Despite the advantages that digital signage can offer, not having the right content can mean the message being conveyed is ignored or overlooked. One of the main advantages of digital signage is the ability to update content quickly.
Content that isn’t updated regularly can quickly become irrelevant and out of date. As a result, audiences can become disengaged as the content is old or no longer relevant.
As such, those currently using or wanting to install a digital signage solution will need to ensure that the content is refreshed so it remains relevant, appealing and most importantly their audience remains engaged.
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Content Automation: How Many Times Should Content be Updated?
There is no hard and fast rule regarding how often content should be updated. However, to ensure that you are capturing the attention of audiences, you should consider a regular schedule that changes up the content and keeps it fresh.
Some may already be alternating their content, but the frequency of change can be an important factor.
Content updates will vary depending on the location of the digital signage. For example, internal signs for employees may need to be displayed longer. If the information does need to be on show for an extended period, then it may be worthwhile introducing other content to complement the message.
The inclusion of a live news feed or social media updates can be some of the ways to ensure content does not become stale within a short duration.
There is a term in the advertising industry known as effective frequency. The term refers to the number of times a person is subjected to content before the information is retained, while also ensuring the content is not overexposed.
There is much debate as to what this means and how it should be applied in different industries, but a three-exposure rule was penned by Dr Herbert Krugman during the 1970s.
Krugman stated that upon the first introduction to the content, a person will be curious. A second introduction will allow the person to ascertain whether the product or service is relevant, whereas a third exposure leads to a decision.
Others argue that a user needs to be exposed 7 times to a message for it to have any effect.
Of course, a lot has changed in 50 years, and the research carried out is related to dated forms of advertising. However, the way a person engages with content can be very similar, so offering varied content that conveys the same message can be a great way of achieving recall with viewers.
Add Seasonal Content Updates To Your Screens
Community engagement is vital for a local business to thrive, and the addition of greetings during different celebrations can be a long way to developing long-lasting relationships with customers.
There may be an instance where discounts will be provided throughout the Christmas period. This information can be displayed alongside Christmas greetings and regular messaging. Holiday greetings can also be a fantastic way of promoting other digital channels, including websites and social media accounts.
Content can be created in alignment with different celebrations and events throughout the year, including Easter, Halloween, and Mother’s Day. The introduction of greetings and well wishes can also be the perfect time to promote products or services, reinforce internal communications and remind people of their shift patterns.
In summary, adding seasonal content into the mix is a great way to keep your screens fresh and engage your audience.
How to Create a Schedule for Content Changes
When creating a schedule for content changes, many factors need to be considered. Firstly, it is determining what type of audience will be viewing the content. Although some may assume that internal communication is less important than advertising, this isn’t the case.
Research has shown that good internal communications can increase productivity, and the updating of digital signage is the perfect way of keeping employees informed. The content on display could make use of videos, podcasts, and infographics.
The right type of schedule is one that works best for the digital signage application. A business offering several products and special offers will need to ensure that content is changed regularly. The business can also schedule content for different times of the day to meet different promotional requirements.
Create Content in Advance
Although content should be changed regularly, it is important to ensure that the content being presented will connect with the desired audience. The creation of a schedule allows milestones to be created, allowing for time to be taken on the content being produced.
Rushing content can be just as detrimental as not updating the content at all, so ensuring time is set aside means that the content will have a greater impact.
With digital signage scheduling software, users are able to create content and set it to play up to years in advance. This can help users build a highly efficient screen content calendar.
