In this post we will review our top three actionable tips of how to build a content strategy for workplace digital signage that drives success.
These are the first steps you need to know to create the plan to maximise the impact AND to avoid one of the key issues to the failure.
How to make sure that we will be successful with the implementation?
How can we manage the content update process in the long run with our resources?
How to avoid the number one mistake companies have previously made with workplace digital signage?
We will touch on these topics in this blog.
So, let's dive right in.
Follow these easy three steps, including actionable tips to successful content strategy planning, before even thinking about buying or installing screens.
Step #1. Maximize the impact - start with the audience and objectives
The right messages need to be delivered to the right audiences. This requires identifying the target audience groups and knowing your audience.
You might think that, yes we know our employees - that's our audience. But take a deeper look and identify different target groups - different operational teams, white collar or blue collar workers, executive team and so on.
You can start by answering the question “Why are we doing this?”. Some are looking into reaching the non desk workers in better ways, while others are driving transparency and sharing information between business units to break silos.
TIP We have listed five typical workplace use cases below to inspire and provoke thoughts. This might help you to identify the main drivers for your investment.
Click the link below to read further:
1. Increase employee engagement with social media
2. Communicate in time metrics in visual format to drive action
3. Increase workplace health & safety awareness
4. Drive intranet adoption
5. Setup a Management or Communications team "war room"
"It should be the foundation of the content strategy to link Digital Signage use cases to support key business priorities." - Tomi Paajanen, Valotalive
Click here to tweet this quote
TIP - Remember to document:
--> Documenting will help your planning. You can also always come back to these topics later to recheck, update your plans and to evaluate your progress.
Step #2. Plan to automate as much content updates as possible to succeed
Do more with less:
One of the challenges that communication & HR professionals have encountered with digital signage is how to keep up with the need for producing new content updates to stay relevant for the target audiences.
TIP Plan to automate as much content updates to digital signage as possible to ensure success.
--> Plan to automate as much as possible or even everything.
How can we do this?
Content planning will help in doing more with less.
One of the dominant factors for success in workplace digital signage usage has been the ability to automate all or most content updates to keep the displays alive and engaging.
We have seen that one of the dominant factors for success in workplace digital signage usage has been the ability to automate all or most content updates to keep the displays alive and engaging.
How to automate content? - as an example:
Engage employees with the content in business's social media channels
Promote the news in your intranet by highlighting the latest topics on digital signage screens.
Share the latest Press Releases from your media monitoring tools such as Cision or Meltwater
Simply put, automation means repurposing the great content you already have.
All the relevant content already exists in different business applications, there's no need to publish it twice.
Avoid this risk for failure:
The number one reason why customers have previously failed with digital signage in the workplace has been the laborious manual content management. You can not rely on updating all content manually. It is impossible to stay relevant with just manual updates.
Step #3. Use “Extremely up-to-date information”
How to grab and maintain the attention of the audience? The main challenge for anyone operating Digital Signage is Display Blindness. Dr. Jörg Muller, in his research, has described this as follows:
“Similar to the effect of Banner Blindness on the Web, displays for which users expect uninteresting content (e.g. advertisements) are often ignored.”
The key to success is to display relevant and engaging content. Relevant in this context means what is meaningful for me at that moment.
There are content services to use in making sure there are up to date information on at all times:
“If people are to be expected to put up with turning on a computer to read a screen, they must be rewarded with deep and extremely up-to-date information that they can explore at will...”, are some of the words from Mr. Gates’ article.
TIP Keep it relevant and up to date.
Relevant in this context means what is meaningful for the target audience at that moment.
Keeping your audience in mind think how you can add value to their daily operations. Combine live KPIs with relevant work and off-work related news.
To recap - start your planning with:
Audience and business drivers
Plan to automate most or all content updates
Stay relevant - use up to date information
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