From WCM to CXP: How the Content Arms Race is Killing the Legacy CMS
Struggling with how you can provide seamless customer experiences as consumers continue their conversation from chat to email to Twitter to some new app virtually unknown to anyone over 16? Wondering how you’re ever going to find the budget and coordinate the people needed to keep your content fresh and current across various local websites and growing social media channels? If these are things you’re thinking about as we’re settling into 2021, then you know it’s nothing short of a race to provide content-driven experiences that attract and engage consumers.
The good news is that today’s modern content platforms are better than the traditional content management systems (CMSs) and web content management platforms (WCMs or sometimes “WEMs”) that are still in use by many large marketing organizations. The bad news? If you’re reading this article right now, you’re probably one of those large marketing organizations using outdated software.
- The modern content experience
- How modern content has fueled the progression from CMS to WCM to today’s CXP
- How to create a strong base for your content experience platform
What the Modern Content Experience Looks Like
It is critical to keep up in the modern content environment. The vast majority of the history of content distribution was via the same handful of predictable formats: Print, TV, and radio. Then came the World Wide Web. Nothing much changed at first — you could just put your “billboard” on a static website in addition to on the side of the road. Then, the first 3G-connected smartphone hit in the year 2000, and everything changed.
Now we can watch videos on our watches, use hand-held computers to chat with customer service reps, and order items directly to our homes with a few taps on a digital in-store kiosk.
Consumption is skyrocketing as we close in on an entire year spent in the shadow of COVID-19. A survey of 10,000 people across Europe and the U.S. found that, since the pandemic began, the average daily digital content consumption per person has risen to nearly seven hours. Over 40% of consumers said they were using connected televisions more often, 48% were on social media more frequently, and 43% were spending more time watching videos — on YouTube, specifically.
Today, readily-available mobile devices and internet connectivity have made us accustomed to consuming brand content and, often, making purchases anytime and anywhere. This omnichannel delivery is bedrock of the modern content experience.
For marketers, the content experience can be more concisely defined as the sum of the interactions a consumer has with your content — ideally, as they move toward a purchasing decision. And the growing number of interactions and types of content all lead to one thing: Developing a platform for managing all of them.
What is a “Content Experience Platform”?
A content experience platform is your “control center” for all things content — content creation, management, deployment, and the various content operation tools that feed business intelligence into your content development and deployment process.
Ultimately, your CXP is where the content elements you create are empowered to become part of the modern consumer experience.
A modern content experience platform is composable because it’s built on MACH principles.
Among plenty of other benefits, what this means is that all the content experience tools you need can be individually plugged in, updated, removed, and rearranged as needed.
MACH technology is what powers the content experience platform as the central hub for data platforms, personalization software, analytical apps, and content management tools you need to create omnichannel-ready content that meets consumers where they are. This infrastructure ensures that customers have all the information they need throughout the purchasing journey.
(Check out our “Is your Enterprise Ready for MACH?” article to learn more about MACH.)
How Content Demands Have Fueled the Progression from CMS to WCM to CXP
As content and the devices upon which consumers access it continue to change, so does the technology we use to keep up with it. Here’s how the ever-quickening race to provide the most valuable content at the perfect time has led to the evolution of today’s modern content experience platform.
Traditional, Monolithic CMSs
First were traditional, monolithic content management systems. These monolithic systems are still in use by plenty of enterprises today. These legacy CMSs combine content creation with delivery, so content is permanently in its “final form” once it’s formatted for delivery to a specific channel.
While this was fine when the only device was the desktop computer and the only channel was a static website, today, it just means content that isn’t ready for omnichannel distribution.
Single-Channel Web Content Management Tools
The web content management platform (sometimes called a web “engagement” platform) came to popularity as businesses realized digital content would be a critical business capability.
WCM software helps large marketing departments bring together many of the tools they need to create, run, and analyze complex content campaigns. And while this functionality is certainly a step up from monolithic CMS platforms that are nearly impossible to integrate new features into, they’re still hyper-focused on delivering content to a single channel — the web.
Modern, Composable Content Experience Platforms
Finally, composable content experience platforms came along to provide the best of both worlds. Delivering a centralized content experience management app that plays well with outside tools, so you can create content that
outpaces competitors in the race to deliver on omnichannel customer demands.
