Overview
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 creating your content, now you need a plan for organizing and finding it in your library. The key to finding content in your library is to create a system of content tags. Use keywords and categories to help all parties 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 to form patterns in the information. Your taxonomy connects your tagging strategy to your business priorities.
A well-built taxonomy can help you reach your content strategy 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.
Tagging structures are unique to each supplier. Categories and Tags are customizable - they are typically created in Unifyr One during the implementation process but you can add/update them later.
Intended Audience
Channel Marketing Leader, Channel Sales Leader, Partner Marketing Director, Partner Channel Sales Director, or Partner Channel Account Manager.
Before You Begin
You should create your content before you can add tags to it.
In a taxonomy, you will have various levels. Familiarize yourself with these levels before building your content tag system:
- Tag Types: Tags can be managed under 5 types - Marketing Activities, Social Content, Library Content, Portal Post, and LMS. For more information, see the Types of Tag in Unifyr One section of this article.
- Categories: The categories should be broad topics that are well-organized and are limited to provide ease of navigation. Categories are initially agreed with your Unifyr One team and usually created during system implementation (although suppliers can create categories for all tag types except Portal Posts, if required).
- Tags: Tags are the subject values managed under your tag categories.
In addition, consider these areas of detail when creating tags:
- Titles: Use key phrases in tag titles to ensure partners can find their assets when searching. The title might include the content type, product name, specific title, or edition.
- Keywords: Keyword tagging is sometimes used with SEO best practices.
Your administrator can manage your tag Categories, and the tags within them. For more information, see Tag Management.
Contents
Click on the + to expand the instructions for the desired task.
Best Practices for Creating/Using Tags
- Use a standardized case for all tags. Tags are case sensitive and will be recognized by the system separately if the case is different. Partner, partner, and PARTNER are not the same.
- Create unique tags.
- Do not reuse/rename tags. If you change the name of the tag that is already in use, the tag value won't update on existing tagged content.
- Consider using different tags for Collateral Library (Content Library tags) and Customizable Multimedia (Marketing Activities tags) assets. If you're including both content types in the Browse Collateral page, a tag that's the same for both types of asset will only appear once in the page (under the Marketing Activities filter).
- Collaborate with your channel team to confirm if your tagging structure makes sense for your business and is partner friendly. Submit a request to your Unifyr One team if you need assistance with developing a tagging plan.
- You can use the Bulk Update option to assign/update tags for multiple marketing activities, campaigns, or collateral. This will ensure that your tag assignment is standardized across all content.
Types of Tag in Unifyr One
- Marketing Activities
Marketing Activities tags (for campaigns, web plugins, multimedia, emails) are used only for syndicated content. These tags are sometimes referred to as system-wide tags.
- Social Content
Social Content tags are used on Scheduled and Library social posts. These tags determine how your social posts stream into the partner portal, allowing partners to opt into the social media content that is relevant to them.
- Library Content
Library Content tags include all assets in the Collateral Library - not including customizable collateral (these are tagged with Marketing Activities tags). When changes are made to these tags, the assets will be updated to reflect the changes. If an asset is marked with a tag, that tag cannot be deleted until it is removed from the asset.
- Portal Posts
Portal Posts tags are used to organize Portal Post content. These tags help your site designer determine which posts will display on which pages in the partner portal.
- LMS
LMS tags are used to organize Learning Management (training) content (Modules, Courses, and Certifications).
Examples of Marketing Activities Tags
Here are examples of categories and a tagging structure for syndicated content. Using these tags will allow your partners to filter your activities to get specific lists.
| Activity | Example |
|---|---|
| Name | Text |
| Buyer Persona | Activities directed at specific buyer personas |
| Industries | Activities for specific industries |
| Industry Trends | Activities with specific industry trends |
| Languages | Activities in specific languages |
| Market Size | Activities by market size (small, medium, large) |
| Objectives | Activities with specific objectives |
| Offer/Asset Type | Offers you are using in your emails (webinars, white papers, datasheets, infographics, etc.) |
| Partner Type Audience | Activities that meet specific audience criteria (AARP, Retirement Planning, Estate Planning) |
| Products | Activities for specific products |
| Purpose | Activities with the same purpose |
| Regions | Activities by region |
| Solutions | Activities that address specific solutions |
| Verticals | Activities directed at specific industry verticals |
Examples of Social Content Tags
Here are examples of categories and a tagging structure for social media posts in Unifyr One. These tags determine how your social posts stream into the partner portal, allowing partners to opt into the social media content that is relevant to them.
| Category | Tags |
|---|---|
| Languages | English |
| Spanish | |
| Korean | |
| Japanese | |
| German | |
| French | |
| Portuguese | |
| Russian | |
| Vertical/Industry | Financial Services |
| Education | |
| Energy | |
| Government | |
| Healthcare | |
| Legal | |
| Products | Product Name 1 |
| Product Name 2 | |
| Product Name 3 | |
| Product Name 4 |
Examples of Library Content Tags
Here are examples of categories and a tagging structure for assets in the Collateral Library. Using these tags will allow your partners to filter your activities to get specific lists. Note that Library Content tags usually have an additional level of hierarchy - Content Type.
| Content Type | Category | Tags |
|---|---|---|
| Library Asset | Asset Type | Banner |
| Brochure | ||
| Case Study | ||
| Datasheet | ||
| Playbook | ||
| Presentation | ||
| Video | ||
| Whitepaper | ||
| Vertical/Industry | Financial Services | |
| Education | ||
| Energy | ||
| Government | ||
| Healthcare | ||
| Legal | ||
| On-Demand Asset | Language | English |
| Spanish | ||
| French | ||
| German | ||
| Portuguese |
Examples of Portal Posts Tags
Here are examples of categories and a tagging structure for Portal Posts. These tags determine which Posts will stream into your partner portal and where in the portal they will land.
A default Category called Topics is included and must be used. Three default tags are also automatically included in the category: Announcement, Blog, and News. Add/remove tags based on the types of Posts content you will be streaming into your partner portal. Learn more about Portal Posts.
| Category | Tags |
|---|---|
| Topics | Announcement |
| Blog | |
| News | |
| Industry Insights | |
| Product Updates |
Training
Learn more with our training courses:
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