How to build a content strategy for your print shop (and boost your orders)

The custom printing business is booming, and competition is rising just as fast.

In North America, the custom T-shirt printing market alone is expected to grow from $2.89 billion in 2023 to over $5 billion by 2032, driven by demand for personalized products across events, gifting, and small business branding.

At the same time, more and more customers are shopping directly through social platforms. In the U.S., social commerce sales are projected to hit $79.6 billion by 2025, as buyers turn to Instagram, Facebook, and TikTok for inspiration, and for placing orders.

If you're running a print shop and you're not using content strategically, you're likely missing out.

A strong content strategy can help you:

• Attract the right type of customers: from hobbyists to corporate buyers
• Showcase what makes your shop unique, your quality, your speed, your creativity
• Turn your social media, website, or WhatsApp profile into a consistent sales engine

Whether you work from home, operate a storefront, or sell through an online store, this guide will walk you through 10 clear steps to build a content strategy that gets real results, more orders, more recognition, and more control over your business growth.

Let’s dive in.

1. Set your content goals

Before posting anything, whether it’s a product photo, a behind-the-scenes video, or a tip about printing, you need to ask yourself:

What do I want this to achieve?

Content should move your business forward. Clear goals give your content purpose and make it easier to measure success.

Common content goals for print shops:

• Increase custom orders (e.g. shirts, mugs, packaging)
• Drive traffic to your website, Etsy store, or Instagram page
• Fill up seasonal campaigns (Father’s Day, holidays, back-to-school)
• Build awareness with potential business clients (clubs, events, small companies)

Use the SMART framework:

Your goals should be:

• Specific: Know exactly what you want to achieve
• Measurable: Use numbers to track progress
• Achievable: Keep it realistic for your time and resources
• Relevant: Tie it to your business goals
• Time-bound: Set a deadline to stay focused

Examples of SMART goals:

• Get 30 new WhatsApp inquiries in 30 days from content about custom mugs
• Increase visits to your online catalog by 20% over the next 3 months
• Boost reel views by 40% to drive awareness before the holiday season

When your content has a clear job, it becomes a tool, not just a post.

2. Know your ideal customer

You can’t create effective content if you don’t know who you’re speaking to.

Many print shop owners try to reach “everyone”, but when you talk to everyone, you connect with no one. Instead, focus on the specific types of customers who are most likely to buy from you.

Who buys from print shops?

Here are six key customer types to consider when crafting your content:

• Hobbyists and DIY crafters: People who personalize products for fun or sell in small batches. They love creative tips, tutorials, and new ideas.
• Gift shoppers: Looking for unique, custom-made items for birthdays, holidays, or special occasions. Emotional storytelling works well here.
• Small businesses: Need branded materials like mugs, t-shirts, tote bags, or packaging. They value professionalism, speed, and clear pricing.
• Event organizers: Weddings, trade shows, school events, these clients order in bulk and need help visualizing what’s possible.
• Teams and clubs: Sports teams, schools, and local clubs want consistent branding and high-quality items for their members.
• Other print shops or resellers: Some may outsource work to you or buy blanks. Educational content and behind-the-scenes videos can build credibility here.

How to identify your core audience:

• Look at who’s already buying from you: What products are they ordering? How did they find you?
• Check your social DMs or WhatsApp chats: What are people asking?
• Use Instagram polls or stories: Ask questions like “Who do you usually buy custom gifts for?” or “What do you need help printing?”

Once you know who you’re targeting, your content will be more focused, more helpful, and more likely to drive results.

3. Define your core messages

Your core messages are the key ideas you want people to remember about your business. They should show who you are, what you do, and why someone should trust you.

Think of them as the voice of your brand, short, clear statements that show up across all your content, from Instagram bios to product videos.

Good messaging builds trust and recognition

In a crowded market, buyers don’t just compare prices, they compare personalities. Clear, consistent messaging helps you:

• Stand out from other print shops
• Build emotional connection
• Reinforce your value over time

Examples of strong core messages for print shops:

• “We help small businesses look professional with custom merch and packaging.”
• “Fast, high-quality custom printing for gifts, events, and everyday ideas.”
• “Handcrafted printing, real customer support, and zero guesswork.”

You don’t need dozens of messages, just a few phrases you can repeat and adapt across different platforms. The more consistent you are, the more people will remember you.

Tip: Try pinning your best message to the top of your social profiles or using it in your video outros.

4. Audit your existing content

Before creating new content, take a step back and ask: What do I already have, and is it working?

A content audit helps you understand what’s performing well, what needs improvement, and what can be reused or removed. This saves time, clarifies your strengths, and keeps you focused.

Here’s how to do a simple content audit:

1. Make a content inventory: List your recent posts, videos, blog articles, product photos, and printed catalogs, wherever you’ve shared content in the past 6–12 months.
2. Analyze performance: Use platform insights to check:
   • Which posts got the most engagement?
   • What content brought in DMs, comments, or orders?
   • Which formats worked best: photos, videos, carousels, or stories?
3. Look for improvement opportunities
   • Update older posts with better visuals or stronger calls to action.
   • Repurpose content: turn a blog post into a carousel, or a long video into short clips.
   • Delete or archive outdated or off-brand material.

Tools that can help:

• Instagram Insights / Meta Business Suite: Engagement and reach data
• Google Analytics: Website traffic and user behavior
• WhatsApp / Email feedback: Direct customer responses and common questions

An audit gives you clarity. Instead of guessing what to post next, you’ll know what your audience responds to, and you’ll make smarter decisions going forward.

5. Plan strategic content activities

Once you’ve defined your goals, audience, and key messages, and reviewed what’s working, it’s time to take action. But don’t just post randomly. Plan your content like a business tool: every piece should support a purpose.

