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Reviewed by Jacob Whitmore, Whito · Fact-checked for accuracy

What is content marketing?

Last Updated on September 17, 2026

What is content marketing? — Whito
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Whito’s view (UK)

Content marketing in the UK has shifted from publishing more to being the source. In our audit of UK business sites most had no structured data for search engines or AI to read, so even decent content went unquoted. One genuinely original, well-structured piece now beats ten generic posts that no machine can cite.

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Jacob Whitmore Founder and Lead Analyst
Jacob Whitmore founded Whito. He works on what UK businesses are actually charged for marketing, and on getting those numbers published with the date they were checked.
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Jacob Whitmore

Jacob Whitmore

Founder, Whito

Jacob Whitmore founded Whito, an independent UK research publisher covering how UK businesses are found, trusted and priced. Every article is researched, written and fact-checked, and every figure carries the date it was checked. Whito sells research files, not marketing services, and nobody pays to appear. Structure before scale.

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Whito is committed to publishing accurate, independent research for UK businesses. Our editorial team researches, writes, and fact-checks every piece of content independently. We may earn affiliate commissions from some links, but this never influences our recommendations. Read our full Editorial Policy for more detail on how we work.