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Content Marketing in the Metaverse – What content do I need for virtual worlds?

The hype is huge – too huge? Is the metaverse really the next big thing for content marketing? And if so, how does the content differ from previous platforms and channels? Find out here how to reach your target audience in this new world!

  • Dieser Artikel wurde am 7. April 2026 aktualisiert.
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ontent is everywhere: That’s the great thing about content marketing, but it also makes it very demanding. Your target audience is hanging out on all kinds of platforms and channels – and is potentially receptive to your content there. But which content fits where and when on which channel? That’s the crux of content marketing. And then there’s something else coming our way that is said to have the ability to revolutionize everything in digital marketing – including content marketing: the metaverse. Instead of freezing like a rabbit in front of the metaverse, you should take the reins and take action.

What is the metaverse, anyway? 

Before we take a closer look at how content marketing works in the metaverse, we should first explain what it actually is. The metaverse is a virtual 3D world in which people can interact with one another. With the help of tools such as virtual reality or augmented reality glasses, gloves, and a joystick, it’s possible to enter this VR world at the push of a button.

AR and VR – what’s the difference?

Augmented Reality (AR) integrates digital elements into our analog world – for example, you look at a wall through AR glasses and virtual ads are displayed to you. With Virtual Reality (VR), you only see the virtual environment like in a movie.

Sounds like a computer game? It looks like one too! All participants have an avatar and move through the same world. But the parallels to our analog universe are great – and they’re getting greater: virtual real estate is already being sold in the metaverse. Brands like Nike and stars like Justin Bieber have been active in the metaverse for a few years now with advertising campaigns and concerts.

That makes it clear that content marketing has an important place in the world of VR and AR. So you need suitable content to convince people in the metaverse too. But can that work?

Is the metaverse suitable for online marketing? 

Short answer: Yes! Your marketing activities can be designed to be even more targeted to your audience while also being more appealing in the virtual world – thanks to these features:

Matchilla - Matching platform and marketplace The metaverse is based on adapting content to users, who can also create content themselves. This very trend toward more individualized, user-driven marketing can also be observed in the MarTech world.

Matchilla - Matching platform and marketplace The metaverse exists in real time. That’s why you can distribute content about current events, trends, and news very effectively, for example. 

Matchilla - Matching platform and marketplace The metaverse is a functional, self-contained economy. Its currencies include Bitcoin and NFTs, making it possible to complete purchases directly. 

Matchilla - Matching platform and marketplace The metaverse can be linked with other platforms. As a compatible technology, importing content is very feasible, which saves you a lot of work.

So it all sounds very tempting! But how does marketing in the metaverse actually work?

How content marketing works in the metaverse

In fact, there are already some good examples of how content marketing needs to be set up in order to convince in this parallel world. They show that new 3D worlds and experiences can—or even must—be part of marketing in the metaverse. 

A good example is the travel industry: Imagine you want to promote trips to Italy. Then you combine audio content (for example, a podcast) with 3D tours in the metaverse. Interested people can use their VR set to visit the Sistine Chapel or Florence Cathedral—while, of course, emphasizing that a real trip to Italy is a completely different, far better experience.

In the world of books, metaverse marketing is also very interesting: Reviews can be presented in the metaverse through creative collages of audio and 3D avatars that reenact certain characters or scenes. This is guaranteed to make users want more!

You can see that the metaverse offers countless exciting opportunities for content marketing. And: There’s still a lot happening in the metaverse. Manufacturers are currently working, for example, on technologies such as gloves and suits that make touches from the metaverse tangible on your own body. The boundaries between the metaverse and our world are blurring. It hardly gets more exciting for content marketing!

»The boundaries between the metaverse and our world are blurring. It hardly gets more exciting for content marketing!«

How do I get started in the metaverse?

To tap into the parallel world for your company, you should first clarify which areas can actually be well represented in VR and AR. Define a pilot project with suitable KPIs so you can measure success. Don’t worry, you don’t have to do it all on your own – there are already plenty of professionals who can support you on the metaverse adventure! And Matchilla connects you with the best experts.

Once the project has been defined, you need the content concept and the right technology (more on the topic of MarTech in the metaverse). Do you want to focus on augmented reality – or go fully immersive with virtual reality? Which VR headset will be used? And which content formats are best for that?

Once your pilot project has started, use all learnings constructively so you can optimize your content and, with it, your customers’ experience in the metaverse. Speaking of content in the metaverse …

How do I create content for the metaverse now? 

To create content for the metaverse, you have three good options:

Matchilla - Matching-Plattform und Marktplatz Turn Web 2.0 content into Web 3.0 content by, for example, converting blog posts or videos into NFTs, impressing your customers with digital images, or creating new 3D designs based on real objects.

Matchilla - Matching-Plattform und Marktplatz Develop new content formats to inspire interested people with digital 3D tours, new worlds, or virtual libraries. Countless well-known limits in content creation simply disappear in the metaverse, allowing you to give free rein to your creativity.

Matchilla - Matching-Plattform und Marktplatz Offer livestreams in the metaverse, such as concerts, fashion shows, product demos, or sporting events. This way, you reach a new target group that can follow your stream with complete ease.

Tip: The early bird catches the meta-worm — it’s better to secure a domain name for your business in the metaverse now!

»The virtual world is still in its infancy, but it offers incredible potential.«

Is the metaverse worth it for me and my content marketing?

If you’re still wondering whether the metaverse is actually suitable for every company, you’re not alone in having these concerns. Yes, admittedly the virtual world is still in its infancy, but it offers incredible potential. That’s why it’s definitely in your company’s interest not to fall behind here.

Discuss the metaverse with your team and think together about how you can take the first steps. Also take a look at what the competition is already offering. Ideally, you’ll become the market leader by giving your customers new ways to interact and collaborate—ways that are also a lot of fun. Always remember: when the internet was new, there were plenty of skeptics too. And today, probably no one wants to be among them anymore!

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About the author

Till Zier is CPO at Matchilla and, as a MarTech expert, reports in the MatchZINE on news and trends in marketing, automation, analytics, and data.

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