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Unleashing the Power of Digital Signage by Keith Kelsen

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2 Content Strategy: Methodology and Process

 

Before a marketer can create any content for a digital signage program, it’s important to understand a number of things about the network—to make a kind of preliminary survey of the landscape. If it is a new network then a strategic blueprint will have to be created before screen one is deployed. What you learn in this initial phase will inform a host of later decisions that are vital to the network’s success in communicating your messages to the intended audience. It can take some time to create a strategic plan and will require those new to digital signage to learn some new concepts and terminology. This often runs into a countervailing force—the pressure to get a network developed and operational ...

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