Managing website content in a large team – how not to go crazy?

In large companies, managing website content is often like coordinating an orchestra without a conductor. Different departments have different goals, and implementations are blocked by limited access to IT resources. The website grows faster than the processes, and without organizing the whole thing, even the best team loses time, control and quality.

Why does content in large organizations spiral out of control?

Complexity and multiple stakeholders

In complex organizations, each section of the site may belong to a different team: marketing, PR, HR or sales. The result?

• A lack of common publication processes,
• Parallel activities causing conflicts,
• Bottlenecks in IT,
• Lack of accountability for content governance,
• Risk of inconsistent content and outdated information.

How to organize content governance that really works?

Clear process for content creation and approval

It’s worth implementing an accountability model (e.g., RACI) and a publication calendar integrated with the campaign plan.

CMS for teamwork

The ideal system should offer:

• Roles and permissions,
• Workflow with approval steps,
• Change history and versioning,
• Multi-site and multilingual support,
• Integrations with CRM, DAM, marketing automation.

Content guide and editorial standards

Basic tools:

• Style guide (language, formatting, tone),
• Component templates (hero, CTA, icons),
• Review schedule (e.g., quarterly),
• Graphics resource library.

Submission system and content backlog

Introducing tools like Jira/Asana to handle content and sprints helps avoid chaos and better prioritize tasks.

What does the organization gain?

• Faster publications (by up to 60%),
• Consistent message across all channels,
• Scalability of projects and campaigns,
• Satisfaction of the IT team, fewer revisions,
• Better UX and SEO thanks to up-to-date content.

Content management as an advantage

In large organizations, the website is a strategic tool. Thoughtful content management improves efficiency, supports teams and strengthens the brand.

Want to get your organization’s content management in order? Contact us. At IVN, we build CMS and processes that work.

FAQ – Frequently Asked Questions

• Is it worth doing a strategy for a logo facelift? Yes. Even a small change should be based on analysis.
• What CMSs work well for large companies? WordPress (with an extensive backend), TYPO3, Contentful, Magnolia. Key: workflow, integrations, versioning.
• Is it possible to manage content without IT? Yes, but it requires a trained team and the right CMS.
• How often to review content? Minimum once a quarter for the main sections. Blog and PR according to the editorial calendar.
• Who is responsible for content governance? Preferably a dedicated specialist or a team in the marketing/communications department.
• How to measure effectiveness? Publication time, number of revisions, brandbook compliance, UX quality.