Content has become king, but what does that really mean to those engaged in the pro AV and digital signage industry? It means that with all the competition for customer attention, solution providers, marketers and digital signage systems designers should always be prepared to bring their A-game when it comes to providing fresh content that reaps bountiful yields of interested viewers and potential sales leads.
Finding the right digital signage content is vital for your customers, because it enables them to reinforce their brand message and helps demonstrate the reasons why their products are better, brighter, faster, cheaper, tastier or more exclusive than the competition’s products.
If a consumer is going to be making a purchase now or anytime in the future, solution providers can be instrumental in finding content for your customers that springs immediately to a buyer’s mind like a memorable television commercial.
If the content is relevant, powerful and enjoyable, it’s much more likely to be effective and remembered. Here are some pointers to keep in mind when finding the right digital signage content for your customers:
No two customers or projects are alike
There is no such thing as “one size fits all” when it comes to digital signage content. Each customer’s product and branding strategy are likely to be unique to their business goals. So suggesting a content template from a software provider or content designer that worked for a few clients in the past could be a bad decision for other clients.
The resulting blowback could wind up costing you revenue from referrals and repeat business that fails to materialize. Instead, do your homework and learn as much as possible about each customer before suggesting a content solution.
Good content drives viewer “linger time,” which can drive sales volume
In football, it’s called “hang time.” It’s the amount of time that a football remains in the air after being kicked. The benefit is that it allows the defense more time to get downfield and into position to prevent the opposing team from gaining better field advantage.
Good content has its own unique version of hang time; make no mistake about its value to your customers. The longer a potential buyer lingers to view content, the more likely the content makes a lasting impression that could result in more sales.
Market vertical dictates which formats best fit its message delivery
Digital signage market verticals are just as unique as the customers they serve. Each vertical has an end goal that requires unique digital signage content solutions. Whether it’s directing passengers in a busy airport or helping guests check in at a posh hotel, avoid the temptation to use the wrong format for message delivery.
Consider that a video of even 30 seconds’ duration may not be effective, because the viewer is in a rush to get from point A to point B in an airport. Likewise, a hotel guest may not want to wade through intrusive video sales pitches when all they really want is to engage with interactive digital signage content that gets them into their room faster.
The right content drives ROI
When we say good content can drive ROI, we mean how it can be a return on investment, return on involvement or just knowing how your digital signage is working.
The biggest factor in measuring ROI is including a call to action in your content. If you just put out a message without asking the customer to do something that says they saw the message, you have no way of knowing how good your content is.
Good content is not only a necessity; it is also an opportunity to provide lasting benefits to customers and solution providers alike, and besides signage hardware, it’s perhaps the most important element for digital signage success.