The bar is continually being raised in both digital signage and the digital workplace. Audiences are technically and editorially savvy and have come to expect high-quality content that is timely, impactful, and actionable. Simultaneously, big data, social media, and a fast-moving business environment are forcing communications pros to produce and deliver content quicker. This has put enormous pressure on content producers to consistently deliver a superior product. Templating content is a great way to work more efficiently, but maintaining a high standard requires having a dedicated creative team in place to supervise the production process.
The ideal production team should be led by two individuals: a multidiscipline content producer who can write, work in different media, and has a keen understanding of the corporate brand; and a data analyst who can break down content consumption, confidently examine what kind of content works and what doesn’t, and can go beyond the numbers to provide visibility into trends. Together this inventive duo can work as a perpetual feedback loop to produce content, assess its impact, refine or modify content, assess, and drive new content.
Naturally, the production team does not work in isolation. Their work is part of an over-arching communications strategy that provides them with direction and objectives. They may also have to bring in other specialists or additional resources depending on the project. But the production team has an essential responsibility to help ensure that the audience they are producing for “gets it,” that the content excites and motivates them, and ultimately that the content “sticks.”
Vern Freedlander is vice president of production services for Montréal-based X2O Media [www.x2omedia.com], a full-service provider of technology, network management and content services for professional digital signage applications. With more than 20 years of broadcast television experience as a producer, director and executive, Freedlander oversees all of X2O Media’s content initiatives. He can be reached at [email protected]