Marketing organizations operating their global websites find themselves in the midst of content chaos, and they struggle to keep their webpages up to date and accurate. Business teams march forward with their aggressive plans, and marketing organizations scramble to cope with the mounting demands of creating digital experiences.

The situation gets aggravated in the context of multi-region, multi-brand operations with multiple languages and decentralized teams. Adding commerce and regulatory requirements into the mix, the content supply chain becomes complex, crossing internal teams, regional borders, and enterprise boundaries.

Global teams follow their own fragmented workflows that decrease transparency into work activities. Teams use multiple disconnected technologies, which prohibit data exchange and collaboration. Business processes required in managing web operations are executed in ad hoc fashion, which doesn't help repeatability. Webpage authoring happens within a web CMS, and marketing managers usually lack visibility into the progress of work creating a gap. Webpage updates are not tracked. Activities are not tracked. No performance indicators are captured. And as a result, there are no opportunities to improve.

Imagine a global product business planning a series of product launches to meet their new aggressive business strategy. Building digital experiences is the key to product launches. Their teams work in silos and struggle to meet the challenge. The marketing manager in charge of the product launch programs wants to have visibility into the progress of launch efforts. The product manager would want to ensure that product information embedded in the experiences is accurate. Experience development teams want to avoid repeating work and cut down the review cycles. Content authors want to reduce the overhead activities impeding the work progress.

Addressing all these concerns and achieving content velocity for your websites at scale requires optimizing your content supply chain. In this article, we'll talk through four strategies to help you do just that.