Best Practice Report

Chasing Content ROI? Design Taxonomy To Deliver Access, Automation, And Analytics

May 18th, 2022
Kathleen Pierce, Principal Analyst
Kathleen Pierce Principal Analyst
With contributors:
Phyllis Davidson , Lisa Gately , Christine Polewarczyk , Drew Zalucky , Pippin Evarts

Summary

Content optimization requires taxonomy and metadata to succeed, from personalization and customer-experience optimization to account-based marketing, sales enablement, and data analytics. The accessibility, automation, and analytics that taxonomy and metadata deliver are critical to all aspects of digital transformation. However, Forrester’s 2022 State Of B2B Content Survey found that only 24% of B2B content marketers say their organization has a universal taxonomy, and content waste caused by poor findability, quality, and customization remains a problem. Organizations that take an outcome-based approach to taxonomy and metadata will enjoy a more effective, efficient, measurable content ecosystem.

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