The 5 Types of Content Every Luxury Brand Should Be Creating
I know from my own experience that even just the thought of content creation can be overwhelming (read: send you into a complete spin and make you want to bury your head under the duvet). As business owners we’re constantly told to “stay consistent” whilst constantly having trends, algorithms and the ‘next big thing’ shoved down our throats. No wonder we sometimes find ourselves posting for the sake of posting (or not bothering at all!) and certainly not posting with clarity or intention.
But if you’re a luxury brand - a bridal boutique, high-end service provider, wellness coach, jeweller or creative studio - your content needs to do more than fill a feed.
It needs to reflect your brand
attract the right audience
and build long-term connection, trust and growth.
So… where do you start?
Here are the 5 content types every luxury brand should be focusing on - whether you’re creating for Instagram, your website, blog or newsletter.
1. Foundational Content (to build trust and authority)
This is the educational, insightful content that helps your audience understand your expertise and value. It positions you as the go-to, it’s great for SEO and makes people think, “Wow - she really knows her stuff!”
A few examples:
Behind the scenes of your process
“What to know before booking…”
How-to blog posts
Thoughtful tips rooted in your niche
This content shows that you’re not just here to sell, you’re here to serve.
2. Emotive Brand Storytelling (to build connection)
Storytelling is one of the most powerful forms of content you can create - especially in the luxury industries where emotion is just as important as the aesthetics.
It’s where you bring your audience closer - share what drives you, how you do things differently, the “why” behind your brand and what working with you feels like.
Some examples:
The story behind your brand name
The values that shape your client experience
Client stories and emotional testimonials
What inspires your work (aesthetically and energetically)
This kind of content is about building your legacy (rather than chasing trends.)
3. Social Proof and Results (to build confidence)
Testimonials. Before/afters. Results. Transformations. Features. This is all social proof that gives your audience the confidence to invest, which is especially important when you’re offering a premium product or service.
Some examples:
Screenshots of kind words
“Client spotlight” posts
Highlighting a transformation (with visuals, metrics or stories)
Case study-style blogs or carousels
This content backs up your beautiful brand with real, tangible results and it reassures buyers they’re in safe, skilled hands.
4. Value-Driven Promotion (to build sales without the hard sell)
For many of the female founders I have worked with, the thought of selling feels icky or pushy - but it doesn’t have to! When it’s infused with clarity and heart, it feels more like inviting your dream clients to take the next step, without the pressure.
Some examples:
Showcasing your offers with messaging that focuses on transformation
FAQs about your process
Highlighting limited spots or next availability
Educating your audience on why your service exists
It’s all about connecting, not convincing.
5. Evergreen Content (to build visibility and longevity)
Your website should be working super hard for you as a 24/7 marketing tool, (no it’s not just a digital business card!) Evergreen content (especially blogging and Pinterest-friendly content) is one of the most overlooked ways to grow your visibility over time, without constant posting.
Some examples:
Strategic blog posts that answer client questions (the blog post you’re reading right now is a great example of this!)
Pinterest-friendly design or brand inspiration posts
Long-form content that ranks on Google
One of my blog posts - written intentionally around colour psychology and luxury branding - now brings in over 25% of my organic traffic. Content like this builds momentum in the background while you get on with doing what you do best (or taking an extended lunch break with your female founder pal!)
Content that connects and converts.
The best content that you can create isn’t about volume, or trends, or the number of likes. It's about alignment.
Alignment with your brand
Alignment with your values
And alignment with the clients you most want to serve
So if content has felt heavy, random or confusing lately, try to take a step back and ask:
“Does this reflect the level of my brand?” And if the answer is not yet - that’s exactly where I come in.
Ready to create a brand that makes your content magnetic?
As part of my branding package, you get an in-depth Brand Strategy document which covers your audience, creative direction and brand positioning. This becomes your North Star for marketing, messaging and decision-making and makes your content creation feel effortless!
Let’s create something Pretty Powerful.
