Mastering Content Writing in 2025: 17 Expert Tips to Stay Ahead

In an era where artificial intelligence continues to evolve, content writing is becoming increasingly sophisticated. The stakes are higher, and the demands are greater. With Google’s Helpful Content Update prioritising people-first content over mass-produced AI material, content writers must adapt to stay relevant and impactful. The challenge is real: crafting engaging, authentic, and valuable content that resonates with your audience. 

17 Expert Tips for Content Writing in 2025

To help you navigate this landscape, we’ve gathered insights from leading content experts. Here are 17 expert tips to elevate your content writing in 2025.

1. Understand Audience Personas

Andy Betts, a CMO advisor, emphasises the importance of knowing your audience intimately. “Persona plus topic is the formula for providing reader value,” he explains. Effective content begins with a deep understanding of your audience’s demographics, psychology, and knowledge levels. Before you start writing, ask yourself:

• Why should I write this?
• Why would readers care?

These questions ensure your content isn’t just adding noise to an already crowded digital space but genuinely addressing your audience’s needs.

2. Add Depth with Quality Research

Creating impactful content isn’t about being the first to publish; it’s about being the most thorough. Andy Betts recommends reading at least 20 articles on a topic before drafting, covering its evolution, statistics, and user-generated content. Ross Hudgens, founder of Siege Media, adds, “Get curious. Dive deeper by questioning claims and adding additional insights.” High-quality research not only adds depth but also builds authority and trust with your readers.

3. Make Content Relatable

Jason Hennessey, CEO of Hennessey Digital, believes in weaving real-world examples, case studies, and storytelling into content. “Relatable content connects with genuine concerns and needs,” he says. Jessica Foster agrees, noting that AI cannot match the nuance and originality of human storytelling. Authenticity and relatability remain irreplaceable in building trust and engagement.

4. Listen to Your Customer’s Pain Points

Heather Lloyd-Martin suggests studying sales calls and forums to uncover your audience’s challenges. Whether it’s Reddit discussions, YouTube comments, or Facebook groups, these platforms offer valuable insights into real-world concerns. She recalls incorporating exact phrases from sales calls into content to better address customer objections.

5. Bring Your Experience and Expertise to the Table

Adam Riemer underscores the importance of leveraging personal expertise to create unique and credible content. AI can assist with formatting and tone, but the human touch is essential for accuracy and depth. Sharing your experiences and insights can make your content stand out in an increasingly AI-saturated landscape.

6. Treat AI as Your Writing Assistant

Heather Lloyd-Martin, initially skeptical of AI, now uses tools like ChatGPT to streamline her writing process. “AI can serve as a smart but inexperienced intern,” she notes. It’s helpful for brainstorming, generating headline variations, and overcoming writer’s block. However, heavy editing is necessary to ensure quality and originality.

7. Balance AI and Human Input

Ross Hudgens uses AI as a starting point for creating content outlines or first drafts. However, he cautions against over-reliance on AI, emphasising the need for human intervention to refine SEO strategies, add expert insights, and deliver unique perspectives. A balanced approach ensures the final content is both engaging and accurate.

8. Focus on Differentiation

Chelsea Alves highlights the importance of originality to rise above AI-generated noise. Overused phrases and generic content won’t cut it. To stand out, focus on creativity, human-driven drafting, and a unique voice.

9. Set Clear Limits for AI

Jessica Foster uses AI selectively for tasks like content outlines and templates but avoids relying on it for original storytelling. She emphasises the risks of AI-generated content, including potential penalties from search engines and loss of brand authenticity. Writers must ensure their content reflects a brand’s unique voice and values.

10. Maintain Your Creativity and Direction

Betts argues that while AI can assist with ideas and automation, it often disrupts creative flow. He advises writers to prioritise concise, impactful messaging over verbose AI-generated content. For larger organisations, managing AI contributions without diluting the original message is a key challenge.

11. Rely on Your Knowledge

Adam Riemer advises against allowing AI to dictate your research or content. AI may present information confidently but isn’t always accurate. Instead, writers should leverage their expertise and use AI only as a supplementary tool for polishing content.

12. Stay Curious

Chelsea Alves recommends continuous learning to keep up with evolving content marketing and SEO practices. Reading industry publications, attending events, and engaging in professional development are crucial for staying ahead.

13. Identify Your Strengths

Jessica Foster suggests honing in on your strong suits. Whether it’s medical writing or conversational copy, specialising in a niche can make you more attractive to potential clients. Don’t try to be a generalist; instead, excel in a few key areas.

14. Become a Subject Matter Expert

Ross Hudgens emphasises the value of subject matter expertise. The more you write on a topic, the better your understanding and the higher the quality of your content. Immersing yourself in an industry and refining your writing style will set you apart from AI-generated content.

15. Use Your Experiences to Your Advantage

Andy Betts advises writers to draw from their professional backgrounds. Whether you’re transitioning from another field or leveraging personal experiences, these insights can add authenticity and depth to your content. Starting small and building a portfolio gradually is a smart approach for beginners.

16. Stand Out with Personal Branding

Jason Hennessey highlights the importance of personal branding. Developing a unique style and tone, coupled with an active online presence, can help you attract clients who value human creativity over generic AI content.

17. Find a Niche and Network

Heather Lloyd-Martin encourages writers to find a niche where they can showcase their expertise. Building a network of like-minded professionals and asking for testimonials early in your career can boost your credibility and help you secure more opportunities.

Why Content Writers Matter More Than Ever

As AI advances, it’s tempting to believe that human writers might become obsolete. However, the insights of our experts confirm that the human touch remains invaluable. Authenticity, empathy, and strategic thinking are qualities that machines can’t replicate fully.

To thrive in 2025, content writers must:

• Think like strategists.
• Create content that taps into emotions and empathy.
• Deliver authentic, on-brand writing that builds trust.

By mastering these skills and leveraging AI as a supportive tool rather than a replacement, writers can ensure their place in the industry. Adapt, innovate, and focus on delivering real value to become irreplaceable in a competitive market.