There is no sexy strategy for talking about a metadata strategy, but it plays a vital role in running an advanced content marketing program, especially when new teams, new markets or sectors of activity are concerned.
As the volume of marketing activities and content support increases, the complexity of management can increase exponentially. However, any incomplete administrative control can pose governance problems and make it difficult to answer fundamental questions. So how can teams managing a growing number of marketing programs and a growing library of content plan, organize and measure accurately at a detailed level?
Answer: a strategic marketing taxonomy.
The 101: What is a marketing taxonomy?
It is natural to introduce content strategists or information architects to design the taxonomy of your website or content marketing platform. What categories should a customer filter? How will they navigate the pages? How can you make sure that they find the right information quickly?
But all too often, your asset management system, the content of your program, or your marketing plans are not treated with the same attention. Of course, there could be several lines of attributes on a marketing plan spreadsheet (more on worksheets later) – but does your entire marketing organization talk about it? same language? And do you tag the attributes needed to get valuable audience information from analytics while sustaining your program to deliver new levels of customization?
A taxonomy is a classification method that eliminates the order of chaos. Metadata (tags and the tagging part of a taxonomy) help to support customizations and recommendations, such as Spotify Discover Weekly, which seems surprising. And marketing is about to explode with more chaos as customization algorithms evolve and become more sophisticated, and as consumers expect these custom experiences to become a status quo.
Who needs a taxonomy and marketing metadata strategy?
Essentially, all marketing programs. If you work in a company, run a global local strategy, work cross-sectorally, or manage a mature content marketing program, you need a consistent metadata strategy in your integrated planning, marketing calendar, and manager. assets. For this reason, Gartner included content metadata management as a critical capability for a Content Marketing Platform (CMP) .
Here are the symptoms of a bad metadata strategy:
Time wasted searching for approved assets.
E-mail channels and attachments in abundance.
Worksheets Different teams keep different plans and labels in different worksheets.
One-size-fits-all content analysis reports without segmentation easily available by target audience, subject, format or other key information.
Your integrated marketing program must have a common language. And this language must be used in your technology stack as metadata. You might not see all these flaws of a lack of metadata strategy right now; but in the long run you will do it. Especially as content marketing evolves and integrates more with the larger organization of marketing (and marketing content).
Matthew Ogle explained to Quartz:
"We now have more technology than ever before to make sure that if you are the smallest and weirdest musician in the world, doing something that only 20 people in the world will look for, we can now score between the artist and the listeners. "
Metadata allows marketers to decide and analyze dice to discover information and inform content and campaign planning with the ultimate goal of providing pleasure. Monitor what, how and where assets are most used; identify the most common topics, topics and formats, as well as what works. It also makes it easier for marketers to conduct content audits and fill gaps based on analytics. what does not work yet oversaturated?
A marketing metadata strategy also helps to address the major challenge of real-time customization. According to Gartner, one of the biggest obstacles to customization will be marketers lacking adequate content to meet consumer expectations .
The most sophisticated and successful content strategies use metadata to segment the content into "atoms or dynamic components". Labels and metadata are essential for auditing and allocating these segmentation needs. According to Gartner forecasts, organizations that stand out by their personalization in 2018 will sell more than 20%.
First steps with metadata management
The good news is that maintaining a taxonomy and deleting labels in spreadsheets and pivot tables are complete. MarTech can bring metadata and labels directly to your content and calendar workflows. At NewsCred, we've created tag features across our CMP so content can be organized by metadata and filtered with one click.
NewsCred CMP labels are used to represent the marketing taxonomy of a brand, providing a strategic classification structure. They allow you to filter and analyze the content by segment rather than by simple period. The combination of a defined taxonomy and proper labeling allows the entire organization to manage the life cycle of assets, simplify administration and maintain a global governance.
In our own marketing for NewsCred, we use labels to track the format, length, funnel floor, destination, type of content, subject and target person. assets and ideas they need. This comprehensive labeling strategy fuels our ability to maintain global governance, disseminate relevant information and optimize our content marketing.
Want to know more about NewsCred metadata management solutions? Sign up for a free webinar on custom labels .