Building Your Content Experience Platform: It All Starts With These Four Components
Now that you know how a CXP can bring together everything you need to compete in today’s content race, it’s time to take the next big step.
While each organization’s CXP tech stack will be unique, in this section, we’ll lay out the four foundational components that will help you create your cutting-edge content experience platform.
To enable its full capabilities, start your modern CXP with a MACH-based headless CMS.
Between its content capabilities and composability, a MACH headless CMS will provide the ideal foundation from which your business can create and push omnichannel content.
Why? Well, for starters, a MACH headless CMS separates the process of creating and managing content from the way that content is formatted and distributed. It uses application programming interface (API) technology to connect the front-end display layer to the back-end content repository.
The modular design means that marketing teams can create content once and reuse it for multiple platforms, using APIs to deliver the content to any device or channel, from websites and social media platforms to your customer relationship management database and beyond.
This API-driven approach also provides a flexible architecture that allows you to plug in any microservice — including best-of-breed content solutions — without expensive and time-consuming development costs.
Data Management Software
Although standard web analytics and A/B testing still have a place in a well-built marketing tech stack (think Google Analytics or Optimizely), building your CXP is all about leveling up and making it your own. Remember that the more data you can collect and use, the more value the data will generate when integrated into your CXP to inform content creation and distribution.
Link your headless CMS to a modern customer relationship management database that tracks leads through the sales funnel (such as Zendesk) and a customer data platform that supplements your customer profiles (e.g., Evergage or Exponea). These types of tools ensure accuracy and generate insights faster.
With this step, you’re on your way to bringing together the critical components of a modern CXP that will outpace legacy enterprise tech any day.
Personalization is a must-have in the modern CXP — especially in today’s omnichannel content environment where customers expect their experiences to be frictionless and consistent.
Personalization is all about customizing what consumers see based on their behavior and characteristics, and studies show that it pays dividends.
Research by McKinsey shows that industry leaders in personalization have increased revenue by up to 15%. Similarly, a study by Accenture found that 91% of consumers are more likely to shop with brands that recognize, remember, and provide relevant offers and recommendations.
By definition, personalization is data-driven. It requires collecting data about individual customers from various places and storing it to make it easy to analyze and take action on the findings. For brands with thousands or even millions of unique customers, it’s clear that personalization is a job for technology.
In addition to the data management tools detailed in the previous section, platforms like Hubspot and applications that tap into supercomputers like IBM Watson are a great addition to your CXP. They further support content personalization by automating everything from sentiment analysis to keyword extraction — allowing you to deliver the right message to the right customer at the right time.
Augmented and Predictive Analytics Platforms
As consumers live more of their lives online, their data footprints continue to grow. And that means there’s more data than ever before that your brand can use to generate valuable business intelligence.
The challenge of collecting, cleaning, organizing, and analyzing that data is best left to AI-driven tools that make light work of turning data into actionable insights.
Augmented and predictive analytics platforms rely on machine learning to build analytical models that will help you determine what kind of content-driven experience each consumer desires.
Augmented analytics use these models to identify patterns that human analysts would easily overlook. For example, augmented analytics can scan, evaluate, and summarize all content published on a particular topic during a specific time. So if you want to know how customers feel about your new marketing campaign — or perhaps even the campaigns that other top brands are running — augmented analytics can help you measure that.
Predictive analytics takes a similar approach to identify trends using machine learning models to determine what customers are likely to do or want next. This process can suggest actions; for example, it might recommend sending a perfectly-timed, customized email that can turn a good content experience into a great one.
With the addition of smart personalization and analytics tools to your content experience platform, you’ll be ready to run circles around your competitors with highly-personalized, omnichannel-ready content experiences.
How Will Your Business Pull Ahead in Today’s Content Race?
From legacy tech like web content management platforms to today’s MACH headless CMS, the fast pace of content has propelled marketing technology’s advancement like nothing else.
To pull ahead of the competition in the race to provide omnichannel content experiences that consumers love — it all starts with adopting the easiest to customize headless CMS: Contentstack. Request a free, no-obligation trial or demo today to see how Contentstack can support your most significant and best content goals.
