Methods, systems, and computer program products for improving the authoring of dynamic data content for Web documents (such as Web pages) by applying a content management paradigm to the representation, storage, and retrieval of the content. A transformation flow container is defined, which contains one or more transformations. A particular transformation preferably specifies either (1) a generation or retrieval of content or (2) styling for content. In the former case, executable code such as a JavaBean™ may be referenced for invocation. In the latter case, one or more style sheets may be referenced. Upon evaluating the flows in the flow container, an authored document containing dynamic data content results.