You might be wondering, who am I to talk about the problems in enterprise content marketing? What makes me an expert?

Let me give you a little background. I’m a content manager, but a significant part of my role involves chatting with our large enterprise clients about why they seek out new solutions, what challenges they face, and most importantly, what results they expect from those solutions. 

I also do the research—digging into trends, learning what’s working, and where companies are wasting their resources.

So, here’s what I’ve learned, and here’s what you need to know when it comes to streamlining your processes, cutting costs, and staying ahead of the trends in enterprise content marketing.

Top content marketing trends creating value in 2025

Before we dive into how to tackle these challenges, let’s take a step back and look at where content marketing is heading, and I’m not just guessing here. 

Forbes Advisor recently shared some eye-opening data that paints a clear picture of where companies—whether B2B or B2C—need to focus their time and resources.

1. Social media and community building should be your first priority

According to the report, the majority of content marketing budgets are being allocated to social media and community-building efforts, with a strong emphasis on improving content quality. 

Businesses are investing heavily in spaces where conversation and engagement are active and immediate. 

Why?

Because these are the platforms where customers are talking and brands can directly join the conversation, making it essential to be present and engaged.

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2. Video is the best-performing content format and where your focus should be

If there’s one format dominating content marketing right now, it’s video. 

Consumer preferences are clearly shifting towards visual and auditory storytelling, which does a much better job of capturing attention and driving engagement. 

In fact, 73% of businesses are using organic social media to distribute their content, and here are the results they’re seeing:

• 97% of marketers report that video helps customers better understand their products.
• 95% of marketers have seen a significant increase in brand awareness thanks to video marketing.

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But even though video and social media are where businesses should be focusing, enterprise companies often face serious challenges in fully taking advantage of them. These challenges are also evident in the report’s findings.

The real challenge for enterprise content marketers: Keeping up with social media’s demands

Now that we’ve solidified that the best place to focus your content marketing efforts is social media—and that video is the most effective format—the big question is: how do you actually keep up?

For enterprise companies, producing the volume of content needed to succeed on social, while maintaining strict brand standards, is a huge challenge. 

I’ve spoken with many companies who struggle with this exact issue. The demand for fast, high-quality content can feel overwhelming, especially when every piece needs to go through rounds of approval. 

If you want to succeed on social, one or two pieces of content won’t cut it. You need a consistent stream of high-quality content to build trust, engage your audience, and drive conversions.

So, how do you overcome these challenges and still meet the demands of social media? Let me tell you.

The solution to keeping up with content marketing for enterprises: Automate your video content production

Okay, I’m going to cut straight to the chase. With the pressure to produce more content faster while maintaining brand integrity, video automation is the most efficient solution.

But I’m not talking about letting a machine do everything and losing creative control—far from it.

Automation can make the process of producing high-quality, on-brand videos faster and smoother, all while keeping you in the driver’s seat. At least, Storykit’s automation can.

We help all types of large companies reach their unique content goals by allowing them to turn their existing written content—whether it's a blog, case study, or report—into polished, fully customised videos in minutes, just the way they pictured it.

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You stay in control of the creative process (from the copy to the visual output)—automation just speeds things up with presets already in place.

Real-world proof? 

Here are two real-world examples of how a bank and a management consulting firm automated their video production, saving both time and money.

Aspia (Management Consulting Firm)

At Aspia, video production was once a time-consuming and costly process. However, after switching to Storykit, Aspia now creates around 30 videos a month—a volume that would be impossible if they relied on external agencies.

Dominika Dzielak, Content Manager at Aspia, crunched the numbers and found that they’re saving 19 million SEK (approximately 1.6 million EUR annually) by producing videos in-house. She adds: "Not to mention the priceless time we’ve saved."

Pia Törnqvist, Marketing Director at Aspia, highlights another benefit: 

“By producing videos in-house, we avoid the lengthy briefing and debriefing processes with external agencies, as well as the back-and-forth editing. Storykit allows us to repurpose videos easily by adjusting elements like location, date/time, and call-to-actions. The ability to make these adjustments ourselves without extra time or costs is huge.”

→ Read the full Aspia case study

BKS Bank

BKS Bank faced similar challenges. In 2020, they produced only one video for a marketing campaign due to bottlenecks in the production process. In 2021, their video production process continued to be slow and inefficient, requiring extensive briefings and time-consuming asset searches.

When BKS Bank turned to Storykit, their video production process transformed. They were able to produce more content efficiently and ensure every video reflected their strict corporate design standards.

Marion Jester, Head of Communications, PR, and Strategy at BKS Bank, sums it up: 

“My team uses video for everything. I honestly don’t think that we could live without it anymore.”

→ Read the full BKS Bank case study

The future of content marketing starts here

I get it—content marketing is challenging, and it’s hard to know what will really work for you. It’s a fast-paced world where you need to test, adapt, and keep evolving. But why not give Storykit a try and see if it could be the solution you’ve been looking for? You’ve seen how it’s helped other companies save time, money, and stress—all while staying true to their brand.

The future of content marketing is always changing, but one thing’s for sure: finding the right tools can make all the difference.

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Storykit has long been paving the way for efficient video creation for enterprises like Tietoevry, KPMG, and BKS Bank. These companies use the groundbreaking text-to-video tool to produce videos with high pace, high volume, and high quality. 

Now, Storykit is making video creation even more straightforward: By combining the power of Storykit with a much simpler workflow, the users are enabled to go from text to video in seconds. 

– Increased productivity and automation are central to being competitive today. In a world where the best answer to the question "How can I succeed in social media?" is "Publish more, and preferably video," this is important not only for the single marketer or recruiter but for the business itself, says Peder Bonnier.

