350-Content is Kingv1

8/2/2019 350-Content is Kingv1

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demystifying the content

questionbrian [email protected]



“Telling a story in front of moving traffic is never easy, but “less-is-more”

approach doesn ̓ t waste time and encourages the viewer to actively

move to the next stage of engagement. What happens next is even

more important than the hook. The customer has chosen to invest time in you. Now you have to deliver.”

creating compelling content

Paul Flanigan



Resellers, Account Managers, System Engineers—even content

creators—are mystified by questions regarding the planning, creation,

management, and deployment of digital signage content

demystifying the content question




The question of content—strategy, creation, and management—is

largely a function of marketers/content owners

Marketers speak a much different language and have a different set

of requirement than that of technical decision makers

Addressing these needs can be critical in circumstances wherefunding is derived from marketing budgets






creating compelling content The questions of content—that is

the business and marketing

objectives that drive content

expression—inform technology

decisions The proper balance of both

technology

and content is necessary to

successfully attain goals Creative expression must account

for technology and infrastructureavailable



creating compelling content

Digital signage must be treated as aworthy component of the digitalmarketing mix

Advent of the Web= very little standards & bestpractices= unintuitive, unimaginative sites

The creative execution and strategyfor digital signage must not follow

this pattern!



relevant content experiences

“A picture is worth

a thousand words”

If—and only if—it isthe right picture

in the right place

at the right time

to the right people



the right picture

A function of understandingaudiences/personas—wants,needs, and how, when andwhere they consume content

Analyze how your companyas a brand is presentlycommunicating to yourcustomers, employees—online, in store

Attain an overarching businessobjective the signage solutionneeds to achieve



the right place

Placement and orientation of digitalsignage is influenced by several

factors:- Audience traffic patterns- Line of site and viewing

radius available- Performance objectives:

e.g. inform, educate, increasetraffic, increase sales

- Infrastructure and networkcapabilities





other important considerations

Size and and orientation matters

Just as the height, angle, and size of static billboards on the sides of

freeways are adjusted to provide maximum viewing time and impact

based on traffic flow, the same strategy applies in digital signage

Content expression can be perceived negatively if too large, small, out of sync, or inappropriate with it environment.

You get what you pay for

Creating relevant, engaging and effective content for digital signage is

based on the same principles that influence the quality of other creative

communications: time, budget, and media/technology availability



what you should know about content providers

Not all are the same

Most do not understand the technology nuances

of signage platforms, their full range of

capabilities, and how to advantage them

Many do not have established best practices for

creating content for digital signage

Traditional advertising agencies, even those with

digital/interactive departments can create video

and other content, but may not know how to

optimize it for DMS delivery



1. What DMM, DMP, DMD, DME, MXE, etc. stand for2. How to work with and optimize multiple video

formats/types3. A breadth and depth of experience working with

Flash4. Experience creating on-screen, digital experiences

—the broader the experience the better

5. Web development standards6. That creating content is much more than deploying

pretty pictures and “cool” animations

what your content partners should know



why including a content partner is critical Content success = technology $$ Understands the language and concerns of marketers

and business decision makers Understands the nuances of DMS and the power and

possibilities across Cisco solutions Can answer the critical questions of content Can complete the total investment picture / return on

digital investment (RODI)

Provides resellers complete digital signage solution



content partner-ideal profile

Web, Marketing, & Digital Signage expertise Content strategy & methodology In-house content designers

HTML, Javascript, Flash Video production capabilities

Pre/post production capabilities How to create, compress, and edit video for DMS

Can complete the total investment picture / return on digitalinvestment.

References and financial stability



resources

visit: http://www.ciscoet.com



thank you!

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350-Content is Kingv1