Marketers anticipate rise in content demands by 2025

A report from Canto reveals that a majority of marketers anticipate increased content output in 2025 amidst evolving consumer demands and technological advancements.

According to Canto's newly released State of Digital Content 2025 report, 77% of marketers expect the demand for content to rise significantly, particularly for video, visuals, and interactive media formats. This increased demand comes alongside pressures such as potential budget reductions forecasted by 17% of respondents, while only 25% express confidence in having adequate tools to meet these demands efficiently. The report underscores the imperative for more organised and efficient workflows in the face of these challenges.

"Year after year, the pressure on marketing teams to produce high-quality content at scale grows," noted Andrew Hall, Vice President of Global Marketing Demand Generation at Canto. "Our findings underscore a critical inflection point: without the proper technology and workflows in place, it's nearly impossible for marketing teams to deliver the quantity and quality of digital content needed to stay ahead in today's competitive landscape."

Despite the growing importance of content volume, enhancing the quality and relevance of content emerges as the primary objective for marketers in 2025. Respondents intend to utilise advanced targeting, personalisation, and data analytics to create content that resonates more deeply with their audiences. This strategic focus aims not only at boosting audience engagement but also at maintaining brand consistency and achieving measurable returns on investment.

The report highlights workflow inefficiencies, with nearly 45% of respondents experiencing productivity losses due to disorganised workflows, an increase from 38% in 2024. It contrasts marketers reliant on basic file storage systems with those leveraging advanced digital asset management (DAM) platforms. Users of DAM solutions reportedly see higher returns on content investments, better brand consistency, and improved content distribution processes.

Andrew Hall elaborated on the benefits, stating, "Organisations that adopt DAM technology see a measurable difference in productivity and performance. Our research shows that proper management of digital assets is no longer a 'nice-to-have' – it's essential for meeting escalating content demands."

The integration of artificial intelligence (AI) in marketing strategies for 2025 also emerged as a significant trend in the report. Beyond task automation such as tagging and video clipping, AI is increasingly employed in content creation processes, including drafting text and enhancing multimedia. This allows teams to redirect their efforts towards more strategic projects, thereby maximising content return on investment. Canto's AI-powered platform, for instance, facilitates time-intensive processes and supports natural language search, enabling creatives to concentrate on high-impact tasks.

The report also offers insights into current trends affecting digital content creation, management, and distribution for 2025, including strategies for content repurposing, version control, and product information management.