Interactive Taxonomies + Audience Engagement

Building a digital content taxonomy has become an increasingly important component of broader integrated digital marketing strategies as businesses look to not only produce ongoing original content but also seek to more effectively leverage [existing or historical content].  With an ever widening array of stakeholders, audiences and customers to engage with, there is a growing need for effective content life cycle management. 

The content taxonomy gets interesting when it’s extended to application within interactive video.  In the case of interactive content, virtually any form of content can be directly linked to the video (eg links, information, videos, images etc). Having a taxonomy of related and high value content for the interactive video (that can be drawn from existing, repurposed or newly created content) allows for great asset utilisation through the connection and deployment of related content within the video.  It allows you to provide a carefully curated journey for the viewer by linking in specific elements and topics that relate directly to the respective video content.  Put simply, it allows you to provide all of the priority information, content and direct actions for the viewer so they don’t need to search for them and you don’t lose them down the rabbit hole on 3rd party platforms. 

What this gives the viewer is a more user friendly experience, it shortens the steps or clicks required and prolongs the engagement with your hosted content, page, account or asset.  By focusing on integrating relevant or repurposed content from your broader digital content taxonomy, you’re ensuring that for your internal and external audiences their requirements are being supported and it’s contributing effectively to them interacting with the content to their benefit. Integrating supporting assets and content from your overall content taxonomy also helps to direct the audience to specific resources that will assist in educating them on the brand and boosting engagement.  You’ve then got the opportunity to review the engagement data to inform how both the content and the overall taxonomy you’ve applied within the interactive video can be modified and improved to boost engagement.