform. It could be how they’ve integrated it into their workflow or solved specific challenges with it.
Turn Their Outputs into Content:
Write blogposts featuring their success stories.
Record video interviews of them walking through their use case. Their tone, stories, expressions, and excitement will connect with your audience in a way text alone never can.
Build a microsite showcasing customer innovations and turn it into a hub of inspiration for others and proof of your product’s value.
Newsletter platform, Beehiiv does this with their creator spotlight series where they feature creators who also use Beehiiv, and this is turn becomes a cross-promotion strategy for their solution.
Now take that video interview and break it into shorter clips for social media or email campaigns.
In 2025, the smartest brands won’t just market to their customers, they’ll market with them.
4. Create More Micro-Content from Macros
If you write one blog post and leave it sitting on your website, you only have one piece of content.
But if you take that blogpost and break it down,
Turn one section into a video. Boom—now you have 2 pieces of content.
Create an infographic from another section—3 pieces.
Design a LinkedIn carousel summarizing key points— 4 pieces.
See the pattern?
You’ve taken one idea and stretched it across multiple formats, with new angles, reaching different audiences on the same topic.
Sometimes the ideas you are looking for already exist in your content database, you just need to find better, fresher angles to say the same thing.
Dig into your best-performing content and ask, “How else can I say this?” or “What new angle can I bring to this topic?”
One of my personal strategies for the year is using repetition to carve out space in my audience’s mind. In 2025, reuse and repeat as much as you can.
5. Leverage Data That No One Else Has
If you’ve built a SAAS product or solution, there’s a high likelihood you are sitting on a mountain of data nobody else has access to, the exact way you do.
In 2025, don’t just sit on it—use it.
🪧Here is how to do this:
Step 1: Find a really interesting angle, relevant to your ICP and turn it into something actionable.
Step 2: Pick what category you want it to fall under. I categorize them into three and this is an important step because it determines the outcome you get and the general tone of the report you create.
So you can either create,
Industry Benchmarks: Here you aggregate data from your platform to create benchmarks for your industry. ClickUp does this with their state of productivity report. My favorite part about how they create the report is, unlike traditional reports requiring you to go somewhere to download the report, you get a full, visually interactive experience, that breaks down the report on the ClickUp blog.
Custom Trends or Forecasts: Use your data to predict future trends or highlight changes. The “State of Hybrid Work” report from Owllabs is a really good example. They leveraged their database and being attuned with the work industry, to create content on new rising buzzwords or slangs in office culture which went viral. The insights you have, can be packaged into any form as long as you get your audience.
Localized Insights: Here you slice your data by geography. At Dojah, we create a report where we analyse the top trends in identity verification and fraud prevention in Africa for the year. It’s extremely valuable to our audience base as there is rarely enough data on fraud prevention in the region.
6. Use Memes & Humor Where Appropriate
Corporate content or “B2B content” doesn’t have to be dry.
Memes work even in “serious” industries.
The hack is simple — If you can make people laugh, no matter the industry, you can hold their attention better than 90% of others.
All you have to do is find the sweet spot and this is always in focusing on pain points or frustrations your audience can already relate to, and then turning it into memes that they can laugh about.
At Dojah, one of our most effective content types was memes.
I found ways to incorporate humor into something as serious as fraud prevention, and these posts consistently drove higher engagement rates than typical content types.
An example is this meme I created about a specific type of fraud case common in the Nigerian fintech space. It was timely and everyone in the space could relate to the frustration which made it shareable.
If you are still unsure about diving into memes or if they would work for your industry, what I recommend is to test the meme on a smaller audience or internal team before going public with it.
7. Launch “Reverse Webinars” and Co-Create Content with your Customers
Most people rarely watch webinars after they are live.
They’re often too long, boring, and feel like one-sided lectures.
So this year, flip the script on traditional webinars.
Make your audience co-creators.
When customers become active participants in solving problems alongside you, it allows you:
Build stronger brand loyalty.
Makes your product feel indispensable.
Turns a passive audience into engaged advocates.
⏩How To Do this:
Step 1: Start by posting on social media or sending an email to your audience, inviting them to a live session where they can share their challenges. Make it clear this is about them and not just another product pitch.
Step 2: Host the session on a platform that makes sense for your audience (LinkedIn, YouTube Live, or even Zoom). During the call, workshop their challenges in real-time using your product or expertise.
Step 3: Repurpose the Session into High-Value Marketing Content, (blog posts, short video clips, social carousels, and even case studies). Use these to drive leads, showcase your product value, and keep the momentum going.
8. Create a Founder-led marketing plan.
There’s a lot of talk around “build in public” and “founder-led marketing” these days, but here’s the core idea:
Bring your audience along on the journey.
This is what the co-founder of E-commerce platform OurMiddleman, Omolara Sanni, has been doing. She’s been open and involved with their growing community at every step while building their startup.
The result? More trust, and a growing, loyal user base.
This is a strategy you can replicate too. Even if your founder can’t manage it solo, your content team can step in to make it happen. A major initial challenge might be nailing their tone of voice on first try, but the more consistent you are, the better it gets.
👉How to Make It Work:
Get your founder on a call. Have a list of relevant questions about the product, motivations, challenges, to ask.
Ask for examples of creators whose content they admire. This helps nail down their preferred content style or format.
With this info:
Draft written content.
If you are going for videos, provide a script and guide them through the process.
Then, document the journey publicly on social media. For example:
“Here’s why we pivoted on feature X.”
