Marketing for Printers – Content

Content is King! We’ve heard that as an absolute truth, since Bill Gates published an essay with that title in 1996, but what content do we create?

Deciding what content to create is more difficult for some than creating the content. Topics that attract attention are difficult when you’re in the printing industry, printing topics can become redundant quickly.

2 Ways to create engaging topics

  • Portent’s Content Idea Generator is an online tool that will take your keyword or key phrase and assist with suggestions for topics. The software will break down each segment and define how it impacts your topic. Clicking the refresh button will cycle another suggestion. You can cycle through numerous suggestions to find one that you’re comfortable with. Portent’s also offers writing tips and content strategies.

  • Answer the Public takes your keyword and generates a plethora of often asked questions regarding your keyword. The software delivers images and a downloadable spreadsheet and the option to toggle between visual results or data-based results. ATP provides questions, prepositions, comparisons, alphabeticals and related suggestions, using a “cheeky” gentleman in a turtleneck sweater. I entered the word “content” and 972 suggestions were provided in several seconds.

Another avenue for content creation is improvements to your facility, staff additions, awards received, events attended and sponsorship’s. These are areas that potentially offer an opportunity to generate quality content that is unique.

Customer stories are excellent opportunities to produce real world information. Your customers will read and share your article and be more inclined to revisit you for future business. I especially like to put customers in our newsletter.

Instructional data can benefit your customer base, position you as an expert in your field and drive future business from curious visitors. Create data on how to use your product, how it’s made, why certain aspects are in place and answer questions, all good ways to generate content.

Answer questions before they are asked, building a frequently asked questions document can be very valuable to your readers. If the data is large, consider including an index and use anchor links to online documents. Keeping it easy to access your info is vital to it being read

Rehashing the same product information is never going to attract the attention your time and energy deserve. Finding ways to be original, may come from within the confines of your company walls, this type of information adds a personable aspect to your writing, which is another benefit.

Kevin Smith
Marketing Manager
Heritage Printing

The First Thanksgiving

Thanksgiving is based on the colonial Pilgrims of 1621 harvest meal. The Pilgrims were so thankful to be in America, to have new homes, away from the oppression of England, and their first successful harvest, that they held a large feast.

The celebration continued over many days focusing on prayer, as the original Pilgrims were steeped in their religious beliefs. They believed through their faith and determination, they survived a brutal winter and were blessed with a bountiful harvest. The immigrants were unknowing and unprepared for the upcoming extremes of the new country, and without the help of the Native Wampanoag Indians and their leader, Massasiot, the pilgrims would not have survived their first winter.

Less than a year after landing at Plimoth, the Pilgrims had successfully constructed seven homes, three storage facilities and a meeting place to congregate and pray. The Autumn celebration included; venison, seafood, duck, cabbage, corn and squash, there has never been a mention of eating turkey at the initial meal, also cranberry sauce and mashed potatoes had not been invented.

The Wampanoag Indians walked for two days to celebrate with the pilgrims, only to discover there was no shelter for them. The Wampanoags built their own shelter after arriving at Plimoth.

Between meals and prayer, the group sang, danced and played games. The Wampanoag taught the pilgrims a game involving tossing a small ring onto a pin and the English competed in target shooting, other games were played with the children.

Kevin Smith
Marketing Manager
Heritage Printing

Kevin Smith – Author Bio

Kevin Smith

Kevin Smith

HI, my name is Kevin Smith, the marketing manager at Heritage Printing & Graphics. I’m the author of most of the content used to promote Heritage and our brand, both digitally and in print.

My career began in the furniture industry in North Carolina, spanning over 20 years, until I resigned and enrolled in college, at the age of 40, obtaining a degree in Internet Technologies.

During my education, I began working for a small website design firm, successfully working my way to manager and building a team of graphic artists and webmasters. My role quickly evolved to sales and marketing and expanded in 2004 to include internet marketing. That’s when I met Corey Creed.

Corey Creed is the owner and president of Hippo Internet Marketing, thanks to his tutelage, I was invited to teach monthly internet marketing and social media classes for two chambers of commerce. My small, part-time website business never gained any traction, but when I converted it to KJr’s Marketing, it went viral (locally).

Kevin Smith at Wrigley Field

In 2015 I was approached by Joe Gass, owner of Heritage Printing (KJr’s best customer), offering a full-time marketing manager position at Heritage. I resigned from the website company and began dissolving KJr’s, to focus exclusively on Heritage Printing’s two primary locations. My commute to Charlotte, NC began.

Heritage Printing is a commercial printer and wide format printer, serving the Greater Charlotte, NC and Washington, DC areas, it was a 2.5-million-dollar company when I joined.

In the 4th quarter of 2015, Heritage acquired Beacon Printing Inc., located in Waldorf MD., and relocated our Leonardtown, MD operation closer to the DC market. Waldorf is approximately 20 minutes outside the capital belt.

In 2017, Heritage Printing expanded our brand to include Heritage Custom Signs, separating our commercial and wide format capabilities into two brands. My duties doubled, and I began creating and managing a 4th website.

My initial goal was to double the revenue of Heritage and in mid-2018, we reached the 5-million-dollar mark! My duties include managing all online content and brand recognition, overseeing the creation of our in-house marketing materials and outside advertising. I support our outside sales team with content and paraphernalia to on-board more customers.

I attended Moz Con 2018 in Seattle, Washington. It was an exceptional week of travel and education, I returned with a new perspective on our approach to marketing. I believe that “Influencer Marketing” is the key component for brand recognition and growth.

Kevin Smith at MozCon 2018

Personally, I enjoy my small farm in Troutman, NC with my wife and dogs. I like to fish and hunt small game. I’m an avid Reds fan, love the Spurs and our local NFL Panthers.
My nickname, KJr, came from a close friend in 1988, becoming a pen name for my writing, eventually evolving into a brand.

I love rainy days, good movies, sports and popcorn!

“Profitable is Not Comfortable” – KJr