The Top Content Marketing Trends for UK Businesses in 2023

As digital marketing continues to evolve, content marketing remains a crucial component of any successful strategy. Like those in other parts of the world, businesses in the UK are consistently looking for innovative ways to engage with their audience and drive conversions. As we head into 2023, there are several emerging trends in content marketing that UK businesses should be aware of.

This post will explore some of the top content marketing trends for UK businesses in 2023.

1. Emphasis on Authenticity and Transparency

As consumers become increasingly savvy and discerning, they demand more authenticity and transparency from the brands they interact with. In response, UK businesses are expected to put a greater emphasis on creating content that is both honest and genuine. Consumers want to feel connected with real people rather than a faceless corporation. This means that businesses must be transparent about their values, mission, and operations.

One way to achieve this is through user-generated content (UGC). UGC is content created by consumers that the brand then shares. It is an effective way to showcase the authenticity of a brand, as it demonstrates that real people are using and benefiting from their products or services. This type of content can be shared on social media platforms like Instagram and TikTok, which users are increasingly turning to for product recommendations.

2. Increased Focus on Video Content

Video content has been on the rise for several years, but the trend will continue in 2023. Video content is expected to make up 82% of all internet traffic by 2023. This is not surprising, given that video is an engaging and effective way to communicate with audiences.

This means investing in video content creation for UK businesses, particularly for social media platforms like Instagram, TikTok, and YouTube. Videos can be used to showcase products or services, offer tutorials, or provide behind-the-scenes glimpses into the inner workings of a business. Video content can be highly shareable, which means it has the potential to reach a wider audience than other forms of content.

3. Personalisation is Key

Personalisation has been a buzzword in the marketing world for several years, but it will become even more important in 2023. Consumers want to feel like they are being spoken to directly rather than just receiving generic messages. UK businesses can achieve this by using data to create personalised content tailored to their audience’s individual needs and preferences.

Personalisation can take many forms, from personalised email marketing campaigns to targeted social media advertising. However, it is important to remember that personalisation goes beyond just addressing someone by name. It means understanding their interests, preferences, and behaviours and using this information to create content that resonates with them.

4. Long-Form Content

In a world where attention spans are dwindling, long-form content may seem like an unlikely trend. However, growing evidence suggests that long-form content can be highly effective at driving engagement and conversions. Research has shown that long-form content can generate 9 times more leads than short-form content.

For UK businesses, this means investing in content beyond just a quick soundbite or a snappy headline. Long-form content can take many forms, including blog posts, whitepapers, and e-books. The key is to create content that is both informative and engaging and that offers real value to the reader.

5. Voice Search Optimization

Voice search has been growing in popularity for several years and is set to become even more prevalent in 2023.

As more and more people use voice assistants like Amazon Alexa and Google Assistant, UK businesses need to ensure that their content is optimized for voice search. This means creating conversational content that includes long-tail keywords and phrases that are more likely to be used in voice search queries.

To optimize for voice search, UK businesses should also ensure that their website is mobile-friendly and that their content is structured in a way that is easy for voice assistants to understand. This includes using structured data markup and providing clear answers to commonly asked questions.

6. Interactive Content

Interactive content is a type of content that allows users to engage with it in some way rather than just consuming it passively. Examples of interactive content include quizzes, polls, and interactive infographics. This type of content is highly engaging and can effectively drive conversions.

For UK businesses, interactive content offers an opportunity to engage with their audience and collect valuable data about their preferences and behaviours. This data can then be used to create even more personalized content.

7. Focus on Sustainability

Sustainability has become an increasingly important issue in recent years, and it is set to become even more important in 2023. Consumers are becoming more aware of their purchasing decisions’ impact on the environment, and they are increasingly looking for brands that prioritize sustainability.

For UK businesses, this means creating content showcasing their sustainability commitment. This can include content about sustainable manufacturing processes, eco-friendly packaging, and initiatives to reduce their carbon footprint. By demonstrating their commitment to sustainability, UK businesses can attract a growing segment of consumers who prioritise sustainability in their purchasing decisions.


In today’s fast-paced digital landscape, UK businesses must stay on top of emerging content marketing trends to remain competitive. And when it comes to staying ahead of the curve, Briravo is the perfect partner to help you achieve your marketing goals.

With our in-depth knowledge of content marketing trends, Briravo can help you stay ahead of the competition and create content that resonates with your target audience.

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