“One of our clients shared that X process takes too long, so we’re building a feature to fix that. Here’s how it’ll help…”
Why this works:
Transparency builds trust.
People want to see the real process, not just the polished results.
It also boosts authority when updates come directly from the founder’s page. OpenAI’s CEO, Sam Altman has mastered this strategy for product rollouts, using his X account to provide real-time updates on the problems they’re solving.
It makes the audience feel like he’s deeply involved, and makes the product feel more personal and the brand more human.
9. Employee- generated content
I see more B2B content teams starting to experiment with this but honestly, not enough are doing it.
🪧Two ways you can approach this:
Encourage your employees to create and share on their personal social media platforms. This is how brands like beehiiv have been able to dominate the market so fast. They have an aggressively effective employee marketing strategy.
Collaborate with employees to co-create content and cross-promote.
Share the content on both their pages and the company page—it’s a win-win.
Here’s an example you can try:
Interview your internal teams (like product managers, engineers, or customer success leads) and have them talk about some real challenges they’ve faced and how they overcame them.
Some ideas:
“How We Fixed Our API Reliability Issues in 3 Weeks.”
Why We Abandoned Feature X and Doubled Down on Feature Y.”
These stories humanize your brand and provide technical transparency for a B2B audience that values expertise.
And let’s not forget, posts shared from an employee’s personal page almost always get more visibility than the company’s posts. It’s not even close, employee’s reach can easily be 10x more.
10. Strategic Partnerships with Creators in Your Niche
A very smart marketing move you can make is to team up with creators who already have the attention of your target audience.
For example, some Martech companies partnered with Emily Kramer, creator of MKT1, a widely read marketing newsletter for a live demo session of their tools together. It was a paid partnership, but it felt organic, because it worked with her typical content and was relevant to her audience.
✅How can you use this too?
Find industry leaders and creators with your audience to partner with and create a masterclass tailored to your niche, then tie in your solutions organically. Like this partership, Alex Hormozi did with Shopify’s President for Shopify’s Black Friday event.
With strategic partnerships, you’re doing more than just creating content. You’re building authority, reaching new audiences, and doing it in a way that feels authentic and valuable to everyone involved.
11. Experiment with community-led marketing
A few weeks ago, I spoke with someone who was done with joining communities because they gave him little to no value, and it quickly became yet another notification graveyard.
Sadly, this happens all the time. But community-led marketing works, when you get it right.
The key is to niche down and deliver value.
Don’t make the 500th community for “marketers” or “founders.” Instead, focus on something hyper-specific. Selling to B2B marketers? Try creating a community for “B2B marketers for early stage startups.”
Use a stringent application process to make sure you only admit genuinely interested people.
Make It About Them, Not You. One of the best communities I am currently part of is the FCDC and this is because at its core, the community is very focused on delivering value to its members.
Bring in industry pros (or even your own team) to answer questions your audience actually cares about.
Let members weigh in on your product roadmap. Nothing builds loyalty like letting your community help shape what you’re building.
Give them tools and resources. Templates, playbooks, insider data, whatever makes their lives easier. If people feel like they’re part of an insider club, they’ll stick around and engage more.
Build a Community that can Create the Marketing for You
When your community is thriving, it basically becomes a content machine.
You get user success stories that you can turn into case studies or social posts, discussions, questions that turn into deep conversations and you can transform these into blog posts, videos, or even podcasts and a highly engaged loyal audience.
12. Create a webcomic series
Comics grab attention in a way most content can’t.
They’re quirky, fun, and relatable, perfect for cutting through the noise in technical industries where everything tends to feel a bit too serious.
At Dojah, I leaned into this idea with a comic series that broke down fraud prevention using humor and everyday scenarios to simplify complex topics.
⏩If I wanted to create a comic for a technical SaaS product, here is what I would do:
Start small. maybe with a one-off comic to explain a tricky concept or a feature launch.
From there, build out characters,
Develop a storyline or an ongoing series that keeps the audience coming back.
Be funny, a little weird, or just plain human.
Experiment with storytelling, and see where it takes you.
13. Create “Steal Our Playbook” Content
If Microsoft or OpenAI dropped their exact playbook on how they run ridiculously efficient teams, the tech and founder community would lose it and for good reason. These companies are benchmarks for how to do things well in their industries.
People don’t just want your product, they also want to know how you do what you do, and no, this isn’t giving away your trade secrets. You can pick what to share. It simply has to feel like you're letting them in on something special.
Here’s how you can approach it:
💎Start with something low-pressure for your team but high-impact for your audience.
For example, if you’re an email marketing SaaS, your audience would absolutely eat up a guide like, “How We Got a 70% Open Rate on Our Product Launch Emails (Steal This Template).” It’s simple, actionable, and relevant.
Look at this example from this founder.
The beauty of this is that it builds trust. When you’re transparent about how you do things, people naturally want to engage with you more.
It also doesn’t come across as salesy.
The key is to focus on things your audience actually cares about.
What are they struggling with?
What’s one problem you can help them solve right now?
Don’t overthink it, just share something useful, something you already do well internally.
I could keep writing on this
But I fear I might have hit the email length limit so if this email cuts off in your inbox, simply click on “continue reading” to finish reading.
I hope you have a 2025 with fire content marketing.
I’m always happy to help, so ping me if you have any questions.
I will write you soon.
Suzanna.
Need help nailing your content strategy in 2025, Let’s talk here