As more web capable devices hit the market, designers need to consider where and how their designs will be seen. Unfortunately, the same consideration isn’t always made when it comes to content. With design changing so much in a multichannel environment, content must be structured independent of how it will eventually look.
Content touches all aspects of a design. Having presentation independent content allows for it to adapt to different screens and devices. Karen McGrane suggests that having the specifics of how the content will be structured in place first, allows for the freedom and flexibility to make the right design choices.
Karen says that the advent of WYSIWYG editors shifted focus to the wrong things at the wrong time. Content took a backseat to the overall look of the design. Thinking about content first, over how it will appear, helps ensure you’re communicating the right message.
http://www.uie.com/brainsparks/2013/02/20/karen-mcgrane-adapting-your-content-for-mobile/