The cost of creating and managing content can become onerous, particularly for small teams with limited resources. What are your secrets for effective content creation on a modest budget?”
Creating effective content on a limited budget can be a challenge for any business. But a big budget doesn’t always mean better, and there are many ways of reducing costs while still executing compelling creative for digital signage.
Original content and custom photography is ideal, but you can avoid expensive photo and video shoots by using stock imagery. Many brand and content creators take advantage of the very affordable and incredible range of high-quality photo and video assets available from stock photography distributors. You can also build an asset library by picking up stills and video footage from television or print advertising shoots your brand or client might do. If you build a generic creative asset toolkit, you can repurpose or recycle throughout the year and reduce the need and frequency to invest in new content creative.
Look for opportunities to partner with another brand to not only cross-promote offers, but to also share the creative development costs. Take full advantage of any co-op funds you might have with any brands or venues that you are working with.
You can also partner with a small digital creative design agency to avoid the large agency fee structures as digital signage isn’t broadcast creative so the creative development costs shouldn’t be the same.
Lastly, continue to evaluate how often you need to change your content, and devote time to manage the curation. It’s very helpful to understand how often your target audience is actually seeing the content when you’re trying to determine how often to change it out. If your audience is made up of mostly infrequent visitors to your store or venue, don’t invest in changing content more often than needed. And if you can, avoid showing price points that might change based on seasonality or sales trends. This will reduce the time and cost for creative editing. Also, schedule short playlists that don’t require frequent revision.