Redefining Luxury: 5 Content Marketing Trends For 2023

Advances in technology are shaping the future of all industries, but especially marketing. For Drum’s Content Marketing Deep Dive, Ella Neale of luxury-led agency Relevance covers five content marketing trends for 2023 and how to embrace them.

Each year, content marketing trends continue to change and evolve. While this can present exciting opportunities for marketers, navigating the ever-changing digital landscape does not come without its challenges.

No matter what your goals are, there are some exciting trends to help shape your approach and redefine your strategy. We discuss five content marketing trends that will have a significant impact in 2023, and how you can harness their power to reach your target audience.


Today’s consumers are bombarded with marketing messages from multiple channels where they tune out. Personalized marketing is one of the most important content marketing trends for 2023, as it’s a way to make a stronger connection with your target market. In fact, according to Epsilon, 80% of consumers are more likely to buy from a brand that provides a personalized experience.

Hyper-personalization goes deeper than calling a customer by their name; It studies one’s personal interests, needs and desires. This approach is data-driven, using customer data, analytics, artificial intelligence (AI) and automation to create the right customer interactions. Digital marketers can consider their buyer personas and cater to everything from content and design to product recommendations.

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The Metaverse

The use of metaverses – a shared virtual space where avatars represent users – has grown steadily and is a content marketing trend that has doubled since 2017. In fact, an estimated 85 million people will use augmented reality (AR) or virtual reality (VR) in 2021, according to Forbes. Digital marketers must understand the nuances of the metaverse and utilize it to its full potential.

Millennials and gen Z are avid users of the Metaverse through games like Roblox and technology like VR. With this in mind, aim to create real-world experiences or digital experiences that parallel what your brand already does in real life.

You can offer virtual advertising by placing ads on virtual billboards in video games, or offer branded installations and virtual events that users can interact with. It is a place to offer limited-edition assets or virtual products that customers can only get in the Metaverse.


For millennials, gen Z and alphas, the environment isn’t just a cause; It is their future. In fact, 63% of consumers prefer to buy from purpose-driven brands and reject brands that don’t show a real commitment to the environment.

To implement this content marketing trend, consider incorporating re-commerce into your business model. According to Max Bittner, from Vestire Collective, buying second-hand can help reduce fashion’s carbon emissions by up to 90%. Apple has paved the way for the future of re-commerce with buyback schemes, the My Wardrobe headquarters clothing rental brand, and StockX, an auction house for pre-owned items.

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Your content marketing strategy should also explore how to use resources more wisely. Using the ESG+ model, luxury brands must consciously strive for sustainability and innovation. Besides, consumers will reject brands that are carelessly wasteful.

Brands must also re-examine what growth means when constant expansion can no longer be sustained. Metaverse enables luxury brands to achieve double the digital growth without double the consumption. Gucci created a virtual garden in Roblox, a game platform where players can buy virtual Gucci products, while Balenciaga digitized its collection in Fortnite.


Another emerging content marketing trend is thinking about how your luxury brand can offer a localized and unique experience. An effective localization strategy will enhance the customer experience and allow you to deliver your message to a global audience while maintaining your brand identity.

There are many ways you can improve your content strategy. First, you should create a highly memorable brand identity by varying the visuals, design, and colors of your marketing collateral to appeal to target audience preferences or local customs. This may include changing the style and layout of various marketing assets to match audience preferences.

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Marketing through communication channels that are popular in that market is also essential, as is optimizing your website and communication channels for local users and search engines. A good example is Anya Hindmarch, who created a village near her flagship store on Pont Street, tapping into the brand’s roots and creating community connections worth visiting.


When marketers develop their content strategies, they make their content accessible to all readers, regardless of diversity, equity, and inclusion. Prioritizing inclusivity will be critical in 2023, with millennials more likely to choose brands that showcase diversity in their advertising. Inclusive content should focus on serving and communicating with people of diverse backgrounds.

To do this, brands must choose their words carefully, aware of how pronouns, pop culture references and idioms can influence readers. Your content should also include carefully selected images in marketing campaigns. Consumers identify with brands when they see people like themselves reflected in your marketing.

Contact Relevance’s team of experts for advice on navigating the content marketing trends outlined in the report. For more content marketing news, insights and strategies visit our Content Marketing in Focus Hub.


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