October 12, 2018
Digital Signage Strategy

Marketing Departments Use Digital Signage to Reiterate Their Content

Digital Signage is the Perfect Marketing Tool

Content marketing is one of the most important tactics in brand success. It allows potential clients the opportunity to read relevant, attractive content about your brand. 

You know we love our stats, so here they are: 89% of B2B marketers use content marketing. Why? Content Marketing costs 62% less to curate, but generate triple the amount of leads

With conversion rates that high, it’s no surprise that 60% of marketers create at least one piece of content each week. That means blog articles, ebooks, webpages, and social media posts. 

All things that you need a computer, tablet, or phone to access. Check your google analytics if you haven’t- channel entry points are only device based. 

In short, content marketing could rule the world if people never looked up from their personal devices. And while we’re almost at that state, people still have moments where they aren’t locked onto their laptops and phones. You heard that correctly- mobile marketing and cta via text is not the answer!

When? you ask. How about when you’re shopping in a store, or walking through the halls of an office, waiting for a device-free meeting to start, in the waiting room of a “no phones please” medical practice. Oh yeah, and places where you can’t login to the wifi. 

What device does everyone have access to that isn’t a personal device? I think you’re starting to understand where this blog is going… 

Marrying Content Marketing and Digital Signage is a No Brainer

So you want your content to be everywhere, because you’re spending so much time creating it. Digital signage is a great way to showcase this content. This rapidly evolving medium allows content creators to transmit their messages to the public- anywhere/anytime. 

They don’t need to click or opt-in or subscribe. They just need to be physically present. 

Take the two communication entities that benefit your company and combine them to create the ultimate brand marketing solution? It’s not a difficult recipe to follow. Just take one part content marketing and one part digital signage. Mix and serve. 

Many businesses don’t have the luxury of a marketing innovation team, and many are in the initial phases of learning about digital signage. Digital signage streamlines communications in any industry, internally and externally. 

You’ve seen these signs before in airports, lobbies, restaurants, and stores. They are taking over the static marketing realm by making content more dynamic.  

Content Quality Means Attention Span Readability

Before we continue - here’s another important consideration: Attention Span. 

Content marketing, while effective, can sometimes intimidate the busy-bodied reader by being too wordy. Studies on attention spans and the internet show that most people are primarily attracted to web pages with limited word content.  

Yet, if you want that SEO score, you need to have 730 words or more. It’s a lose-lose (I think I’m up to 400 works by now on this one.) Not all content sharing mediums need to adhere to these standards if you’re trying to convert prospects. 

Audiences want to consume information presented in a clear, concise manner. In fact, social media posts with 80 characters or less receive 66% more engagement. Guess what? Digital signage is the perfect tool for the job.

Digital signage makes sharing concise information a breeze. It’s eye-catching, high definition screen displays custom designed messages.

3 Ways Marketing Departments Can Automate Content With Digital Signage

Audiences can’t help but stare at the attractive communications. Here are some of the ways content marketing can get a boost from a digital signage solution.

1. Bring Awareness to Your Publications

If your marketing department / communications team / PR specialists are pumping out press releases monthly. Let the signs communicate the headlines and where to read them. 

White papers, blog posts, E-books and any other publications are worthy of digital signage air-time. Most of your audience has no idea that these assets even exist. Simply communicating that they are out there on the net, for the world to read, is the first step.

2. Social Relevant Content

RSS Feeds are an easy way to attract and entertain audiences, especially in a lobby setting. Digital signage tickers can transmit bits of information from categories like: news updates, sports scores, weather reports, and entertainment bits. Viewers will watch the messages pass across the screen with the same level of engagement that they would a television.

Digital signage integration technology utilizes users’ spreadsheets, software systems, and social media sites to automate their data and display information with strategic and compelling design. Automated from existing data sources, these integrations collect the information users want and display it on their digital signage. 

Corporate communications see spikes in engagement when they incorporate graphs and charts into their normally texted-based presentations. Marry digital signage with your marketing efforts and let the success of the combination take your business to the next level.

3. Mainline Professionalism with Digital Signage Programs 

Now look, not every digital signage software provider is going to offer up free content. The ones that do aren’t always giving away quality campaigns here. 

It’s the same with any marketing software- they might give you generic campaigns, but they expect you to manipulate them to your branding standards. 

The good CMS providers will give you content designed to effectively attract your audience and inspire them to act in accordance with your marketing goals. No one size fits all junk. This content is set-it-and-forget-it glory. 

Check this content program out to see what I mean.

Digital signage drives better conversations in the digital age. Marketing is vital in creating brand awareness. Digital Signage has the ability to attract, engage, and retain consumers while informing employees. Marketers spend less time focusing on text and more time creating visuals to relay their message with a greater emotional effect. 

Fellow marketers: Still not convinced? Then look at these powerful stats.