On a sunny afternoon at the office, I was scrolling through my Facebook homepage when I clicked on my notifications. There, I came across a memory from 2015 in my activity log- a post I had shared about Adrience Mishler, the popular American yoga instructor. As I reflected on it in 2025, I wondered if 2015 had been just the beginning of a content revolution. Back then, Adriene had started her Youtube channel, and it quickly gained a massive following. 

 Content consumption has evolved drastically and today being a content marketer, I see that content marketing for IT companies space looks totally different. According to Content Marketing Institute (CMI), 87% of B2B marketers reported improved brand awareness in the last 12 months due to their content-driven strategies. With the introduction of AI-driven tools, audiences expect content that speaks directly to their needs, and generic tech blogs just don’t cut it anymore. 

2020 – Rocket-speed Growth for Content

The COVID pandemic changed everything. Overnight, businesses had to revisit their digital strategies, remote work became the norm, and IT solutions were in higher demand than ever. But with in-person meetings and sales pitches off the table, IT companies had to rely on content marketing like never before.

Whitepapers, webinars, and thought leadership pieces weren’t just nice-to-haves but became business-critical. Companies that invested in high-quality, engaging content thrived, while those still relying on outdated marketing tactics struggled to keep up.

Before COVID, many IT companies viewed content marketing as just another part of their marketing mix. Post-pandemic, it became the core of how they engaged with customers.

With digital transformation accelerating across industries, buyers needed more in-depth content to make informed decisions. IT companies responded by shifting their focus from broad, generic content to highly technical, niche writing that directly addressed pain points.

With IT buyers consuming more content before making a purchase, the demand for detailed, expert-led writing skyrocketed.

Here I have listed down what has changed over the last decade in the content marketing industry and how it is shaping the businesses globally today. 

AI and Automation are Changing the Game

A decade ago, content creation was all manual. Writers spent hours brainstorming, drafting, and optimizing every piece. Now, AI is helping IT marketers work smarter.

Tools such as ChatGPT and Jasper can:

• Suggest blog topics based on industry trends
• Generate content drafts with a human touch for accuracy
• Optimize articles for SEO in real time

One thing to note here is that though the introduction of AI has expedited the content creation process, people still want content that feels real, informed, and valuable. The best IT companies are blending AI efficiency with human insight to create compelling, useful content.

Video and Interactive Content Became Essential

Previously, most IT companies stuck to blogs and whitepapers that were text-heavy and boring. However, today with the evolving demand of the consumers, businesses are getting smarter. The inclusion of engaging and interactive video content has changed the way of brand promotion and recognition. Instead of just publishing long-form articles, IT brands have started investing in:

• Explainer videos to simplify complex topics
• Interactive infographics to break down data
• Live webinars and virtual events to replace conferences

Today, most B2B buyers expect video content as part of their research process. If a company isn’t leveraging visual and interactive content, they’re already behind.

Google’s E-E-A-T: Why Expert-Led Content Matters More Than Ever

SEO has changed a lot. A few years ago, you could rank high on Google just by cramming your content with keywords. Now, Google prioritizes E-E-A-T—Experience, Expertise, Authoritativeness, and Trustworthiness.

If you want your content to rank, it needs to:

• Be written by real industry experts
• Include data, case studies, and original insights
• Show author credentials to prove credibility

This shift became even more critical post-COVID, as IT businesses relied more on online research for solutions. Thought leadership and credibility became key differentiators in a crowded market.

Personalization is the New Standard

Businesses had to engage with customers in a more meaningful way. The traditional marketing methods such as one-size-fits-all content were turning out to be redundant. This is where the rise of hyper-personalized content was witnessed globally.

Instead of blasting the same message to everyone, companies started using AI and data analytics to personalize content to individual user preferences.

• Email newsletters now adapt based on user interests
• AI-driven content recommendations appear on websites
• Targeted whitepapers and case studies address industry-specific pain points

Multi-Channel Content Distribution is a Must

A decade ago, IT companies mostly stuck to blogs, youtube and LinkedIn. However, today the demand for multi-channel content marketing exploded.

Today, IT brands have curated their marketing strategies around:

• Podcasts featuring industry experts
• Short-form LinkedIn and Twitter posts for micro-content
• YouTube explainers and even TikTok tech summaries

An eLearning solutions company, for example, might:

• Publish a detailed whitepaper
• Turn key insights into a LinkedIn post
• Create a short explainer video for YouTube
• Host a podcast episode discussing key findings
• Host a webinar

Final Thoughts

The last decade has transformed content marketing for IT companies from a simple SEO exercise into a sophisticated, multi-channel strategy. But nothing accelerated this shift more than the pandemic.

Before COVID, tech companies relied on traditional methods such as conferences and in-person events to announce their new offering, showcase their product, and generate user interest. Digital mediums were still used but sparingly. The scenario changed completely post-pandemic as IT companies became more digitally engaged, research-driven, and content-hungry than ever before. To stay ahead, IT companies focused on:

• Using AI and automation without losing the human touch
• Investing in niche, technical content writing that speaks to experts
• Embracing video and interactive content to boost engagement
• Prioritizing expert-led content to build credibility
• Delivering personalized content experiences based on user behavior
• Focusing on thought leadership rather than sales pitches
• Optimizing for search intent instead of just keywords
• Distributing content across multiple platforms for maximum reach

Content isn’t just part of an IT company’s strategy anymore—it is the strategy. The companies that understand this will continue to thrive in the digital-first era.

Want help crafting expert-driven content for your IT brand? Talk now to the experts at CDM Media.