It’s no secret that digital media has the power to transform a business. In fact, displays with motion can outsell static displays by up to 88 percent, according to the Point of Advertising Institute.
However, the success of a digital signage network isn’t guaranteed. First, you have to develop the type of content that will truly engage customers and guide them toward the desired outcome. By following these best practices, you and your end user can work together to develop high-quality content worthy of today’s powerful digital signage technology:
Decide on content first
For most digital signage projects, it’s important to plan the content early – before any hardware or software decisions have been made. Work with the end user to determine the project’s overall message, idea, look and “feel,” and then decide on technology specifics. Does the end user want the signage to be interactive? Will the displays be running heavy animation? These types of content decisions will greatly impact your technology choices.
Of course, certain projects may dictate that hardware is chosen first; however, by starting the content planning process early, you’ll be assured that the content will remain a top priority throughout the project. Plus, the technology will more accurately suit the content.
Get to know your end user
Fully understanding the end user and their goals will help you to design the best possible digital content for them. What does the “voice” of their business sound like? Who are they trying to reach with their content? What are their long-term goals for the digital signage network? Gaining insight into an end user’s business will help you to deliver the type of content they need.
Look through the eyes of the customer
Throughout the content creation process, one of your roles as a value-added reseller is to help your end user maintain perspective. It’s often easy to forget that content should be planned with the customer in mind. Sometimes, it helps to set aside everything you know about your end user’s business, take a step back and pretend you’re looking at the content as a brand-new customer. Does the content convey the desired message, idea, look or feel? Is it at all confusing or misleading? The customer might be seeing something different than you expect. Remember that point of view in order to keep your content focused.
Make it dynamic
Digital signage is often called “dynamic signage” for a reason: It’s meant to move. Take advantage of the full capabilities of the medium, and design content that is active, engaging and colorful. Your end user – and their customers – will be wowed.
Change it up
It’s human nature to notice new and different things. Conversely, once we’ve seen something too many times, it seems to disappear from our notice. This goes doubly true for advertising. Keep in mind the number of viewers who will see your content every day, or every couple of days. With them in mind, make a plan to refresh the content on a regular basis to keep their attention.
As you continue to gain experience with digital content, you might encounter some end users who have more complicated needs. If a particular project feels beyond your expertise, consider partnering with a digital content expert for the design stages. Or, go the high-tech route: Invest in digital signage template software that makes content design and control simple.
Above all, remember that content is not an afterthought; it can make or break a digital signage project. By working closely with your end user, you’ll increase your chances of delivering content that fits their needs perfectly.
What other best practices have you discovered in creating digital content? Leave your comments below.