Headless CMS uncovered: Drive digital experiences across all channels
Discover the power of a headless CMSWith its unique architecture and flexible approach, a headless CMS offers numerous benefits for businesses seeking to stay ahead in the digital landscape.Here are some key points you'll learn from the article below:Flexibility and Agility: A headless CMS separates content storage from its presentation, allowing you to organize and deploy your content to any digital channel. Enhanced Security: With a headless CMS, security is prioritized.Scalability: Reusing content across channels becomes seamless with a headless CMS. Better User Experience: The independent nature of the front end in a headless CMS reduces server load and increases website speed, resulting in a better user experience. SEO Capabilities: Some headless CMS platforms offer built-in SEO capabilities, empowering businesses to optimize content and increase online visibility. Brand Consistency: With a headless CMS, content can be reused and shared across multiple platforms without the need to recreate it from scratch. Keep reading to learn about the benefits of a headless CMS and unlock its potential for your business. Understanding headless CMSA headless content management system is a CMS that separates the content storage location from its presentation location. It allows you to organize content in one place and deploy it to any digital channel. A headless CMS accesses content via APIs for display on any device. That makes it easier for businesses to increase flexibility and agility. Due to its advanced and flexible options, it is a departure from the traditional CMS architecture. The dynamic nature of the digital space is forcing businesses to seek CMS options that offer:FlexibilityScalabilityAgility in content management.With a headless CMS, organizations can respond to the changing digital landscape and new customer demands. With its decoupled architecture, a headless CMS offers the flexibility that conventional CMSes lack.The anatomy of headless content management systemA headless content management system has three main components:The content repository is where you create, store and manage content.The API layer is the interface that shares content with other digital systems.The Presentation layer or the front-end system renders the content in the desired format and presents it to an end-user.Creating content in a headless CMS is straightforward. You focus on content creation, and the API delivers it anywhere. So, a content creator and developer can decide where and how the content appears.Advantages of headless CMSContent editors and creators can benefit from a headless CMS in many ways. The WYSIWYG editor supports intuitive content creation. It also offers seamless content delivery across many platforms. Here are the main benefits of choosing a headless CMS for content management.SecurityWith a headless CMS, DDoS and other malicious cyberattacks are less likely because the front end is independent from the back end. You also get an extra layer of security because the content from an API is frequently "read-only."ScalabilityA headless CMS allows you to reuse content across channels because it is not restricted to any particular front-end framework. You can also integrate a new tech stack without experiencing downtime, ensuring you can leverage growth opportunities.Better user experienceThe front end works independently from its back end. That reduces the server load and increases website speed. With that, you can deliver content at pace. A headless CMS also has a responsive design that adapts your content to any screen size or device.SEOSome headless CMSes also offer SEO capabilities that allow you to optimize your content and increase your online visibility.Brand consistencyA headless CMS allows you to reuse and share content across many platforms without creating from scratch. That ensures you maintain consistent messaging irrespective of their device.These advantages allow content editors and creators to deliver content across multiple channels. A headless CMS also offers smooth omnichannel content delivery. You can use the API-driven approach to create a process workflow as a content editor. And anytime you introduce new content, an API delivers it to your chosen channels or platforms.As digital channels continue to evolve, businesses are prioritizing content management systems that are flexible, agile, scalable and easy to use.Headless CMS vs. traditional CMS: A comparative analysisHeadless CMS and traditional CMS couldn't be more different both in terms of functionality and architecture. Here are some of the main differences.System updatesThe vendor does the heavy lifting and delivers updates; you do not have to worry about themes, plugins, or updates. But with traditional CMS, you must update your themes, plugins, and software.SecurityThe APIs are their only access point. Hence, they have a smaller surface area for attacks. That differs from traditional CMS as they rely on a database, making them more vulnerable to malicious cyber attacks.IntegrationBy design, a traditional content management system often integrates with other systems and tools like marketing automation software or e-commerce platforms. However, a headless CMS is more flexible and makes it easier to integrate third-party services.ArchitectureThe backend of a traditional CMS houses a database that manages content and combines it with the front end to display the content on your website. A headless CMS does not work with a front end. The backend handles content management, and an API connects it to any application frontend for content transmission to any device.Content deliveryWhile traditional CMS adopts a one-to-one system to deliver content to a website, a headless CMS takes a one-to-many approach, delivering content to many connected devices.Omnichannel flexibilityIt