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With a unique use of AI combined with deep, built-in editorial knowledge, Storykit now analyses your text, writes your script in your preferred manner, and adds images, animations, music, and styling with just a few clicks. 

As always, Storykit is also built to safeguard the customer's messaging and brand.

– There are many ways to create fun and quirky videos out there – video creation has gone from an exclusive competence to something everyone can do.  But we know how important quality, brand, and storytelling are for our customers, so we've ensured that the tool's speed and simplicity never compromise the end result, says Peder Bonnier. 

With the new workflow, Storykit is also taking the opportunity to release a new offering for small and medium businesses: Storykit Lite.

– Now, nothing is stopping any company from creating tens, or even hundreds, of high-quality videos daily. We're looking forward to seeing even more of these thumb-stopping stories in our feeds now, says Peder Bonnier.

What does Storykit’s video automation do for universities?

• Turn any written program content into video
• Fully controlled, fully customised output
• No or minimal finishing touches required
• Your tonality, narratives and core messages built in
• Automatically uses your assets and guidelines for on-brand results every time
• Localising to multiple languages automatically for international student recruitment

What are the benefits of using video automation for student recruitment?

• Simplify complex curriculum material into clear, engaging video content that resonates with your audience
• Save time by drastically reducing the hours spent on content creation
• Save money by producing high-quality videos more efficiently and cost-effectively
• Scale your marketing efforts effortlessly across multiple programs and platforms
• Maintain consistent, on-brand messaging across all platforms

Peder Bonnier, CEO and co-founder of Storykit, notes:

“Automation isn't just about efficiency; it's about transforming the way we work. By automating the repetitive and mundane, we allow teams to focus on what truly matters—creative problem solving and innovation.”

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Why video is the best way to stand out to students?

1. Students want more video, and it’s the best way to capture attention and communicate clearly

Today’s students—members of the TikTok, Instagram, and YouTube generation—have radically different expectations when it comes to consuming content. 

With most of their time being spent on video first social platforms, like YouTube, TikTok and Instagram, this generation is more likely to engage with short-form, visually stimulating content that captures their attention quickly and communicates messages clearly.

In addition, a recent study found that teenagers spend 1-5 hours a day watching videos, mainly short video clips, as in TikTok, Instagram Reels, and YouTube shorts.

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Not to mention, curriculum material can be dense and complicated, making video an ideal tool to simplify and convey complex information effectively.

But if the video is so effective, why aren’t all universities using it for their recruitment?

The answer lies in the traditional barriers of cost and time. 

Producing high-quality video content has historically been expensive and resource-intensive. 

For many universities, where budgets are tight and the demand for content is constant, creating a single video through an agency can cost around 50,000 SEK (approximately $4,800 USD). This price makes the widespread adoption of video content seem unrealistic for most institutions.

However, automation is revolutionising this landscape.

As Peder Bonnier, CEO of Storykit, explains, “When it comes to automation, you can dramatically cut both time and cost, making it possible to create videos for everything.”

By leveraging video automation, universities can produce high-quality, engaging content at scale, ensuring they meet the expectations of today’s students while keeping their marketing efforts both efficient and cost-effective.

This approach not only aligns with the preferences of today’s younger generations but also allows universities to maintain a strong presence in the increasingly competitive digital landscape.

2. Social media demands more posting—especially more video

Social media is where students connect, learn, and grow. 

It’s the hub of their daily interactions and a key platform for universities to reach potential students. 

However, success on these platforms requires more than just being present; it demands frequent, consistent posting.

The more frequently you post, the greater your chances of engaging your audience and making your university stand out—especially with video content, which can outperform other types of posts by up to 10x or more, depending on the platform.

The Digital Media Team conducted research to determine the optimal posting frequency on social media for maximising results. While there's no exact formula, their findings clearly show that posting multiple times a day is essential for increasing engagement.

Here’s what they discovered for each platform:

• Instagram stories: 2 - 4 stories a day 
• Instagram posts: 3 - 5 posts a week
• Facebook posts: 1 - 2 times a day
• X posts: 3 - 4 tweets a day
• TikTok posts: 1 - 3 times a day 
• LinkedIn: 1 - 2 posts a day

But here’s the challenge: Universities, like many organisations, often struggle with limited resources, particularly in their creative departments.

As Peder Bonnier, CEO of Storykit, puts it, “We’re all strapped for resources. Most universities can't just throw more money or people at the problem to create more content. Scaling video content creation the traditional way can be painfully expensive and time-consuming.”

So, what’s the solution? According to Bonnier, the answer is simple: automation.

“Automation allows you to crank out way more video content with the resources you already have,” he explains. 

By automating your content creation process, you can maintain a high posting frequency without stretching your budget, ensuring your university stays visible and competitive in the crowded social media landscape.

How universities are marketing their programs using Storykit 

Universities are streamlining their marketing efforts with Storykit, making it easier than ever to create engaging video content for program promotion. Here's a typical workflow:

1. Input the program page URL: The process begins by copying the URL from the program’s landing page and pasting it into Storykit and choose the types of videos you want to create.

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2. Automated video creation: Storykit instantly generates multiple customised videos (depending on the university's needs) from that single program page, tailored for different platforms like Instagram, TikTok, and Facebook. The university's branding and design elements are already integrated, so no additional editing is needed.

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3. Customisation and translation: If desired, the university can easily edit the content or translate the videos into different languages to suit various audiences, such as international students.

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4. Seamless posting: Finally, the videos are ready to be posted across the selected social media platforms. The entire process is quick, efficient, and requires minimal manual intervention.

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This streamlined approach empowers universities to effortlessly produce high-quality, consistent content, ensuring their programs reach the right audience across multiple platforms. 

Don’t just keep up—lead the way in student recruitment. With Storykit, you can amplify your message, maximise engagement, and outshine the competition.