Five Top Content Marketing Trends for 2022

Every year content marketing trends continue to change and evolve. While this can present exciting opportunities for marketers, navigating an ever-changing digital landscape is not without its challenges. Relevance’s Ella Neale suggests five content marketing trends for 2022 that deliver proven brand success.

Whatever your goals, there are some interesting trends that can be leveraged to shape your approach and redefine your strategy. We discuss the five content marketing trends that will have a significant impact this year, as well as ways you can use their power to reach target audiences.

Relevance sets out five of the biggest content trends for 2022


Consumers today are bombarded with marketing messages from multiple channels to the point of ignoring them. One-to-one marketing is one of the most important content marketing trends for 2022 because it’s a way to forge a strong 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.

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Hyper-personalization goes beyond simply calling a customer by name; he delves into his individual preferences, needs and desires. This approach is data-driven, using consumer data, analytics, artificial intelligence (AI), and automation to create tailored customer interactions. Digital marketers can consider their buyer personas and respond to everything from content and design to product recommendations.

The Metaverse

Use of the metaverse – a shared virtual space where avatars represent users – has grown steadily and is a content marketing trend that has more than doubled since 2017. In fact, around 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 avid users of metaverses, including games like Roblox and technologies like virtual reality. With that in mind, aim 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 advertisements on virtual billboards in video games or by creating branded installations and virtual events that users can interact with. It’s also a place to offer limited-edition assets or virtual goods that consumers can only get in the metaverse.


For millennials, gen Zs and alphas, the environment isn’t just a cause; it is their future. In fact, according to Accenture, 63% of consumers prefer to buy from purpose-driven brands and will reject brands that don’t show a true commitment to the environment.

To implement this content marketing trend, consider integrating re-commerce into your business model. According to Max Bittner of Vestiaire Collective, buying second-hand can help cut fashion’s carbon emissions by up to 90%.

Leading the way to a future of re-commerce are Apple with its buyout program, clothing rental brand My Wardrobe HQ, and StockX, which is an auction house for pre-loved items.

Your content marketing strategy should also explore how to use resources more wisely. By using the ESG+ model, luxury brands must make a conscious effort when it comes to sustainability and innovation. Without it, consumers will reject brands that waste carelessly.

Brands should also re-examine what growth means when constant expansion can no longer be sustained. The metaverse allows luxury brands to achieve digital double growth without seeing consumption double growth. Gucci has created a virtual garden in Roblox, a gaming platform where players can purchase virtual Gucci products, and Balenciaga has digitized its collections in Fortnite.


An emerging trend in content marketing following the global pandemic is to consider how your luxury brand can deliver localized and unique experiences. An effective localization strategy will improve the customer experience and allow you to communicate 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, altering the visuals, design and color of your marketing materials to appeal to target audience preferences or local customs. This could involve changing the style and layout of various marketing assets to match audience preferences.

Marketing through popular communication channels in this market is also essential, as is optimizing your website and communication channels for local users and search engines.

A good example is Anya Hindmarch, who created a village near her flagship store on Pont Street, tapping into the roots of the brand and creating a community bond worth visiting.


When marketers craft their content strategies, they tend to make their content accessible to all readers, overlooking diversity, equity, and inclusion. Prioritizing inclusivity is of the utmost importance in 2022, with millennials more likely to choose brands that display diversity in their advertising. Inclusive content should focus on serving and resonating with people of varying characteristics.

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

Reach out to Relevance’s team of specialists for advice on navigating the content marketing trends raised in the report.