Investing in digital signage is no longer unheard of in the world of marketing strategy for businesses. In fact, for many companies, building a comprehensive digital signage content strategy is a key piece of their marketing mix. Companies across all industries, from retail to healthcare to financial institutions, are turning to digital signage to increase engagement, deliver a sense of innovation, and remain top-of-mind with customers, partners, and employees. But many teams fail to focus on the most important aspect of digital signage programs: content. Building out your digital signage content strategy before you invest in the technology can help save time and money while optimizing results.

Why digital signage

Digital signage is transforming the way businesses share information and content with visitors. From the inside of a lobby to the walls of conference rooms to the middle of a retail store, digital signage represents the next wave of innovation. So why is digital signage so popular? Let’s look at some reasons:It allows for real-time content updates. In traditional campaigns, brands had to decide on messaging, review creative, spend time and money to print displays, and then manually hang signs in a display space. With digital signage, brands can instantly update content, change messaging, and display personalized content based on specific needs.

-It allows for real-time content updates. In traditional campaigns, brands had to decide on messaging, review creative, spend time and money to print displays, and then manually hang signs in a display space. With digital signage, brands can instantly update content, change messaging, and display personalized content based on specific needs.

-It’s interactive. Many digital signs take the form of kiosks or touch-screen enabled displays that encourage consumer interaction. Audiences can tap through slideshows, view a brand’s social media pages, and even design custom merchandise all from a digital display.

-It can help close deals. In retail environments, digital signage can act as an extra ‘man on the floor’ and serve as a point-of-sale if other sales reps are busy. At the very least, digital signage can highlight product features and help guide customers to a buying decision.

-It brings a definite wow-factor. When prospective customers or partners walk into your lobby, you want to wow their socks off. Digital signage delivers this punch-in-the-face without sacrificing brand voice or message.

-It can even bring in extra revenue. Depending on your industry, digital signage can be used to display sponsor logos and advertisements in between your brand messages. This is an innovative offering to your partners that can bring in revenue for your brand.

Optimizing your content strategy

So why is content so important when it comes to digital signage? Understanding what you’re goals are – and what type of content you’re going to be displaying – should help inform the layout and design of your digital signs, not the other way around. It’s harder to fit your content to an existing digital layout that to design a layout around your content strategy.

Brands should start out by thinking about what they’re trying to achieve with their digital signage. Do you want to add interactive elements? Will there be video involved or just graphics? Are you going to segment off banners or corners for advertisers? If you’re adding digital signage to your lobby, how high will you go with the design? Starting out your digital signage strategy by thinking about these kinds of content questions will allow your brand to be more innovative and nimble down the road.

Another reason starting with content is so important is that your digital signage technology, no matter how cutting edge or innovative, can look outdated and sad without great content. Simply putting a hodge-podge group of graphics up on a LED screen in your lobby isn’t optimizing your digital signage strategy. Instead, brands should focus on how the audience will be engaging and interacting with the images and videos that are projected. As you’re building out your digital signage content strategy, don’t forget to keep your audience top-of-mind. To learn more about compelling digital signage design, click here.