I went to a psychic when I was 22. She told me I was \u201cabout to take a long journey across the Atlantic.\u201d<\/p>\n
While the prophecy sounded oddly sinister (would I be alive<\/em> during this traverse?), it turned out to be true: Shortly after, I decided to teach English in Thailand.<\/p>\n While none of these experts claim to be psychics, their predictions are just as bold, provocative, and intriguing. And I’d be willing to bet they stand a good chance of coming true in 2025.<\/p>\n So if you want to know your future as a marketer, keep reading.<\/p>\n <\/a><\/p>\n ICYMI newsletter creator Lia Haberman<\/a> has a hot take to start us off: She thinks newsletters will become more like social in 2025. (Just\u2026 without the trolls, bots, and flame wars.)<\/p>\n \u201cBy 2025, I think we’ll see newsletters transition into being more like social networks. It\u2019s going to be a race to gather the most subscribers and followers. Independent newsletters may get packaged into larger media brands or acquired by companies.\u201d<\/p>\n This makes sense for one big reason: Newsletters are owned channels.<\/p>\n You fully control the output of a newsletter, and the audience is yours alone \u2014 which isn’t true for search engines or social channels with shifting algorithms.<\/p>\n HubSpot launched its own brand-new newsletter in June of 2024 and you\u2019re reading it right now, so we’re betting Haberman is exactly right.<\/p>\n Want to start your own? Check out Emily Kramer’s tips<\/a> for not creating content that is about as exciting as my grocery list.<\/p>\n \u201cIn the near future, marketers will focus more on building systems rather than single campaigns,\u201d growth advisor Kevin Indig<\/a> told me in late 2024.<\/p>\n \u201cWith AI and no-code tools, we\u2019ll automate processes like content generation, optimization, and interactive experiences to create scalable workflows.\u201d<\/p>\n He’s likely onto something. During Q4 of 2024, I stopped focusing on my one <\/em>next campaign, and instead fixated on my processes and systems as a whole, leveraging AI to create more streamlined, scalable projects.<\/p>\n In 2025, we’ll see marketers shift their priorities and focus on how they can create systems that help them do their work faster \u2014 and better.<\/p>\n Let’s address the elephant in the room: No<\/em>, I didn’t pay Morning Brew co-founder Alex Lieberman<\/a> to throw \u201clong-form blog content\u201d in there.<\/p>\n When asked which channels he’s planning on leaning into in 2025, Lieberman didn\u2019t pause: \u201cLong-form blog content, executive social content, and weekly email newsletters is the trifecta of channels that serve the purposes you need in terms of building and nurturing top-of-the-funnel leads, and converting your audience.\u201d<\/p>\n He adds, \u201cWould I say that those are the only three channels for every company? No. But they are very effective.\u201d<\/p>\n I heard this time and time again from the dozen of marketing pros I spoke to in 2024. Long-form blog content still attracts and converts, particularly if it’s EEAT-ified<\/a>.<\/p>\n And people want to hear from other people, not brands. Which is why companies like Wistia have CEO Chris Savage post about product updates or industry news, not <\/em>the company-branded LinkedIn handle.<\/p>\n And\u2026 Well, you’re reading a newsletter. So I won\u2019t belabor the point.<\/p>\n While I can see how this lesson sounds like it’s from The<\/em> Matrix<\/em>, bear with me.<\/p>\n Microsoft GM Brenna Robinson<\/a> works firsthand with SMBs, and she’s seen how powerful AI can be, particularly for small businesses.<\/p>\n \u201cAI is a big equalizer,\u201d she told me. \u201cIt helps small businesses compete against bigger companies, saving them time and avoiding the need for additional hires.\u201d<\/p>\n Ah, the age-old David and Goliath combat.<\/p>\n But it’s true. My fianc\u00e9 built his own app last week. A couple years ago, that would\u2019ve been impossible without the budget for a developer, programmer, etc. Equalizer, indeed.<\/p>\n I still use Siri to ask for directions in the car or to check the weather. But I haven’t tested Audio AI much beyond that.<\/p>\n Ross Simmonds<\/a>, CEO of Foundation Marketing, thinks audio AI is coming.<\/p>\n “Audio AI isn’t getting as much love or buzz as it should. The power of voice AI<\/a> to synthetically create content, like turning blog posts into podcasts or translating voices into different languages in real-time, is fascinating.”<\/p>\n In 2025, he’s betting we\u2019ll see more marketers lean into audio AI to create more voice-driven content. This could greatly cut down on the time it takes marketers to create different types of content.<\/p>\n I’ll admit, it\u2019s a big relief. Now, the introverted blogger (\u270b) doesn’t have to become the podcast host. AI will do it for me.<\/p>\n\nLesson One<\/strong>: Newsletters will become like social networks.<\/strong>
\n<\/h3>\nLesson Two: Marketers will care more about building systems than one-off campaigns.<\/strong><\/h3>\n
Lesson Three: The trifecta of channels for B2B marketers will be long-form blog content, executive social content, and weekly email newsletters.<\/strong><\/h3>\n
Lesson Four: AI will serve as the great equalizer.<\/strong><\/h3>\n
Lesson Five: Audio AI will have its moment.<\/strong><\/h3>\n