As Australian SMEs plan their marketing for the coming months, the question of whether to use templates frequently arises. The short answer is: it depends. Templates aren’t inherently good or bad, but how you use them dictates their value. We see many businesses successfully leverage templates to boost efficiency, while others find themselves stuck with generic results that don’t resonate with their audience.

The biggest benefit of marketing templates is speed. Creating content from scratch – whether it’s a social media post, email campaign, or even a basic landing page – takes time. Templates provide a pre-designed structure, saving you valuable hours. This is particularly useful if you’re a small team juggling multiple responsibilities. However, simply filling in the blanks isn’t enough. The real power comes from strategic adaptation.

Here are a few key things to consider:

• Brand Consistency: Templates should align with your existing brand guidelines – colours, fonts, voice, and overall style. Don’t choose a template that clashes with your established identity. Customisation is crucial.
• Audience Relevance: A template designed for a US market won’t necessarily work for an Australian audience. Consider cultural nuances, language, and local trends. Adapt the messaging to speak directly to your ideal customer.
• Strategic Alignment: Every piece of marketing should contribute to a larger goal. Don’t use a template just because it looks good. Ensure it supports your overall marketing strategy and key performance indicators (KPIs).
• Performance Analysis: Track the results of campaigns using templates. Are they performing as well as campaigns built from scratch? A/B testing different template variations can help you optimise for better outcomes.

We often advise clients to view templates as a starting point, not a finished product. Think of them as a scaffold – providing the basic structure, but requiring your unique input to create something truly effective. Investing time in customising templates to reflect your brand and target audience will yield far better results than simply adopting a ‘one-size-fits-all’ approach. Looking ahead, as marketing channels continue to evolve in 2026 and beyond, the ability to quickly adapt and test will be even more important, and well-used templates can facilitate that.

If you’re unsure where to start, begin by auditing your existing marketing materials. Identify areas where templates could save time, and then carefully select options that align with your brand and strategic objectives. A small investment in thoughtful template selection and customisation can deliver a significant return on investment.