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Smart Content: What Does Mean? Switzerland Phone Number

When people come to your content — your website content, for example — can they find what they need? One of the best ways to help visitors find the information they find most useful is to organize it into behind-the-scenes categories.

By categories, I mean more than the kind of categories you might use to organize a blog — say, the boxes you can check in WordPress that allow you to associate your posts with categories you’ve created. Yes, these categories are an example of what I’m talking about (and I’ll talk more about blog categories before I finish here), but, to start, you need to understand in general what content strategists call categories . semantics .

Wait! Don’t run away! If you don’t know what semantic categorization means, you’re not alone. Sometimes I have to remind myself. Seriously, do we Switzerland Phone Number need all those syllables? Well, the phrase is what it is. I declare that it is worth arguing about because it represents an important concept for professional communicators. This concept is not as mysterious as it may seem. In fact, it’s downright cool. And powerful.

So stick with me as I break down this concept and give you some insight into how it could help you with your marketing efforts.

 

Why this article?

Let me back up and tell you why I am writing this article. This is the third of six articles, each explaining an element of the following six-part definition. (This oft-quoted definition was developed by Ann Rockley, author of Managing Enterprise Content and founder of the annual Intelligent Content Conference.)

 

Intelligent content is content that is structurally rich and semantically categorized and therefore automatically discoverable, reusable, reconfigurable and adaptable.

This article focuses on the second element of the definition: semantic categorization.

 

What does semantics mean ?

Semantics means “related to meaning”. Take, for example, a conference website. For each presenter, we need the same content elements: photo, name, company title, bio, session title, etc. Metadata tags like <photo> and <name> would give meaning to these content items. These tags – unlike <H1> or <p> or other HTML tags – say nothing about the appearance of the content. Instead, <photo> and <name> indicate what the content is about, what the content means. This is why we call this type of semantic tag .

 

Not all metadata tags are semantic. You’ve probably used non-semantic metadata tags yourself. The H1 tag, for example, is not semantic. An H1 tag tells you (and machines) that a piece of content is a first-level header. What the H1 tag doesn’t tell you (or the machines) is what it’s about or anything else related to the nature – the meaning, the purpose, the subject – of that content. H1 content could be peanuts, pythons or mariachis. It could have been created by Peter, Paul or Mary.

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Nothing against H1 tags, but they don’t give anyone (or any machine) a clue as to what the content means. H1 tags are not semantic. They can help machines figure out how to display content (like “make content big, bold, and blue”), but they can’t help machines do anything intelligent with that content (like instantly show people people the names and photos of all speakers at a conference).

This is where semantic tags come in.

Why categories ?

Okay, you get semantic tags versus non-semantic tags. You might wonder why content strategists talk in terms of semantic categories . I think of categories as buckets.

 

Let’s take our website as an example. Imagine a bucket filled with the names of all the speakers. If you want to create a list of speakers and if the names of those speakers have been tagged as such, you don’t have to go through all the content to choose the names. You simply touch the handle of the bucket (its semantic tag) and voila : all names – and only names – appear.

A semantic tag gives you (and machines) a way to create a grouping. Bucket.

A category.

Here’s an interesting thing about semantic categories: they’re better than buckets. A content item can end up in more than one bucket at a time. You might find Carlos Abler’s photo, for example, in the “photo” bucket and the “blackjacket” bucket simultaneously. In other words, Carlos’ photo, like any piece of content, can belong to any number of semantic categories.

 

When you place a semantic tag like <photo> on a piece of content, you are placing that content into a semantic category. You do it “semantically categorized”.

 

 

By doing so, you give machines a chance to do smart things.

Semantically Categorized Content This example shows two content items: the speaker’s name and the speaker’s photo. The metadata tags shown in parentheses – name , photo and blackjacket – act as semantic categories. Like this photo, any content item can have multiple metadata tags. In other words, each content item can belong to any number of semantic categories.

 

Semantic categories allow content managers to organize digital information in almost unlimited ways. The key is to choose categories that serve the business and the customer. For example, while the “blackjacket” category would serve no purpose on a conference website, it could help online shoppers find the perfect blazer.

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