Marketers are creating more content than ever. This trend means you probably have a large and varied content library that can be used to push prospects down the sales funnel. But if your team cannot find the content when they need it, it doesn't really matter how much you have.
You have spent so much effort on creating your content, now you need a plan for being able to find it now and in the future. The key to finding content is tagging! Use keywords and categories to help all parties to find the content they want when they need it. This is the process of building a taxonomy. Taxonomy is “the science of naming, describing, and classifying” objects so that we can see patterns in the information. Your taxonomy connects your tagging strategy to your business priorities.
Your taxonomy can help you to reach your overall content strategy and goals. Think of your content tags as the skeleton to your business that reflects your business goals. Take a look at your website for some quick ideas for how best to tag your content. After reviewing your website, consider the subjects or categories you would like to start with.
In a taxonomy, you will have various levels.
- Titles: Use key phrases in title to ensure finding assets when searching. The title might include the content type, product name, specific title, or edition.
- Categories: The categories should be broad topics that are well-organized and are limited providing ease of navigation.
- Tags: Tags are an additional level that lets you focus on keeping the tags flexible and and adding details to the categories.
- Keywords: Keyword tagging is sometimes used with SEO best practices.
In this article, we will cover tags when using Zift123.
Types of Tags in Zift123
In Zift123, there are three types of tags.
- Marketing Activity tags (campaigns, web plugins, print media, emails).
- These tags are sometimes referred to as system-wide tags.
- Marketing Activity Tags are used only for syndicated content.
- Asset tags (all assets in the Collateral Library - not including customizable collateral).
- These tags are referred to as content type tags. When changes are made to content type tags, assets will be updated to reflect the changes. A tag that has content linked to it, cannot be deleted until the tag is removed from the asset.
- Social Media tags (all Social Media assets) - These tags are referred to as content type tags.
Tag Best Practice
- Choose to use upper, lower, or a combination of case.
- Tags are case sensitive and will be recognized by the system differently if the case is different. Partner, partner, and PARTNER are not the same. Create unique tags.
- Do not reuse tags. Even though you may change the name of the tag, the data stays with the existing content.
- Tagged content can also be managed with bulk operations rather than individually.
- Ask others if your tagging structure makes sense for your business.
- Once all stakeholders have bought into the structure it is time to implement what you have designed. Our Professional Services team can help to implement a tagging plan if you need help.
Process for Changing the Tag on Content
The detailed steps with screenshots for Tags is documented on How to Manage Tags. The general process is as follows:
- Add a new tag name.
- Use the filter to find the content with the tag. Remove the “old” tag from the content.
- Tag all applicable content with a “new” tag.
- Remove the tag. Note: The tag cannot be deleted from Zift Marcom until the tag is no longer on content. If the tag is on any content, the tag will still be listed in the filters.
Examples of Marketing Activity Tags
Here are examples of a tagging structure for Marketing Activity tags. Using these tags will allow you to filter your activities to these lists. The resulting list is a result of how the activities were tagged.
|Buyer Persona||a list of activities directed at specific buyer personas (Janice|
|Industries||a list of activities for specific industries|
|Industry Trends||a list of activities with specific industry trends|
|Languages||a list of activities in specific languages (English, Spanish, Italian)|
|Market Size||a list of activities by market size (small, medium, large)|
|Objectives||a list of activities with specific objectives|
|Offer/Asset Type||a list of offers you are using in your emails.It can be things such as webinars, white papers, datasheets, infographics, etc.|
|Partner Type Audience||a list of activities that meet specific audience criteria (AARP, Retirement Planning, Estate Planning)|
|Products||a list of activities for specific products (Zift123, ZiftMarcom, ZiftPRM)|
|Purpose||a list of activities with the same purpose|
|Regions||a list of activities by region (North, South, East, West)|
|Solutions||a list of activities that address specific solutions|
|Verticals||a list of activities directed at specific verticals|
Examples of Library Content Tag
Here are examples of categories and a tagging structure for syndicated content. Using these tags will allow you to filter your syndicated content to these lists. The resulting list is a result of how the activities were tagged.
Ask others if this tagging structure makes sense for your business. Once all stakeholders have bought into the structure it is time to implement what you have designed. Contact our Professional Services team to implement your plans.
Examples of Content Type
Here are some examples of content type tags. Using these tags will allow you to filter your content. The resulting list is a result of how the content was tagged.
|File Download||Business Size||
Enterprise, Mid-Market, Small Market
|Product Solutions||PRM, LMS, CMM, CPQ|
|CMM Product Solutions||Zift123, ZiftMarcom|
|LMS Product Solutions||Gold, Silver, Bronze|
|File Download||Language||English, Chinese, French, German|
|English||English (US), English (UK)|
Buyer's Journey: Discovery
Buyer's Journey: Learning
Buyer's Journey: Advanced
Video, Solution Brief, Case Study, White Paper