You say:
Something of a compromise between the
two concepts would be to implement
some kind of DSL as a templating
language. I’m not even sure that this
would be successful however, as all of
the content creators, with one
exception, are completely non
technical.
Honestly, this sounds like exactly the approach I would use. Even “non-technical” users can become proficient (enough) in a simple DSL or templating language to get useful work done.
For example, I do a lot of work with scientific modeling software. Many modelers, while being much more at home with the science than with any form of engineering, have been forced to learn one or more programming languages in order to express their ideas in a way they can use. Heck, as far as I know, Fortran is still a required course in order to get a Meteorology degree, since all the major weather models currently in use are written in Fortran.
As a result, there is a certain community of “scientific programming” which is mostly filled with domain experts with relatively little formal software engineering training, expertise, or even interest. These people are more at home with languages/platforms like Matlab, R, and even Visual Basic (since they can use it to script applications like Excel and ESRI ArcMap). Recently, I’ve seen Python gaining ground in this space as well, mainly I think because it’s relatively easy to learn.
I guess my point is that I see strong parallels between this field and your example. If your domain experts are capable of thinking rigorously about their problems (and this may not be the case, but your question is open-ended enough that it might be) then they are definitely capable of expressing their ideas in an appropriate domain-specific language.
I would start by discussing with the content creators some ideas about how they would like to express their decisions and choices. My guess would be that they would be happy to write “code” (even if you don’t have to call it code) to describe what they want. Give them a “debugger” (a tool to interactively explore the consequences of their “code” changes) and some nice “IDE” support application, and I think you’ll have a very workable solution.