TUI general manager Ros Mackenzie believes content can be reused – but only if it's done right in the first place.
This is, essentially, is what TUI general manager Ros Mackenzie told delegates at Econsultancy's Jump conference in London yesterday (October 10th), according to Marketing Week.
Basically, what she was saying that it doesn't make sense to write separate content for one corner of your normal website, and then another bit for the mobile site and so on.
"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," she said.
Flexible content is what it's all about. Essentially, rather than focusing just on SEO, produce great material, that will be read on iPhones, tablets and desktops.
Mackenzie also point out that tagging is key – tag everything so that when you need to pull up all the relevant content for a particular purpose, it's easy to find.
Econsultancy summed it up in its 'key takeaways' from Jump: "Travel customers come to 'do' something. They want to be inspired or persuaded, so content is key."
One more thing to take away from Jump - the focus of a search campaign should be on the highest quality links, which is social content. This nugget, which came from iProspect, essentially means that to boost your SEO, create interesting content on social platforms that people want to share.