Marketing Advice
Content marketing that works C
ontent marketing is a buzzword that gets thrown about a lot; however, in
my experience, many businesses in our industry still aren’t sure what it actually means (or if it’s even worth their time). Spoiler alert: It is. When done well, content marketing
becomes one of your most powerful tools for attracting leads, winning more work, and turning casual browsers into long-term clients. And the best part, you don’t need to become a full-time content creator to make it work. Let’s break it down.
What is content marketing? Content marketing isn’t just posting attractive signage jobs you’ve completed on LinkedIn and hoping someone clicks ‘like’, it’s a long-term strategy built around creating and sharing valuable content that speaks to your ideal customers at every stage of their journey – from first discovering you to reordering signage for the third time this year. It’s about being useful, not salesy;
helpful, not too hypey. Think educational blogs, behind-the-scenes videos, real customer stories, and FAQs that solve actual problems. When you show up consistently with content that helps, you earn trust, and trust leads to sales.
Why it matters for signage companies Today’s buyers are doing their homework before they even think about calling you. 70% of the buying decision is already made before they speak to a supplier. That means your content is doing the heavy lifting of selling – whether or not you’re aware of it. A signage company that regularly
shares tips on planning a successful retail refit, or showcases how they helped a school roll out a full wayfinding system, is going to stand out far more than the one just posting promo offers every other week. Content builds trust, trust builds authority, and authority wins business.
www.signupdate.co.uk
The five jobs your content should be doing Every single piece of content you create – whether it’s a quick post, a blog, or a client case study – should be ticking at least one of these boxes:
1. Educate – help your audience make better decisions.
2. Engage – get them thinking or talking.
3. Inspire – show what’s possible with your help.
4. Convert – make it easy to take the next step.
5. Retain – Keep existing clients coming back for more.
Not every piece will do all five – and that’s okay. The key is to be intentional.
What should be posted? Start with what I call your big three content themes – repeatable topics that your ideal customers care about. For signage businesses, that might be:
• Signage as a marketing tool – show how signs drive traffic, increase dwell time, or boost event ROI.
• Customer wins – highlight successful projects with before-and-afters, quotes, or a short video walkthrough.
• Workflow advice – educate buyers on artwork setup, materials, installation tips, or lead times.
With sign making being a visual industry, it lends itself to social media posts. As Colin Sinclair McDermott explains, it is key to get your content online and into customers’ inboxes. In this column, The Online Print Coach explains how content marketing can expand your business.
You don’t need to post daily. A simple
rhythm works: one solid blog or video each month, two to three social media posts per week, and a regular newsletter to keep your name in their inbox.
Tools, tips and staying sane The secret to sticking with content marketing is systems. Start with one ‘pillar’ piece – like a case study or how- to blog – and repurpose it:
• Pull out five social posts. • Record a 60-second video. • Turn it into an email. • Create a quick PDF download.
Use templates, content calendars, and batch your creation days. Tools like Canva, Notion, Buffer, or Loom are your new best mates. If you remember one thing, let it be
this: Content marketing is about helping, not selling. When you position yourself as an
advisor – someone who adds value before asking for anything in return – you become more than just another signage supplier. You become a partner. So, pick your big three themes,
commit to one great piece of content this month, and get started. Keep it simple, keep it consistent, and watch what happens. In a crowded marketplace, content isn’t noise – it’s your megaphone.
May/June 2025 | 35 |
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