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Enterprise Content Management: The Next Frontier

Designing metadata

Traditionally, metadata has been defined as "data about data". While this is true, metadata is actually much more. It is the encoded knowledge of your organization. Metadata can be used to describe the behavior, processes, rules and structure of the content. A sound metadata strategy is required for content search and retrieval, enterprise content management, and dynamic content delivery (personalization).

Metadata enables:

  ·       Effective retrieval
  ·       Automatic population of existing elements into placeholders for content reuse (systematic reuse)
  ·       Dynamic content
  ·       Automatic routing based on workflow status
  ·       Reporting

There are two types of metadata required for a unified content strategy:

  ·       Categorization metadata
    The increasing use of portals has encouraged organizations to make the portal the central location for access to organizational content. However, as each new piece of content is added, the ability for users to find content decreases. Corporate information needs to be organized into a logical structure (taxonomy), categorizing it, and using the categories to add metadata to the information.

Some industries have created industry specific taxonomies, sometimes known as vertical taxonomies. Vertical taxonomies have been developed to help save organizations from the task of having to create it all themselves, creating inconsistent taxonomies from company to company, and to facilitate the sharing of content. Vertical taxonomies have been created for such areas as IT, Healthcare, Telecommunications, HR, Financial, Legal, e-Learning, Sales and Marketing, and Geography, and more are being created daily. These vertical taxonomies are being incorporated into tools, which assist organizations in the categorization of their content.
  ·       Element metadata
    Element metadata identifies your content at the element level, based on the elements defined in your information model. Authors use element metadata to help them manage content throughout the authoring process. There are three main types of element metadata (reuse, retrieval, and tracking).

Metadata for reuse identifies the elements of content that can be reused in multiple areas. Before even beginning to write, authors can search the content management system by metadata for reusable content. Alternatively, the content management system can automatically search for appropriate reusable content (based on models and metadata) and deliver it (systematic reuse) to authors. In both cases, metadata is very important to correctly identify the elements of content.

Metadata for retrieval is used to help authors retrieve content and may include much or all of the metadata used for reuse. However, metadata for retrieval is more extensive then metadata for reuse, providing additional information about an element that facilitates retrieval (e.g., author, version).

Metadata for tracking is particularly useful when you are implementing workflow as part of your unified content strategy. By assigning status metadata to each content element, you can determine which elements are active. You can also control what can to be done to an element and who can do it.

The metadata for the Reo Tsai example would be:

Element Metadata
Product Name All
Product Description  
   Product Desc. Short All
   Product Desc. Med Brochure
   Product Desc. Long Brochure
   Graphic Show catalog
Brochure
Web site
   Features All
     Feature Title Brochure
Press release
     Feature item All
     Benefit item Brochure
Press release
Web site
     Tag line Brochure
Press release
Web site

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Created: April 21, 2003
Revised: April 21, 2003

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