An Integrator’s Guide to Digital Signage Content

One way technology integrators can set themselves apart is by helping their end users develop content for digital signage and interactive screen technology once it’s installed. After all, no one will be completely satisfied with their new tech tool if they don’t know how to use it, or if they use it poorly and don’t get the returns they expected. While we don’t mean that integrators should be considered responsible for the content of the digital signs they install, leading clients in the right direction adds value and makes them feel better about the purchase. Here are three easy tips any integrator can use to help clients with great content for their new or existing digital signs.

1. Help Them Assess Needs and Desires

Technology integrators don’t just show up to install technology, they offer solutions to client problems, and those solutions happen to involve technology. To truly know how the digital sign will serve the client best, and what kind of content needs to be on the sign, an integrator needs to know what their client wants to achieve with the sign. The hardware itself is just the first step. Ask the client questions about what they absolutely need the digital sign or interactive screen to do, and then push them to go further and describe what it would do in an ideal situation.

2. Know Your Limits

It’s great to know all the information about what the client needs and wants the digital sign or interactive screen to do, but design, programming, and integration are all different wheelhouses. You can definitely help the end users strategize about the screen’s content, but don’t promise to facilitate or take on the content development process unless it’s something you can actually do. Consider finding some good, expert vendors in design, content writing, programming, and other areas who can support your conversations about content from day one.

3. Show Them Good Content

Many end users think that Powerpoint and Photoshop can carry the day when it comes to digital signage. While those tools can certainly work, putting different kinds of content that have been professionally developed in front of the client will show them not just what the sign can do at the bare minimum, but what it can truly accomplish when it’s used to its best capacity as a tool. Make sure you know (at least vaguely) how the content you demo was created or where the client can buy similar content. Showing off different kinds of content can also help the end user narrow their focus if they want the digital sign or interactive screen to do many things.

You probably never thought that commercial technology integration would mean needing to help digital signage end users develop videos, menu screens, or slide decks. Realistically, it still doesn’t quite mean that, but today’s industry does demand that integrators be able to answer questions about digital signage content, help their end users decide what kind of content they need, and point them in the right direction of a content provider or partner.

 We can’t wait to attend the Digital Signage Expo next week in Vegas and meet all kinds of industry experts in this field. If you’re a commercial integrator of digital signs in need of technicians to do quality work and represent your brand well, we’d love to talk more about how DiverseNet could be a great partner for you. 

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