At the Spargle Special, with the theme 'Contentstrategy', Lieke Meijs is presenting a story about content and web taxonomy.

1. Content-oriented web taxonomy
Lieke Meijs
April 2016

2. Een korte introductie

3. Visie: Capability ontwikkeling voor
versnelde groei en waarde
“The ability of an organization to support the
customer and realize the organizational goals.”
Business goals Program goals Program result Business result

4. IntoAction Capability elements
Processes
• Process descriptions and flowcharts
• Support processes
Data & Content
• Data Model
• Taxonomies
• Data Migration & Improvement
• Content Quality
• KPI framework
• Reporting and dashboards
People
• Operating Model
• Role descriptions
• RACI
• Training & Support
Tooling
• IT architecture
• Implementation
• Processes to workflows

5. Aanpak
• Analysis
• Dataoptimalisation
• Improvent tracks
• Project and Programma
management
• Deployment
• Change management
• Benefits management
• Training
• Support
• Business goals
• Customer decision journey
• Capability mapping
• Program definition
• Architecture
• Project and Program management
• Design and build (select)
• Technology
• Content (information)
• Processes
• People
• Benefits management and
governance
• Multi-disciplinairy teams
• Start small, think big
• Fail sooner, succeed faster
• Reference model and
standards
• Digital maturity
• Continuous measurement
CRITICAL SUCCESS FACTORS
BusinessProgram
Results Goals

6. Personal
Family
Kees
Minoes
Mika
Hobbies
Pilates
Yoga
Sewing clothes
VW Beetles
Professional
IntoAction
Business Engineer
Information Architect & Product Owner Philips B2B website

7. Introduction to “web taxonomy“

8. Introduction to “web taxonomy“
Company-wide
Product content
Marketing content
Visitor oriented
Navigation menu
Content management
Enriched analytics
URL structure
web taxonomy
Classification for web content
and web structure

9. Introduction to “web taxonomy“
Inanimate ► Car ► Beetle Animate ► Animals ► Beetle
08-04-16

10. Without a web taxonomy

11. Without a web taxonomy
• Super flexible
• Every person’s own logic
• No time spent on invisible work
• “One size fits nobody” content
• Basic analytics insights
• Time lost on finding assets and content
• Time lost on manual web maintenance

12. With a web taxonomy

13. With a web taxonomy
• Clean internal search results

14. With a web taxonomy
• Clean internal search results
• Automatic links between content

15. With a web taxonomy
• Clean internal search results
• Automatic links between content
• Personalization

16. With a web taxonomy
• Clean internal search results
• Automatic links between content
• Personalization
• Extend analytics and insights
Audience type
“Pediatrics” shows a
20% higher
conversion rate
on content of type “Case
studies” than audience
type “Cardiology”

17. With a web taxonomy
• Clean internal search results
• Automatic links between content
• Personalization
• Extend analytics and insights

18. With a web taxonomy
• Clean internal search results
• Automatic links between content
• Personalization
• Extend analytics and insights
• No exceptions
• Taxonomy never finished
• Central governance
• Not a sexy subject
(for most people)

20. Taxonomy in “reality”

21. Audiences
1. Anesthesia
2. Cardiology
3. Critical care
4. Radiology
Document types
1. Article
2. Case study
3. Press release
4. Product
Taxonomy in “reality”

22. Welcome Dr. Chen
Your products
Portable Ultrasound
See details ►
Cardio software suite
See details ►
EMR silver
See details ►
Latest articles
New product released to
handle patient data faster
Read press release ►
FDA approval of latest MRI
scanner finalized
Read press release ►
Acquisition of company
MoneyMakers anounced
Read press release ►
Research done with success
Read press release ►
Cooperation with
government of USA
Jan 01 2016
Read press release
►
Education plan
Recommended for you:
Super-fast diagnosis
See details ►
No data no guts
See details ►
Completed by you
3

