The 4 most common digital signage content mistakes (and how to fix them)

July 24, 2015 | by Kelly Eisel
The 4 most common digital signage content mistakes (and how to fix them)

Great, so you have successfully deployed a digital signage solution that fits your needs. You've followed all the proper deployment rules and have signage installed in strategic locations, and you can navigate the CMS software with the best of them — but do you actually know how to reap the benefits of digital signage?

The answer is having eye-catching fresh content. Sound painful? You're not alone; many users struggle to keep their content looking awe-worthy! The good news is that most common digital content blunders are easy to remedy! After making a few simple changes to their strategy, users usually see an instant increase in audience engagement. To get you started, here are the four main mistakes customers seem to make when creating content for their digital signage:

1. Boring content

It doesn't matter if you're running 1080p or 4K resolution screens — drab content will ruin your whole deployment. Digital signage is meant to attract attention and encourage engagement. If your content is black text on a white background, you might as well throw a tarp over your signs.

While there might not be anything you can do to pep up a message like: "Meeting in the Conference Room at 3 p.m.," you can make the appearance fun. Photography is a tried-and-true method of engaging audiences. Stock photography is a helpful resource for embellishing generic messages, and websites like Canva allow users to create and edit graphics. Motion graphics can easily transform slides from boring to mesmerizing. Digital signage users can also create short, animated video clips to turn longer messages into appealing content.

2. Stale, moldy slides

I used to work for a company that ran the same five campaigns on their signage for months on end. It was annoying to an almost torturous level. I remember thinking: "If I have to look at the 'Welcome New Hires!' slide one more time, I'm quitting." (In my defense, the "new hires" mentioned on the slide were already up for their yearly reviews.)

Don't drive your audiences to insanity. Viewers want fresh content on a consistent basis. Even if you don't have a new message to play, change the visual appearance to give old messages a new light. A quick change of the color elements and static visual graphics can work wonders. Purchase a few integration and applications from your CMS provider to automate new content for you.

3. Information overload

Here's the lunch menu, a message from the CEO and a fun fact — you have 10 seconds to digest all of that! Go!

Lack of focus leads to confusion. Digital signage is meant to streamline communications, not muddle them. If one slide covers all the topics of your newsletter … you're not using the medium properly. Keep asides to the side and limit the content of the slide to one idea: "BBQ Cookout: Friday, July 24, 2015, 1-3 p.m."

4. Death by novel

You know the saying: "Brevity is the soul of wit." Audiences want brief messages that are easy to digest — so long text passages in a tiny font size equals a content disaster. If your audience doesn't get the message in 3 seconds, you need to delete some text.

Remember, this is digital signage — not an essay writing contest. Paragraphs are a turnoff. Try to keep your message to two short sentences at most. If you can't limit your text, then split your message into multiple slides.

Don't limit the effectiveness of your digital content with silly mistakes. These are easy fixes, and can only lead to improvement. Viewers must stay engaged with fresh, relevant content so that you get the most out of your digital signage.

Topics: Content, Content Design and Aesthetics, Content Management

Kelly Eisel
Kelly Eisel is a copywriter for Industry Weapon. As a millennial, she provides a unique prospective to the digital signage world. wwwView Kelly Eisel's profile on LinkedIn

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