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Pedro Gonçalves

Taxonomy: Content Strategy's New Best Friend | Johnny Holland - 0 views

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Content Strategy Taxonomy

shared by Pedro Gonçalves on 18 Apr 12 - No Cached
  • As user trends continue to shift from search to discovery, creating the structure and process to support that discovery requires a sophisticated content strategy.
  • Instead of requiring users to categorize each board they create, however, Pinterest’s strategy is to involve other users. When someone comes across an uncategorized board, they’re asked to help by selecting one of the 32 categories from a dropdown.  So while Pinterest gives its user community a lot of free reign when it comes to naming and organizing content, this strategy is supported by well-placed guidance to help the community improve the quality and reliability of the content. Pinterest strikes a balance between flexibility and structure by involving users in enhancing site categorization while lowering the barrier to entry for users who would rather not spend their time categorizing.
  • Promoting older but still relevant content. Creating and promoting new content is important, but leading users to older content may also be part of your content strategy.
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  • Choosing well-researched and tested vocabularies can support an intuitive user experience, but may also require some guidance—instructional content on the administrative interface, for example—for content authors and managers. They may be used to using the organization’s internal terms, not the terms site visitors are using when looking for information, to define content.
  • on each book’s page, you can see a “Genres” callout showing how readers most often classified the book. You can also follow the “See top shelves” link for the full list of shelf names. Whether you prefer to find popular books by broad category or dig into unique, quirky lists made by other users, Goodreads provides ample opportunity to do both.
  • Whether you call it “folksonomy” or “social tagging,” your role as a content strategist is to provide the context to empower your users to make the best decisions about tagging your content
  • Tags or categories? Open taxonomy or closed vocabulary? How deep should your hierarchies go? Your content strategy should help drive which type of taxonomy to use when. If your organization’s strategy is to build a collaborative community in which engaged users are creating content, then a closed taxonomy with a limited vocabulary may send the wrong message. If you plan on creating content about the same subjects for the foreseeable future, then relating content through taxonomy can work well. But if the subjects will change often, then relating specific pieces or types of content to each other rather than linking them via taxonomy may work better.
  • You may also decide to limit your use of taxonomy, for example, if your organization is highly risk-averse and leaves nothing to chance. Relying on taxonomy-driven dynamic relationships, rather than manually creating the relationships between pieces of content, may not be the right content strategy for you, since you lose control over exactly what displays where. When a database, rather than a human being, is creating content relationships, the results may be humorous or even inappropriate.
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