ASK THE BOARD: Refreshing Content

How do you develop a strategy to refresh content?
This week’s question is answered by members of the DSE Advisory Board

Read the Answer by Jonathan Dodge

“Content is the crux of any digital signage platform, and the content strategy is the starting point for new client discussions. There are several steps that can be taken to develop an effective strategy…”
EVP, Business Development – Freshwater Digital Media Partners

Read the Answer by Steve Glancey

“A network owner should start with defining these variables in order to develop a strategy for refreshing their content. -Refresh Rate = How often a content item should be replaced in a playlist/library…”
Vice President Business Development – ScreenFeed

Read the Answer by Ignaz Gorischek

“As we all know “Content is King.” And if that is the case, why is so much of the content that is shown mundane and sometimes boring. Do we really need to see a large 50 percent off alert flashing across the screen…”
Vice President, Retail – CallisonRTKL

Read the Answer by Bryan Meszaros

“The challenge is helping the client create a budget that extends for the length of the year. Most clients tend to think about content once a year, and when there suddenly comes a time to refresh pieces of content, the budget is depleted.”
CEO & Founder – OpenEye

Read the Answer by Jim Nista

“We deal with a lot of data-driven content (instead of videos and images) so the strategy of keeping things fresh is often resolved before we even deploy. With data-driven content, such as information coming from third-party APIs, content is always live and fresh.”
CEO – Insteo

Read the Answer by Marcos Terenzio

“Many techniques can be used to keep your content fresh, but it all must start with a clearly defined strategy. Too often, content is left as an afterthought, and even more often, a plan to update the content and keep it relevant and fresh is completely overlooked.”
Digital Creative Experience – Shikatani Lacroix Design

Read the Answer by Mark Zwicker

“Efficient and effective content refresh occurs when you are closely aligned with the marketing calendar. For those of you who have been kind enough to read my previous responses, you will know we believe in COPE (Create Once. Publish Everywhere.).”
Senior Vice President, Enterprise Business Development – St. Joseph Communications

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