“Why can’t I find our content?”
“Where is the latest blog post located?”
“The sales team needs a list of industry case studies. Can you help?”
With more B2B and B2C companies expanding their investment in content production, it leads us to one very important question: Can you find it?
Content findability is one of the largest issues companies and customers have with their web content, often leading to poor user experiences and negative sentiment. Thanks to superior search engines and clean UX, users have come to expect instant access to all digital content. But when it’s difficult to find the content they are looking for, brands miss large opportunities, like failing to quickly respond to a sales opp or frustrating customers by alienating them through content mismanagement.
From companies doing small, emerging-growth content marketing all the way up to enterprise-level content strategies, up to 65% of total content creation investment is wasted due to content not being found or used by the organization, according to a SiriusDecisions report on content creation costs and outputs.
Building out a fully-comprehensive content strategy that focuses on user needs is vital and one key component of that strategy is a thorough, highly-articulate tagging taxonomy that connects to business priorities.
Content tagging can be strenuous—and to some—pointless, especially if done manually. It can be time-consuming and resource-heavy, leaving many brands questioning whether it’s even worth the effort. As any new work structure will be scrutinized, it’s important when starting to build your tagging taxonomy that you can communicate why you’re doing it. Without defining why it matters, you won’t get the buy-in that matters.
We’re here to show you that building a tagging taxonomy offers 4 key business benefits to help support your efforts:
Kapost has a great analogy for thinking about content tagging:
“You have to think of your content production as a library. You may have the most diverse and in-depth categories of resources available, but if researchers come into the building and have no idea where to look, they’re just going to leave. All your effort into procuring and producing content is meaningless if there’s no one to read it.”
It’s like the adage says; if a tree falls in the woods and no one is around to hear it, does it make a sound? The same goes for content. If you create heaps of great content, but no one can find it, how great can it be?
Help your targeted audience access your content in the simplest and most convenient way through a proper tagging structure.
Tagging content has great value to the customer, but it can arguably be more useful for your own team, especially sales, if you keep business components aligned. By including key business tags such as Buying Stage, Persona, Industry, Product Line/Service, and Geographical Region, this information empowers the sales team to leverage and share relevant content with potential customers that align with those components.
For example, when a sales representative needs a case study for a customer lead that works in the energy sector, is in the middle of the sales funnel, located in the Pacific Northwest, and is interested in your signature product/service, they can find that content on their own through the respective tags rather than to asking the director of content to rack their brain for those specifics.
With the goal of a strategic content plan and execution to bring your company closer to their business goals, the shareability of content for your users is a necessity to expand content reach. As the tag structure creates greater organization of content for internal purposes, those key stakeholders consuming your content can share it out to their networks and in turn move users through your preferred funnel.
Another great value to a proper tagging taxonomy is the data you can extract from it. By implementing and governing—which we’ll discuss a bit later—a tag structure, you immediately build out custom segments of data for your analytics team to digest. This data can inform your content framework, calendar, promotion schedule, content production cadence and much more. By establishing content consistency within your organization, you gain more insights into your content performance and audience preferences.
Not only is the data resourceful when segmented effectively, the results can be even more convincing. After doing a tagging restructure on the blog for a real estate client, their site saw blog entrances increased by 233% as more content was organized by persona, page views improved by 87% as more users were reading relevantly tagged content, and new users increased by 235%.
Lastly, when needing to validate your “why” for a tagging taxonomy, don’t forget about the user’s experience. If they have engaged with a piece of content that resonated with them, they are more likely to read more content relating to that topic, category or style. With a tagging taxonomy you can assure—dynamically—through simple tag filtering that the next article or whitepaper they should read is in line with your preferred funnel structure.
R2i recently implemented an engagement funnel through a tagging taxonomy for Fortis Colleges & Institutes. The higher ed institution has a large amount of blog content and users that were previously clicking aimlessly around the blog. Prior to the strategy, it was clear the users had no direction or clear path in their engagement with the blog as bounce rates were high and leads were low as they lacked interest in filling out the lead form. The tagging structure helped organize the content in several different segments and filtered the content to the audience dynamically based on their first touchpoint. This was all built with the unknown audience in mind and identifying their buying stage based on the content they were currently reading.
The tags and funnel were implemented to move users through a preferred path segmented by the stage in their buyer’s journey toward conversion. Within just five months, direct leads on those pages increased 158%, users’ conversion paths shortened by 44% and their conversion rate increased 22% YoY.
All of this was done simply by organizing content through a strict tagging taxonomy. By building out a better content tagging structure, businesses do more than simply create efficiencies for their customers and internal teams—they can tangibly impact the bottom line.