A position on how to approach digital content in a more interdisciplinary way, from the Content Strategy team at Razorfish, NYC

1. Orchestrated
Content
The Content Problem We help businesses take charge of
Content planning today requires a deft hand. We must negotiate
their content by uniting all existing
a publishing landscape that’s as fractured as it is prolific. initiatives—such as a web campaign,
Companies struggle to reach their customers in meaningful
a mobile execution, a search
ways across multiple channels, but they often end up telling a
story that is so inconsistent that it undermines the central brand optimization plan—under a single,
vision, compromising their relationships with their customers. measurable strategy.
In attempting to stay on top of how their content is created, Value Through Orchestration
published, and shared, companies often adopt strategies that
tend to be reactive and piecemeal. They create content in silos Content that is created without a coordinated, cross-discipline
to solve specific problems or fill specific channels, without strategy (or without a keen focus on the desired customer
considering the big-picture effect; they duplicate content to engagement) isn’t likely to deliver full value. The chief benefit of
overcome the lack of platform coordination; and they publish orchestrated content lies in its ability to bring together all the loose
content that lacks proper structure and tagging, losing the parts of content planning and to centralize both the management
opportunity to attract key audiences and produce accurate and measurement of the content behind it.
performance measurement.
Specifically, orchestrated content offers a number of advantages to
Content, in short, could be businesses, including:
doing more work… more easily, Efficiencies in time and cost due to integrated content teams,
efforts, and thinking
efficiently, and effectively… in A unifying mission behind all owned (site), paid (media), and
more places… and for less money. earned (social) channels
Consistent tone of voice and approach across properties
Alignment of the branded interaction style across platforms
How We Help Businesses Speed in execution due to streamlined workflows
More accurate performance measurement due to
Razorfish tackles this content problem through an approach centralized reporting
we call Orchestrated Content. Orchestrated Content means Quicker collection of cross-channel analytics, supporting a faster
and more holistic tactical response
conceiving and executing content in a broad way, across
formats, campaigns, channels, disciplines, and individual
strategies themselves.

2. The Orchestrated
Content Framework
Research
User Research
Consumer Insights
Search Analysis
Strategy
Measurement Messaging
Channel Presence
Metrics Client Content
KPIs Governance
Optimization
Creation
Management Copywriting
Video Production
Graphic Design
Distribution
Strategic Partnerships
Social
Community Building
Search Engine
Marketing
Our Content Planning Approach
Content is never just an editorial issue. When we think about a
content plan, we keep the whole journey in sight, from envisioning
and creating, to publishing and managing, to measuring and
improving.
1440 Broadway
19th Floor
In carrying out a content plan, we think holistically. We organize our New York, NY 10018
team to execute content planning across skills (e.g., design) and 212 798 6600
functions (e.g., analytics). Content planning is viewed as a living
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proposition, measurable against business objectives and adjustable
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according to performance.