Metadata plays an essential function in content creation and marketing. It helps to create content to work within the marketing ecosystem, and enable audiences to find and consume the content. Metadata is largely invisible to those consuming the content but helpful to those engaging with the back end of content— content-marketing staff and search engine robots – to get a picture of what the content is about and how it can be used instantly.
Metadata aids content discoverability as it allows people to find relevant content by typing in various words and phrases. It allows software to find content by identifying, classifying and parsing its tags. Metadata is also important for internal discoverability. Furthermore, metadata enables digital-asset management solutions to organize internal assets and help discover relevant content quickly.
In addition to knowing how to find things, metadata provides information on what is available in the content inventory. Content creators can see where a piece of content is needed to fill a gap or where coverage is already complete. Besides, gaining a complete view of the content inventory allows enterprises to deliver and monetize content effectively.
Allowing external audiences to find content is essential for growing the customer base and building a business. The most commonly known use for metadata is Search Engine Optimization (SEO). The tags and other metadata are the essential handles that help an SEO crawler to grab the content and categorize it properly so that customers using search engines can find it. The same search function allows visitors to find a topic or product relevant to them from among all the content on a website.
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