Without the proper information associated with a piece of content, it becomes inaccessible for future use and its future ROI is lost. Ensuring that assets and content are tagged appropriately and accurately is an essential function of stewards of an organization’s assets. This process starts with assessing all the pieces of relevant information about your content and developing a schema to ensure this tagging is done properly. This presentation shows you why and how.
Realizing An Assets Value: Is Only As Good As its Metadata
1. REALIZING AN ASSET’S
VALUE
. . . is only as good as its metadata
Digital Assets & Content Leadership Exchange
New York City, NY
January, 2018
Rebecca Schneider
Executive Director, Content
Orpheum Theatre, Vancouver
https://commons.wikimedia.org/wiki/File:Orpheum_Theatre_Vancouver_View_Of_Stage.jpg
Theatre Troupe in Costumer 1906, Oxford Ohio
https://commons.wikimedia.org/wiki/File:Theatre_troupe_in_costume_1906_(3192627694).jpg
Segment Examples:
Geographic Location
Education Level
Persona Examples:
Tech Smart Tom
Road Warrior Ralph
Person/Account assumes you have user profile (or similar) data on specific person
Photograph of a scene from the Federal Theatre Project production of Conjur' Man Dies, adapted by Countee Cullen and Arna Bontemps from the novel by Rudolph Fisher
https://commons.wikimedia.org/wiki/File:Conjur-Man-Dies-1936.jpg
Potential business goals:
Increase sales or market share?
Increase brand loyalty?
Overall content strategy focus:
Personalization?
Omnichannel?
User need examples:
Find documents or like content?
Particular product or service?
Personalized content is any content that is served up to an end-user based on one or more of the following:
Who that user is
What that user does (click-stream or browse path)
Why the user is doing it
When the user is doing it
How the user is doing it (which device / which channel)
Where the user is
Contextual content is served up based on any of the above to make a user’s experience more relevant, timely and useful.
Key metadata audit considerations:
What metadata is currently being gathered, who maintains it, etc.
How is the current metadata being used?
On personas and segments:
A persona: behavioral point of view
A segment: demographic point of view
User states can include:
Anonymous: we know nothing
Repeat visitor: comes to our site or properties
Existing consumer: has a user profile with us
Influencer: writes about us
Defining Triggers:
A trigger is what sets the journey off in the first place and executes the first task. (example: product mention on user forum that user to Google it)
Ask yourself: What would cause the user to initiate the task?
Defining the Content:
* Consider language needs
Portrait of Sarah Bernhardt as Hamlet.
By Lafayette Photo, London - This image is available from the United States Library of Congress's Prints and Photographs division under the digital ID cph.3g06529.
https://commons.wikimedia.org/wiki/File:Bernhardt_Hamlet2.jpg
Content:
Do not forget all format needs (text, image, video, etc.)
Metadata:
Additional taxonomy-related work may be required
Technical implementation may be difficult if pulling values from incompatible systems
Applying tags:
Page, component, asset level
Alignment and consistency are paramount
If using offshore resources, plan for training
As you gather data, you can:
Identify under performing content – which may require rethinking or user experience changes
Leverage content success (or content failure) for planning
Photograph of the Broadway production of George Bernard Shaw's Pygmalion
By Stage Publishing Company, Inc.; no photographer credited - Stage, August 1937 (page 76), Public Domain
https://commons.wikimedia.org/w/index.php?curid=58551751
Dancers from American Ballet Theatre Perform at White House.
https://www.jfklibrary.org/Asset-Viewer/Archives/JFKWHP-ST-225-27-62.aspx