Your content is organised the way you built it, not the way people look for it.

Mika Hall holds a Master of Library and Information Science, and applies it to information architecture, taxonomy, content models and delivery. That’s a formal qualification in how people look for things and fail to find them, and almost nobody in marketing has it.

Marketing teams are usually staffed for producing content, not for organising it. So the content model gets invented by whoever needed a new page type that week, eleven times, until nobody can explain the system and nobody chose it. That’s the problem an MLIS is actually trained on, decades before anyone called it content strategy.

What it buys a client: a taxonomy that still works after a reorganisation, a site search that returns the right thing, and a content model designed rather than accumulated. On engagements like the Intermountain Healthcare consolidation, where four acquired networks each arrived with their own content structure, that’s the difference between one site and four sites sharing a domain.

She also owns delivery, which is why projects here tend to land on the date they were promised.