AI, zero-click content, changes in search, social media algorithm changes—if you’re trying to reach your audience in 2025, there are so many distractions. But I’m here to tell you that the basics of content distribution that have been working for decades still work—although maybe with a few twists.
Your foundation: actionable expertise
Writing and creating actionable content that helps your audience solve a problem or demonstrates your expertise should still be your focus. Going too far astray of your core services, like writing SEO content that could drive traffic but doesn’t service the audience, is a bad idea. Hubspot, which was regarded as an excellent source of inbound marketing knowledge, lost 80% of its SEO traffic thanks in large part to zero-click content and AI answers.
The evidence is clear: SEO is not the place to focus your energy or budget in the modern era.
Instead, extract expertise from your SMEs. In many cases, these are also the people doing the work, so it may be a challenge. But working with them to share their knowledge on video or by interviewing them for content pieces and sharing it on social or through email is key to engaging your audience.
Channel: social
LinkedIn is the network of choice for anyone buying or selling B2B services. And like any social network, its algorithm is evolving. Now that it’s a massively popular network, their incentive is to keep you on the platform. It’s still a great place to be as a professional services firm, but rather than sharing short posts that link to your site, post full articles and short videos (with subtitles so people don’t have to turn their sound on!), and engage in comments/discussions across the site. One blog post or a video Q&A session can yield content for a month or two if you split it up properly. SMEs should post two to three times a week and take part in thoughtful conversations. They will be rewarded for their engagement.
Channel: email
Focus on email because none of us know how much longer LinkedIn will be useful and what comes after that. When it comes to email format, do what works best for your audience. We’ve found that sending actionable, helpful long-form posts embedded in their entirety in an email works well. Our audience knows who we are; we don’t need them to click a link and go to our site. We just want them to save the email in the “Brilliance from Scribewise” folder in their inbox. If and when they are interested, they will find us. But for some firms, it may make sense to share several blog links, curated content or event announcements.
Channel: media relations
Many trade publications are still struggling to meet their goals with limited staff. Writing bylined articles that are pitched to trade publications not only helps trade pubs thirsty for content, it also offers your SMEs a level of credibility that they can’t get from just publishing blogs on your company site. Best of all, you’re reaching the media outlet’s audience. This type of media relations builds on itself—over time, the goal is to publish bylines in higher-tier publications and land interviews with reporters.
When it comes to distribution, I’m sorry I don’t have a more flashy answer for you. However, this news should feel reassuring if a little boring. Marketers are focusing on these back-to-basic tactics because, despite all the noise, they still work. There is no long-term magic bullet (there never was, really). Rather than focusing your energy on some new tactic that is not yet proven, keep your head down and stay focused on creating expert content, building your audience and generating demand.