Redefining Luxury: 5 Content Marketing Trends For 2023

Advances in technology predict the future of all industries, but especially marketing. For The Drum’s Content Marketing Deep Dive, Ella Neal of luxury agency Relevance looks at five content marketing trends for 2023 and how to embrace them.

Content marketing trends change and evolve every year. While this can create exciting opportunities for marketers, navigating the ever-changing digital landscape does not come without challenges.

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


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

Hyperpersonalization goes deeper than calling a customer by name; it explores individual preferences, needs and desires. This approach is data-driven, using customer data, analytics, artificial intelligence (AI) and automation to create customer interactions. Digital marketers can look at buyer characteristics and provide everything from content and design to product recommendations.

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

Millennials and Gen Z are users of the metaverse through games like Roblox and technologies like VR. With this in mind, aim to create a digital experience that parallels real-world experiences or what your brand is doing in real life.

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


For Millennials, Gen Z, and Alphas, environment isn’t just a factor; it is their future. In fact, 63% of consumers prefer to buy from brands with a sense of purpose and reject brands that don’t show a genuine commitment to the environment.

Consider incorporating recommerce into your business model to implement this content marketing trend. According to Max Bittner of Vestiaire Collective, buying second-hand can help reduce fashion’s carbon footprint by up to 90%. Paving the way for the future of re-commerce are Apple’s buy-back scheme, My Wardrobe HQ’s clothing rental brand and StockX, an auction house for pre-loved items.

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Your content marketing strategy should also explore how to use resources more effectively. Using the ESG+ model, luxury brands must consciously invest in sustainability and innovation. Without it, consumers will avoid recklessly wasteful brands.

Brands must also rethink what growth means when constant expansion can no longer be sustained. Metaverse enables luxury brands to achieve double digital growth without seeing double the consumption growth. Gucci created a virtual garden on Roblox, a gaming platform where players can buy virtual Gucci products, while Balenciaga digitized its collections on Fortnite.


Another new trend in content marketing is to consider how your luxury brand can offer a local and unique experience. An effective localization strategy improves the customer experience and allows you to communicate your message to a global audience while maintaining brand identity.

There are several ways to improve your content strategy. First, you need to create a memorable brand identity by changing the look, design, and color of your marketing collateral to appeal to your target audience’s 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 popular communication channels is important in this market, as well as optimizing your website and communication channels for local users and search engines. A great example is Anya Hindmarch, who built a village next to their flagship store on Pont Street, using the brand’s roots to create a community connection worth visiting.


When marketers create their content strategies, they make their content accessible to all readers without considering diversity, equity, and inclusion. Prioritizing inclusivity will be even more important in 2023, with millennials more likely to choose brands that showcase diversity in their advertising. Inclusive content should aim to serve and resonate with people of diverse backgrounds.

To do this, brands must choose words carefully to learn how pronouns, pop culture references and idioms resonate with readers. Your content should also include carefully selected images in your marketing campaigns. Customers identify with brands when they see people like them in your marketing.

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


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