Fluid Content
Developing, Managing, Adapting and Deploying Corporate Content in a Digitally Connected World
FTI Consulting
June 8, 2011
Andreas Panayi
Senior Managing Director, Strategic Communications
In the Digital and Mobile Age, there is a critical need to re-think how we create, maintain, categorize and disseminate corporate content to achieve the greatest level of relevant engagement and impact with our audiences.
We all know that “content is king.” But there’s an addendum to that corporate communications mantra that’s become critically important in today s digitally connected world, where stakeholders interchangeably use multiple channels and devices to consume content: Fluid content is king.
Approaching content in this way allows companies to provide unparalleled access to information while leveraging each platform.
It is no longer acceptable to assume a static PDF or endless text lines posted to a website provide an effective or sufficient experience on a tablet; or to call up a full-text press release on a smartphone with a small screen. The frequency, ease and fluidity with which people expect to interact with information and data today require that companies change how they produce and publish content to be consumed.
Users today have an expectation of unobstructed access to the information they want, regardless of time, place or device. Therefore, content must flow seamlessly and with ease and continuity between all of their devices. The content served on each device should offer an appropriate preview of a greater and more complex experience. The message remains the same; however the content is delivered differently, and each interaction adds up to a greater overall experience, most likely delivered through a larger screen. Approaching content in this way allows companies to provide unparalleled access to information while leveraging each platform to improve the message that it’s carrying, creating a fluid brand experience, and elevating the engagement and responsiveness of the content consumer.