In the whirlwind world of content marketing, it's easy to get swept away. Trends pop up daily, platforms shift, and audiences evolve at lightning speed. The pressure to keep up is real.
But here's the kicker: in the race to stay relevant, many brands risk losing sight of who they are. How do you navigate this tension between trend adoption and authentic brand storytelling?
It's a challenge that marketers across Canada are facing. To better understand how they're tackling this balance and to help them navigate trends, Globe Content Studio, the content-marketing division of Canadian news-media organization The Globe and Mail, conducted in-depth research. Its 2025 content trends report, Tactics & Takeaways, offers valuable insights into the current state of play.
The report aims to focus on enduring transformations - not fleeting micro-trends - and so to distill key insights, learnings and predictions that content marketers, whether brand owners or in agencies, can use for long-term impact.
As part of the research, Globe Content Studio consulted content marketers and also The Globe Insiders panel - a community of 3,500+ engaged readers who share insights on content, purchasing habits and brand interactions. The result? A clear picture of the trends that matter, built for scale, longevity and impact.
This focus on real-world experience is crucial: in an era saturated with content, audiences are increasingly discerning. They're looking for more than just superficial campaigns; they want genuine connection. As the report indicates, there's an evolution in what "relatable" looks like.
Marketers are adapting to this, recognizing that audiences crave authenticity, not just highly-polished content. Brands that prioritize this authenticity are more likely to resonate and build lasting relationships.
"Trends move fast, but that doesn’t mean every brand should chase them,” says Katherine Scarrow, creative manager at Globe Content Studio. “This report is about understanding the deeper shifts shaping the content landscape. Our role at Globe Content Studio is to help brands make sense of these changes and figure out what’s actually worth investing in."
Their research sheds light on key trends impacting 11 different sectors, from health to travel and automotive. Let's pull back the curtain on a couple of key sectors: B2B and retail & CPG.
B2B: Beyond the buzzwords
The B2B sector is experiencing significant disruption, with AI taking centre stage. From predictive analytics to personalized customer journeys, AI is transforming how B2B companies operate and market themselves. It presents both opportunities and challenges for marketers.
And then there are the issues of needing to prioritize first-party data solutions and the ever-present struggle to stand out from the crowd.
Video remains a vital tool in the B2B marketer's arsenal. Short-form explainers and detailed product demos are proving effective in capturing attention and driving engagement, particularly on platforms like LinkedIn.
Yet B2B marketers still wrestle with demonstrating ROI. Proving that content efforts translate into tangible business outcomes remains a top challenge.
Digital content that’s valuable, easy to find via search, and distributed on trusted platforms where their audience actively seeks solutions is one useful route to improved ROI. Good old face-to-face interaction is another, with global research showing it can boost revenue by 36%.
"The B2B space isn’t just about transactions anymore – it’s about creating real connections,” Scarrow notes. “That’s where we come in. At Globe Content Studio, we help brands tell their stories in ways that resonate with decision-makers, using insights that drive engagement and turn interest into action."
Retail & CPG: The hybrid hustle
Retail is undergoing its own transformation, driven by evolving consumer behaviour.
The concept of "hybrid shopping" is here to stay. Consumers expect seamless experiences that blend the digital and physical worlds. They research online, then buy in-store, or vice versa, interacting with brands across multiple touchpoints and demanding a cohesive and integrated experience. Retailers and CPG brands need content that supports this fluid customer journey.
User-generated content (UGC) is also a powerful force in retail. By leveraging authentic voices and experiences from real customers, brands can build trust, enhance credibility, and drive purchase decisions. All highlighting the ongoing importance of authenticity, even as shopping habits evolve.
Videos that incorporate a “buy now” call-to-action and function can play a huge part in retail & CPG marketing too, allowing for a shopping experience that reduces the friction between inspiration and purchase. Pre-loved and vintage are also playing their part in this space.
And the power of digital ads in retail spaces should not be under-estimated. From in-store displays to online promotions, the strategic placement of digital ads can engage consumers and influence purchasing decisions at various stages of the customer journey.
At Globe Content Studio, Scarrow finds an increasing number of brands are working with the publisher as “they see the value in creating content that builds awareness and deepens consideration. "Retail brands are starting to realize that it’s not just about the final click.”
In today's dynamic marketing landscape, “it's essential to strike a balance between leveraging data-driven insights and maintaining a strong creative vision," Scarrow says. "Ultimately, the most successful content strategies are those that prioritize the customer experience and deliver value in a genuine and authentic way."
Tactics & Takeaways, from The Globe and Mail's Globe Content Studio, offers data, insights and real-world perspectives for marketers looking to navigate these complexities and create content that not only captures attention but also builds meaningful connections with their audiences.
More than just keeping up, it's about standing out and staying true.
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