Enhancing Content Taxonomy for Web Analytics

What does Marketing Taxonomy mean?

A marketing taxonomy is a classification system that organizes marketing terms and concepts into categories and further granular classifications into multiple levels of depth. Marketing taxonomies can be used to classify a variety of marketing-related topics, such as customer segments, lines of products, marketing channels, marketing tactics, and marketing metrics.

Marketing taxonomies can be hierarchical, with main categories that contain subcategories, or they can be flat, with all terms and concepts listed at the same level. They can be used to help marketers better understand the various elements of marketing and how they relate to one another, as well as to provide a common vocabulary for marketing discussions and analysis.

Types of taxonomies

Some common examples of data marketing taxonomies include:

Customer segmentation taxonomy: This taxonomy classifies customers into different groups based on characteristics such as demographics, behavior, and needs.
Marketing channel taxonomy: This taxonomy classifies the various channels through which a company can reach and engage with its customers, such as email, social media, paid search, and events.
Marketing tactic taxonomy: This taxonomy classifies the specific tactics and activities that a company uses to execute its marketing strategy, such as content marketing, email marketing, and influencer marketing.
Marketing metric taxonomy: This taxonomy classifies the various metrics that a company uses to measure the effectiveness of its marketing efforts, such as conversion rate, customer lifetime value, and return on investment.

Data marketing taxonomies can help marketers better understand and organize the various elements of marketing, making it easier to plan and execute effective marketing campaigns.

Content Marketing Taxonomy

A content taxonomy is another classification system that organizes a company’s products or services into meaningful divisions for marketing purposes. This type of taxonomy can be used to help a company understand and communicate the value of its products or services to customers, as well as to identify opportunities for new products or services.

Content taxonomies can be hierarchical, with main categories that contain subcategories, or they can be flat, with all products or services listed at the same level. In either case, the goal of a content taxonomy is to group related products or services together in a way that makes sense to customers and helps them understand the range of offerings available.

For example, a company that sells outdoor gear might have a content taxonomy that includes main categories such as “hiking,” “camping,” and “climbing,” with subcategories for specific types of gear within each main category. This type of taxonomy in marketing helps customers easily find and compare the products or services that are most relevant to their needs.

In addition to organizing products or services for marketing purposes, a data content taxonomy can also be used to help a company plan and execute its content marketing strategy. For example, a company might use its content taxonomy to identify key topics and themes to cover in its blog posts, social media posts, and other marketing materials, to provide valuable and relevant information to customers.

Usage of content taxonomy in synergy with the marketing technology tools set

Overall, a content taxonomy can be a valuable tool for helping a company organize, understand, and communicate the value of its products or services to customers, as well as for planning and executing its marketing efforts.

Designing an effective content taxonomy for your business involves the following steps:

Define your goals: after defining your goals for the taxonomy as mentioned earlier, determine your main categories of your content taxonomy. These categories should be broad and cover the main topics or themes that your business covers. For example, if you sell outdoor gear, your main categories might include “hiking,” “camping,” and “climbing.”
Define subcategories: Once you have defined your main categories, you will need to define subcategories for each main category. These subcategories should be more specific and help to further organize your content within each main category. For example, under the “hiking” category, you might have subcategories for “backpacks,” “boots,” and “tents.”
Use descriptive and intuitive names: The names you choose for your main categories and subcategories should be descriptive and intuitive, so that customers can easily understand what type of content is included in each category. Avoid using jargon or technical terms that might be confusing to customers or involved teams.
Be comprehensive and cover all aspects in your product or service catalog: You might need to discuss with product, engineering, or merchandising managers or other relevant teams in your organization.
Test and refine: Once you have designed your content taxonomy, it is important to test it and see how well it works in practice. Use tools like heat maps and scroll maps to see how customers interact with your content catalog and listen to customer feedback to see if the taxonomy is making sense to them. Make any necessary adjustments to the taxonomy based on this feedback.

Designing an effective content taxonomy requires careful planning and consideration of your business goals and your customers’ needs. By following these steps, you can create a taxonomy that helps you organize and communicate the value of your products or services, and that makes it easier for customers to find and understand the content they are looking for.

Content marketing taxonomy implementation in web analytics

There are several ways to track a content taxonomy in web analytics:

Use events or custom dimensions: In many web analytics platforms, you can set up custom events or dimensions to track specific pieces of content. For example, you might set up an event to track every time someone views a product page, and then use custom dimensions to track the main category and subcategory of that product. This allows you to see how specific types of content are performing in terms of engagement, conversion rate, and other metrics.
Use content grouping: Some web analytics platforms, such as Google Analytics, allow you to set up content groupings to organize your content into logical categories. You can then use these content groupings to see how different categories of content are performing in terms of traffic, engagement, and other metrics.
Use page or screen names: Many web analytics platforms allow you to specify the name of each page or screen in your app, which can be used to track the taxonomy of your content. For example, you might use a naming convention such as “category-subcategory-product name” to track the taxonomy of your content.
Use tags or labels: Some web analytics platforms, such as Adobe Analytics, allow you to apply tags or labels to specific pieces of content. You can then use these tags or labels to segment your data and see how different categories of content are performing.

To conclude, there are many ways to track a content taxonomy in web analytics, depending on the specific tools and platforms you are using, such as TAGLAB web application that can help you to scan your entire website, detect tags and data layers, so that you define the sate of art or reverse the current implementation by extracting current taxonomies and improving them. The key is to choose the approach that works best for your business and provides the insights you need to understand and optimize your content marketing efforts.

