Content marketing and digital PR predictions for 2023

Damien Horwood, Senior Digital PR Executive

My PR prediction for 2023 is that we’re likely to see an emergence of a ‘back to basics’ mentality. As we enter a period of uncertainty, it will be more important than ever for brands to nail their core messaging and appear as authentic as possible – when money is tight, consumers stick with what they know and who they trust. Making building consumer trust an absolute priority for all businesses in the new year.

I think this will lead to a decrease in the big splash, creative campaigns that are designed to appeal to as many consumers as possible and instead we will see much more focused, tighter narratives told through smaller but strategic campaigns. Consumers will be looking for brands to help them solve problems, touch upon subjects that matter to their day-to-day lives or give them actionable advice.

Authentic messages will be key. Something that we’re already seeing the beginnings of with the popularity of new social channels such as Tik Tok and the Google Helpful Content Update.

However, while it’s important for brands to control what they can via authentic messages, we also need to prepare for chaos. No one can ever truly predict what is going to happen, especially as recession looms and the prime minister seems to change every month. The ability to adapt and pivot where needed will be important as the ‘permacrisis’ continues.

Sarah Macklin, Senior User Focused Content Executive

With video content becoming much more important in terms of engagement, I see campaigns going this way too, with interactive content taking centre stage as opposed to static imagery.