How Digital Knowledge Management Is Key To Your Brand
It’s no secret that to be successful in search today, you need to cover a lot of bases. We’ve covered Digital Knowledge Management and since, the importance of Digital Knowledge Management has only risen. We’re starting to see more people at more companies with the title of Digital Knowledge Manager. This person has come into play for companies worldwide because of the parallel nature of the current marketing stack, with their role being focused on unifying communications within a company.
To define this new focus, Digital Knowledge Management entails identifying, managing, and curating your entities. This is foundational, and includes cataloging all of the information you want the public to access about your business. This ranges from simple data like name, address, and phone numbers, to more complex items like doctor’s credentials and specialties in the healthcare space. This also applies to other areas like legal, insurance, automotive, and many other industries with their own unique attributes.
A successful path forward with Digital Knowledge Management includes execution across a number of areas such as content, reviews/ratings, making your website secure and mobile-friendly, deploying structured data (Schema, in particular), in addition to more traditional elements — including SEO, social media engagement, and even paid social and search options.
Success today is not found in a single tactic. It comes from executing a sound strategy that combines multiple approaches to ensure the best consumer experience. After all, search engines don’t reward you for having a plan. They reward for excellence of execution.
By not managing this data, you don’t just miss opportunities, you allow for potential confusion that consumers and search engines need to unravel. Assuming your website is the single source of truth doesn’t make it so. Today you need to actively monitor and manage hundreds of places that surface your brand-level data to consumers. That could be third-party directories, social media sites where consumers search, and maps on a mobile device.