If you think content production is complex now, wait until it starts converging with content from other departments or groups. Or when users, dissatisfied with the quality of the documentation provided, start their own DIY documentation project, and it ranks higher in the Google rankings than your own support site.
If you're being asked to use your content in more than one way, you might be at the stage where the more part includes methods or technologies you're not really familiar with. Maybe content re-use means syndication or collaborative creation with other departments or divisions, or incorporating content from other sites or user generated content. It could mean figuring how to build community or provide better support or get better feedback.