23. Document types
3. Press release
Audiences
2. Cardiology
> All
Latest articles
New product released to
handle patient data faster
Read press release ►
FDA approval of latest MRI
scanner finalized
Read press release ►
Acquisition of company
MoneyMakers anounced
Read press release ►
Research done with success
Read press release ►
Cooperation with
government of USA
Jan 01 2016
Read press release
►
Taxonomy in “reality”

24. Audiences
2. Cardiology
Education plan
Recommended for you:
Super-fast diagnosis
See details ►
No data no guts
See details ►
Completed by you
3
Personal ID
14091983
Taxonomy in “reality”
Document types
3. Education

25. Audiences
2. Cardiology
Personal ID
14091983
Taxonomy in “reality”
Document types
4. Product
Your products
Portable ultrasound
See details ►
Cardio software suite
See details ►
EMR silver
See details ►

26. Document
types
Audiences
Personal ID
Product ID
Taxonomy in “reality”

27. Portable ultrasound
SKU: HCUSP001
Examine your patients on any location,
send scans back to the hospital and get
instant feedback from a specialist.
Buy online ►
Disaster relief, when
every second counts
Read case study ►
Clinical specialists can
stay at the hospital
Read case study ►
Case studies
Product name
Product ID
Marketing text
Shop URL
Main image
Product ID
HCUSP001
Document types
2. Case study

28. Technical side of
taxonomy

29. Technical side of taxonomy
Code Reference name nl_NL
B2B_ARTICLE_DO Article Artikel
B2B_CASESTUDY_DO Case study Case study
B2B_NEWS_DO News Nieuwsbericht
B2B_PRODUCT_DO Product Productpagina
... ... ...
<meta name=“DOCUMENT_TYPE" content="Artikel“>
<meta name=“DOCUMENT_TYPE_KEY" content="B2B_ARTICLE_DO">
document: { section: ‘B2B’, documentType: ‘Artikel', documentTypeKey: ‘B2B_ARTICLE_DO’ },

30. Welcome Dr. Chen
Your products
Portable Ultrasound
See details ►
Cardio software suite
See details ►
EMR silver
See details ►
Latest articles
New product released to
handle patient data faster
Read press release ►
FDA approval of latest MRI
scanner finalized
Read press release ►
Acquisition of company
MoneyMakers anounced
Read press release ►
Research done with success
Read press release ►
Cooperation with
government of USA
Jan 01 2016
Read press release
►
Education plan
Recommended for you:
Super-fast diagnosis
See details ►
No data no guts
See details ►
Completed by you
3

31. Welcome [salutation] [name]
Your products
[main image of product]
[product name]
[link to product] ►
[product name]
[link to product] ►
[product name]
[link to product] ►
Latest articles
[title of press release]
[link to page] ►
[title of press release]
[link to page] ►
[title of press release]
[link to page] ►
[title of press release]
[link to page] ►
[title of press
release]
[date in enUS format]
[link to page] ►
[image of
press
release]
Education plan
Recommended for you:
[title of course]
[link to course] ►
[title of course]
[link to course] ►
Completed by you
#
[main image of product] [main image of product]

32. Welcome
Your products Latest articles
Education plan
Recommended for you:
Completed by you
The first 3 products that are assigned to this ID
1. Display product main image
2. Display product name
3. Display link to the product page
The total amount of
courses completed by
this ID
1. Display number
Display 2 courses that are
relevant but not yet completed
by this ID
1. Display course title
2. Display link to course page
1. Display salutation
2. Display last name
The 5 latest press releases
for this audience
1. Display press release title
2. If first:
1. Display date
2. Display image
3. Display link to press
release page

34. When to start a new
web taxonomy

35. When to start a new web taxonomy
Too early
- Unrealistic expectations
- Burden to the creative
design process
Too late
- Lots of content to backwards
tag and structure
- People got used to the freedom
Just right
- Design created but not finished
- IT involved but not started
- Functional requirements agreed
- First content created

36. Lieke Meijs
Business Engineer
+31 (0)6 2904 7912
lieke.meijs@intoaction.nl