Content Orchestration

The engine of Content Orchestration  

Storytelling is a key ingredient in what makes us human. And today brands and publishers have countless ways to create and connect with people through the power of their stories. 

But as technology and audience expectations evolve, these organizations face a new challenge: how to adapt to changing expectations while maintaining - or increasing - the speed of content output. 

While the demands for content have grown, workflows and the approach to tooling often have not. Content spaghetti is a term we use to describe content production in which there is a lack of structure and visibility, and an elevated risk of assets being misplaced or approval flows lost in the mess. 

A new way to think: Content Orchestration

At the other end of the scale is a concept we call Content Orchestration. In IT, orchestration is “the automated configuration, coordination, and management of computer systems and software.” We have adapted this term for content processes and production.  “Content Orchestration” is simply people and tools working seamlessly together to plan, create, manage, and distribute content.

With a Content Orchestration approach, brands and publishers are able to streamline the management, creation, and publishing of content. This results in improved efficiency, clear workflows, the ability to manage, share, reuse, and safeguard assets, and push out across channels. 



Content Orchestration with WoodWing

WoodWing’s core solutions - WoodWing Assets and WoodWing Studio - are integrated to allow you to create, collaborate on, and manage content in one experience. This is supported by a powerful workflow engine that ensures all the approvals before you publish.

Find out more about WoodWing Assets and WoodWing Studio on a product level. 




The marketer’s guide to Content Orchestration

We have drawn on insights from the world’s leading publishers - and select brands - to help marketers improve brand storytelling from technology and process perspectives.


Get the Content Orchestration Guide