Today’s companies are overwhelmed with the need to create a huge amount of content, faster, customized, and for numerous media platforms, in order to support their products. Struggling with managing this amount of information, companies have now realised that the strategic management of multilingual enterprise content has become essential. Strategic management involves profiling content, its uses, its end readers and deciding what should be translated, into which languages, using which translation processes and technology. Profiling enterprise content is necessary in order to maximize the quality of the content and its translation at minimum effort and cost by reducing complexity. By targeting the audience, content could be categorized according to the expectation of the end-users, and so, different translation scenarios can be applied to different content types. This article will discuss the challenges of profiling content within the enterprise, as well as translation scenarios focusing on the decisions that push content in one or another direction.