Metadata Matters … because when it comes to content, it’s everything you have.
Metadata is the spirit of an intellectual or creative asset … it is the Descriptive, Administrative, and Structural (Technical) depiction of an asset.
Metadata is a strategic imperative in the endeavor to effectively manage a company’s knowledge. The successful implementation of any content-related strategy requires the implementation of a holistic metadata schema that is supported by technology, people and process. Metadata increases the return on investment of a content system by unlocking the potential to ingest, discover, share and distribute assets.
Metadata is the foundation of a profitable digital strategy to deliver an optimized and fully engaging consumer experience. Content drives brand… regardless of where it comes from and what it is, content is what is driving the DAM and more importantly, your Brand. Think of content for what it does for you but also for what it is for your users … if DAM is a journey, then content is the road upon which you travel … content is the constant connection between you and your users.
Metadata increases the return on investment of a content system by unlocking the potential to ingest, discover, share and distribute assets. Every piece of content has the potential to be exploited for a variety of purposes. A metadata schema that includes administrative information allows for targeted access, meaning that the system can be used and manipulated by more users. A well-designed metadata schema also allows automated structural metadata, like file type and size, to be leveraged to help creative and publishing teams speed the time to market. Every piece of content has the potential to be exploited for a variety of purposes.
Metadata is the key that unlocks the commercial potential of information, data, and intellectual or creative assets. Every piece of content has the potential to be exploited for a variety of purposes. For example, an image tagged with the descriptive metadata about gender can be discovered and used for targeted marketing or for demographically specific content. A metadata schema that includes administrative information allows for targeted access control, allowing information and content systems to be used and searched by more users without expanding the risk of misuse. A well-designed metadata strategy also allows automated technical metadata, like file type and size, to be leveraged to help creative and publishing teams speed the time to market.
There has never been a more important time to make data a priority and to have a road map for delivering value from it for data will only continue to grow. New platforms provide great opportunities for communication, engagement, and risk management. Data sharing and collaboration will play an important part in growth as business rules and policies will govern the ability to collect and analyze internal and external data. More importantly, business rules will govern an organization’s ability to generate knowledge, and ultimately value.
Metadata Best Practices
1. Content is no longer “the” only king. The user is also worthy. If you have great content and no one can find it, the value of the content is diminished so ensure you are building the right DAM for the right users.
2. Understand how your users/customers want to interact with information before designing your metadata and the user interface.
3. Develop an incremental, extensible process that identifies and enables users, and engages stakeholders with feedback loops, user testing, and evaluations. Remember that metadata is a “snapshot in time.
4. Accept that it won’t be perfect.
5.Implement good governance policies
Metadata Matters … it is the foundation of a profitable digital strategy to deliver an optimized and fully engaging consumer experience.
Want to learn more? I will be speaking at HS DAM NYC on May 2 -3, as well as teaching the pre-event tutorials on May 1, Foundation of Metadata for DAM, and then, Advanced Metadata and Taxonomy.
Here is the link to the DAM New York 2019 website as well as our personal discount code OPTIMITY100, which would give your readers $100 off the current conference fee.
I hope to see you there!
Partner, Information Management
John Horodyski is a Managing Director with Optimity Advisors with 19 years of management strategy experience in Information Management including Digital Asset Management (DAM), Content Strategy, Metadata and Taxonomy design, MarTech, Content Management, Governance, and Rights Management. John is a world leading expert and has provided strategic direction and consulting for a variety of Fortune 100 and 500 clients in Consumer Packaged Goods, Media & Entertainment, Pharmaceutical, and Insurance. John is also an adjunct faculty at San Jose State University where he teaches a graduate course in Digital Asset Management. In addition to regular training and public speaking on digital media and metadata, John is a Board Member and Metadata Editor of the Journal of Digital Media Management and is a monthly DAM content contributor to CMS Wire.
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