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Step into the future: Implementing headless CMS for digital displays

The Contentstack TeamJan 30, 20246 min read

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Discover how headless CMS manages and delivers content across digital signage platforms. Experience its flexible and scalable omnichannel capabilities, and see how AI can ease the process for you. Switch to a headless infrastructure to drive digital signage solutions and deliver your marketing goals. Request a free demo today to see how it works.


You’ll learn how to deliver digital signage experiences with a headless CMS.

  • Understand the basics: A headless CMS delivers content to any device via APIs.
  • Go headless and enjoy benefits: It is omnichannel-ready and offers excellent flexibility.
  • Implement effectively: Choose a suitable CMS, configure it, create a content model, and integrate it with your digital signage software.
  • Leverage AI: Automate content tagging and categorization and optimize content with the help of AI.
  • Integrate e-commerce platforms: Integrate with e-commerce platforms to deliver speed and accuracy for orders.

Implement a headless CMS for your dynamic digital signage solutions and stay ahead of the competition. Request a demo to get started today.

Keep reading to learn more!

Technology advancements have transformed marketing and content management. The headless CMS and digital signage solutions are two examples. While the headless CMS offers a flexible and scalable way to manage content, digital signage solutions provide targeted solutions for marketing and e-commerce.

So, what is digital signage? Digital signage is an electronic display that uses LCD, LED, projection, and e-paper to show information, advertising, and other messages. It is another form of a digital touchpoint that headless CMSes can serve, like IoT, web pages and social media.

This article explores digital signage solutions and how to combine them with headless CMSes for marketing success.

What is a headless CMS?

It is a content management system (CMS) that separates the front end (presentation layer) from the back end (content hub). A headless CMS is API-driven and allows you to organize structured content in one place for display on multiple channels, including digital signage and IoT devices

While a traditional CMS combines content, images and code, the headless architecture separates content management and presentation. This decoupling removes potential restrictions from front-end templates or platforms, allowing content creators and developers to deliver innovative digital experiences.

It offers a flexible way to manage content. Headless CMSes have no restrictions, as developers can use any programming language to design unique user interfaces. They also offer robust security and work with multiple devices, including digital signage solutions.

Burberry, Mitsubishi Electric and the Miami Heats are examples of organizations benefitting from a headless CMS.

The role of headless CMS in digital signage solutions

Digital signage solutions are a subset of electronic signage. They showcase digital images, videos, and real-time content through LCDs, LEDs, and projection. They are an excellent tool for marketing campaigns and outdoor advertising. You can find them in public places, stadiums, retail stores, etc.

A headless CMS suits digital signage solutions because it can display content on any device. While a traditional CMS limits how and where you can display content, a headless CMS does not have such limits. It uses APIs to deliver content to any digital signage platform. That means you can display content on various screens. Brands need that flexibility to enable them to deploy content at scale.

Overcome traditional CMS issues with Contentstack: Are you tired of slow development times and rising costs due to legacy monolithic suites? Contentstack offers a modern, component-based solution designed for the needs of today's enterprises. Discover agility and improved ROI. Request a demo to learn more.

How a headless CMS powers digital signage experiences

A headless CMS offers a centralized content hub to manage digital signage content. That ensures they can maintain a consistent and accurate display. Businesses can retrieve content through APIs, and the CMS transforms it into the right format for display on digital signage.

The APIs also enable developers to integrate digital signage solutions tools and systems, which allows for real-time content updates. You can see this use case in the travel and financial sectors, as businesses use it to update travel schedules and stock prices. Other use cases include:

  • Product catalog management.
  • Pricing information management.
  • Digital displays for menus.
  • Helping customers locate items.
  • Navigation through digital signage in waiting areas.

These use cases underscore why marketers are powering digital signage experiences with headless CMS. With a headless CMS, you don't need to create fresh content every time. You can adapt existing content for use across your website, IoT devices and digital signages. This consistency improves customer experience and content experiences on digital screens.

Headless CMS benefits

How can I implement a headless CMS for my digital signage?

Focus on integrating into your existing digital marketing strategy. Choose one of the reputable headless CMS platforms that align with your digital signage needs. Then, a suitable partner that offers the right digital signage software. Ensure that the CMS can integrate with existing sources of data for personalized content. Finally, train your team to manage the system.

Implementing headless CMS for digital signage solutions

  1. Select a suitable CMS: Choose a headless CMS solution that aligns with your business requirements and goals. Consider your digital strategy, digital signage needs, marketing needs and budget.
  2. Set up the CMS: Configure the system with the necessary settings and establish user permissions for security. Ensure that the CMS integrates with your existing systems and tools.
  3. Create your content model: Define the structure and how you want to organize your digital signage content. Consider the relevant content types, attributes, and relationships. This will ease content creation and management, ensuring consistency.
  4. Integrate the headless CMS with your digital signage software: integrate both systems using secure APIs. This integration will enable you to fetch information from the CMS to the signage displays. It will also ensure both systems are in sync and you can deliver real-time updates to your audience.

