Why your approach to content alignment hurts your results

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Align content


The long-prevailing wisdom is to align content to the customer’s buying stage and/or the sales process stage.

This approach reflects an outdated content alignment and management mindset. It’s the folder mindset that says, “we need to group content within hierarchical folder categories.”

Buying and selling stages are a rather obtuse concept. Few content users and their audiences really know or think about what stage of the decision / selling process they’re in.

This simplistic thinking also causes you to miss content requirements that a more rigorous approach will identify.

Perhaps asking, “how will my content users go about looking for content?” would be a better approach.

We arrived at this model years ago when we were working on enhancements to improve content relevance, usefulness and performance.

The principle is Context. By defining context at a more granular level we were able to develop an architecture that clarified specific content performance requirements. We found it applied to all situations and clients.

To leverage today’s AI oriented information systems requires contextual tagging. It’s tagging that will make content easier to find. More precise tagging will yield more focused and appropriate search recommendations. Tagging replaces buyer journey content alignment.

This approach also yields significant benefits for your content inventory and audit process. This activity ceases to be a high effort, periodic project (or not). With the right tag combinations, for scenarios you want to investigate, it becomes a simple, anytime, instantaneous “audit.”

If your spreadsheets are becoming tiresome and hard to maintain, redirect your time and effort into enhancing your information architecture. Define a comprehensive tagging schema. Your content users and audiences will appreciate the result.