“In recent months, colleagues and I at Razorfish have been interested in a somewhat related effort to situate the practice and define how it gets things done. We have been looking at the discipline from a broader viewpoint, from the perspective of how content strategy abuts, intersects with, and influences other disciplines. We have proposed an approach to content that we call ‘Orchestrated Content’. Rather than focus on how content strategists work within their own discipline, phase by phase through the duration of a project, we look at how our practice is deeply interwoven with many other practices and plot out how content strategy functions across disciplines. We embrace the inevitably porous nature of the practice and highlight its role in tying together the larger strategy of transforming businesses.”

(Michael Barnwell ~ Scatter/Gather Razorfish)