Five Rules for Delivering Engaging Digital Signage Content

Today, there are very few people who doubt the vast potential of digital signage. It’s a proven game-changer that can boost your brand advocacy, drive sales, foster employee collaboration, improve consumer engagement and increase ROI. It can work wonders for your company, no matter the size. 

But it’s also important to note that you can’t just simply install digital signs and hope for the best. There’s a very large caveat: content. Fail at producing strong, eye-catching and up-to-date visuals and messaging, and you won’t get the maximum benefit from your signs. But if you succeed, on the other hand, you’ll no doubt reap numerous brand-boosting rewards.

But before you can get those benefits, you need a high quality, comprehensive content strategy. How? Well, first, it’s paramount to know the best practices of creating signage content. Next, it’s vitally important to formulate a step-by-step plan for implementation. And lastly, you should always stay cognizant of the many common pitfalls that can doom digital signage.

Let’s face it, like any other form of media, exceptional content ultimately wins the day. To make the whole process easier, here are five key digital signage content rules, that when followed, will engage your consumers and build lasting impressions.

Have a Goal in Mind

In order to build a successful digital signage content strategy, the very first thing you should do is identify your overarching goal and corresponding objectives. Will your goal be to entertain guests as they wait in your lobby? Will you use digital signs as a way to promote your company’s core values or showcase a product? Or maybe you will use it to help visitors and employees navigate through your company’s building?

Whatever the case, knowing your goal is an absolute must. The reason is very simple: specific, realistic and measurable objectives will allow you to keep your content focused, purpose-driven, tight and always in service to your company’s larger goals. Treat it as your roadmap and know it like the back of your hand.

Know Your Audience

But maybe you aren’t quite sure what your objectives should be. Or, more accurately, you don’t know the best ways digital signage can serve your business. The best way to figure this out is to nail down a profile of your audience: who are they and what are their needs, expectations and motivations? If you’re able to hash this out, your goals will instantly become much clearer and more attainable.

An easy way to get to know your audience is by using all the available data at your fingertips. Once you’ve done this, you can build a representative profile of your audience and, in turn, start planning how to create content that not only solves a problem and addresses their desires but also speaks to them in personal and authentic ways. By tailoring content to your audience, your business is much more likely to boost customer loyalty, trust and engagement.

Display Short, Digestible Content

One thing that we know for sure about younger generations is that they have ever-increasingly short attention spans. Your signage content strategy should reflect this. As a general rule, keep your messaging short, straight to the point, relevant and simple so passersby can quickly take in and retain the information without much effort.

On top of this, pay extra attention to the context surrounding your screens. For example, if you are designing content for digital signage in a lobby with significant wait times, the content should obviously be longer than content designed for a hallway with a high number of employees and visitors walking by. Due diligence and common sense go along way when it comes to implementing successful digital signage.

Make Your Content Pop

If you are going to invest in a Visual Communications network, put the extra time, resources and effort to make the content as bold and eye-catching as possible. This means making every piece of content you push stand out—think rich colors, sharp fonts and interesting graphics, images, audio and videos. Make your content impossible to ignore. 

But also be careful. Businesses often get too carried away with their signage content. Instead of trying to do too much, make sure your content is clean, crisp and not too busy. By incorporating too many text blocks, images and other visuals, your messaging will, at best, be lost in the noise and, at worst, make your audience tune out.

Organize Content Logically

Once you’ve created a digital signage content strategy and started to design the specific messaging, you should start considering how to organize what will inevitably be a lot of information, files and assets. The easiest way to do this is by utilizing a content management software (CMS).

Four Winds Interactive’s Content Manager Software is a powerful, all-in-one CMS platform with a simple drag-and-drop interface. In general, you should look for a CMS that streamlines content management, minimizing the time and resources required to create, launch and maintain your content.

When it comes to digital signage, content is king. Put in the effort to knock it out of the park.

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