Once upon a time, digital experiences were created by a designer and maybe a UX architect sitting down and thinking through what certain web pages or screens would look like, how they might link together, and then handing the whole shebang to a copywriter to “fill in the blanks” before shipping it off to a developer who was probably just going to rebuild the whole thing anyway. That was, hands down, the very worst way to create a website or app, at least since the days when we were trying to do all that stuff in print software. (Oh, that was a riot.)
Today, at Edgar Allan, we thankfully don’t do things so clunkily (see more about our collaborative content design process here). We take the time to not only consider content creation a real part of the web development process from the start, we also take a step back before putting any pixels, words, or ones and zeros anywhere to consider what information your audiences need and how they need to receive it. We do it via content discovery – a process that kicks off with an immersive workshop designed to explore your audiences’ expectations, wants and goals – and ends with a digital experience that makes way fewer guesses (and is way more successful).
So, what is content discovery? It’s the process of determining the kinds of content that your audience is looking for, so that you can produce what they’re looking for. Through a variety of techniques and strategies, the process uncovers the best content that meets the needs and interests of your audience so that you can keep them engaged, drive traffic to your website, and establish your brand as an authority in your industry.
Some of the principles and practices of content discovery we use here at Edgar Allan:
Know your audience: Before you can write a single blog post or make a TikTok, you must first understand who your audience is and what they’re looking for. This requires research, analysis, and empathy. You need to know their demographics, their interests, their habits, their goals, and their pain points. This information will help you know the kind of content that will resonate with them and address their needs.
Use search engines: Search engines like Google, Bing, and Yahoo are powerful tools for content discovery. We use them to search for keywords, phrases, topics, or specific websites to find relevant content. We also use advanced search operators to refine your search results. Using search engines during the content discovery process will also help your brand identify the types of keywords you should be targeting. Including those keywords in the content of your website will help with the site’s search engine optimization and its performance on search engines like Google.
Use social media: Social media platforms like Twitter, Facebook, and LinkedIn are great sources of content discovery. You can use them to search for hashtags, keywords, or specific profiles to find content that your audience might be interested in. You can also follow influencers, thought leaders, or experts in your industry to get insights and inspiration.
With the abundance of content available online, it can be challenging for businesses to stand out and reach their target audience. Through content design, we address this challenge by providing a comprehensive approach to content creation, curation, and promotion.
The Edgar Allan team of experienced content designers begins by conducting extensive research into our clients' target audience, including their interests, preferences, and behavior patterns. We use this information to create a content strategy that is tailored to the unique needs of each client.
Our goal is to provide our clients with a comprehensive suite of services that can help them achieve their marketing goals and grow their business. We are committed to staying up-to-date with the latest trends and best practices in digital marketing.
If you're looking for a partner to help you with your content discovery and digital marketing efforts, consider Edgar Allan. Contact us today to learn more about how we can help you reach your goals and grow your business.
We're working on some amazing content for you... in the meantime you can read up on our other services or check out our blog.