PART I

The Case for Content Everywhere

Too often, today’s content is fixed: stuck to individual pages or in device-specific applications. But as connected devices get more varied, robust, and ubiquitous—and as users expect to find, relate, and share content in more and more ways—we need content that can go anywhere, its meaning and message intact. So how do we stop making more content for every new device or channel and start doing more with the content we make? The answer starts with structuring our content for a future that’s unfixed, fluid, and ever changing.