Watch the recording! - https://youtu.be/8P8LMgcaZpg Technical content is playing an increasingly important role in the overall digital experience for leading companies. The goal of your content must be to provide relevant, personalized answers to technical questions about your product as quickly as possible. This lets you unlock the true value and ROI in your technical content resources. Megan will demonstrate: What is a taxonomy How a taxonomy helps you facilitate excellence in personalized content delivery The basics of taxonomy design for technical content

1. Personalizing Content Using Taxonomy
Megan Gilhooly, VP of Customer Experience, Zoomin

2. • Understand what personalization is and why it’s important
• See various use cases for personalization
• Define taxonomy for product content
• Learn how to use taxonomy for personalization
Objectives

3. What is personalization?
Source: Google

4. The act of adding context and
relevance to information so users
can find it more quickly, relate to
it, and use it immediately to make
more informed decisions.
What is personalization?

5. Videos
Why should we care?
A CIDM survey found that the three most common customer demands
with regards to content delivery are:
Content that is more searchable
Customized or personalized content

6. Why should we care?
78%
of consumers believe that organizations
who provide custom content are interested
in building good relationships with them.
Source: TMG Custom Media

7. Available & useful EngagingFindable Drives business
Businessvalue
Content Function
Covers all functionality,
matches customer needs
Search works,
finds what you need
Interactive and
personalized experience
Effort & spending
Human Machine / AI
Content value chain

8. Recognize your
user’s profile,
expressed or shared
interests, company
affiliation and more.
Remember your
user’s history,
including their
browsing behavior,
implicit interests,
and actions taken.
Recommend
contextually relevant
content based on
the user’s actions,
preferences and
interests.
Personalize the
search experience,
ensuring each
customer gets the
content most
relevant to them.
Recognize Remember
Recommend Relevance

9. Your platform must
RECOGNIZE & REMEMBER
• CRM/SSO profile
• Explicit preferences
• Prior behavior
• Location

10. Your customer gets
RELEVANCE &
RECOMMENDATIONS
• Entitlements and preferences
• Search behavior and boosting
• Content types
• Content recommendations
• Personalized topic collections
• Product announcements
• Targeted call-to-actions
(like surveys)

11. Recognize
• Identifying common
profiles and use cases
• Role-based navigation
• Personalized learning

12. Remember
• Identifying common
profiles and use cases
• Role-based navigation
• Personalized learning

13. Relevance
• Identifying common
profiles and use cases
• Role-based navigation
• Personalized learning

14. Taxonomy: helps us deliver
personalized product answers

15. Taxonomy
noun, plural [tax·on·o·mies]
The science or technique of classification.
A classification into ordered categories.

16. → Support common user scenarios
→ Enable security and entitlements
→ Bridge content silos
→ Enable personalized preferences and recommendations
→ Support reuse of microcontent for in-product help,
walkthroughs, marketing
→ Feed AI and chatbots
Goals of taxonomy

17. → Hierarchical list of terms representing semantic subjects or
categories (like a filing strategy)
→ Describes product domain and subtopics
→ Can support smart navigation, but we’re not only talking about
a web taxonomy
→ Enables classification
What is a taxonomy for tech docs?

18. → Categorization of your content based on the subject matter
→ Achieved through “labeling” content with one or more terms,
typically using metadata
→ Often done outside the actual content resources
→ Does not require you to change the actual content
→ Does not require you to own the content
What is classification?

19. → Determine the domain and scope of content
→ Draft top-level categories
→ Get feedback from subject matter experts, multiple
perspectives (industry, department, product features,
technologies, services, geographies)
→ Refine top-level categories and draft next level
→ Continue to draft, review and refine through all
necessary levels
→ Validate (does it meet your and your users’ needs?)
Developing a content taxonomy

20. Tag your content
Context tags:
•Product
•Version
•Content type
User tags:
•Role
•Level of expertise
•Function

21. I am a _______ and
I want to ___________
(using) __________

22. I am a nurse at a hospital
and I want to replace a
filter in a respirator

23. I am a network engineer
and I want to configure a
router in a data center

24. Remember
• Identify my
interests
• Explicit
• Via SSO
• Via CRM/ERP
• Personalized
search weighting
• Personalized
recommendations
• Subscriptions and
notifications

25. Relevance
• Identify my
interests
• Explicit
• Via SSO
• Via CRM/ERP
• Personalized
search weighting
• Personalized
recommendations
• Subscriptions and
notifications

26. Recommend
• Identify my
interests
• Explicit
• Via SSO
• Via CRM/ERP
• Personalized
search weighting
• Personalized
recommendations
• Subscriptions and
notifications

27. Relevance
• Identify my
interests
• Explicit
• Via SSO
• Via CRM/ERP
• Personalized
search weighting
• Personalized
recommendations
• Subscriptions and
notifications

28. Your taxonomy
supports
content delivery
across the
customer
journey

29. → Personalized content drives business value
→ A taxonomy provides the categorization of content to enable
personalization
→ A single taxonomy can bridge technical documentation, support,
and other groups that create content
→ An effective taxonomy supports content delivery at all customer
touchpoints
Takeaways

30. Thank you!

31. zoominsoftware.com