Quality content has become very powerful now more than ever in the world of digital advertising. Of course, the main reason being the rapid development in technology over the past 20 years, which is very much visible to the naked eye. When the internet initially came about, it was all about coming up with good, engaging and entertaining content, and content was king. More recently though, people have forgotten the value of good content and are putting their focus on the available channels such as outdoor digital signage, indoor digital signage, mobile LED signs, marquee signs, and so on, through which content can be broadcasted.
What is the definition of good content?
What constitutes good content is an issue that has been constantly debated. Academically though, it can be stated that good content must arouse emotions and motivate consumers to resort to a certain behavior. In terms of design, content should be legible, straightforward, and appealing to the eyes. If your LED sign boards succeed in doing that, the same content will almost always work in different types of channels, whether it is a bigger full color LED sign or a smaller custom LED sign.
There is one important thing to keep in mind if you want to succeed in terms of communicating with your target market: the power of creative communication has always been and always will be a combination of human creativity and imagination as well as the power of technology. In reality though, our technical obsession may result in overriding the importance to be given to human creativity and imagination.
So, these are some things that designers must keep looking back at time and again when designing content for indoor and outdoor LED signage.
Tailor your message to the channel
It is true that your message must be tailored to your channel. It is the basic foundation for every content management officer. If you don’t adapt your message to the channel, you will go wrong. But, giving priority to the channel as the starting point for deciding how you will communicate, is also wrong, and will in turn lead to poorer content and ineffective communication. Looking at it from a practical point of view, it is easy to see how most digital signage content designing has come to the strategy of putting the channel first. A steady stream of new channels has been given to us regularly with the advances in technology, but to some extent, these channels are overlapping with each other, and each of these have quite a clear group of users.
An ideal example to try this important strategy is to place your ads on Facebook, TikTok as well as print media. This will provide exposure to different target groups and also to different formats of marketing. However, your content must be based strictly on your business. What do you want to sell? What do you want to convey? Keep in mind the strategy that it is the content that should be in control of the channel, not the other way around. Your targeted groups will diversify and you will need to increase the number of channels used. In that process, don’t lose sight of the core values of the story to be told. Focus on the core message relevant to your brand and product.
A passionate marketing executive, Monika Lindquist once said: “Consistency has always been a pre-requisite for success and will always be”.
Basically, what we at LED Craft Inc are trying to explain to digital signage investors here is that when someone wants to talk to you about the channel to be used in your advertising campaign, first make sure you have complete control of your content strategy. And maintaining consistency in that content strategy must also not be overlooked.