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Why Digital Signage Content is King – Part 2
Posted on Wednesday, July 31, 2013
Why Digital Signage Content is King – Part 2

Part one pointed out that for many business owners -even those who understand the potential of digital signage- deciding to add digital signs to the communication channel raises a thorny issue: Who's going to create the content that feeds the sign network fresh information of interest to viewers in a professional format that makes a great statement about the business?


Certainly there are a number of third-party content aggregators that can provide fresh information by using real estate on the digital signage screen, just keep in mind that too much syndicated content and you risk squandering your core communication strategy. There is nothing wrong with syndicated content; it’s extremely desirable for many kinds of communication strategies. It’s just that too much of it and your message becomes diluted to the point that, well…what is the point?


Most importantly, fresh content that is focused on your company’s communication effort is paramount if viewers are to keep coming back for reasons that meet your company objectives. Creating the right mix and balance of information sources is the ‘secret sauce’ only you and your stakeholders can answer considering business type and viewer preference.


Now on to the elephant in the room: Who is creating the content that is going to drive the company vision, value proposition, market differentiators, news, promotions and entertainment? Here, I examine solutions that go beyond the obvious answer of hiring someone like a full-time graphic artist or ad agency -two steps many business owners are likely unprepared to make until they see results that justify investing in professional talent.

Before you read my ‘elephant busting’ content tactics below, keep in mind that the success of any digital sign relies on having a clear communication strategy with stated goals and ways of measurement that are accepted by stakeholders.


Tactic 1: Create and use attention-grabbing templates that carry a consistent theme, which match a specific campaign, product or company branding effort. Templates reduce the complexity of creating digital signage content. They can be constructed to accommodate nearly all of the information -whether its menu items for a restaurant or special event listings in a hotel lobby- that a digital signage user needs to display. Once created, templates also minimize the time that must be devoted to the communications process because they can be used over and over again.


A well thought out template for digital signage will go far; plus, it can be repurposed for other campaigns with little effort. If you are short on manpower to accomplish this, consider your company’s website designer or nascent employee with starlet skills. Another possibility is to outsource the template design to a third-party firm. Either way, you are still in control of your key message.

Tactic 2: Select digital signage software that has the ability to automatically import data from company databases and content sources to relieve staff from re-keystroking data into the digital signage page. For example, a hotel might rely on event or property management software to track reservations, meeting room bookings and conference events. For instance, meeting room booking data, such as the name of the party renting the room could populate a text field in a template built for use on a digital reader boards