Ready to build metadata systems that make your content findable, personal, and dynamic? You'll leave this session with things you can do to improve your metadata today — and how to maintain and govern it as your audience’s interests and needs evolve. We will also explore powerful use cases for metadata, from personalization and dynamic content templates to organic optimization and AI readiness.

After this session, you’ll be able to:

• Create tagging and metadata systems that help people and software find and understand what your content is about and why it matters.
• Govern and grow metadata systems across tools and teams so everyone uses the same labels in the same way.
• Use metadata for personalization, dynamic web templates, and your content’s organic potential and AI readiness.
• Integrate AI into your workflows to help create consistent, high-quality metadata tags and reduce cognitive load (Spoiler: You don’t need to use a giant LLM for this task, but you do need to review its output).

This session is for digital marketing leaders who are tasked with making the most out of every valuable piece of content, now and into the future.