Museums are reaching audiences through more digital outlets than ever. E-publications, mobile applications, and social platforms continue to present new and exciting opportunities for telling our stories. An unfortunate byproduct is that our delivery mechanisms are more short-lived that ever before. For this reason we need to make smart decisions up front on how we create and manage our content in order to be better positioned to reuse and remix as technologies change. This presentation will explore how the Indianapolis Museum of Art is employing a content management strategy using the TAP mobile tour and OSCI Toolkit publishing tools along with open standards, TourML and EPUB3 respectively, to ensure that its content effort are as far-reaching and long-lasting as possible.