ASK THE BOARD: Consider the Future

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What are some effective ways to future-proof your content?
This week’s question is answered by members of the DSE Advisory Board
CONTENT COUNCIL

Read the Answer by Steve Glancey

“You can’t “future-proof” content. All content has a subjective shelf life. I say “subjective” because it is important to establish that we’re talking about best practices when answering this question.”
STEVE GLANCEY
Vice President Business Development – ScreenFeed

Read the Answer by Gary Halpin

“There are a number of ways to go about making your content evergreen. If you have a solid creative campaign going, such as one that is meeting the goals of the network (i.e., content strategy), then maybe there is a way to either make these ‘donuts’ or…”
GARY HALPIN
Co-Founder & Managing Member – Agency 225

Read the Answer by Pat Hellberg

“Two things: 1. If your organization produces other content, i.e., marketing/sales/product information that appears in other platforms, make sure you change the digital signage content when you change the content in the other platforms. “
PAT HELLBERG
Principal & Brand Consultant – The Preset Group

Read the Answer by Bryan Meszaros

“It’s hard to develop a singular piece of content that needs to remain relevant without some type of dynamic data attribute. Content developers often overlook the ability to “template” their designs, which allows for certain elements to be dynamically altered.”
BRYAN MESZAROS
CEO & Founder – OpenEye
 

Read the Answer by Jim Nista

““Content” means a lot of things. Videos, images, interactive messaging and data-driven HTML5 come to mind. One challenge with video and interactive content is that they are time-consuming and costly to create and update, especially when dealing with live video production.”
JIM NISTA
CEO – Insteo

Read the Answer by Mark Zwicker

“Introducing evergreen content is one of the most effective ways to future-proof your content. When we create evergreen content, we generally want it to have a minimum shelf life of a year, but it can easily be relevant for two or three years.”
MARK ZWICKER
Senior Vice President, Enterprise Business Development – St. Joseph Communications

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