In this article, we’re introducing you to the exciting world of digital signage content and giving recipes of how to start creating and broadcasting it. It is with no doubt one of the most important parts of any marketing strategy and we would really like you to ace it.
So many things have been told and written about content. Yet for many businesses, it still remains an enigma, a flashy word that has little substance. Take a look around and everything you see will be content of one sort of another. All those ads on TV, banners on the street, signs in the shopping mall. Everything that will lead to customers paying for your products or services is content. But not only that.
Digital signage content is the cornerstone of successful outcomes of using this technology. If it’s bad, if it is out of place, your signage won’t work. You may use the best digital signage software on the market, have the biggest and most advanced tech, run a network of thousand screens but the reality is that if your content is garbage nobody will actually care. That’s why it’s essential to pay attention to what you’re putting out there and I’m here to help you with that.
How to start creating digital signage content?
First of all, you’ll need software that has a digital signage content creator and allows you to import your own files. That is a base for every other content step. Also, it means that you have to choose your signage software very carefully, thinking two steps ahead.
For example, if you’re planning to run a network of 5 screens at your brick and mortar store you don’t have to buy expensive enterprise-level software, you can go with cheaper but high-quality alternatives.
The same approach is valid with big businesses. If you’re planning to establish a wide corporate communication network of more than a thousand screens, opting for cheaper software may get you in a position when it simply can’t do its job properly and your content will lag and you will constantly have IT issues.
So the general rule when starting with digital signage content creation is choosing a software that:
- Perfectly aligns with your content demands
- Has a high level of performance
- Is security and reliable
- Is flexible
- Has a responsive support
- Has reviews o
If all these requirements are met you will be getting a digital signage tool that will allow your business to thrive.
Why is content important?
Content is the primary instrument of engagement with your customers. It is your voice and the words you’re saying. If they like it, they are most probably going to buy from you. If they don’t like it then it’s time to rethink your approach and find the one that works. When it comes to content marketing, you have to know your audience from A to Z in order to give them something that will be interesting and bring out an emotive response.
The screens without good content are just lifeless black mirrors so your goal is to fill them with life. A life that is guaranteed to bring you sales. As you’re not alone in the process, there is a lot of information online on how to create content and which content works best. I would suggest focusing on your industry and researching what other players are doing. Once you’ve got the picture the next step is easy – do better.
For example, if you’re in a car dealership industry, digital signage is one of the obvious choices to make your center and take the customer experience to the next level. When a person is looking to buy a car, the emotional part is very important as it can influence the buying decision. Now your goal as a car dealership is to create an experience that leads your potential customer to buy a new car.
Displays are amazing at delivering visuals and evoking strong emotions. Use them to show the car in action, run motivation videos and images, share feedback of the happy car owners. All of it will be your digital signage content perfectly crafted for the situation and place. By utilizing all the capabilities of signage technology you are able to directly interact with the deepest emotions of your customers and influence their buying decisions on a better and more effective level. So why not use it in your particular case?
What types of digital signage content there are?
Before creating content for digital signage it’s great to know what types of it there are. And the awesome news is that there is a myriad of ways you can use screens showing what works best for growing your company. Okay, let’s have a look at some of the types of content. You can create:
– Photos and videos
– Visualization of documents
– Photo walls
– Video streams
– Sales announcements
– Menu boards
– Wayfinding signs
– Animated backgrounds
– Social media call-to-action
And this list is just a glimpse of what you can do with the power of digital signage. However, usually, you won’t need to utilize all the types to make this technology work for your company. Every business is different and the vital thing here is to find the type of content that works best for you and your audience.
Also, each piece of content should be taken seriously and adapted to the realities of your marketing strategy. It is essential to know why you are showing it, to whom and with what purpose. Otherwise, you risk falling flat with your audience and missing potential benefits.
For example, the most ideal type for a restaurant would be a digital menu board. Also, you can have screens inside and outside your venue to run promotional announcements and ask visitors to follow you on social media.
What are the main tools to create content?
There are two main ways digital signage content is created nowadays:
- Using content creation tools in digital signage software
- Using outside tools and importing the content to the digital signage software
Those two ways can easily coexist together. However, working inside the app is always better because you can be sure that the content you’ve created fits perfectly in the ecosystem and that there will be no problems broadcasting it. When you import content made on the outside, there may be a risk of tech glitches and format incompatibility. Make sure to know the specs of your software and create content accordingly.