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Content as a Service: Crafting Your Content for Digital Signage

on April 18, 2019

Content as a Service, CAAS, digital signage

Delivering top-notch content for your organization's digital signage platform can be a challenge. It’s important to evaluate your capacity for creating digital signage content. While it can be overwhelming, it may be time to start working with a digital signage content partner.

Playing Well With Others

Subcontracting digital signage content is just part of the provision of service.

If the capacity and the talent pool to do content creation in-house is there, that's great. But many companies are finding it more cost-effective to subcontract digital signage content. Evaluate the time that might be put into this task. Is it taking away from other tasks? Is there enough volume to hire a content creator part or full time? Does that content creator understand enough about communication strategy and design to maintain a successful digital signage deployment? Maybe so, but in evaluating ROI, it may be discovered that subcontracting the work as needed is the best solution.

Working with a digital signage content creator can be a big benefit to business. For example, college campuses use digital signage to share important communications and news campus wide, and to create a stronger student experience.

For a workplace environment, digital signage can play a major role in corporate communications and employee and customer experience. Think about the many ways you can bring your brand into your space and drive a lasting impression on those who visit and work in your space.

The Strategy

strategy for digital signage content does not need to be complicated. It's a matter of answering a few simple questions:

  • What message do you need to communicate?
  • What experience are you trying to create?
  • Who is the target audience?
  • What locations/spaces are you focused on delivering the message or experience?
  • What's the desired outcome as a result of implementing digital signage?

With those questions answered, it should be clear whether content creation is a job to handle in-house, or if a service is needed to develop the right content for the right time, place, and audience. While some organizations may have the capacity to develop the content, they don’t always have the time to create the content strategy.

Whoever is generating the content, here are a few guidelines to keep in mind:

  • Keep it simple.
  • Understand the likely dwell time for engagement and plan a call to action accordingly.
  • Keep the content fresh. 
  • Understand if your goals are communication oriented, experience oriented, or both.

The Bottom Line

Don't be afraid to work with content specialists and AV integrators to get the job done right. It's exactly the reason organizations in retail, hospitality, education, corporate, and elsewhere seek expertise for their content strategy. Regardless of your knowledge about digital signage, HB Communications can help you with a holistic approach to content strategy, development, and management. 


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