On the Ibuildings blog there's a recent post from Ian Barber about setting out guidelines and standards for the content that lives in your dynamic site.
Core site content management system projects are incredibly common, but they are also often drawn out and painful. They're complicated projects because they often have a large number of stakeholders across different parts of the company. They can be a key part of digital or broader strategies, but also used for the most minor parts of day-to-day business. This mix makes it very difficult to tease out the essential aspects of the site, leading to a series of disappointing upgrades and replacements.
A project like this will only turn out well if there's a good roadmap for where it needs to end up. He gives a few things to consider like what your current system does and what old & new technologies will be involved. He includes some tips on things to ignore, to consider and ways to keep the process on track.
The difference between a good content-driven site and a bad one lies in following tips like these.