Let’s talk about something we all love, and that’s impactful content. If you’ve got no idea what that means, no worries! Impactful content is engaging, valuable, and really connects with your audience. It’s not just about using a bunch of fancy words, but rather delivering a clear message that sparks interest, interaction, or action. In a world teeming with content, creating something that stands out from the crowd is no easy feat.

One way to create impactful content is through a little thing called editorial guidelines. Now you might be thinking, “What do I need those for?” Well, they serve as a roadmap, guiding the creation, publication, and management of your content. They keep your messaging consistent, ensure your content aligns with your brand voice, and, most importantly, they help you deliver value to your audience. And as we all know, providing value is key to building relationships and earning trust with your audience.

But how can editorial guidelines help create impactful content? Well, consider these guidelines as your team’s trusty toolbox. They provide direction on the tone, style, and structure of your content, ensuring it’s consistent and impactful. Whether you’re a small business owner writing a blog post, or a multinational company crafting a press release, these guidelines help maintain your brand’s voice and message. With strong guidelines in place, you’ll see how your content can make a real difference.

Understanding Your Audience

The first step in creating impactful content is identifying your target audience. Who are you trying to reach with your content? Is it the coffee-loving hipster from Melbourne, the tech-savvy teen in Sydney, or the eco-conscious mum in Adelaide? Identifying your target audience helps to create content that’s more personal, relevant, and, yep you guessed it, impactful.

Understanding their needs and interests is crucial too. Are they looking for in-depth product reviews, lifestyle tips, or local news updates? Once you know what your audience is interested in, you can tailor your content to meet these needs, making it more engaging and effective. And remember, the more you understand your audience, the better you’ll be able to maximise your advertising revenue in the Australian market.

The final piece of the puzzle is using these audience insights to inform your content creation. If your audience is full of DIY enthusiasts, create a step-by-step guide on building a backyard barbecue, for instance. Or, if they’re into wellness and mindfulness, consider writing articles about yoga or meditation. Always let your audience insights guide your content creation, and you’ll be off to a ripper start.

Crafting Compelling Headlines

Moving on to our next point of discussion, we have the art of crafting compelling headlines. It’s crucial to remember that your headline is the first impression readers get of your content. So, you need to make it count, cobber! If your headline is dull as dishwater, chances are people won’t stick around to read the rest of your content.

So, how do you craft attention-grabbing and visually appealing headlines? Start with brevity and clarity. A concise, clear headline will capture attention far quicker than a convoluted one. Also, don’t shy away from using powerful words and phrases that evoke emotions or curiosity. Lastly, consider the keywords your audience might be using to search for content like yours and include them in your headline if possible.

For a bit of inspiration, let’s look at some local examples. The Australian news site News.com.au does an excellent job crafting catchy headlines that draw readers in, such as “Budget to hit hip pocket: What it means for you”. This headline is concise, informative, and has a clear hook that would attract any Aussie interested in how the budget could affect them.

Creating Engaging Content

Next up, we have the heart of the matter, which is creating engaging content. Understanding user intent and search queries can play a significant role in this process. If your audience is searching for “how to cook a perfect Aussie BBQ,” then they’re not going to be interested in a blog post about the history of barbecuing. Keep your content relevant and in line with what your audience is looking for, and you’ll have them coming back for more.

As for tips on creating engaging content, first and foremost, always provide value. Whether it’s a solution to a problem, new knowledge, or a different perspective, ensure your content offers something beneficial to the reader. Moreover, a bit of storytelling never goes astray. Sharing personal experiences or anecdotes can make your content more relatable and engaging. Lastly, don’t forget to make your content interactive where possible. This could be through quizzes, comments, or social sharing buttons.

When it comes to Australian examples of engaging content, one can’t go past the fantastic work done by the ABC. Their content is not only highly informative, but they also do a stellar job of presenting complex issues in an engaging and easy-to-understand way.

Incorporating Visuals

Alrighty, let’s move on to something that’s quite easy on the eyes: visual content. You know what they say – a picture’s worth a thousand words, and it couldn’t be more true when it comes to creating impactful content. Visual content not only breaks up your text, making it more digestible, but it can also significantly enhance the overall message and engagement of your content.

There are a range of visuals you could consider, including infographics, videos, photographs, diagrams, and even memes (if they fit your brand!). But remember, the type of visual content you choose should align with the nature of your article and your audience’s preferences. For example, an infographic might be ideal for a data-heavy blog post, while a video tutorial might be perfect for a ‘how-to’ article.

And here are some best practices to consider when incorporating visuals. First, ensure your visuals are of high quality. Blurry images or poorly-produced videos won’t make a good impression. Second, make sure your visuals add value and complement your text. And finally, don’t forget about the aesthetics – try to keep the visuals consistent with your brand’s style and colours.

Editorial Guidelines and Brand Voice

Okay, let’s move back to something we touched on earlier: editorial guidelines and brand voice. In an online world bursting with content, maintaining a consistent brand voice can be your golden ticket to standing out from the crowd. Your brand voice is essentially your brand’s personality expressed in words. It can be casual, formal, friendly, authoritative – whatever reflects your brand’s ethos.

To ensure consistency in your brand voice and overall content, you’ll need to create some solid editorial guidelines. These are like your brand’s playbook, detailing everything from your brand’s mission and target audience to your preferred writing style and tone. In addition to providing a clear framework for your team, these guidelines can also save you heaps of time during the editing and review process. For more information on this, check out the Australian Government Editorial Guidelines.

Now, let’s talk examples. If you want to see a company with a strong and consistent brand voice in Australia, just take a squiz at the copy used by Bunnings Warehouse. Their straightforward, helpful, and friendly tone shines through every piece of content they produce, reflecting their brand’s commitment to quality service and customer satisfaction.

Case Studies and Real-World Examples

Next up, we’re going to be looking at some case studies and real-world examples of impactful content strategies. By looking at these, we can learn valuable lessons and gain inspiration for our own content creation efforts.

Let’s kick things off with a classic Aussie brand, Vegemite. Vegemite’s content strategy revolves around evoking a sense of national pride and nostalgia among Australians. By consistently creating content that celebrates the ‘Aussie way of life’, they’ve managed to position their product as a quintessential part of Australian culture. This clear and focused content strategy has allowed them to maintain a loyal customer base and enjoy continued success.

Another brand that’s nailed their content strategy is Koala Mattress. They’ve gone beyond just promoting their products and instead focus on producing content around the theme of sleep health and comfort. Their use of engaging visuals, helpful blogs, and amusing social media posts have made them stand out in the crowded mattress market. Plus, their commitment to environmental sustainability resonates strongly with their target audience, further enhancing their brand image.

These examples showcase how impactful content isn’t just about what you say, but how you say it. They illustrate the importance of understanding your audience, maintaining a consistent brand voice, and providing value through your content.


Well, there you have it, mates! We’ve covered a lot of ground today, from understanding your audience to the importance of visual content and consistent brand voice. As we mentioned earlier, having solid editorial guidelines can be a big help in creating impactful content. They act as your roadmap, ensuring your content stays consistent, aligns with your brand voice, and most importantly, delivers value to your audience.

But remember, creating impactful content is an ongoing process. Regular evaluation and optimization of your content is crucial. Pay attention to your audience’s feedback and preferences, monitor your content’s performance, and don’t be afraid to make adjustments as needed. Your goal should always be to provide the best possible content to your audience.

Creating impactful content in Australia, or anywhere else for that matter, may not always be a walk in the park. But with a clear understanding of your audience, a knack for crafting compelling headlines, the ability to create engaging content, and the right use of visuals, you’re well on your way to making a real difference with your content. Best of luck!