Did you ever have a picture that didn’t quite fit in the frame? You might have folded back one side to make it work, but you lost something in the process.

That’s the current state of a lot of content that winds up in mobile apps. Too often, it just doesn’t fit within the parameters of a smartphone screen. Take that problem to the next level and imagine content that needs to squeeze into the tight confines of Google Glass.

While the world is going mobile, content isn’t. Yet. That’s about to change. Current content management systems (CMS) are perhaps a decade old at this point and produce publications meant to be viewed on laptops and desktops. That stuff just doesn’t look good on mobile. It’s tiny and unresponsive. Want a quick turnoff? Try to read content that’s not optimized for your platform of choice.

Today Contentful announced beta release of its web and mobile content management platform following a recently raised seed round for an undisclosed sum. Billed as future friendly content, the mobile ready CMS allows for a much simpler publication strategy.

Contentful, a Berlin based startup, makes it possible to populate any device, be it smart phone, tablet or Macbook, from one input. Or looking even further out, to content that looks good on Google Glass, cars, and wherever else a heads up display may appear. It’s a presentation-independent format, according to the designers.

What’s the point? The rapid adoption of mobile over the past few years is only accelerating as more devices and surfaces emerge as content consumption platforms. Your bathroom mirror is fair game. Seventy-five percent of mobile users already bring their phones into the bathroom, and time spent with mobile is growing at 14 times the rate of desktop.

It’s an exciting development to be freed from the restrictions of platform. Contentful offers the promise of creating content that looks good anywhere without a lot of fuss and rejiggering. Right now, developers have to build separate apps for iOS, Android and desktop. Contentful aims to deliver a platform agnostic content tool.

It’s great news for three groups: those of us who create content, those of us who develop apps, and those of us who consume content (which is everyone).