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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@ 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