Digital signage can be a major factor in the success of marketing your business. It is how you engage with your customers and how you deliver marketing messages. Digital signage needs to be effective and that means having the right content. The right content needs thought, preparation and planning.
Content is king. Sadly, many organisations invest a lot of money in displaying the content when there is little value in the content because they haven’t paid enough attention to the message itself. Content should be taken more seriously.
Here’s our guide on making a digital signage content plan.
Know and Understand Your Audience
For marketing to be a success, it needs to reach and have an impact on your intended audience. Modern audiences need sophisticated marketing. It is not enough to have a nice-looking website with good quality photos and videos, send a few emails and update social media occasionally.
Digital marketing experts know that many factors influence consumers’ buying decisions and they are prepared to harness every little one.
There is no magic formula that works for every business or even every sector. Finding what works is a case of researching and experimenting. Different methods and channels need to be tested. It requires patience to gain the knowledge and statistics you need to understand your audience and the best way to interact with them.
Invest in The Right Digital Management Software
This concept may be new to you but it is simple with the right tools.
Digital Management Software is an app that enables the planning, management and control of everything you show on the connected screen. Your screen acts as your digital signage. Using the app you can decide on the content, when it is shown and how and where it is distributed.
Kitcast offers an effective digital signage management system. Easy to use, it is functional and also intuitive. The management system dashboard gives you a great visual view of where you’re at and complete control over your content creation. Smooth performance means digital signage content management done right.
Document Your Digital Signage Plans
Documentation is a fundamental part of managing your digital signage content. This means
- All plans should be physical – i.e. written down (on paper or on a computer)
- Schedules need to be made
- You need to decide on the type of content you want
- Making a plan for the tasks to be undertaken
- Audience profiles need to be created
The resulting documentation will help you organise and visualise your digital signage plan. You’ll be able to tweak and adjust as necessary as you’ll be able to see what works and what doesn’t.
You can make your plan easier to see and manage if you use Google Suite and a task management system such as Trello.
Create the Best Content You Can
Don’t be fooled by the fact that we live in an era of short attention spans that your marketing content can be trivial. Your audience is surrounded by an excess of content and they will see most of it as being trivial. It makes the job of creating great content that gets noticed difficult but not impossible.
It means being more creative. Avoid the mundane and boring. Don’t copy from your competitors. Avoid saturating your audience with messages. Make it fresh and relevant. You will need to experiment and get feedback to find the type of content that works best and build on it.
Keep Your Content Plan Fluid
While some of your actual content should be evergreen (content that remains continually relevant as well as being search engine optimised), your digital signage content management plan should always be open to change.
It should change as you understand more about what works and what doesn’t – amplify what does and remove what doesn’t. It should also change to respond to new trends in your industry/sector and also changing trends and tastes on social media.
How often your digital signage content should change is individual for every business.
- Ensure digital content signage is an effective marketing tool in your business by creating the best content you can.
- Keep your content fresh and work to a plan so you can react quickly when change is required.
- Use a digital signage content management system to make things a lot easier.