Move your content creation and management out of silos, to a place in front of or above your channels. This approach acknowledges the omnichannel nature of the content you create and manage.
Articulate the broad strokes of your content creation process. This will allow you to define the milestones of the content lifecycle, and break it down into use cases and the associated functional capabilities of each stage.
Enterprise back office systems, or supplier sources, contain bits and pieces of information you will need in your end channels. If these are disconnected or siloed, you have a problem: integration is your solution.
Once you go into localisation or personalisation scenarios for web or marketing automation, you’ll realise that managing all of the permutations of combined content elements is not sustainable.
You’ve moved content out of channels and begun to view channels as users — not creators — of content. Now it’s time to determine who owns the rights and governance to each version, and who gives final approval on each one.