5 Key Steps to Digital Signage Content Strategy

April 2, 2018 at 9:53 PM / by Todd Rickenbach

Todd Rickenbach

Digital signage can be one of the best marketing moves that you can make for your company. For you to execute digital signage successfully, there are some things that you need to consider. It's imperative to know that, like any other digital media out there, digital signage boils down to the quality of content that you create for your specific audience. For a company to make it in the digital world, the company has to devote enough time and resources to build a strong and powerful digital signage content strategy that is engaging and relevant to the targeted audience. Here are five critical approaches to curating great digital signage content.

Define Your Goals

It is important to have a clear set of goals that are directed to what you want to achieve. Your goals should be obvious to the audience you are targeting. You should be aware of what you intend to pass on to them, and you should know why you are creating digital signage. You must first determine your goals and objectives in order to develop a strong content strategy. What is your end goal and what do you want to accomplish?

  • Do you want to increase brand awareness?
  • Do you want to educate your target audience?
  • Do you intend to increase web traffic?
  • Do you want to promote specific products?
  • Do you want to entertain your audience?
  • Do you want to boost in-store sales?

Once you answer the questions above, you should be able to get the ball rolling. Remember that different businesses will have different strategies and end goals.

Digital Signage Content Strategy Render Impact

Understand Your Audience

Now that you have your goals set, it's time to understand who you want your message to reach. Most people set goals without knowing who they are talking to and this can be a considerable setback in your marketing campaigns. For you to understand your audience, you need to approach your business like a customer. Listed below are some of the questions you need to ask yourself.

  • Who am I trying to reach?
  • What do I know about my customers?
  • What does my customer like?
  • What age, education level, and demographics are my customers?

Answering these questions will surely get your campaign moving. One thing to remember: content can be boring and ineffective if it is intended for the wrong people.

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Choose the Right Content

Your audience should be well-versed in how you communicate with them. Nowadays, visual content is getting more attention than written material. Also, it's important to know how you are going to deliver your content. A toy-selling business might be better off with cartoons and more childlike content, while a health and fitness business might be better off with gymnastics and models. 

Moreover, not all content is created equally. Studies show that motion content is 81% more effective in grabbing attention when compared to static. Some compare this to seeing a poster of a popular band versus a clip of the actual live performance, as they are totally different. A fan will enjoy a glimpse into a live performance more than seeing the band on a static poster.

You might also like: Digital Signage Content - Motion is More Effective than  Static

Think Like a Strategist

Have you ever watched one of those nature documentaries about lions waiting to pounce on a zebra? Well, here is how it applies: you have to know the most convenient time to share your content. Any successful digital signage content strategy should provide the most relevant content to its consumers at the most convenient time. If you happen to be running a Facebook campaign, it's good to know when your targeted audience is on Facebook. If you happen to be promoting a new product at your store and you are using a digital display with video content for customers on queue to be served, you should know the average time it takes to serve a customer and set your video to that length.

Strategy aside, boring and ineffective content, along with old content all hinder the opportunities that digital signage can bring to a business or brand.

Have a Robust Content Management System

The right content management system can save you hundreds of hours. Have a content management system that has excellent scheduling capabilities, a simple, user-friendly interface, and cloud-based mobility.

If you manage to follow the above tips, your digital signage should be a successful campaign. All it takes is the right strategy to get your message across to the right audience.


Topics: General, Digital Signage, Digital Signage Content

Todd Rickenbach

Written by Todd Rickenbach