Erin Kissane writes about using content templates "... to help speed up the information-collection process, improve consistency across the website, and make the editing process easier and more orderly" in A List Apart.

The ideal situation is to have a content strategist, perhaps a technical writer, who can provide the guidance for auditing and organizing information, and add some rigor to the writing process. The absence of a content strategist on a project necessitates at least dedicating one person to this task. Kissane's article shows how to use content templates to provide the framework for preparing each page of content so they may communicate the essential information effectively and consistently. If you have an IA on the project, this can follow from wireframes on new work.