lets you decide where and how to deliver your content. It allows for omnichannel delivery anywhere, like websites, smartwatches, mobile devices, AR/VR, etc. A conventional CMS restricts content delivery to the channels it supports.Deciding if a headless CMS is suitable for your organizationIs a headless CMS the right choice for your business? If your marketing team currently manages several content management systems, you may consider it. Also, if omnichannel publishing is critical to your marketing efforts, a headless content management system will save you time.Also, consider ease of use. One problem with traditional CMS is that only developers or technically astute persons can operate them. So, consider a headless CMS to avoid that bottleneck and grant your content team autonomy. Finally, a flexible headless CMS is the way to go if you want to prioritize real-time content, interactive digital experiences, and intelligent e-commerce.The technical side: How headless CMS worksThe headless CMS operates through API-driven content management. It is a front-end agnostic system, which means it does not have a defined presentation layer. This approach enables flawless integration with front-end frameworks and static site generators. Content creators use the WYSIWYG editor to create and distribute it through an API call.With a headless CMS, you can deliver omnichannel content at pace. It allows you to organize content. Then, your developer writes the code in the front-end development framework. You can then use your static site generators to combine the content and code and deliver it to your static site via your content delivery network.A practical guide to using headless CMSSetting up a headless CMS is straightforward, even if it involves several steps. After you have chosen a suitable headless platform, here are the steps to get it up and running.1. Start by creating an account. Then, follow the instructions to set up your content repository.2. Follow the guidelines to integrate with front-end frameworks and static site generators.3. Invite team members and assign roles for content creation and editing.4. Use the WYSIWYG editor to create, edit, and publish content through the API layer.5. Track your performance to ensure it aligns with your business goals.Headless CMS for omnichannel strategyBecause of its API-driven architecture, a headless CMS enables businesses to develop multi-channel content delivery. It allows organizations to integrate other technologies, speed up campaigns, and serve multiple digital channels.A headless CMS also enables businesses to create personalized digital customer experiences. As creators and editors can store and reuse content, it allows them to maintain consistency across publishing platforms. As the business grows, it also helps them scale their operations and adapt to new technologies.Case studies: Success with headless CMSSeveral businesses continue to enjoy the benefits of a headless content management system. These success stories highlight how these organizations improved digital experiences and increased customer engagement after adopting Contentstack's digital experience platform.BurberryBurberry is a British luxury fashion house. They struggled with extensive translation requirements and multiple collections. They also needed to deliver high-performing experiences to their customers. It was apparent their monolithic CMS could not handle these challenges. They switched to a headless CMS with Contentstack, and here are the results:They reduced developer tickets from 40 a week to one andIncreased publishing speed by 80%, enhancing landing page style and design flexibility.“Contentstack helps our engineers to move fast and concentrate on business requirements by reducing proprietary platform inconveniences,” said Sonia Latoracca, digital commerce content manager at Burberry. “Adding new consumers has never been such an easy and pleasant journey for everyone.”Read their success story to learn how Burberry chose headless CMS to enable speed and agility.Dawn FoodsDawn Foods is an American company specializing in wholesale manufacturing and distributing baked goods, beads, and mixes. Before 2019, they handled orders manually. As the business grew, it needed a scalable online platform and improved user experience. They also required a developer-friendly content management system.They based their decision to choose Contentstack on three things:Digital infrastructureEase of useMACH (microservices, API-first, cloud-native, and headless).Since choosing Contentstack as their digital experience platform, they can boast of the following improvements:Elevate marketing team capabilities to manage personalized omnichannel experiences for customers.Publish six significant releases in six months.Improve e-commerce platform speed to be 80% faster than those using monolith platforms.Boost agility to edit content and publish in minutes.Gireesh Sahukar, the Vice President of Digital, stated, “We know that we have made a really good decision choosing Contentstack. We’re extremely happy with our partnership. The kind of flexibility that Contentstack offers, not just to us, but also to the ecosystem partners we want to work with, is pretty fantastic.”Read more about how Contentstack helped Dawn Foods find the recipe for online success.Choosing your headless CMS platformChoosing the right content management platform can take time and effort. However, it is critical to understand your business needs and objectives. Research each platform to know how they fit into your long-term strategy.There is no one-size-fits-all solution. One critical factor to consider is scalability. As your business grows, your content management needs will change. You want a content management system to adjust without compromising performance and user experience.It would help if you also considered flexibility. A headless