Content Engineering

I just love this Wikipedia article on Content Engineering.

[…] a term applied to an engineering specialty dealing with the issues around the use of content in computer-facilitated environments [including] content production, content management, content modeling, content conversion, and content use and re-purposing

I’ve always felt that “content management” was a limiting term. Management feels focused on the actual content, while many developers often end up managing sources and channels more than content.

How about “content orchestration”? Or “content architecture”?