The bottle neck struggle while implementing a content taxonomy tracking in web analytics

There are several potential problems that businesses may encounter when implementing a content taxonomy tracking in web analytics, especially for businesses with multiple or huge websites:

Inconsistent naming conventions: If each website uses a different naming convention for its content, it can be difficult to track and compare content across websites. For example, one website might use the naming convention “category-subcategory-product name,” while another website uses “product name-category-subcategory.” This can make it difficult to understand how different types of content are performing across websites.
Unclaimed ownership: One issue that can arise when creating a content marketing taxonomy is determining who is responsible for creating and maintaining it. Without clear ownership, it can be difficult to ensure that the taxonomy is kept up to date and accurately reflects the needs of the business or organization. Additionally, if ownership of the taxonomy is not clearly defined, it can be difficult to get buy-in and support from stakeholders, as they may not feel invested in the process. This can lead to a lack of adoption and usage of the taxonomy, which can make it less effective at organizing and classifying content.
Lack of standardization: If each website or country uses a different taxonomy or categorization system, it can be difficult to track and compare content across websites. For example, one website might use a taxonomy that includes main categories such as “hiking,” “camping,” and “climbing,” while another website uses a taxonomy with main categories such as “outdoor,” “travel,” and “fitness.” as well as same categories can be named differently in different languages.
Difficulty integrating data: If data representing similar categories or products differently through the web analytics platform, it can be difficult to integrate the data from each section in order to track content taxonomies across websites. This can make it challenging to get a complete picture of how different types of content are performing from a reporting point of view, and it might break other related marketing automation processes that are based on this data such automated campaigns and online advertising.
Limited resources: Implementing a content taxonomy tracking system can be time-consuming and resource-intensive, especially for businesses with multiple websites. It may be necessary to allocate additional resources to run the necessary data entry, including personnel and technology.

How automated auditing can solve such problems?

Automated auditing can help solve some of the problems associated with implementing a content taxonomy tracking system in web analytics, especially for businesses with multiple websites. Automated auditing refers to the use of software tools and algorithms to analyze and assess the quality and accuracy of data, as well as to identify and report on any issues or discrepancies.

Some of the ways that automated auditing can help solve problems with content taxonomy tracking include:

Consistency: Automated auditing tools can help ensure that content taxonomies are consistently applied across websites, by automatically detecting and flagging any inconsistencies or discrepancies. This can help enterprise marketing management ensure that their content taxonomies are accurate and effective.
Standardization: Automated auditing tools can also help ensure that content taxonomies are standardized across website pages or different websites, by automatically detecting and flagging any variations in the way that content is categorized. This can help businesses ensure that their content taxonomies are easy to understand and use.
Integration: Automated auditing tools can help businesses integrate data from multiple websites and platforms, by automatically detecting and correcting any discrepancies or inconsistencies in the data. This can make it easier for businesses to track and compare content taxonomies on their websites for example while validating the taxonomy accuracy from other systems or sources such as product catalogs, spreadsheets etc..
Scalability: Automated auditing helps to scale up with running more test cases on granular details such as product variants and attributes with higher frequencies.

Overall, implementing a content taxonomy tracking system in web analytics can be challenging for businesses with multiple websites, but it is not impossible. By carefully planning, aligning resources, and implementing a consistent, standardized approach to content taxonomy tracking across websites, businesses can overcome these challenges and gain valuable insights into the performance of their content. Automated auditing can be a valuable approach for solving problems with content taxonomy tracking, especially for businesses with diversified channels of presence and a significant number of owned digital assets. By using automated auditing tools, businesses can ensure that their content taxonomies are accurate, consistent, and standardized, which can help them gain valuable insights into the performance of their digitally produced materials.

Read Further

What is a marketing taxonomy and how does it structure and organize marketing data for analysis?

How to Create an Effective Marketing Taxonomy for Your Business

Guide to Data Taxonomies in Digital Marketing with TAGLAB

Frequently Asked Questions

What is the Role of Taxonomies in Content Marketing Strategy?

Taxonomies in content marketing strategy help organize and classify content topics, making it easier for businesses to create targeted, relevant content for their audience. They provide a structured framework for content planning and ensure consistency in messaging across different channels.

How Do Content Taxonomies Enhance SEO Performance?

Content taxonomies play a vital role in SEO by improving website structure and navigation, facilitating the discovery of content by search engines, and enabling the creation of optimized internal linking strategies. They help search engines understand the context and relevance of content, leading to higher visibility and rankings in search results.

What Are the Best Practices for Creating a Content Taxonomy?

Best practices for creating a content taxonomy include defining clear objectives and goals, conducting thorough keyword research, organizing content into logical categories and subcategories, using descriptive and intuitive naming conventions, and regularly reviewing and updating the taxonomy based on performance metrics and feedback.

How Can Businesses Leverage Content Taxonomies for Audience Segmentation?

Businesses can leverage content taxonomies for audience segmentation by categorizing content based on audience interests, preferences, and behavior patterns. By aligning content with specific audience segments, businesses can deliver more personalized and targeted messaging, resulting in higher engagement and conversion rates.

What Tools and Technologies Can Assist in Managing Content Taxonomies?

Several tools and technologies can assist in managing content taxonomies, including content management systems (CMS), taxonomy management platforms, and AI-powered content analytics tools. These tools automate the process of content classification, tag management, and taxonomy optimization, allowing businesses to streamline content production and improve marketing effectiveness.

Enhancing Content Marketing for Web Analytics & Digital Marketing