You have suppliers. You have a large customer base reflecting a wide array of customer profiles. You have thousands of products. Your products are in various stages of development. You keep track of all of this.
Words are no different.
They must be managed and they must be inventoried. The WEB has put to rest, once and for all, the notion that you can have stand alone pieces of writing. Suddenly, everything is tangled in with everything else. To take control of your company's words, to insure that they are a true asset, you should start confronting a number of issues and questions. These are the sorts of things that perhaps feel very different to you from what you have comfortably thought of as writing .