When you get your digital signage implemented, it is the shiny new toy that you finally got your hands on. But what happens after the first 90 days when the content starts to become stale? Instead of letting your digital signage become a burden, utilize it properly by developing consistent content that is relevant to the organization.

Why 90 days?

No matter when your fiscal year starts, 90 days marks an entire quarter. Within a quarter, messaging can change, priorities can shift, and budgeting can become limited. That being said, when you plan your fiscal year’s content strategy, make sure you take your digital signage content strategy into account as well. Maybe one quarter you want to place emphasis on one campaign, while the next you want to promote a trial download. Digital signage is a great place to showcase your company’s quarterly efforts.

Many times, with digital signage, there is a lack of a content strategy when it comes to it. When in fact, you should treat your digital signage as if it were as important as the white papers or blog post that your company aims to create throughout the year. Think about why your company spent the time and money implementing digital signage hardware and software. What is it looking to achieve? These answers can help propel the use and value that you place on digital signage throughout the year.

Creating the content strategy

We mentioned above how key it is to develop a content strategy around digital signage so it can be proving its usefulness past 90 days. Oftentimes, companies with digital signage tend to reuse their content quarter after quarter. Don’t let yourself fall into that trap! Keep it fresh with new content. Don’t know where to start? Think about the other campaigns that your company is running. Maybe it’s a sales campaign or email nurture or banner ads on LinkedIn. Whatever the case, leverage the messaging that these campaigns are running and use them for your digital signage.

Digital signage is a great form of digital media to showcase anything unique that your company is working on. Partnered with a sports team? Show that. Have a really cool customer case study? Use that. When it comes to creating the content strategy, the possibilities are endless when it comes to content to promote. Not only that, using digital signage is a cost-effective way to tap into your company’s brand awareness efforts.

What if I don’t have time to create a content strategy?

You’re not alone; we all feel the pressures of time when it comes to creating a digital signage content strategy. For most of us, it’s not on our list of top priorities as we are focused on achieving other goals. If that is the case for you, utilize a third-party content consulting company that specializes in media to help you with the content strategy of your digital signage.

If you’re hesitant to let an outside vendor take over your digital signage content strategy, don’t be. Most of the time, these vendors are experts in sitting down with clients to understand what they want to achieve with their digital signage and deliver on that. Good vendors focus on building a personal connection with their clients in order to understand their needs and pain points. Additionally, they retain your company’s messaging, aligning the digital signage content strategy to that. So if you don’t have time to create your own content strategy, enlist experts to help.

The results of a digital signage content strategy

Especially if you look outside the company to help develop your digital signage content strategy, you are probably wondering what kind of ROI you’re going to see. First and foremost, new and fresh content on your digital signage is going to better engage and resonate with viewers. They are going to be able to connect with the content that you present and are more likely to act on it. If you shared information for a trial download, you might see a spike in trial downloads for the quarter. Remember that case study you shared? You might see a spike in page views over the course of time. These results are just a sliver of the types of engagement you can see with fresh digital signage content.

When it comes down to it, there are a number of metrics you can look to see how your content is performing. An increase in social media followers is an example of one of these metrics, given that you put social media icons on your signage. Impressions can be another. With tools or estimates, you can see how many impressions your digital signage is likely to have, which of course depends on where it’s located. Take some time to dive into the metrics that can result by changing the content on your digital signage. You never know what you might find.


Don’t let your digital signage content fall flat after 90 days because you don’t have a strategy to keep the content fresh and engaging. With firms that specialize in creating digital signage content strategy, you have no excuse not to churn out fresh content throughout the year. Keep your digital signage content a priority, and it might just pay off in the long run.

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