When clients initially purchase a digital signage solution, they often neglect their need for content. Their attention is focused on the technology. Because the industry is continuing to develop quickly, it’s understandable. The benefits of having a wide network of screens on which to deliver a seamless stream of messages to a targeted audience can be impressive. That said, compelling content is the engine behind digital signage. Without having a source of fresh, ready-to-use content that can be distributed across the network, the screens cannot be effective.

In this article, we’ll explore the importance of your network’s content and how to prevent your viewers from developing a blind spot. We’ll also describe how you can make sure you have a source of constant content at your disposal.

Technology With Content

It is important for network owners and operators to understand why the content is so critical. While the technology behind the network is impressive, it is only a tool. It comes alive when content is created and distributed on it. It is the short snippets of informational programming that hold viewers’ attention. It is the well-timed advertising that can drive sales. And it is the stream of data (for examples, weather forecasts, stock prices, etc.) that keep visitors’ eyes on the screens. Without the content, the technology, as impressive as it is, remains useless.

Preventing The Blind Spot

When a person picks up a newspaper, they typically want to read a story that caught their attention. Most pages of a newspaper contain ads. Some are big; some are small. Regular newspaper readers have developed a blind spot for those ads. Part of the reason is due to a laser-like focus on the content they want to read. Another part of the reason has to do with the regularity with which those spots contain ads. In other words, every day.

If you distribute the same content over and over across your digital signage network, your visitors - especially those who visit often - will develop a similar blind spot. Over time, the repeating content will fail to grab their attention. At that point, your network’s ability to build your company’s brand, enhance the customer’s experience, and push sales up will become limited.

This is why you need to plan and develop your content in advance. Then, you need to feed it through your network in a way that seems fresh to viewers.

Using Templates

Keeping your network’s messages fresh does not necessarily mean constantly developing new content. It can also mean developing templates and graphics that can be used repeatedly. Different messages can be distributed across your screens using the same library of templates throughout the year. You can create templates that are seasonal, holiday-based, or thematically related to your product line. Then, create 15-second spots that can be cased within the templates.

Leveraging Existing Assets

Chances are, your business already has a number of visual assets that you can display across your digital signage network. Think about elements of your website. Are you using any Flash animations that can be easily copied from your website to your network? Consider your current marketing materials. They can be perfect for supporting a theme or ending a 5-minute informational spot.

Getting the most out of your digital signage network means developing a source of content that always seems fresh to your visitors. Create templates and leverage your existing library of visual assets to continue feeding your network.

four winds interactive is a leading provider of digital signage software and networks.

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