A brand may have the most powerful and full-featured digital signage software on the market, but its objectives will not likely be met without a smart content development and deployment strategy to pair with this cutting-edge technology. With such strong IT foundations, it only makes sense that brands take the time to devise a compelling content strategy that takes advantage of the software's full capabilities.

Unfortunately, many brands miss out on this core concept, later to find themselves with a lopsided signage deployment that fails to fulfill its potential. So, how can signage project leaders ensure that they are leveraging their content to the fullest degree? Here are a few points that strategists should keep in mind to make the most of their signage investments through the use of dynamic and well-positioned visual content. 

Combine forces of video and text
One of the most common shortcomings in the world of digital signage stems from the overuse of a single content type and neglecting to include other key formats. Today's signage systems are capable of displaying rich video and text files, but many brands aren't able to create a stream of content that reflects the best of both worlds. In a recent article for Digital Signage Today, contributor Christopher Hall argued that this one-sided strategy makes little sense for a company looking to maximize the impact of its investments.  

"Don't leave opportunities on the table with mismanaged content."

Hall recounted two situations in which he witnessed signage leveraged with only video or text content. His argument was sound, highlighting the fact that these brands left opportunities for greater engagement and calls to action on the table. Project leaders should learn from this anecdote and evaluate their own signage systems to see how their content type ratios shake out.  

"If you have the capacity for video, why wouldn't you use it, instead of simply recreating on a dynamic display what you'd have on a static display? And conversely, if you have a digital sign, why not use it as a sign, instead of just showing pretty video and essentially turning it into a TV? One is an expensive sign board; the other is a nice atmospheric piece with no call to action," noted Hall. "Neither is fulfilling the rich potential digital signage offers."

Avoid other common content pitfalls
Aside from the types of content a brand chooses to display, there are other problems that can hamper the impact of these visual messages. A blog from Digital Social Retail pointed out that content strategies can suffer from an overload of text on display, bland color scheme and font choices, poor brand message alignment and distracting use of motion onscreen. Furthermore, transitions may be poorly timed, moving too quickly for the message to take hold or lingering for too long, leading to disengagement. 

While content may not be the first thing that comes to mind when deploying digital signage software, brands must pay close attention to this visual component and ensure that every message hits its mark.