Redefining Luxury: 5 Content Marketing Trends For 2023

Advances in technology herald the future of all industries, but especially marketing. For The Drum’s Content Marketing Deep Dive, Ella Neill of luxury agency Relevance covers five content marketing trends for 2023 and how to implement them.

Every year, content marketing trends 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 exciting trends to help you shape your approach and redefine your strategy. We discuss five content marketing trends that will have a significant impact in 2023 and how to harness their power to reach your target audience.

Personal settings

Today’s consumers are bombarded with marketing messages on multiple channels and receive them until they tune in. Personalized marketing is one of the most important content marketing trends in 2023, and it’s a way to connect 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.

Hyperpersonality goes deeper than calling the customer by name; it goes deep into personal preferences, needs, and desires. This approach is data-driven and uses customer data, analytics, artificial intelligence (AI) and automation to create customized customer relationships. Digital marketers can take into account their buyer personas and consider everything from content and design to product recommendations.

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Avatars are a content marketing trend that has doubled since 2017, with the use of metaverses — a shared virtual space that represents users — steadily increasing. In fact, about 85 million people have used augmented reality (AR) or virtual reality (VR). ) in 2021, Forbes reported. Digital marketers must understand the nuances of the metaverse and use it to its full potential.

Millennials and Gen Z are also interested in 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 already doing in real life.

You can offer virtual advertising by placing ads on virtual billboards within a video game, or you can offer branded installations and virtual events that users can interact with. It is also a place to offer users a limited amount of assets or virtual products that can only be obtained in the metaverse.


For Millennials, Gen Z and Alpha, the environment isn’t the only cause; this is their future. In fact, 63% of consumers prefer to buy from brands with a purpose and reject brands that aren’t committed to the environment.

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

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

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


Another trend in content marketing is to consider how your luxury brand can offer a locally-specific and unique experience. An effective localization strategy will enhance the customer experience and deliver your message to a global audience while maintaining brand identity.

There are several ways you can improve your content strategy. First, you must change the visuals, design, and colors of your marketing collateral to create a memorable brand that matches your target audience’s preferences or local customs. This may involve changing the style and layout of various marketing assets to match audience preferences.

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It is important to market through communication channels that are popular in a given market, and to optimize your website and communication channels for local consumers and search engines. A great example is Anya Hindmarch, who created a village near her flagship store on Pont Street, using the brand’s roots and creating a relationship with the community.


Marketers tend to ignore diversity, equity, and inclusion in their content strategies and make content accessible to all readers. Prioritizing inclusivity will be paramount in 2023, and millennials will be more likely to choose brands that showcase diversity in their advertising. Inclusive content should focus on serving and catering to people of diverse backgrounds.

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

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


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