Redefining Luxury: 5 Content Marketing Trends For 2023

Advances in technology predict the future of all industries, but especially marketing. In The Drum’s Content Marketing Deep Dive, Ella Neale from luxury 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 create exciting opportunities for marketers, navigating the ever-changing digital landscape is not without challenges.

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


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 in 2023 because it is one of the ways to create 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.

Hyperpersonalization goes deeper than just calling the customer by name; it delves into a person’s individual wants, needs and desires. This approach is data-driven, using consumer data, analytics, artificial intelligence (AI) and automation to create personalized customer interactions. Digital marketers can take buyer characteristics into account and take care of everything from content and design to product recommendations.

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The use of the metaverse, a shared virtual space where users are represented by avatars, has been on the rise, 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 take full advantage of it.

Millennials and gen Z are avid users of the metaverse through games like Roblox and technologies like VR. With that in mind, try to create digital experiences that parallel real-world experiences or what your brand is already doing in real life.

You can offer virtual advertising by placing ads on virtual billboards in video games, or offer brand installations and virtual events that users can interact with. It is also a place to offer limited edition assets or virtual products that consumers can only obtain in the metaverse.


For Millennials, Zs, 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 will reject brands that don’t show a genuine commitment to the environment.

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

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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. Without it, consumers will reject brands that waste carelessly.

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


Another new trend in content marketing is to consider how your luxury brand can offer localized and unique experiences. An effective localization strategy will enhance the customer experience and allow you to convey your message to a global audience while maintaining your brand identity.

There are several ways to improve your content strategy. First, you need to create a highly memorable brand identity by changing the visual elements, design and color of your marketing collateral to match your target audience’s preferences or local customs. This could include changing the style and layout of various marketing assets to match audience preferences.

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Marketing using popular communication channels in this market is also essential, as well as optimizing the website and communication channels for local users and search engines. A great example is Anya Hindmarch, who created a village near her flagship store on Pont Street, drawing on the brand’s roots and creating a community link that’s worth visiting.


When marketers develop their content strategies, they tend to make their content accessible to all readers without considering diversity, equity, and inclusion. Prioritizing inclusion will be critical in 2023, as millennials are more likely to choose brands that showcase diversity in their advertising. Inclusive content should focus on serving and resonating with people of diverse backgrounds.

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

Contact Relevance’s team of experts for advice on how to navigate the content marketing trends identified in the report. Visit our Content Marketing Hub for more content marketing news, insights and strategies.


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