Responsive. Adaptive. Mobile first. Cross-channel. We all want a future that’s flexible, fluid, and unfixed from the desktop, right?
Great. Then it’s time to get to the core of the matter: the content.
Fixed firmly to inflexible pages, today’s content is too often stuck in meaningless blobs—blobs that break under the weight of responsive designs, mobile sites, and cross-channel distribution.
Which elements are most important? What’s primary and what’s corollary? What’s related or interdependent? What stays, what goes, and what gets truncated on small screens?
When we can answer these questions—and structure our content accordingly—we’ll replace those messy blobs with content that bends, shifting and reshaping to fit varied displays and devices.