In a recent video, I shared why, if I were starting my career fresh in 2025, I wouldn’t focus on traditional SEO content writing the way I once did. After researching job boards, talking to hiring founders, and watching industry shifts, I saw a clear change in demand. Below I explain what I found, why this matters, and which content skills I would prioritise instead.

Why SEO content writing feels like a shrinking opportunity

From the outside, content writing still looks attractive: work from the couch, get paid in foreign currencies, and monetise a skill you already have. But recent trends tell a different story.

On LinkedIn many content writers are pivoting into adjacent roles — content marketing, social media, scriptwriting — because demand for pure SEO content writing has dropped. I checked Upwork the way I usually do to read the market, and the pattern was obvious: for every SEO content-writing job I once saw, there were now ten listings for scriptwriting, content marketing, ghostwriting, newsletters and AI/LLM optimisation roles.

I even applied to an SEO content writer position for a German client and the founder messaged me: clients are specifically asking for people who can optimise for AIO, GEO and language models. In short, brands are increasingly prioritising optimisation for AI and search-everywhere experiences rather than old-school on-page SEO alone.

“AI will not steal my job” — many of us say it, but you can’t deny how AI has reshaped demand for content skills.

What brands are actually looking for now

Search has shifted. It’s no longer just about ranking on Google through on-page SEO. Companies are optimising for AI-driven discovery and multi-platform visibility — think: AI optimisation, GEO (geographic/local AI discovery), and LLM-friendly content structures.

That doesn’t mean SEO fundamentals are dead — backlinks, domain authority and brand mentions still matter — but brands are adding new priorities on top of them. Many organisations want people who can structure content to be discoverable by large language models and AI-driven feeds.

Skills I would learn in 2025 instead of classic SEO content writing

If I had to start again, here’s what I’d invest my time in first. These skills are practical, in demand, and often pay better than commodity SEO writing right now.

• AI / LLM optimisation (AIO, GEO) — Learn how to structure content for language models, optimise prompts, and build content workflows that feed AI systems. Brands are hiring for this specifically.
• Strong writing fundamentals — Writing is still the backbone: titles, thumbnails, captions, product descriptions and email subject lines all depend on skilled writers. Companies that build AI tools still hire human writers.
• Newsletter writing & ghostwriting — Communities are booming. Newsletter writers who can craft subject lines, nurture sequences and authentic voice are highly valuable. Ghostwriting for founders (especially on LinkedIn) is hot.
• LinkedIn ghostwriting & personal-brand content — B2B brands generate leads on LinkedIn. If you can write compelling text posts and threads, you can earn well without needing to be on camera.
• Community building & management — Content that drives retention and community engagement is prized. Combine writing with community skills to create real business results.
• YouTube scriptwriting — Many brands are shifting from publishing solely on websites to creating videos. Scriptwriters who understand hooks, retention and CTAs are in demand.
• Content strategy & measurable results — Clients want to see outcomes: increased sign-ups, traffic, engagement or revenue. Know how to measure and report results.

How to get real results (and why results matter more than ever)

There’s less room for beginners who only claim they “write.” Employers want proof. If you’re starting now, focus on compounding your learning into measurable wins.

Practical steps:

1. Start a website or blog and publish regularly — use it to test SEO, AIO/GEO tactics, or newsletter funnels.
2. Track real metrics — open rates, click-throughs, conversions, traffic sources.
3. Pick one text-first platform to grow (LinkedIn, X, or a newsletter) and document the results you generate.
4. Use local or small-business clients to practice and build case studies. Show screenshots, numbers and before/after results.
5. Practice writing across formats: long-form articles, emails, short social posts, and video scripts.

Where the jobs still are — and how to apply effectively

There are still content writing jobs. I checked Upwork this week and found plenty of gigs — especially for scriptwriting, newsletters, and ghostwriting. But competition is different: clients ask for specialists who can show outcomes and multi-platform results.

One strategy I always use to find remote jobs directly on a company’s career page is the Google search method. I used this method to land my first remote job from Nigeria without using a job board, and it still works.

It is good to have your CV or portfolio ready to make this method work for you. You can follow my simple approach for creating a free portfolio website as a content writer.

Applying requires standing out. I developed an application system I call the Beyond & Above strategy, which helped me increase response rates. If you want to learn a repeatable system for applying to remote content jobs, you can join the waitlist for my mini-course here:

Beyond & Above Strategy Waitlist

Final thoughts — what I’d do if I were starting in 2025

If I were starting from scratch in 2025, I would not prioritise traditional SEO content writing as my first skill. Instead, I’d learn how to write exceptionally well across formats and invest in specialisations that solve modern brand problems: AI/LLM optimisation, newsletter and ghostwriting, LinkedIn content, YouTube scripts, and demonstrable content strategy that delivers measurable results.

For content writers already working today: keep building your own projects, document outcomes, and expand into these higher-value spaces. For newcomers: be prepared to compound your learning, practice in public, and specialise where demand is growing.

Have questions or want resources for any of these skills? Leave a comment and I’ll respond. If you’re ready to apply for remote content jobs more effectively, join the waitlist for the Beyond & Above strategy and I’ll share the system I use.