Our new book, Content Delivery, is here! 🎉 Grab your free copy →

Content Strategy

Liquid content

Robert Mills • 3 minutes

This video is the seventeenth in our Content Strategy Advent Calendar series.

Today’s expert, Cleve Gibbon, sheds some light on the state of the industry as he sees it – content is not accessible wherever it needs to be. It’s still lumpy. It’s still stuck within silos. Panic not, Cleve has a solution to share: liquid content.

#ContentStrategyAdvent – Day 17: Liquid content, by @cleveg

Video transcript

You wouldn’t believe how many takes this has taken. Take number 10,001. Anyway. First of all, thank you to GatherContent for allowing me to speak as part of their advent calendar 2016. My name is Cleve Gibbon, I work for a company called Cognifide It’s all about the content, and I’m in New York, and you guys at the moment are standing between myself and a vodka soda and some serious shopping. So we’re going to go deep into the topic, liquid content.

First of all, let’s have a look at what’s going on in the industry. The industry basically, it hasn’t moved, we’re still struggling to do the basics. Content is not accessible wherever it needs to be. It’s still lumpy. It’s still stuck within the various silos. We’re seeing content as not just content being broadcast out, but we’re seeing that conversation with the consumer, we’re seeing content come back in but not in a format that’s readily accessible across the enterprise.

We’re seeing content trapped in the channel that it was created in. So most of it gets created in the web CMS and it gets stuck into the HTML which makes it very difficult to transport down other channels. So the usual basics, the basics are still killing us. But, I got inspired by one quote from one of my favourite people of all time, Bruce Lee. He spoke about water, which could easily apply to content. And if you do that, you’ve grasped the basic characteristics of liquid content. So let me quote what he said:

Don’t get set into one form, adapt it, build your own, let it grow. Like water. Empty your mind, Be formless, shapeless, like water. Now you put water into a cup, it becomes a cup. You put water into a bottle, it becomes the bottle. You put it into a teapot, it becomes the teapot. Now water can flow or it can crash. Be water my friend

Key takeaway I have going into 2017, is that if you’re thinking about content and you’re thinking about how it needs to be used to be applied to data to deliver those just in time experiences, then you’ve got to think about how to make it as liquid as possible.

Liquify your content, design for it, model it, structure it, make sure you get it in the place where it can be transported everywhere it needs to be. Think about your content. Liquify it. And with that, enjoy Christmas and I hope you have a smashing new year. Bye.

About Cleve

cleve-gibbon

Cleve Gibbon is CTO at Cognifide, a WPP digital consultancy based in London. Cleve finds innovative ways your business can get the most from content and technology. His focus lies squarely on creating customer-centric, brand-specific digital platforms that enable the best storytellers, to engage effectively with global audiences.

Cleve is a regular speaker at international conferences on content architecture, digital marketing, and lean/agile development. For this, Cleve works with content strategists, UX, IAs, and countless other technologists, to help bring about change.

Cleve has a Doctorate in Computer Science, a Diploma in Digital Marketing, and combines the two daily to facilitate the conversation around digital business.

#ContentStrategyAdvent – Day 17: Liquid content, by @cleveg

Free Online Masterclass

Content Strategy & Delivery

Kristina Halvorson

Anyone who struggles with content consistency and efficiency—and who doesn't?—will greatly benefit from this course. If you want to get smarter about content planning, creation and delivery, start here.

Kristina Halvorson

CEO & Founder, Brain Traffic

Reserve my place

Brand new book

Download your free Kindle, ePub and PDF copy

Download
iPad with Content Delivery cover

Easily organise and produce content for website projects

Start your trial now
Mark McClendon
Our content processes used to involve an ineffective mix of spreadsheets, documents, and a slew of file storage solutions. With GatherContent we've solved all of those problems and more. Mark McClendon — Partner & Executive Director, VML

Late content from clients will delay projects and website launches

Content challenges and inefficient processes result in bad outcomes for your agency’s projects, letting down clients, delaying projects and losing you money.

See how agencies use GatherContent

Get the most from GatherContent

Book a free 30 minute call with one of our team to help you get set up with GatherContent and answer any of your questions.

Book a 30 minute call

About the Author

Robert Mills

Content Strategist, GatherContent

You might also like these posts…

© GatherContent 2018 WeWork, 2nd Floor, 115 Mare Street, London E8 4RU, United Kingdom. VAT No.: GB140105279. Company No.: SC400199