Digital Signage Content That Boosts Visibility and Brand Awareness

The Role of Digital Signage in Content Marketing

Making strong connections with your on-site audience can improve their perception of your brand. Whether your workplace is a hospital, a retail setting or any other brick-and-mortar business, digital signage lets you provide insight and answers, while telling your brand story.

Considering the following elements:

• Motion: Movement catches the eye, so digital content can capture attention in a way that static images can’t. Use motion to signal urgency and encourage people to look and interact.
• Color: Color creates contrast and improves readability. Incorporating your company colors also supports brand recognition.
• Dynamic content: Updating the content regularly keeps information relevant and gives employees and frequent visitors a reason to keep watching. Also, timely messaging promotes interaction.

 

Digital Signage Content Ideas

Digital signage content can be broken down into categories, including informational, user-generated, interactive and branded. Depending on your industry and the purpose of your signage, you can use a combination of those groupings to serve your audience.

Here are some digital signage ideas to consider.

• Announcements: They may include company updates, special offers, safety alerts and triggered content that’s specific to each customer. Adding announcements keeps your content fresh and sends signals to viewers to check back regularly.
• Social media feeds: Use existing content from your social media platforms to build your credibility by showcasing your online reputation. You can also share user-generated content like reposts, comments and reviews.
• Behind-the-scenes content: You can use images and video to showcase your employees, product creation and walk-throughs that highlight your company culture and personality.
• Seasonal content: Acknowledge holidays and seasonal events in your digital signage content to enhance engagement. You might include holiday countdowns, contests or themed promotions.
• Industry-specific news: Turn your digital signage screens into hubs of industry insight. Provide relevant content based on your audience’s interests to position your brand as a credible source of information.
• Interactive content: Touchscreens, polls, movable maps, QR codes and motion-activated content convert your displays into engaging media centers. They give users control and improve their access to information.

 

Strategies to Build Brand Awareness

It’s important to create a strategy before generating content. That includes determining the tone of your messaging, the audience you want to address and your goals for each piece of content. Each element of your digital signage should support your initiatives to promote consistent communication.

You’ll also need to set brand guidelines, especially if you have signage in multiple locations. That includes:

• Logo size and use
• Color palettes and typography
• Animation styles

Additional tips:

• Use high-resolution photos and videos.
• Limit CTAs to one per slide.
• Keep slides on screen between 15 and 30 seconds.
• Avoid constant movement.
• Use scheduling programs to align messaging with a time of day or season.

 

How to Measure the Effectiveness of Digital Signage

Monitoring your content performance helps you understand what works and what doesn’t. There are a variety of content management systems and analytics programs that allow you to track the performance of your signage.

Here are some suggestions.

• Review dwell times to determine how long each customer remains on a specific screen. Longer timestamps suggest stronger engagement.
• Assess interactivity through screen taps, swipes and activity completion.
• Track QR code scans and the actions taken afterward.
• A/B test different messaging and design elements to determine which option resonates with your audience.

 

Curate Custom In-Store Signage for Your Brand

We can help you make the most of your brand’s visual elements with optimized digital signage. SensoryMax offers digital signage solutions that captivate and engage with powerful visuals. Learn about our signage services and contact us to discuss details.