We all want trophies when it comes to digital marketing. And yet too many brand managers still give me that "deer in the headlights" look when I say we can take them to a million unique visitors in a flash, or, perhaps, they are simply flummoxed when I tell them how we do it. It requires a taxonomist.
Not be confused with interior ornamentation, taxonomy is the technical term for the logic, organization and efficiency that good information design requires. If someone suggests there is a better way to do things, the haters will show up (I will explain this in a future post.)
The 3-Point Process
The goal of taxonomy is to implement structure in an “unstructured” world of information. Many articles, books, and presentations provide details on taxonomy methodologies and techniques, but the central, underlying theme always revolves around the three key factors of business context, content, and users. (See Figure 1)
Context is the business environment that impacts our taxonomy–or how it addresses business objectives . In web applications where taxonomy will be used, corporate culture, current brand artifacts and industry “archetypes” are analyzed to create meaningful insights.
Content is all material that is searchable and informative. Unlike traditional “content marketing” or “brand journalism”, we prefer to generate original creative content that drives your brand forward. Original content is superior to curated content and paid content is often spam.
Users are the over-analyzed, over pitched and prodded people you want to reach. If you don't have your information properly architected they will leave you and never come back.
All for one audience > your advocates
Ultimately you want content good enough to create advocates that feel so passionately about your brand that they can’t stop talking about it. The best advocates are those who are already respected as a “third party” opinion which is why our approach leans on media pundits. Media people, at least in theory, have the credibility that a non-professional pundit lacks. You will always wonder if a Mom is paid to say things.
Beyond this channel, however, we group online advocates into these 7 “archetypes.” These people can be moved from liking to loving the defending your brand. For more on our approach visit www.buzzthatbrands.com