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