The rise of mobile devices has meant that audiences are increasingly seeing your designs on smaller and smaller screen. A multi-screen strategy is no longer a luxury, it's a necessity. The most successful way to do this is using a responsive design methodology that allows you to separate content from design and allow the device to choose the best experience.
Mobile is our immediate challenge, but it’s just the beginning of an even bigger content shakeup. To meet the needs of everything from smartphones and tablets to read-later services and web-enabled appliances, we need content that can go more places, more easily. Yet most content is still being created in fixed pages and documents, locked into just one format and designed for just one destination.
That won’t cut it. As devices get more diverse, powerful, and ubiquitous—and as our users continue to expect more—we need content that can keep up. But our organizations can’t afford to create more content for every new device and channel. Instead, we need content that does more: content that’s structured so it’s meaningful to both humans and machines, and stored so it can be reused and reconfigured however we want.