June 28, 2016

This Is What Your Digital Content is Missing (And Probably The Rest of Your Content, Too)

If content is king then it is fair to say that content management is the ace. Creating powerful, motivating, visually appealing traditional and digital content is key to attracting customers, educating audiences and impacting your network.

At Freshwater, our mission has always been to provide top quality video production, motion graphics, and digital content at affordable prices for customers big and small. We fill their screens with digital content that grabs attention, educates and excites. And now, we are expanding our efforts in order to provide online content that will do the same.

Creating Content Success

When it comes to content, customers understand the end product. It’s what you see when you open a vlog, or a website. It’s what you see on screens when you walk down the aisle at the grocery store, or when you look up at Times Square. But we understand what it takes to get the content where it needs to be in order to provide what the customer needs and we work with companies large and small to create content management solutions to meet their goals. And we want to share that knowledge with our clients.

And, not many know, but actually creating that content is not the first step in a successful content strategy. It’s not even the last step. It’s only one single step in the content management process. This is what traditional content and digital content have in common. And these are the two worlds that are colliding at Freshwater right now.

So, whether you are looking to create a successful digital content strategy to inform and engage or an intriguing online strategy in order to educate and promote, these are the things you need for content success.

Objectives and Strategy

Identifying your objectives and strategy is critical in order to effectively communicate with your audience. Before you even start writing, ask yourself, what do you want your content to do? And what are the steps you need to take in order to do that?  It’s what we ask our clients before we start creating and it’s what we ask ourselves before we start writing. By identifying goals, we ensure that the messaging matches the network objectives.

To come up with an effective strategy, whether you are creating content for a TV screen or a computer screen, you should know a few things.

  • Who are your customers?
  • When and where do your customers want their content?
  • What content is most relevant to them?

Once you answer these questions, then you can get creating.


When it’s time to create your content, it’s important to keep the above questions in mind. Writing to and for your prime audience helps to create powerful messaging that matches your network objectives.

Whether you are creating content that will cater to a client’s audience or trying to educate your own, there are many factors included in communicating the message without losing the viewing audience’s attention, and it starts with the right content for the right people. Other factors for success depend on the medium you are creating it for. But, for both content meant for a digital sign and content meant for a website or social media other considerations include dwell times (how long the content will run), signage locations (in a store or on a particular website or social media site), & time of day.


Like we said, creating the content is not the last step in the process. Scheduling is about creating the proper playlist for each network or hitting audiences at the ideal times. At this stage, there needs to be an awareness of everything you have already considered- objectives, strategy, dwell time, location, and audience.

If you know your customer or target audience well enough by this point you should have an understanding of when they are most active, when content is most likely to resonate and where that content will have the biggest impact. Utilize this information to create content that shifts and to create a schedule that moves with your audience. Stagnant content, or the same content over and over will fade into the background and become “wallpaper” to the viewing audience.


When you’re done with your content, you’re not really done. Storage, in this case, refers to retaining your original content files for a particular amount of time. Writers are told to never throw anything away. Not a paragraph, not one single sentence. Because you never know when you might want to use it. This same sentiment applies to the digital content you create for your customers and to the content you use for your promotion purposes. Even if you’ve used it, hold on to it. This allows the clients to make updates or changes at a lower cost or allows you to use it as a template for frequent content updates.


You can have the best-written content in the land, but if it’s not part of a larger strategy, then it won’t matter if it deserves the Pulitzer. The right people won’t see it and its message will fall on deaf ears. Freshwater is dedicated to not only providing digital content that will help our clients make a big impact but also to educating our customers through online content. So, keep an eye our blog as we dedicate our time and attention to bringing together both digital and traditional content.


Comment (1)
Freshwater Digital Refresh Your Content With This Strategy - Freshwater Digital
September 13, 2016

[…] 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 […]

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