Metadata and taxonomy play a key role in defining and categorizing data, which is critical to effective digital asset management (DAM). As a repository of content, DAM is at the core of the marketing technology stack and with an intelligent organizational scheme, it offers enhanced value. This article elaborates on how DAM can meet the requirements of an enterprise, its people, process and marketing strategy, with the help of metadata and taxonomy.
Metadata enriches DAM as it encompasses the descriptive, structural, and administrative definition of an asset and helps organize the assets an enterprise creates and stores every day. Therefore, it is important to first define metadata based on the user, why they need a particular asset, and what kind of asset will help solve the business problems faced by an enterprise. Alternatively, enterprises can begin by creating a metadata model before implementing a DAM solution and having a DAM librarian to oversee and enforce your metadata structure and strategy.
Taxonomy classifies information with similar characteristics into groups or classes. Therefore, it is essential to have a well-thought-out taxonomy for users to find the data they need. To build a taxonomy, begin by coming up with relevant categories with the help of users. Subsequently, a relatively broad and shallow structure with four or five levels, with many subcategories should be developed. This is important as millennial users typically abandon their search if it extends beyond three or four clicks. Furthermore, it is imperative to populate each category with content and understand the differences between how search is performed in a work context and a personal milieu.
Metadata and taxonomy are at the heart of enterprise content and DAM. Therefore, it is vital to gather system requirements, but be flexible to evolve; create and keep a governance plan updated; add metadata tags; listen to users and be conscious of how they engage with the content, and be aware of geography and language when you perform DAM.
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