The use of technology has greatly increased the challenges in serving content across various channels, requiring custom technical solutions to handle daily changes and development of features in parallel. To overcome these challenges, a continuous delivery pipeline with automated tests for several stages of the development process is key to successful product delivery. The implementation of "CMS as Code" allows developers to modify their content programmatically, enabling them to thoroughly test changes in an isolated environment and apply them to production environments. This approach has been successfully adopted by TELUS, a Canadian telecommunications company that ran over 500 migrations while shipping new features continuously.