Headless development tools are critical in streamlining headless CMS implementation for digital signage. These tools help developers build, test, and roll out new digital experiences. They also feature version control, code reuse, and automated testing, which speed up the development process without compromising quality.

They also offer relevant tools for enhancing digital signage CMS with Interactivity. By following the step-by-step guide, you can set up, implement, and benefit from a headless CMS for digital signage.

The Impact of AI on Content Creation

Using AI in composable content creation is not a new concept. Artificial Intelligence (AI) impacts various aspects of life and business, including content creation. With AI, you can optimize content creation, automate repetitive tasks, and generate content. Here is a practical example: You can use AI to automate content tagging and categorization.

You can use AI to automate content tagging and categorization, making it easy to find content. You can integrate it with a headless CMS to manage content across different digital signages. Here is the takeaway. AI is improving digital signage engagement. It is also helping marketers to become smarter and more efficient.

Case Study: e-commerce integration with headless CMS


The post-COVID situation presented Wavin with an opportunity to sell directly to their customers. Their website and communication platforms lacked the necessary e-commerce capabilities. They needed help replacing the monolithic CMS that was in use. 

Wavin embraced the MACH-based approach and switched to Contentstack’s headless CMS. That move led to a rollout in 36 countries and improved order speed and accuracy. Contentstack also delivered a unified webshop with consistent landing pages, global governance, and centrally developed marketing campaign kits for Wavins' local teams.

"We have been able to add technology into the existing relationships quite easily to improve the service delivered, as well as make Wavin more attractive in new markets." said Stephanie Devine.

Read more about how Wavin built top-class e-commerce capabilities with Contentstack.

Dawn Foods

Who else could use world-class e-commerce capabilities if not one of the world’s largest bakeries? Before 2019, Dawn Foods handled all orders by phone or in person, which was inefficient and limited their growth.

They chose Contentstack for its ease of use and MACH (microservices, API-first, cloud-native and headless) infrastructure.

Hear from Gireesh Sahukar, the Vice President. “Content updates in our site run 80% faster compared to a monolith CMS. In some cases, the content that could take up to a week to publish using a monolith CMS, we can publish in less than an hour with Contentstack.”

Read more about how Dawn Foods jumpstarted its e-commerce strategy with Contentstack’s headless CMS.

FAQ section

What are some benefits of using a headless CMS for digital signage?

Using a headless CMS for digital signage lets you push composable content to any digital screen with ease, ensuring consistent brand messaging across all platforms. It's great for quick content updates and integrating personalized, data-driven content, making your digital signage more relevant and engaging. It also reduces content management complexities and costs.

Can I enhance my digital signage CMS with interactivity using a headless CMS?

Yes! You can add interactive elements to your digital signage, like real-time updates or personalized content. That personalized content angle creates a responsive and engaging experience for your audience.

How does AI contribute to content creation in a headless CMS?

AI in a headless CMS analyzes data to personalize content, ensuring it's relevant to your audience. In addition to creating targeted content, AI automates content updates in real time, helping you deliver a responsive digital signage experience.

How can I manage my product catalogs and pricing information using a headless CMS?

A headless CMS lets you organize all product information, prices or details in one place, the composable content hub. It also pushes these updates across all digital channels. This setup ensures your product data is always current and consistent wherever customers see it.

What are some real-world examples of businesses benefiting from a headless CMS?

Burberry, Icelandair and global sports franchise the Miami Heats are examples of businesses benefiting from a headless CMS.

Learn more

A headless CMS powers dynamic digital signage solutions. It is flexible and scalable, offering businesses the ability to create engaging, multi-channel digital experiences. As the future approaches, adopting a headless CMS will address the demand for personalized, omnichannel digital experiences.

Are you interested in powering digital signage experiences with headless CMS? Sign up for our free demo to learn how to deliver top-notch digital signage experiences.

About Contentstack

The Contentstack team comprises highly skilled professionals specializing in product marketing, customer acquisition and retention, and digital marketing strategy. With extensive experience holding senior positions in notable technology companies across various sectors, they bring diverse backgrounds and deep industry knowledge to deliver impactful solutions.  

Contentstack stands out in the composable DXP and Headless CMS markets with an impressive track record of 87 G2 user awards, 6 analyst recognitions, and 3 industry accolades, showcasing its robust market presence and user satisfaction.

Check out our case studies to see why industry-leading companies trust Contentstack.

Experience the power of Contentstack's award-winning platform by scheduling a demo, starting a free trial, or joining a small group demo today.

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