Content Calendar for Print Buyer Touches

It’s one thing to say, “Build your company’s reputation by taking advantage of the numerous media channels available.” It’s another thing to do it. One reason we struggle is because we fail to make a plan.

Developing content and publishing it across different media is easy to do once your plan is in place. You need to create a media calendar, just like every magazine has an editorial calendar. I find that self-imposed, published deadlines work. Once I say I’m going to publish X on a particular date or dates, I get it done.

If I hadn’t created “Margie’s Print Tip of the Week” back in 1999, I guarantee I would have published my column in a hit-or-miss fashion. But because I committed to doing a tip each week, I don’t give myself an out.

So I thought about a Content Calendar for printers, to help them build their online presence in a strategic way. The secret is in the regularity and the content. Have a set schedule and publish it. Commit to creating insightful and interesting content. If you can’t do it, have an employee(s) do it, or hire a pro. There’s nothing more to it.

As a place to start, here’s an outline of a simple “Printer’s Content Calendar.” Include the major social media sites—Twitter and Facebook. Also include LinkedIn, the strongest business networking site. Those three sites should be used daily.

Every printer should have a blog that lives on the company’s website home page. As long as you update it weekly, you’re good. Of course, if you post more often, that’s icing on the cake.

An enewsletter can be sent once a month to customers and prospects who’ve opted in. Use it to share interesting company news—new employees, maybe an award you’ve won—and certainly educational content about new applications you’re producing or solutions to a common problem. It needn’t be long, though. One strong topic that customers all identify with is perfect.

Long regarded as a print buyer expert and trade writer, Margie Dana launched her new business in 2013 as a marketing communications strategist with a specialty in printing and print buying. Now she’s on a mission to help clients build customer communities through carefully crafted content.

You may know Margie as the producer of the annual Print & Media Conference. Although she’s exited the event production business, she’s still publishing her Print Tips newsletter. She looks forward to helping companies create and style all of their content so their potential customers sit up and take notice. For details and to sign up for her Print Tips and new marketing blog, visit or e-mail Margie at
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  • Bill Farquharson

    Dang it, Margie, do you have my office phone bugged or something? I was just talking about doing this kind of thing with my web designer! You’re good!

  • Kelly Mallozzi

    Ditto Bill – I just had this EXACT same conversation with one of my clients YESTERDAY – are you psychotic?