Creating an Effective Digital Content Strategy

You installed a digital signage system. Fantastic! but do you really have a well thought out content strategy?

Like any marketing & communication initiative without a plan, you are increasing the risk of failure with your new display system if you do not think strategically about your content. Your content strategy should support the strategic corporate goals of your organization, may it be to increase sales, reduce costs, enhance brand recognition, or to simply be more “green”.

A great way to start thinking about your digital content strategy is to ask yourself a series of questions. Here are five to help you get started. 

1.) What are Your Business Goals? Again, your digital content strategy should ultimately support the  overall business goals of your organization. Considering the “big picture”will make planning for your digital screens a whole lot easier! For example, if you’re a retailer selling clothing, now would be an ideal time to promote the fall line. No matter what type of business you’re in, mirroring your digital content with your current marketing efforts is a wonderful way to keep your marketing messaging consistent and top-of-mind with your audience. 

2.) What is the Screen Placement? Think about where your digital signage displays are located and how your content will be viewed by your audience. A street-facing digital sign, where your audience will see your content for just a few seconds at a time, should show much different content than a displays in a seating area, or by products in store aisles. You should literally stand in your audience’s shoes- take some time to go to the physical locations of of your digital screens and see them through the eyes of your audience. This will give you a better idea of what type of content should be displayed on each screen.       

3.) What are Viewer Dwell Times? Frequency is an important factor to consider when developing a digital content strategy. Financial institutions, for example, should determine the average number of branch visits per customer or member in a given amount of time. For example, if your audience sees your content twice a month on average, you should update your content at least monthly. 

Also determine dwell times in your offices or retail locations and map the playlist length to ensure that a viewer will see each message at least once. For example, if the average wait time is 5 minutes, the playlist loop should be no longer than this duration. 

4.) What are the Demographics and View Times of Your Audience? You may think you know them, but do you really? Know who your audience is beyond basic demographics. You may know what type of jobs they have and approximately how much money they make, but do you know what they like to do on the weekends? Do you know their goals and if so, how are you helping them achieve them, whether directly or indirectly? Know what’s important to your audience and you will know how to capture their attention and engage them with your digital content.  

Most importantly do you now when they are in your establishment? The demographic of your audience may change each day, or even throughout the day. For example, a bank or credit union may determine that on weekday mornings, non-working parents caring for children visit their branches, so promotions for college savings may be most valuable, whereas on Friday afternoons there is a post-work crowd and messages about retirement savings services are better suited.

5.) Can You Leverage Existing Data/Information? – Don’t re-create the wheel! Chances are you are already communicating with social media, corporate intranet sites and other internal customer relationship management (CRM) tools. The more you can automate to grab information from these valuable resources, the better to help ensure that display content is fresh, relevant and relieves the burden of manually updating content each day.  Mixing in other sources of content from news wires like headline news, market data, weather, traffic alerts and sports scores also assists in helping to keep content fresh every day with content that will surely draw attention.

Here at Zero-In, we frequently work with our clients’ marketing teams in developing their digital content strategies. We also sometimes work with marketing agencies per our clients’ requests. If you’re interested in learning more about digital signage displays or digital content strategy, please contact us and we’ll be glad to help! 

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