The LavaCon Content Strategy Conference: Spanning Silos, Building Bridges | November 5-8, 2017 | Portland, OR
Building Catwalks Between Silos: Using Taxonomy to Drive Engagement from Content Marketing to Product Docs

Building Catwalks Between Silos: Using Taxonomy to Drive Engagement from Content Marketing to Product Docs

While content marketing can improve brand preference, it’s hard to link it to product information directly while maintaining an authentic voice. Conversely, product documentation is perceived as authentic and trustworthy — a potentially powerful marketing asset itself — but can be hard to find and hard work to read. This live use case shows how content marketing can link customers to docs in a relevant, contextual, and scalable way by combining taxonomy and minimalist structured content.

In this session, you will learn:

Creating structured content can be intimidating for authors who just want to get on with writing. Asking them to apply taxonomy tags further burdens them. The demo shows how a well-constrained authoring environment, connected with central taxonomy management, makes entering metadata easier for authors and even helps them with terminology. The audience will learn best practices for integrating taxonomy with authoring. The audience will also see how taxonomy can drive relevant links between different content sets in a relevant way, not just for content marketing but for any different silos within the organization. Of course, to benefit from improved information delivery, users need to find their way to our sites. Search engines increasingly rely on structured markup to connect users with relevant content. This markup too can be automated — the presentation shows how. The key takeaway is how connecting taxonomy and structured content slashes maintenance and transforms customer experience.

Presented by Joe Pairman

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