This isn’t just a technical challenge – for example, simply getting website pages to work well on different devices doesn’t solve the biggest issue, which is with the content itself.

It doesn’t matter if a website works well on mobile if the text is too long, uses indirect language or jargon, is unstructured, or doesn't provide exactly what the user is looking for – quickly.

Likewise, a technically great explainer video can leave people cold if it’s too long – or costs them too much to watch if they’re out and about. Or a tutorial which doesn’t get to the point quickly enough will be skipped in favour of one which does.

Creating content which communicates effectively on all devices, in all places, takes far more consideration about the content itself than it does about the technology used to deploy it – such issues are readily solved and seldom require debate.

A classic example would be a support database. Often written by the technical team rather than by professional communicators, support answers are often frustratingly long, indirect, overly technical and hard to follow. It’s a lot, lot harder to create succinct copy – it takes actual work, rather than being a brain dump. Paraphrasing Blaise Pascal, “I have made this longer than usual because I have not had time to make it shorter.”

Is it short enough to be read on a phone? Does it require supporting images? Would a video convey key points more clearly? Does it use informal language?

The trap fallen into here is that, because the items in a support database exist, the communications job itself is considered done. It isn’t – or at least it isn’t unless it answers, in the briefest way possible, the actual issue experienced by customers, with a solution which is readily understood by anyone without other supporting knowledge or experience – and is structured in a way that it will be indexed well by Google.

Only then does it work, properly, everywhere.