About a dozen years ago, as designers grappled with the need to serve similar experiences to both desktop and mobile computer users, Ethan Marcotte developed the practice of responsive web design.

I think we're at an analogous juncture now in content design. The need to serve similar content experiences across a variety of channels, devices, and touchpoints - and in a variety of contexts, like personalization - reveals the need for more flexible and adaptive content-design practices and systems. 

Responsive web design was adopted almost immediately and remains relevant and important today. "Responsive content design" is just my way of describing a strategic practice that many others (hello, Rahel, Noz, Val, Cruce, Ann, Scott, et al.) have already articulated and developed in different ways. 

It was fun and instructive to noodle on this topic with Ethan.

https://ellessmedia.com/csi/ethan-marcotte/