I came across a set of notes on digital content strategy and thought I’d share the bits that stuck with me. Nothing earth-shattering, but useful if you’re trying to think more clearly about how content actually works across platforms.
QR codes
They’re everywhere now. Easy enough to scan, instant redirect to a page or product. Fine as a bridge between the physical and digital world, though I’m not convinced they’ve earned their place in most campaigns yet.
Semi-automated information architecture
Auto-tagging and internal linking. Sounds boring until you realise most sites are basically unfindable without them. Makes navigation easier for users and less painful for search engines. Both wins.
Mobile-first
Not a nice-to-have anymore. If your e-commerce platform isn’t responsive, you’re leaving money on the table. Simple as that.
Adaptive content
The idea is straightforward: content should adjust based on who’s looking at it, where they are, what time it is. Personalisation isn’t a luxury — it’s expected. The trick is building it without making your editorial workflow a nightmare.
Social media integration
Facebook login as a way to capture user data. Works, but it’s a double-edged sword. People hand over information willingly if the friction is low, but they also expect something in return. Make sure you’re giving it.
Platform optimisation
The easy part is formatting content so it displays on any device. The hard part is the editorial workflow — deciding what gets published where, and when, without creating five different versions of the same piece.
Editorial workflow
This is where most people get stuck. Do you give mobile users a reduced version? Full content? Different angles? The answer depends on your capacity. Don’t commit to a multi-platform strategy you can’t actually maintain.
Internal processes
Content forking — writing the same thing separately for web, mobile, social, email — is the enemy. Build your CMS and your team’s habits around publishing once and adapting everywhere. It saves time and keeps your message consistent.
What adaptive content actually looks like
Three things: presentation-independent content (write it once, display it many ways), useful metadata (so systems know what it is and who it’s for), and a CMS that lets you create variations within a single package rather than treating each platform as its own silo.
Interactive content
The Guardian does a decent job of showing the spectrum. You’ve got static pieces, minimally interactive ones, and fully interactive galleries. Not everything needs to be the latter, but knowing which category your content falls into helps you set the right expectations.
Teasers
Write both a short and a long version of your teaser. Different platforms have different amounts of space, and having options means you’re not stuck cramming or cutting.
The underlying theme, I think, is this: content strategy isn’t about picking the right tools. It’s about building processes that let you produce once and distribute everywhere without burning out.