Once you've made the decision to invest in a signage network, you'll need content. Too often, new operators become so excited with the hardware and software that they completely neglect what they'll put on the screens. Without having messages to display, the signs become a money pit, unable to generate an acceptable ROI. In this article, we'll explore different types of content that you can use to grab your audience's attention and compel them to take action. I'll also describe a way in which you can cut costs and make your content creation easy.

How To Make It Compelling

Before we get into the various types that you can create, it's important that you have a clear grasp regarding the factors that make people take action. Your investment and deployment of your digital signage is built upon the expectation that it will encourage people to act. It's only when they do act that you can achieve your ROI.

There are 4 items that you should focus upon whenever you're designing new messages for your network. They include the color and contrast of your images or videos, a message that is both simple and clear, and an effective call to action. If your images and videos focus on those 4 things, your audience will find your message much more compelling.

Static Creatives

Some of the most effective messages are static. A lot of times, network operators are dazzled by what their signage can do with full-motion video or moving images. While there is a time and place for those types of media, they're often used with the wrong purpose: to impress rather than compel the audience. By contrast, a static piece of creative won't impress many people. But, it can focus on the fundamentals of what causes people to act. And when you're trying to compel your viewers to do something, that's critical.

Animation

If static creatives are so compelling, why use anything else? The reason to do so is because animation (and in some ways, full-motion video) can often achieve an effectiveness that a static message cannot. For example, you may want to use animation to support an existing television advertising campaign. Just remember, animation loses its ability to compel an audience when it departs from the fundamentals described above.

Full-Motion Video

For most signage network operators, full-motion video should be used sparingly. Like animation, it can be effective. But, it's very easy to lose control of your purpose. It's also very expensive to produce. Unless you have the budget and the need for full-motion video, it's probably best to avoid it.

Repurpose Current Creatives

If you've consulted with a creative design agency, you'll already know how expensive new content can be. Fortunately, there's an easy way that you can produce new signage content while saving money. The key is to repurpose any of your existing creatives. If you send mailers or brochures through the mail, they can be used on your network. In fact, anything that your company has in print or on your website can be repurposed relatively cheaply.

Besides having a ready source of usable content, there's another major advantage to repurposing. By using the same creatives and messages from your marketing materials throughout your signage network, you can leverage its impact. Chances are, your marketing materials are building your company's brand. Using it on your signage reinforces that brand in the minds of your customers.

When you're ready to start creating compelling content for your digital signage network, consider what I've explained above. Use color and contrast, keep your message clear and simple, and include a call to action. Stick with static creatives most of the time and use animation and video when it's necessary to do so. Finally, repurpose your existing creatives for a cost-effective, brand-building content source.