Australian small and medium enterprises often grapple with content marketing. There’s so much advice out there, it’s hard to know where to focus. We see businesses getting bogged down in creating content that doesn’t move the needle. The key isn’t *more* content, it’s smarter content – specifically, choosing the formats that best suit your goals and audience.

We’ve analysed content performance across hundreds of Australian SMEs, and some clear winners consistently emerge. It’s not about chasing the latest trend, but understanding what genuinely drives engagement and, crucially, conversions.

• Short-Form Video: This is dominant. Think explainer videos under 60 seconds, product demos, or quick tips. Platforms like TikTok, Instagram Reels and even YouTube Shorts are incredibly effective for grabbing attention and building brand awareness. Australians consume a lot of video, and short-form is easily digestible.
• Case Studies: Don’t underestimate the power of social proof. Detailed case studies demonstrating how you’ve helped other Australian businesses solve problems are incredibly persuasive. Focus on quantifiable results – “We increased their leads by 30%” is far more impactful than “We improved their marketing”.
• Blog Posts (Optimised for Search): While video is king for attention, long-form, search-optimised blog content remains vital for driving organic traffic. Target specific keywords your ideal customers are searching for. Think ‘plumbing services Sydney’ rather than just ‘plumbing’.
• Email Newsletters (Value-Driven): Email isn’t dead. In fact, a well-crafted newsletter offering exclusive content, special offers, or industry insights can be a powerful retention tool. Segment your audience to deliver relevant content and avoid being labelled as spam.

It’s important to remember that content formats aren’t isolated. A blog post can be repurposed into a series of short-form videos, or a case study can be summarised in an email newsletter. The most successful SMEs integrate their content across multiple channels. Looking ahead, we anticipate continued growth in personalised video content in 2026 and beyond, driven by advancements in AI.

To get the best results, start by clearly defining your marketing objectives. Are you trying to generate leads, build brand awareness, or drive sales? Once you know your goals, you can choose the content formats that are most likely to help you achieve them. We recommend starting with short-form video and a blog, then expanding as you analyse your results.