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

Marketing for Printers – Local Internet Marketing

Internet Marketing: noun the action or business of promoting, selling products or services online.

With the internet growing by the second, the opportunities to promote your products and services are immense, so large that it can seem overwhelming. Some fundamental local campaigns will get you noticed.

N.A.P. (name, address & phone) is critical, start with your Google My Business (GMB) listing, most citations pull your NAP from your GMB listing, so make certain it’s complete and correct.

Choose the most appropriate category as possible for your primary category. If you are unsure, check your competitors listing. List the categories you fulfill, but don’t select misleading categories, it’s better to have 8 accurate categories than 10 category listings with 2 that you don’t fit under.

An accurate business description is important, briefly describe what you have to offer. Stay away from long lengthy descriptions, even if the citation (your business listing on a directory) will allow it, people do not want to read your company story, it should be on your website if they do.

Business hours are often the first item visitors are seeking when searching for your offerings. Make certain that your business hours of operations, even holidays are correct. If you offer after hours availability, add that too.

Your website URL (uniform resource locator) AKA domain name, should be a full path, meaning: Notice the S at the end of http, that means you have invested in a secured server, a very important aspect of your website and online visibility. (www. is no longer necessary).

If you have a service with a price, add it to your listing. Make certain you keep these updated, having the incorrect price online will do more harm than good. It’s best to leave it blank if you are not going to monitor it.

Accessibility is good if you have handicap parking and a ramp. Amenities are another aspect that will persuade visitors to choose your business, Free Wi-Fi and Veteran Led are influencers, use them to your advantage if they apply.

List your preferred payment methods, it’s best to provide only the ones you use and omit the ones you do not accept. People will get aggravated when they feel mislead, especially if they are in the purchasing funnel.

Photos tell your story visually and may impress your potential visitor. Take the best photos possible of your facility, products and people.

Lastly, there are thousands of directories available online, attempting to validate all your listings is an impossible task, BUT there is good news. Focus on your GMB listing first, then your social media accounts, then look at what directories your competition are utilizing and consider claiming those listings. There are SaaS (software as a service) available that will offer you a dashboard that will enable you to populate nearly every field, even videos. Yext has developed a software program that is very robust because they have paid premium accounts with a large number (over 70) of directories. There are agencies that provide a local service too, Whitespark is well renowned for their ability to help businesses with their local presence.

Kevin Smith
Marketing Manager
Heritage Printing