Oh, oh, the C-Suite are getting nervous

New data shows UK business confidence has fallen through the floor, weighed down by rising employment costs and persistent inflation. Boardrooms and finance teams are getting nervous  and when that happens, marketing budgets are usually first to face the axe.

For B2B marketers and content producers, the challenge is clear: How do you create content that resonates with an anxious audience when every dime is being questioned?

Rather than retreating, smart brands see downturns as an opportunity to demonstrate leadership, empathy, and value. But it requires a shift in both tone and tactics.

Lead with empathy, not just authority

When business leaders are worried, they don’t want glossy promises or over-polished campaigns. They want acknowledgment of their reality. Content that starts from a position of “we understand your challenges” earns more attention than one that immediately jumps to selling.

That doesn’t mean content should be pessimistic, it should offer reassurance and pragmatic advice. For example, case studies framed around “how X company managed costs while still achieving growth” feel more relatable than abstract success stories. Whitepapers, blogs, and podcasts that acknowledge constraints while offering actionable steps will build credibility.

Show tangible ROI from the start

Decision-makers hate risk when confidence is low. If your content doesn’t show a clear line to return on investment, it risks being ignored. Instead of broad trend pieces, produce highly specific content:

• ROI calculators or interactive tools that show cost savings

• Webinars with customer testimonials focused on measurable results

• Benchmark reports that compare industry peers and highlight efficiency

When every investment is questioned, content must act as proof of value—not just inspiration. 

Lean into educational, evergreen content

In uncertain times, audiences look for practical guidance rather than aspirational messaging. That’s why educational, problem-solving content performs better than overt promotion. “How-to” guides, explainer videos, and step-by-step frameworks become assets your audience can use immediately.

Importantly, evergreen content builds long-term brand equity. When buying cycles are delayed, helpful material keeps your brand front-of-mind until budgets open up again.

Prioritise low-friction formats

Your audience has less time, attention, and patience. That means micro-content often outperforms lengthy thought leadership.

Consider:

• LinkedIn carousels with concise tips

• Short video explainers

• Executive summaries of longer research

That doesn’t mean longform should disappear, but it should also be repurposed into bite-sized formats to maximise reach and accessibility.

Double down on trust and human connection

In downturns, buyers become wary of hollow promises. Trust is currency.

• Showcase your people: Highlight leadership expertise, share behind-the-scenes perspectives, and let subject-matter experts author content

• Use social proof liberally: Reviews, ratings, testimonials, and case studies carry extra weight when budgets are tight

• Be consistent: Don’t disappear when things are tough—your reliability becomes part of your brand value

Final word

A record dip in UK business confidence doesn’t mean brands should go silent. In fact, times like these reward those who go big on meaningful content. By focusing on empathy, clarity, and measurable value, marketers can cut through the noise and build trust with audiences who are more cautious than ever.

Remember: In uncertain times, your content isn’t just marketing—it’s reassurance, guidance, and proof that your brand understands what matters most.

To-do list for content marketers in a low-confidence economy

1.       Audit existing content: Identify what demonstrates ROI, empathy, or educational value. Retire or re-frame overly promotional assets

2.       Refocus messaging: Lead with empathy, acknowledging industry pain points directly

3.       Create ROI-driven tools: Build calculators, case studies, or proof-points that quantify results

4.       Repurpose for micro-formats: Break down whitepapers or webinars into snackable posts, carousels, and short videos

5.       Prioritise evergreen value: Invest in guides and explainers that remain useful regardless of market conditions

6.       Amplify social proof: Refresh case studies, collect testimonials, and spotlight customer voices

7.       Stay visible: Maintain consistency in publishing, even if budgets shrink—trust grows with reliability

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