Redefining Luxury: 5 Content Marketing Trends For 2023

Advances in technology represent the future of all industries, but marketing. For The Drum’s Content Immersion, Ella Neale of lead agency Relevance shares five content marketing trends for 2023, and how to embrace them.

Every year, content marketing trends continue to change and evolve. While this is an exciting opportunity for marketers, navigating the ever-changing digital landscape is not without its challenges.

No matter what your goals are, there is an inspiring image that can be used to help you on your way and redefine your strategy. We discuss the five content marketing trends that will have the biggest impact in 2023, and how you can use their power to reach your target audience.


Today’s consumers are bombarded with marketing messages from multiple channels wherever they go. Personal marketing is one of the most important content marketing techniques for 2023, because it is a way to build a solid relationship 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 the customer by name; dives into people’s wants, needs and desires. This approach is data-driven, using customer data, analytics, artificial intelligence (AI) and automation to shape customer interactions. Digital marketers can take into account the characteristics of the customer and achieve 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 continued to grow, a form of content marketing that has more than doubled since 2017. In fact, around 85 million people used augmented reality (AR) and virtual reality (VR). ) in 2021, according to Forbes. Digital marketers must understand the nature of the metaverse and use it to its full potential.

Millennials and gen Z are avid users of the metaverse through games like Roblox and technologies like VR. With that in mind, aim to create digital experiences that match real-world experiences or what your brand has done in the real world.

You can offer virtual advertising by posting ads on virtual bulletin boards in video games, or offer branded installations and virtual events where users can interact. There are also opportunities to offer limited-edition assets or virtual products that can only be obtained by consumers in the metaverse.


To millennials, gen Z and alphas, the environment is not just an issue; it is their future. In fact, 63% of consumers prefer to buy brands that make sense, and reject brands that don’t reflect the environment.

To implement this content marketing trend, consider incorporating remarketing into your business model. According to Max Bittner, from Vestiaire Collective, buying handmade can reduce fashion’s carbon emissions by up to 90%. Paving the way for future remarketing are Apple and its resale program, clothing rental brand My Wardrobe HQ and StockX, a marketplace for pre-loved items.

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Your content marketing strategy should re-examine how you use resources to make more sense. Using the ESG+ model, luxury brands must commit to sustainability and innovation. Without this, consumers will reject brands that are wasted.

Brands also need to look at why growth can’t always be guaranteed. The metaverse allows luxury brands to achieve double digital growth without seeing double the growth in consumption. Gucci created a virtual garden in Roblox, a platform game where players can buy virtual Gucci products, while Balenciaga digitized its collections in Fortnite.


Another aspect of content marketing is thinking about how your luxury brand can deliver local and unique experiences. An effective location strategy will enhance the customer experience and allow you to communicate your message to a global audience while maintaining your brand identity.

There are many ways to improve your content strategy. First, you need to create a very memorable logo, changing the visuals, design and color of your marketing collateral to suit the needs of the target audience or local culture. This can change the look and feel of various marketing materials to suit the needs of the target audience.

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Marketing through popular communication channels in that market is also important, as well as optimizing your website and communication channels for local users and search engines. A good example is Anya Hindmarch, who created a home next to her flagship store on Pont Street, using the brand’s roots and creating a community that is worth reaching out to.


When marketers develop their content strategy, they tend to introduce their content to all readers, without looking at diversity, accuracy and inclusion. It’s important to enter the mainstream in 2023, with millennials increasingly choosing brands that show a difference in their advertising. Content should focus on action and appeal to people of different backgrounds.

To do this, brands must choose their words carefully, and understand the impact of catchphrases, pop culture references and idioms on readers. Your content should also include images selected in marketing campaigns. Customers identify with brands when they see people who are similar to themselves in your market.

Contact Relevance’s team of experts for tips on navigating the content marketing strategies raised in the report. Check out our Content marketing in Focus department for more information, insights and strategies on content marketing.


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