‘Structured content the enabler for growth’

TUI’s general manager of content strategy Ros Mackenzie says the creation of structured content that is designed to be re-used is the “enabler to allow businesses to grow in the future”.

thomson

She advised delegates at Econsultancy’s Jump conference in London today (10 October) that content should be created with the knowledge that it will be re-used across multiple devices and for multiple purposes – from marketing to e-learning.

She added: “There is no cost effective way to continually recreate content to get it to fit all the different screens, devices and platforms out there. You should think about content first, content in its own right, not how it will look on a web page or in that gap in the brochure.”

Marketers should create content in “flexible sized chunks” and attach metadata tags to all their images and videos so they can be easily sourced and re-used for different materials and by other departments within the organisation, she advised. Video should also be split into small chunks so that customers can choose to watch a full length video of a hotel or just a short segment about the premium rooms, for example.

Mackenzie said: “Make sure your content is intelligent so it can be found in your CMS and tagged for re-use within the system…it’s easy for us to pull together a feature on beaches in Majorca because it will all be tagged.”

She also emphasised the importance of different departments coming together to create and curate content across the organisation. TUI is currently in the process of creating roundtables made up with employees from different areas of the business to ensure all departments have a voice within the company’s content strategy.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here