Here’s how to choose content activities that bring value and drive results for your print shop:

High-impact content ideas for print shops:

• Before and after photos: Show the transformation from blank to final product, it builds trust fast.
• Behind-the-scenes videos: A quick clip of your heat press in action or your packaging process makes your shop feel real and professional.
• FAQs or tip-based posts: Answer common questions like “Can I wash sublimated shirts in hot water?” or “What’s the turnaround time?”
• Seasonal promos: Create urgency around holidays, school seasons, or local events: “Father’s Day special: Custom mugs 20% off until Friday.”
• Customer testimonials: Ask happy clients to send a photo or review you can repost, especially business clients or large orders.
• Interactive posts: Use Instagram Stories or polls: “Which design do you like more?” or “What should we print next?”

Keep it realistic:

Choose content types that match your time, tools, and skills. You don’t need a full camera crew, your phone, natural light, and consistency are enough to build momentum.

A planned mix of educational, promotional, and behind-the-scenes content will keep your feed engaging and help guide customers through their buying journey.

Build a content calendar

Consistency is what turns casual viewers into loyal customers. And the easiest way to stay consistent? A simple content calendar.

A content calendar helps you plan ahead, avoid last-minute stress, and ensure your content supports your business goals.

What to include in your calendar:

• Post frequency
  Start with 2–3 posts per week. Focus on quality and relevance, not volume.
• Content types
  Mix it up:
  • Mondays → Tip or behind-the-scenes
  • Wednesdays → Product spotlight
  • Fridays → Customer story or promotion
• Themes or campaigns
  Plan around seasons, product launches, or events (e.g. Back to School, Mother’s Day, Valentine’s)
• Platforms
  Decide where each post goes, Instagram, TikTok, Facebook, your website, WhatsApp Status, etc.

Tools you can use:

• Google Sheets or Excel – Easy, free, and customizable
• Trello or Notion – For visual boards and team collaboration
• Meta Business Suite – For scheduling on Instagram and Facebook

Tip: Leave 10-20% of your calendar open for spontaneous posts-like trending sounds, new orders, or customer shout-outs.

Having a plan doesn’t mean being rigid, it means being ready.

7. Create visual and useful content

In the print business, visuals are everything. People don’t just want to hear about your work, they want to see it, understand it, and feel confident buying from you.

Your content should do two things:

1. Show the quality of your work
2. Help your audience make decisions

Content ideas that work well for print shops:

• Product showcases: High-quality photos or quick videos of your finished products, mugs, shirts, puzzles, packaging. Show different angles and uses.
• How-it’s-made clips: A 10-second reel of you pressing a shirt or wrapping an order can build credibility instantly.
• Customer tips
  • Educate your audience:
    • “How to wash your printed shirt the right way”
    • “Best fonts for mug designs”
    • “Why sublimation only works on polyester”
• Carousel posts: Show product variations, size options, or a step-by-step guide. Great for engagement and saves.
• User-generated content: Repost photos from happy customers. It builds trust and shows real-world use.

Keep it simple, but intentional:

You don’t need pro equipment. Your smartphone, good lighting, and a steady hand are enough. But focus on:

• Clean backgrounds
• Sharp images
• Clear captions with a call to action

Useful, clear, and visually strong content is what makes people stop scrolling, and start buying.

8. Optimize for search

Even the best content won’t help your business if people can’t find it. That’s where SEO, Search Engine Optimization, comes in. It’s about making your content easier to discover, both on Google and inside platforms like Instagram or YouTube.

You don’t need to be an expert. Just follow a few key principles to help the right customers find you.

SEO basics for print shops:

• Use specific keywords
  • Think about what your customers would search for:
    • “custom t-shirts for events”
    • “sublimation mug printing near me”
    • “affordable heat press for beginners”

Use these phrases naturally in your:

• Page titles
• Product descriptions
• Instagram captions
• Hashtags

• Optimize image text

Why it matters:

Over 50% of online traffic starts with a search. That includes people looking for print services, custom merch, or gift ideas. With some basic SEO, you’ll show up when, and where, it matters.

9. Distribute your content

Creating great content is only half the battle. If no one sees it, it doesn’t work. That’s why distribution is just as important as creation.

The goal: put your content where your customers already spend time.

Best distribution channels for print shops:

• Instagram & Facebook: Focus on:
  • Reels
  • Stories with links or order buttons
  • Product highlights and pinned posts
• WhatsApp Business:
  • Ideal for sending product catalogs, updates, or promotions to repeat customers.
  • Use status updates for visibility and set quick replies for common questions.
• TikTok
  • Great for reaching new audiences with fast-paced, behind-the-scenes content. Trends move quickly, but simple “how it’s made” videos can go far.
• Email Marketing
  • Build a mailing list of past and potential customers. Send them:
  • New product launches
  • Seasonal offers
  • Quick tips or gift ideas
• Local groups and communities: Post in Facebook Groups, forums, or local business networks. Be helpful, not pushy. Offer advice, answer questions, and share useful content.

Organic vs. paid:

• Organic content builds trust and loyalty over time.
• Paid ads (on Meta or TikTok) help boost visibility fast, especially during seasonal sales or product launches.

Conclusion

Running a print shop today isn’t just about having the right equipment, it’s about knowing how to show your value, connect with your audience, and turn attention into orders.

That’s what content strategy is all about.

When you:

• Set clear goals
• Understand your audience
• Create helpful, visual, on-brand content
• Share it where people actually spend time
• And measure what works…

You don’t just “post.” You build a system that supports your business, week after week.

It doesn’t require a full-time marketing team. Just a plan, some consistency, and a bit of creativity.

At Joto Imaging Supplies, we’ve been helping print shops grow for over 37 years. Whether you need the right materials, inspiration for your next product line, or support choosing your equipment, we’re here to help you succeed.