Redefining Luxury: 5 Content Marketing Trends For 2023

Advances in technology are foreshadowing the future of all industries, but marketing in particular. For The 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.

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

No matter what your goals are, there are exciting trends that can be leveraged to help shape your approach and redefine your strategy. We discuss the five content marketing trends that will have a significant impact in 2023, as well as how you can use their power to reach target audiences.


Today’s consumers are bombarded with marketing messages from multiple channels to the point where they tune them out. Personalized marketing is one of the most important content marketing trends for 2023 because it is one way to make a solid 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 just calling a customer by their name; It delves into the individual preferences, needs and desires. The approach is data-driven, using consumer data, analytics, artificial intelligence (AI) and automation to create bespoke client interactions. Digital marketers can consider the characteristics of their buyer and cater to everything from content and design to product recommendations.

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The Metaverse

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

Millennials and Gen Z are avid users of the metaverse through games such as Roblox and technologies such as VR. With this in mind, aim to create digital experiences that parallel real-world experiences or 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. There is also room to offer limited edition assets or virtual products that consumers can only get in the Metaverse.


For Millennials, Gen Zs and Alphas, the environment is not just a cause; It is their future. In fact, 63% of consumers prefer to shop from purpose-driven brands and will reject brands that do not show genuine commitment to the environment.

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

Your content marketing strategy should also explore how to use resources more wisely. With the ESG+ model, luxury brands must make a conscious effort towards sustainability and innovation. Without this, consumers will reject brands that waste carelessly.

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


Another emerging content marketing trend is to consider how your luxury brand can offer localized and unique experiences. An effective localization strategy will enhance customer experience and allow you to communicate your message to global audiences and maintain your brand identity.

There are several ways you can improve your content strategy. Firstly, you must create a highly memorable brand identity, modify the visuals, design and color of your marketing collateral to appeal to the preferences of the target audience or local customs. This may involve changing the style and layout of various marketing assets to match audience preferences.

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Marketing through communication channels popular in the market is also essential, as is optimizing your website and communication channels for local users and search engines. A great example is Anya Hindmarch, who created a village next to her flagship store on Pont Street, harnessing the brand’s roots and building a community connection that is worth visiting.


When marketers develop their content strategies, they tend to make their content accessible to all readers, overlooking diversity, equity and inclusion. Prioritizing inclusivity will be of the utmost importance in 2023, with millennials more likely to choose brands that showcase diversity in their advertising. Inclusive content should focus on serving and resonating with people with varying characteristics.

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

Contact Relevance’s team of specialists for advice on navigating the content marketing trends in this report. Visit our Content Marketing in Focus hub for more content marketing news, insights and strategies.


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