| Topline category | Key question |
|---|---|
| Brand attributes | What does this content communicate or focus on in relation to Fortum’s core values, vision, mission and brand? |
| Campaign | What are we offering our customer? OR What is the campaign code? |
| Customer journey phase | What part does this piece of content play in moving the customer along the purchase funnel? |
| Generation | How is the power generated? OR What is the power plant type? |
| Offering area | What are we selling our customer? |
| Offering benefits | What added value does this bring to our customer? |
| Offering type | How are we delivering the offering to our customers? |
| Place of use | What does this product, service, solution etc. get used or carried out? |
| Publication type | What’s the format of the release? |
| Release type | What kind of release is this? Who is the main audience? |
Tips for tagging content
- Don’t pick a tag from every category, only the ones that are relevant to your content
- The categories are not in any specific order and tagging your content in a specific order does not have any impact on its categorization. It may be helpful for your own tagging practices however to create an order that you follow so that you don’t miss an important tag.
- There is no maximum number of tags you can add to a piece of content but consider what its USP is and stick to that, especially when it comes to the area of ‘Offering benefits’. We want to avoid having pages or modules that could vaguely relate to anything. What is the value of this page in particular to our user?