Content Marketing for the Print Industry: Does It Still Matter?
Discover how to combat the challenges in the printing industry with expert advice, insights and perspectives taken from our 2025 Content Marketing Summit.
With the rise of digitalisation transforming consumer interactions and concerns around sustainability, content marketing for the print industry faces new challenges. But does that mean print is losing relevance? Not according to our expert panel. In fact, they argue that print’s unique qualities make it more valuable than ever.
At our 2025 Content Marketing Summit in January, industry leaders came together to shed light on how print marketing continues to thrive, how brands can leverage it alongside digital, and what this means for your business.
The Panel:
The CMA is proud to have gathered such a star-studded panel to discuss the topic of content marketing for the print industry. These esteemed professionals include:
Why is print still relevant?
Despite the dominance of digital media, print offers something unique: a sense of permanence and authenticity that digital struggles to replicate.
Matt Booker, who leads a print production agency for over 80 premium brands, explained:
“The fact digital has become so ubiquitous, and there’s such a blizzard of messaging out there means print can cut through. It has a sense of permanence.”
Forbes 30 under 30 extraordinaire Charlotte Pearce built on this, highlighting print’s emotional appeal:
“The crazier the digital world gets, the more we long for something physical and beautiful […] Our human nature means we want to hold and physically touch beautiful things, and print allows brands to do that.”
Kate Wilson reinforced the point:
“Print cuts through suspicion. Every part of the decision to engage with print is your own […] You’re putting a lot of effort into something not everyone can do […] The newsstands may have shrunk, but it’s more an opportunity than ever and a real opportunity for brands to be in print.”
In an era of fleeting digital content, print provides a rare opportunity for brands to establish credibility and create meaningful engagement.
How do digital and print work together?
Rather than being in competition, print and digital can work together to enhance brand messaging and reach.
Kate Wilson explained:
“The monetisation of print enables us to create digital assets […] the digital content we now create is facilitated by print because the faces you see in print are also the faces delivering the content on digital, so there’s much more trust in that digital content because it originated in print.”
Charlotte Pearce took this further, suggesting an integrated approach:
“I think a print-digital sandwich is the way forward from a delivery-data point of view and a measurement-budget point of view. The closer they come together, the more success brands are going to see.”
Can ROI be measured in print?
One of the biggest misconceptions about print is that its return on investment (ROI) is difficult to track. However, the reality is quite the opposite.
Charlotte Pearce challenged this outdated notion:
“The closer it (print) sits to the CRM, growth marketing, and digital teams, the more they can track it like emails or anything else they send. So, all you really need to do is hold a control group on DM, and you can see the incremental revenue and engagement that it drives.”
By strategically aligning print with data-driven marketing efforts, brands can measure its impact just as effectively as digital channels.
How important is it for brands to understand the emotion and psychology behind print design?
Beyond function, print taps into fundamental human psychology, offering a tactile experience that resonates deeply with consumers. Charlotte Pearce pointed out:
“One of the reasons I’m such a big advocate for print is you can give a lot of value, whether that’s motivation, inspiration or beauty.”
Matt Booker contrasted this with digital marketing’s constant demand for attention:
“One of the real values of print is print is giving something rather than asking something of you.”
This ability to engage without intruding makes print an invaluable tool in fostering brand affinity and loyalty.
How important is packaging for the brand values of a client?
Beyond the printed content itself, packaging plays a vital role in brand perception. The way a product is presented can shape consumer expectations and reinforce brand identity.
Matt Booker drove this point home:
“In all its different forms, packaging is a standing advert for any brand. The quality of that reflects the quality of the brand.”
Brands that invest in high-quality, thoughtful packaging can strengthen their positioning and leave a lasting impression.
How is the Print Industry Answering the Sustainability Question?
Sustainability has long been a topic of concern in the print industry, often perceived as one of its key drawbacks. However, experts agree that much of this perception is outdated or inaccurate, and the industry has been evolving to address these concerns head-on.
Matt Booker emphasised the role of sustainable forest management in reshaping the narrative about print’s environmental impact:
“It’s front and centre for everyone really. A lot of this comes down to perception […] There’s an organisation called Two Sides, who are great at stopping companies from spreading misinformation about print and paper. For instance, claims like ‘stop getting your statements by post to save a tree’. This change is soon to be enshrined into law, and companies will be fined for making such statements under a new European directive.”
A crucial part of the conversation about sustainability in print lies in the source of paper and the environmental controls behind paper mills. Matt Booker explained, “Only the top 15% are used for making paper. The rest is used for timber and its various other processes. And the environmental controls behind paper mills are incredibly tight. Most of the energy used comes from biomass anyway, so print’s overall impact is far less than some corporations would have you believe.”
Kate Wilson highlighted the importance of storytelling in print, particularly when it comes to sustainability: “Printers are arguably one of the platforms where we can tell the stories with the most authority because they are often long-form and we can create beautiful images and feature their campaigns around sustainability.”
The rise in sustainable forests across Europe, with a growing commitment to replanting and responsible management, reflects the print industry’s shift toward more eco-friendly practices.
As Matt Booker pointed out, the industry’s efforts are increasingly supported by certifications like FSC (Forest Stewardship Council) and PFC (Programme for the Endorsement of Forest Certification), ensuring that the materials used in print come from well-managed, sustainable sources.
The Power of Print for Content Marketing
With so much expertise on offer from our brilliant panel, we’ve only touched the surface in this blog but we’ll be making the entire discussion available via our webinar platform from next week.
Despite the challenges facing the print industry, our panel made it clear that content marketing and print still holds incredible potential.
From delivering tangible value to fostering trust and nostalgia, print has evolved from being ‘just another medium’ to something uniquely powerful. In an era dominated by digital, print offers a rare and impactful way for brands to cut through the noise.
