The art of taxonomy
Slides hosted on www.slideshare.net)
If Content is King, then Taxonomy is the power behind the throne.
Long the neglected part of content strategy, taxonomy is becoming more important to multi-channel marketing in the era of content streams, multiple channels, and big data. It’s not enough to have good content, what you also need is to add a layer of dynamic context so that customers can find the right content at the right time and you can begin focused personalization by matching content with customer profiles.
Developing a taxonomy is a challenge facing all organizations and is often tackled by the IT department instead of being spearheaded by the customer-facing marketing & sales organization.
In this presentation and discussion we will go through some of the ways you can design and institutionalize a taxonomy for your customer-facing content and services and the questions to ask along the way.