Download - Orchestrated Content
The Content Problem
Content planning today requires a deft hand. We must negotiate
a publishing landscape that’s as fractured as it is prolific.
Companies struggle to reach their customers in meaningful
ways across multiple channels, but they often end up telling a
story that is so inconsistent that it undermines the central brand
vision, compromising their relationships with their customers.
In attempting to stay on top of how their content is created,
published, and shared, companies often adopt strategies that
tend to be reactive and piecemeal. They create content in silos
to solve specific problems or fill specific channels, without
considering the big-picture effect; they duplicate content to
overcome the lack of platform coordination; and they publish
content that lacks proper structure and tagging, losing the
opportunity to attract key audiences and produce accurate
performance measurement.
Content, in short, could be doing more work… more easily, efficiently, and effectively… in more places… and for less money.
How We Help Businesses
Razorfish tackles this content problem through an approach
we call Orchestrated Content. Orchestrated Content means
conceiving and executing content in a broad way, across
formats, campaigns, channels, disciplines, and individual
strategies themselves.
We help businesses take charge of their content by uniting all existing initiatives—such as a web campaign, a mobile execution, a search optimization plan—under a single, measurable strategy.
Value Through Orchestration
Content that is created without a coordinated, cross-discipline
strategy (or without a keen focus on the desired customer
engagement) isn’t likely to deliver full value. The chief benefit of
orchestrated content lies in its ability to bring together all the loose
parts of content planning and to centralize both the management
and measurement of the content behind it.
Specifically, orchestrated content offers a number of advantages to
businesses, including:
Efficiencies in time and cost due to integrated content teams, efforts, and thinking A unifying mission behind all owned (site), paid (media), and
earned (social) channels Consistent tone of voice and approach across properties Alignment of the branded interaction style across platforms Speed in execution due to streamlined workflows More accurate performance measurement due to
centralized reporting Quicker collection of cross-channel analytics, supporting a faster
and more holistic tactical response
Orchestrated Content
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New York, NY 10018212 798 6600
www.razorfish.com
@ razorfish
The Orchestrated Content Framework
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.
In carrying out a content plan, we think holistically. We organize
our team to execute content planning across disciplines (e.g.,
design) and functions (e.g., analytics). At all times, content planning
is viewed as a living proposition, measurable against business
objectives and adjustable according to performance.
Solution Areas and Selected Activities
Measurement
Research
User Research
Consumer Insights
Search Analysis Strategy
Messaging
Channel Presence
Client ContentGovernance
Creation
Copywriting
Video Production
Graphic Design
Distribution
Strategic Partnerships
Social Community Building
Search Engine Marketing
Management
Metrics
KPIs
Optimization