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# Content is your platform, built for channel neutrality
- URL: https://onemanandhisblog.com/2012/01/content_is_your_platform_built_for_chann/
- Published: 2012-01-18T14:59:49.000Z
- Updated: 2015-04-08T15:28:14.000Z
- Author: Adam Tinworth
- Tags: content strategy, multi-channel publishing

[Peter Buckley of Dorling Kindersley](http://paidcontent.co.uk/article/419-penguins-dk-goodbye-books-hello-flat-content.-make-once-use-anywhere/?ref=onemanandhisblog.com) appears to have his head screwed on straight:

> **Flat content**. That assumption that “something else will come along” is also driving what Buckley calls the “flat” content model: that is, content is increasingly conceived and created with a view to it potentially getting used in a number of ways—whether as an app, an e-book, a website, or even a printed tome. What’s also interesting is that Buckley appeared less preoccupied with what “the next big platform” might be—just that his company is prepared for it, regardless.

Anyone with a serious stake in content production should be doing everything they can to structure their content production and storage so as to create a content platform layer that can be expressed through multiple output channels. As those channels proliferate with ever-increasing speed, it’s the only economically sensible method of managing the change.