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In 2025, smart publishers are adopting liquid content and modular stories designed to flow across websites, newsletters, social media, new B2C/B2B channels, vertical video, OTT, and voice AI, while upholding editorial standards.
We’re seeing a clear shift as we mentioned a couple weeks ago in our 5 key strategies to navigate 2025's fragmented media landscape. News publishers and agencies are building workflows that prioritize adaptability over rigidity. This “liquid content” approach -a term we've only recently come across, though we've already been moving in that direction- focuses on designing stories that can be split, reframed, or reassembled to meet the unique demands of every distribution channel.
It’s not about doing more. It’s about championing the power of every piece of content.
A modular, liquid approach means building stories with fluid distribution in mind from the start. Strong visuals, summary blocks, excerpt-ready sections, and adaptable metadata aren’t optional. They’re the building blocks of content that can flow across formats and platforms.
When designed this way, a single story becomes a multi-use asset: a newsletter teaser, a social media title, a localized version, a short-form video script, or a visual slideshow. Each tailored but all respectful of the same core narrative and editorial guidelines.
At Nordot, we’re helping publishers embrace this liquid content mindset. Our text-to-slideshow tool for a major channel, for instance, turns traditional articles into high-performing visual formats, without additional editorial effort. It’s a good example of how modular, fluid content design can unlock stronger monetization potential and higher engagement, especially on visual-first and algorithm-driven platforms. Not all content fits every format, but that’s where liquid thinking becomes essential.
There’s a crucial difference between adapting a story after publication and designing it from the ground up to flow across channels. Liquid content thinking fosters collaboration between editorial, product, tech and audience teams to anticipate where and how a story might live. This leads to what we call distribution-aware publishing, a strategy that accelerates time-to-platform and increases relevance.
When content is liquid by design, it doesn’t just scale, it opens new monetization opportunities, like licensing to regional aggregators. The liquid model isn’t just editorially future-proof, it’s revenue-intelligent.
At Nordot, we see this in action every day. Publishers which partner with our network can start repurposing fluidly, syndicating seamlessly, and earning more from the exact same editorial investments.
This is the foundation of a modern content strategy, in a world where distribution drives discovery, and discovery still drives revenue.
Want to test our text-to-slideshow tool? Just let us know!
Bertrand de Volontat is VP of EMEA at Nordot, where he helps publishers make the most of their content across platforms and borders. With a background in both journalism and media business, he led editorial operations at upday and launched several digital media ventures in the past.