Globe Content Studio has worked with hundreds of clients across thousands of campaigns, providing a wealth of learnings about effective content marketing. As the pace of change accelerates – economically, socially, technologically and, these days, politically – no business can afford to fall behind on any skill sets.

In April 2023, we launched Tactics & Takeaways, a content-marketing event that drew inspiration from the sum of the Studio’s campaign experiences. Our goal was to inform attendees by making it worth their while to spend time with us.

In 2025, we produced our third annual event.

From exploring why it’s important to take a measured approach to generative AI, to getting buy-in to take risks on social media, to unpacking key trends in creativity and podcasting, the afternoon featured expert insights and engaging discussions. We packed each session with valuable takeaways for marketers who want to level-up their content games.

Sean Stanleigh, head of Globe Content Studio, shares real-world lessons from The Globe’s AI integration journey – offering practical insights, roadblocks and wins. (Photo by Albert Hoang)

Want to view those sessions in their entirety? You’ll find them here:

Don’t have a few hours on your hands?

You can also relive this year’s Tactics & Takeaways through these (slightly edited) summaries from attendees who posted to LinkedIn:

Gabriela Otero, copywriter and content marketer, UX writing, SEO specialist

Yesterday, I had the chance to attend TACTICS & TAKEAWAYS by Globe Content Studio and The Globe and Mail for the second time in a row!

Here's a sneak peek of the key themes from this year's T&T report (also, kudos to the bold, minimalist branding):

• Video remains the MVP: lo-fi, reels, story times, podcasts, and relatable wins.

• AI is your silent creative partner: structure meets magic.

• Personalization is still the holy grail: scale it smartly.

• Clicks are cute, but brand is back: build trust, not just conversions.

• Experimentation pays off: creative risks = more significant rewards.

From gamified campaigns to first-party data strategies, this session was packed with practical insights for content pros navigating the ever-evolving digital space.

Key takeaway? Content that connects beats content that just exists.

Shazia Khan (R) of Globe Content Studio and Chantal Hermetz (L) of Later unpack how bold, funny and 'unhinged' social content is driving engagement in 2025. (Photo by Albert Hoang)

Time & Space Media, advertising services

AI igniting creativity, rule-breaking brands, and podcasts that hook listeners – here’s what the Time & Space Media team took away from Tactics & Takeaways 2025 at The Globe and Mail Centre.

This electrifying event hosted by Globe Content Studio gathered top minds in marketing, media, social, and audio to decode today’s media landscape, evolving ecosystems, and the pulse of a fast-shifting digital economy. It was equal parts validation and inspiration.

We unpacked AI’s real-world impact: from strategy integration to practical applications in content and marketing. Discussions highlighted tools that make sense – like those enhancing creativity rather than replacing it – and how AI can help reflect a brand’s unique voice and empowered user experiences that resonate.

Social media took center stage too – empowering teams to take calculated risks while demonstrating ROI. We explored what truly drives engagement, how brands succeed by challenging conventions, and why putting trust in creators is essential. The discussions covered both trend-jacking opportunities and developing strong, independent content strategies.

The event also highlighted 2025's creative direction: a contrast between functional, purposeful design with bold logos and vibrant colors versus minimalism's refined simplicity.

Podcasting insights were gold – authenticity, storytelling, niche focus, and loyal audiences rule. We got a peek into the Globe’s process for launching compelling shows and strategies for promotion audiences crave.

A day of big ideas, sparking bigger plans!

Katherine Scarrow, manager of creative strategy at Globe Content Studio, breaks down the big creative tensions of the year – from AI-assisted content to the return of longform. (Photo by Albert Hoang)

Daniel Francavilla, marketing advisor and brand strategist, Daniel Does Consulting

For the third year in a row, I showed up for Tactics & Takeaways, hosted by Globe Content Studio.

The afternoon at The Globe and Mail Centre was stacked with snacks and actionable content marketing insights over an epic view. Sean Stanleigh kicked it off by talking about implementing AI in content marketing – not just using the tools, but building trust while doing it.

With so many takeaways, here are a couple of highlights that stood out to me.

• Brands are letting loose on social media.

The session called Let’s Get Weird unpacked how brands are using humour, chaos, and clapping back to build real community and connection. (Basically, unhinged posts with real ROI).

I asked Shazia Khan and Chantal Hermetz how this approach could translate to government and nonprofit sectors, and they shared some great examples of how even serious organizations can show some personality.

• Creativity is not just a nice-to-have – it’s driving innovation and economic growth.

The talk called Trend Turbulence was about steering through 2025’s creative contradictions with Katherine Scarrow. She captured the tension between short-form snackable content and the resurgence of long-form storytelling. It's a reminder that the right format depends on the right context – and bold creativity still cuts through.

The standout stat for me was that 70% of companies predict creative skills will be crucial by 2027.

Look out for me and Dianne B. Francavilla next year at Tactics & Takeaways.

Kiran Rana, Kasia Mychajlowycz, Adrian Cheung and Kyle Fulton take the stage to share podcasting insights – from compelling hosts to cross-platform promotion strategies. (Photo by Albert Hoang)

Lead Podcasting, creating podcasts that build your leadership profile

What do you think will be the most important trends and tactics for content marketing in 2025?

This week, at their Tactics & Takeaways 2025 event, the Globe Content Studio shared some incredibly valuable insights across a variety of categories from the creator landscape – and what they believe this year has in store.

Here are our top takeaways:

1. Video is still gaining popularity, even on LinkedIn. Platforms are prioritizing it and the engagement is backing it up.

2. Brands are trying everything! Whether it is chaos-core (Scrub Daddy and Duolingo) or more throwback vintage vibes (Vacation SPF, Sunny D) marketers are experimenting. While it’s still unclear how effective these approaches really are, they’re definitely grabbing attention.

3. AI – and being honest about using it! There are plenty of ways to incorporate AI into your brand without sacrificing creativity, quality, or authenticity.

Attendees weigh in during one of the live insights polls – sparking real-time conversation and revealing how marketers are approaching 2025’s biggest content challenges. (Photo by Albert Hoang)

Syed Zohaib H. Zahidi, financial services (field and performance) marketing lead, senior manager, Avanade

That time of the year again: Globe Content Studio’s annual “Tactics & Takeaways” event, with trends, experiences, and insights shared across content marketing, social media strategy, podcasts… (and more!)

Top 3 takeaways from presentations and polls:

1. Marketers need to be experimenting with AI, if they’re not already, but need to be intentional about putting (and protecting) the brand first.

2. While the social media landscape is as dynamic as always, some challenges seem to persist: Audience polling showed that the two greatest challenges faced in building brands on social were: Corporate red tape, and the lack of time & energy to be more creative.

3. Seemingly contradictory creative trends are at play, and brands need to be intentional about when to embrace trends and when to go against the grain.

And, as always, it was great to make new connections.

Attendees weigh in during one of the live insights polls – sparking real-time conversation and revealing how marketers are approaching 2025’s biggest content challenges. (Photo by Albert Hoang)

Made it this far?

Download our 2025 content marketing playbook, packed with insights: https://www.globecontent.studio/trendreport#form

Visit our website to check out our latest case studies: https://www.globecontent.studio/work

Contact us at GCS@globeandmail.com

Follow us @globecontent

Sean Stanleigh is the head of Globe Content Studio, the content marketing division of The Globe and Mail, a Canadian media organization.