Top 10 Content Marketing Best Practices for Brisbane Businesses

How to Make Content Marketing Actually Work for Your Brand

Content marketing is still one of the most valuable tactics in digital marketing. When it's done properly. In a market saturated with clickbait, AI fluff, and SEO-first-think-later content, it's not about volume. It's about relevance, quality, and adding real value to the reader by addressing their needs.

At Substrate Media, we don't see content marketing as a "nice to have." It's one of the smartest ways to attract attention, earn trust, and drive measurable outcomes across your entire digital funnel.

So whether you're just starting out or looking to refine what you're already doing, here are 10 content marketing practices we've seen work consistently for Australian businesses.

1. Know Who You're Really Talking To

Before you write a single word, get clear on who you're trying to reach. Good content isn't just well-written, it's well-aimed.

That means understanding your audience's pain points, preferences, and motivations. A Brisbane-based SaaS startup isn't thinking the same way as a regional manufacturer in Bundaberg. Different markets. Different perspectives. Different content.

At Substrate, we use buyer research and audience insights to build real-world personas that shape everything from tone to format to distribution approach. It's how we make sure the content we create speaks “to” people, not “at” them.

2. Focus on Quality Over Volume

You don't need to post three blogs a week. You need to post “the right” content, in the right format, at the right time. If it doesn’t move your audience, rank in search, or support a conversion path, it’s just noise and might actually detract from your credibility.

We always prioritise quality. Every piece of content should serve a clear purpose, solve a real problem, or answer a question your audience is already asking.

Helpful instead of clever. Valuable instead of viral.

3. Be Consistent With Your Brand Voice

Content is one of the strongest signals of your brand identity. So the tone has to match who you are. That means no "we're different" messaging in your brand deck if your content reads like a generic industry blog.

Whether your voice is warm and casual, straight-talking and pragmatic (like ours), or something else entirely, be consistent. Across blogs, emails, social, landing pages, and video scripts.

Repetition builds memory. Consistency builds trust.

4. Use Data To Decide What To Write Next

Marketing without data is just guesswork. Content is no different.

We constantly monitor how pieces perform: where traffic comes from, what converts, what gets shared, what gets ignored. That feedback loop lets us double down on what works and scrap what doesn’t.

In your business, use Google Analytics, Search Console, or platforms like Ahrefs or SEMrush. Look at engagement. Look at rankings. Look at conversions. The data is there (or you should set up to get it), so put it to good use.

5. Mix Up Your Formats

Not everyone wants to read 1,000 words. Some prefer a punchy Instagram carousel, others a 2-minute explainer video or downloadable checklist.

One topic can be explored in multiple formats.

That’s how we get more mileage from each idea and meet different users where they are. Turn a high-performing blog into a podcast script. Rework a case study into a series of reels. Design your content ecosystem so each asset feeds the others.

6. SEO Isn’t Optional

Great content + no visibility = missed opportunity.

Every piece should be optimised to show up where your audience is searching. That doesn’t mean keyword stuffing. It means:

- Writing with search intent in mind

- Structuring content for readability (H2s, bullet points, internal links)

- Using metadata properly

- Optimising image file sizes and tags

And yes, it means keeping an eye on what competitors are ranking for, and doing it better.

7. Use a Content Calendar to Stay Strategic

Random acts of content won’t build momentum. A content calendar helps you:

- Plan ahead

- Batch content creation

- Align publishing with campaigns, seasons, or key events

We use it to map out SEO plays, lead generation campaigns, nurture sequences, and even repurposing strategies. It’s the operational backbone of a working content program.

8. Leverage User-Generated Content (UGC)

If your customers are happy, get them talking.

User-generated content (testimonials, case studies, reviews, social posts) is more trusted than anything you can write about yourself. It's also a great source of raw content you can use across email, social, landing pages, and even ad creative.

Start small by sharing a customer win. Ask for feedback. Make it easy for users to contribute. Then amplify it through different channels.

9. Optimise Everything for Mobile

Most people will find your content on a phone.

If it loads slowly, breaks up the intended layout, or is hard to read, you will lose them.

Make sure your website is responsive, your images are compressed, and your copy isn’t in tiny paragraphs or dense walls of text. Mobile-friendly isn’t a "nice to have." It's table stakes.

10. Measure, Learn, Adjust

Content marketing is not set-and-forget. Even the best content loses effectiveness over time.

We measure everything.

Not just views or clicks, but impact. For example, what content drives form fills? What pages lead to qualified leads? What gets shared organically?

When the data shifts, we adjust. Old content gets refreshed. New formats are tested. Nothing is sacred if it stops working.

Final Thought: Keep It Real

Most businesses overcomplicate content marketing. They think they need to publish every day, chase trends, or sound like everyone else.

The truth? You just need to create content that helps real people solve real problems. And you need to do it in a way that matches how your business operates and how your audience thinks.

At Substrate Media, we bring content strategy and execution together, so your content isn’t just "done," it actually *works*.

Need help with your content plan, calendar, or execution? Let’s chat.