Tips for Compelling Organic Content: How Brands Can Rank in 2025

By Bella Backwell

2025 is nearly here, meaning brands should consider their content strategies for the new year. A solid organic content strategy is key for brand success in 2025 – as it helps boost brand awareness and build a loyal audience. But how can brands ensure their content resonates with their audience and generates positive results?

Let’s explore some of the essential factors to consider for organic content strategies in 2025.

 

1. Authentic Storytelling

The digital landscape tends to become increasingly more complex and saturated year after year. This is encouraging many companies to shift back to basics when it comes to branding – cutting through all the noise with simple, relevant, and authentic content.  

Brands can use organic content to do this, focusing on storytelling and prioritising content that speaks to their brand values and mission. This can include incorporating user generated-content (UGC) and getting the audience involved to create a community feel. Brand testimonials and community spotlights are effective ways to do this. 

 

2. Optimised Content

Optimising web content for search engine optimisation (SEO) has always been important in digital marketing, and will be particularly crucial in the digital landscape in 2025. This helps content stand out amidst the oversaturation of websites and blogs online. This can also enable brands to align their content with natural language and voice search, improving discoverability. 

AI overviews is another crucial area that brands should be targeting with their organic content. Louis Evans, SEO Account Director at Tug Agency, has some tips for optimising content to meet the criteria:

“Writing for AI overviews is key to modern SEO. Structuring content with clear headings and concise answers helps brands align with AI summaries and voice search trends, boosting discoverability in a competitive digital landscape,” he says.

 

3. Timeless Content > Trends

In 2025, brands should prioritise evergreen, long-form content over fleeting trends, as this has enduring adaptability and discoverability. Evergreen, long-form content – like listicles and guides – provides lasting value by driving consistent traffic over time, and can be easily repurposed into various formats for a broader reach.

While it’s important for brands to touch on trends from time to time, be smart with where you post it. Social media is a great place for this, as these platforms have a more transient nature, where trends are constantly cycled through. Social media algorithms often prioritise timely content, allowing brands to capitalise on the popularity of a current trend by increasing the chances of trend-related posts achieving exposure and virality. 

 

4. Repurpose Existing Content 

If you’ve created engaging and informative content in the past, why not make the most of it? Brands can effectively repurpose their existing evergreen content and put a fresh spin on it, helping to save time and resources while still providing valuable content to the audience. 

This can be done by using content from a webinar or event to inform a blog article, using the information from blog articles to create infographics for social media posts, or even simply updating the existing content with new statistics, insights, or keywords to make it more timely and discoverable. 

 

5. Prioritise Diversity and Representation

A crucial element to consider in your organic content strategy is inclusivity. Consumers, particularly younger audiences, place significant importance on diversity, and brands seen to be inclusive are more likely to resonate with them. 

For instance, a Sprout Social survey found that 66% of respondents were more likely to buy from a brand that showcases people of diverse races, gender identities, and ages. Brands need to keep diversity top of mind, particularly when creating organic social media content. However, consumers are clever, and so it’s not enough to only portray inclusivity outwardly – it has to be ingrained internally to be effective. 

When brands plan their organic content strategy for 2025, authenticity and reliability are the most important elements to consider. Play into your areas of expertise, as the most valuable forms of content are informative and trustworthy. This will go a long way to building your loyal community.