Redefining Luxury: 5 Content Marketing Trends For 2023

Advances in technology are shaping the future of all industries, but especially engineering. For The Drum’s Content Marketing Deep Dive, Ella Neale of Luxury Leadership covers five content marketing trends for 2023, and how to embrace them.

Each year, content marketing trends continue to change and evolve. While this can provide exciting marketing opportunities, navigating the ever-changing digital landscape does not come without its challenges.

Whatever your goals are, there are exciting trends that can be leveraged to help shape your approach and refine your strategy. We discuss five content marketing trends that will have a significant impact in 2023, as well as ways you can leverage their power to reach your target audience.


Today’s consumers are bombarded with marketing messages from multiple channels right up to the point where they consume them. Personalized marketing is one of the biggest content marketing trends for 2023, as it is one way to build a solid connection with your market. In fact, according to Epsilon, 80% of consumers are more likely to buy from a brand that offers a personalized experience.

Hyper-personalization goes deeper than just calling the customer by name; it brings out individual preferences, needs and desires. It is a data-driven approach, using consumer data, analytics, artificial intelligence (AI) and automation to create customer interactions. Digital marketing businesses can consider customer characteristics and serve up everything from content and design to product recommendations.

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The 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, an estimated 85 million people will use augmented reality (AR) or virtual reality (VR) in 2021, according to Forbes . Digital marketing should understand the nuances of the metaverse and use them to their full potential.

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

You can offer direct advertising by placing ads on virtual billboards within video games, or offer branded workshops and virtual events that allow users to interact. There is also room to offer limited-edition virtual goods or products that consumers can only get on Metaverse.

To be sustained

For millennials, gen Z and alphas, the environment is not the only reason; it is their future. In fact, 63% of consumers prefer purpose-driven store brands and reject brands that don’t show a genuine interest in the environment.

To implement this content marketing trend, consider incorporating re-marketing into your business model. According to Max Bittner, from Vestiaire Collective, buying second hand can help reduce carbon emissions by up to 90%. Paving the way for the future of re-commerce is Apple with its purchase plan, rental brand Clothing and StockX My Clothes, an auction house for pre-orders.

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A content marketing strategy should also explore how to use resources more wisely. Using the ESG+ model, luxury brands should make a conscious effort towards sustainability and innovation. Without this, consumers recklessly reject wasteful brands.

Brands must also re-examine what growth means, since frequent expansion can no longer be sustained. Metaverse enables luxury brands to double their digital growth without seeing double the growth in consumption. Gucci has created a virtual garden on Roblox, a game platform where players can buy virtual Gucci products, while Balenciaga has digitized its collections on Fortnite.


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

There are several ways you can improve content planning. First, you need to create a brand identity that is highly memorable, changing the business’s visuals, designs and colors to appeal to the target audience’s preferences or local customs. This could involve varying the style and range of different marketing assets to match audience preferences.

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Marketing through popular communication channels in that 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 founded the Village near the flagship store in Pont Vico, preparing the roots of the brand and the connection of the community worth visiting.


When marketers develop their content strategies, they try to make their content available to all readers, neglecting diversity, equity and inclusion. Prioritizing inclusivity will be extremely important in 2023, as millennials are more likely to choose brands that showcase diversity in their advertising. Inclusive content should aim to serve and resonate with people of different backgrounds.

To do this, brands must choose their words carefully, knowing how pronouns, pop culture references and idioms strike readers. Your content should also include images in carefully-selected marketing campaigns. Customers rely on brands when they see people like them found in your market.

Contact Relevance has raised a team of specialists in navigating content marketing trends in relation. Visit our Content Marketing in Focus center for more news, insights and advice about content marketing.


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