Content Workflows That Work For Print And Digital

You’ve probably heard the phrase “content is king”. Credited to Bill Gates all the way back in 1996, he predicted that most of the real money made online would be driven by content.

But at a time when just about every business is churning out blog posts, newsletters, social media posts as well as printed materials, the task of content creation can seem never-ending.

WHY invest in content...and how to get started

The value of content is clear. In its guide to creating a Google-friendly website, Google advises website owners to “provide high-quality content on your pages, especially your home page. This is the single most important thing to do. If your pages contain useful information, their content will attract many visitors and entice webmasters to link to your site.”

If you know anything about Search Engine Optimisation (SEO), you will know that creating content that is useful to users or prospective customers is a key factor in being found in organic search.

Whether you’re a small business owner who looks after your own marketing or part of a marketing team for a larger organisation, becoming more efficient in the way you create and use content will save you time and money.

Essentially meaning “information”, content can take many forms. In digital channels it covers videos, podcasts, website copy, graphics and images. In print, content is the written information, graphics and images on a document, flyer, brochure or company profile.

With all of these channels to potentially develop content for, where do you start? And how can you ensure you are getting the most from the content you create? Read on for a simple content creation workflow.

One piece =many uses

Let’s start with a blog post. You identify a common question that customers ask about your product or service and decide to answer that question in a blog.

You make a coffee and spend a couple of hours writing several hundred words. You find some relevant quotes, links and images to include and add a call to action. Then you proofread, hit “publish” and send your post out into the world.

What you do next is where the magic happens. This is where you convert your single piece of writing to a variety of assets across print and digital channels and get it working for you…for the long term. Check out the list below for some ideas. Obviously, your choice of channels will depend on your target audience.


Convert your post to a script, record as a video and upload to your YouTube channel. Then share to your website (or even embed it in the blog post for people who prefer to consume their content visually). Alternatively, use it to record a Facebook live video.


Include the post as an article in your next printed or electronic newsletter.


Take the most important point from that post and several others. Turn them into a series of FAQs for your next printed company profile.


You can get considerable social mileage from a single blog post, beyond simply sharing the link to your website. By taking bite-sized chunks from the blog, you can create multiple social media posts, and turn short statements into memes or instagram posts. If you’re on LinkedIn, the post can be shared to your networks via a link, or use the entire blog post as an “article” on your LinkedIn profile.

Google My Business

Are you using Google My Business posts? The posting function is an important part of optimising your page and an important part of improving your local SEO. Fortunately, it’s really easy to do. Add a photo, a heading and some text from your blog, create a call to action (website link or learn more button), publish and you’re done. Posts only last for two weeks before disappearing into the post archive so we recommend you post regularly.

Printed flyer

Stuck for what to put on your next printed flyer? Go back to your old blog posts to get ideas for one-liners, headlines or key messages to include.


Create an infograph, a visual representation of the most important information from your blog post and use it in your next round of printed marketing materials (think company profile), on your website (you can even add it to the blog post), social channels etc.

From print to digital

If you have invested in design and content creation for a printed document such as a flyer, brochure or company profile, give some thought to how you can use the various components to create content for your digital channels.

You may have developed new information about the types of services you offer for your latest printed materials. Be sure to update that informaiton on your website for consistent messaging.

A graphic designer can easily convert the design of a printed document to individual digital assets such as converting testimonials to social-friendly graphics, or statistics into infographics.

The Express Print & Mail graphic design team can create a library of digital assets to support your printed marketing collateral. Taking this approach not only makes good business sense but also creates continuity of style across your print.

Give us a call on 1800 626 562 to chat to a member of our design team.