2025’s Most Engaging Content Wasn’t Flashy. It Was Focused.
Last year, attention was harder to earn, and audiences were more allergic to fluff than ever. CMOs also report that marketing budgets remained flat, forcing teams to do more with less and prove impact faster.
AI also became increasingly present in marketing workflows, helping teams move faster. And while it remains a powerful tool, it works best when paired with strong strategy, messaging, and clarity.
That’s exactly what we saw in EMM’s most engaging content of 2025. The top performers weren’t the loudest. They were the most useful, actionable, and grounded in real-world execution.
Across our top-performing pieces, one message kept shining through:
Do the work with strategy. Say it clearly. Execute with confidence.
Let’s dive into our top performing themes and content in 2025:
1. Less fluff, more focus: Messaging that works
We saw a clear pattern in what audiences were craving most: clarity. Not another 30-page presentation deck. Not another “big idea” that never makes it to execution. Just clear direction and quick wins that help teams move forward.
There’s a reason our President Abbie Heironimus’ blog “3 Quick Wins to Refresh Your Marketing" performed so well: Marketing teams are tired. Not “I need coffee” tired. “I have 14 campaigns and 3 stakeholders per campaign, and everything is due yesterday” tired.
This post resonated because it offered something uncommon: Simple steps that create immediate relief. It didn’t focus on endless theorizing or mile-long to-do lists, just practical improvements that help teams get unstuck and move forward.
Why it worked
When budgets are tight and timelines shrink, teams don’t need more noise. They need alignment. Content that improves clarity gets bookmarked, shared, and revisited.
Key takeaway
A messaging refresh isn’t “nice to have.” It’s an essential force multiplier.
2. Execute boldly (But always have a solid back-up plan)
Once teams found clarity, the next challenge was momentum.
Why? Because even the best strategy isn’t helpful if it stays stuck in review cycles, internal debates, and endless rounds of edits.
People loved our COO Lisa Redburg’s blog Marketing Like Jack Reacher: No Plan B, Just Results not just because her love for her favorite TV show is infectious, but because she lays out an easy-to-understand plan to keep things moving: Spot the objective, plans for what could go wrong, and execute.
In 2025, the most effective marketing wasn’t built on endless debate. The winning foundation was confidence, decisiveness, and momentum. The Reacher mindset (and EMM fanbase) grew because it gave permission to stop overcomplicating things and start moving.
Why it worked
Teams were under pressure to produce outcomes, not activity. Execution-forward content felt energizing, honest, and motivating.
Key takeaway
Execute with grit: Be prepared, take smart risks, perfect the basics, and keep pushing for impact.
3. Preparation: The secret weapon
But here’s the thing: Speed without structure eventually turns into chaos.
That’s where our third piece came through loud and clear. The most effective marketers in 2025 weren’t the ones who only focused on speed. They were the ones setting themselves up to move fast consistently. And that starts with preparation.
This one is my favorite because it speaks directly to what separates “content that exists” from “content that performs.”
The Marketing Mise en Place blog by our Senior Copywriter Matt Erspamer taps into something every marketer has experienced: you can tell when something was thrown together at the last second. And you can feel the difference when content is built with intention.
Why it worked
Readers were drawn to content that revealed what really drives results: not hacks or trends, but smart prep.
Key takeaway
Marketing is easier when you set yourself up to win before you hit “publish.”
Strategy. Clarity. Confidence.
These themes showed up again and again across our most engaged content because they reflect what marketing teams are truly navigating right now: high expectations, limited time, and the need to prove impact.
When we step back, the pattern becomes simple and encouraging.
So, as 2026 kicks into overdrive, we’re doubling down on content that helps teams:
Sharpen their messaging
Move faster with confidence
Build repeatable foundations (not one-off campaigns)
If you want help refreshing your messaging, building a campaign that cuts through the noise, or creating content that truly connects, we’d love to brainstorm with you.
About the Author:
Jessica Stevenson, Sr. Project Manager at Extra Mile Marketing, is an experienced strategist in all things digital, with extensive expertise in technical project management.