INTRODUCTION

There’s no such thing as content strategy for mobile.

Wait! Don’t throw the book away yet!

There is such a thing as a content strategy that plans for how you’ll publish and maintain your content across all these new and emerging platforms: smartphones and tablets, sure, but also smart TVs, refrigerators, in-car audio systems—even the desktop web. But “holistic enterprise content strategy” just doesn’t have the same ring to it, right? Mobile’s the buzzword on everyone’s lips right now, so that’s the label we’ve slapped on this problem.

When we talk about content strategy for mobile, we’re not talking about publishing different content to be read on smartphones. That wouldn’t be much of a strategy—who can afford to create content ...

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