CMS can work with any front-end application. It offers you the freedom to customize the user interface as you wish.Finally, you also want to consider ease of use for non-technical users like creators and editors. A good headless CMS should be intuitive and user-friendly. That way, content creators can navigate the platform's WYSIWYG editor for content creation without advanced technical knowledge.Future trends: The evolution of content management systemsAs AI adoption increases, we will likely see more innovation in content management systems. Headless CMS platforms will be instrumental in helping businesses keep up with these changes. Its smooth integration, flexibility, and optimized multi-channel content delivery will shape how organizations interact with customers.FAQ sectionWhat is a headless CMS, and how does it differ from traditional CMS?By design, it separates the backend from the presentation layer. Unlike traditional CMS, it can publish content to any platform or device via APIs. While conventional CMS works with a front and back end, headless only focuses on managing your content in a central repository. It also supports omnichannel content delivery, while traditional CMS does not.What are the primary benefits of using a headless CMS?It is easy to set up and use, even for non-technical persons. Developers can also customize them as they wish. When businesses grow and face new customer demands, it can adjust without compromising performance and user experience. Finally, the front-end agnostic design adds a layer of security to protect users against malicious cyberattacks.Can a headless CMS integrate with my existing website or mobile app?Yes. A headless content management system can integrate with any static site generator or front-end framework. You can use your existing mobile app or website to connect to it through APIs.How does a headless CMS improve content delivery to multiple platforms?It improves content delivery through WYSIWYG editors and real-time previews, enabling content creators to tailor their content for each platform. It also supports content reuse, meaning you only need to create new content sometimes. That helps businesses to maintain consistency. The API-centric approach of a headless content management system also allows it to deliver content to many platforms at pace.What does API-driven content management mean for non-technical users?An application program interface (API) protocol enables communication between two or more computer programs. An API-driven content management is a backend framework for managing your CMS needs. It relies on the API protocol to interact with third-party services and systems. A headless content management system is API-driven, so it can access your data in the backend and publish it on multiple digital channels.Learn moreHeadless CMS is changing how businesses organize and manage content. The front-end agnostic architecture allows for content delivery at pace. It also supports omni channels that let organizations reach customers on multiple platforms. As technology and customers' needs change, businesses will rely on flexible and scalable content management systems. Headless CMS solutions offer an agile, flexible, and scalable approach to content management that will serve the needs of businesses going forward.Empower your content creators, enhance security, improve scalability, deliver better user experiences, optimize for SEO, and maintain brand consistency. Embrace the power of a headless CMS and stay ahead in the digital game. Take your digital experiences to the next level - schedule a demo today!
Introduction to headless CMS: Futureproof your content management
Headless CMS: Unlock the future of content managementHere's a preview how a headless CMS can futureproof your content management:Enhances digital experiences and enables multi-channel content deliveryStreamlines content management across devices and platformsEnables personalized digital experiences across channels and ensures scalabilityArchitecture decouples the content management backend from the front end, providing greater flexibilitySeparation of the content repository and presentation layer improves performance, scalability, and future-proofingFront-end developers can use their preferred technologies and frameworks, delivering consistent user experiencesAny front-end application can work with a headless CMS through APIs, enabling multi-channel content deliveryKeep reading to learn more!As the digital landscape evolves, more businesses see the value of efficient content management. Traditional content management systems (CMS) have held sway for a while. Yet, modern web development requires a more advanced solution with new technology springing up and customer needs changing by the minute.Hence, the emergence of headless CMS is crucial. It is empowering businesses to meet the growing demands of their online presence. An architecture that decouples the content management backend from the front end helps organizations achieve greater flexibility. The headless CMS architecture also stands out for its scalability and ability to deliver personalized digital experiences across channels.What is a headless CMS?A headless CMS is a back-end-only content management system. It acts as a content repository that makes content accessible via an API for display on any device without a presentation layer. It is front-end agnostic, which eases content access and publishing on any digital device via an API.The evolution of content managementAs the complexity of digital experiences increased, organizations sought more flexible options. With conventional CMS unable to handle the technology shift, headless systems started becoming prominent.According to Future market insights, the headless CMS market topped $751.6 million in 2022 and will exceed $5.5 billion by 2032.The growth of platforms like websites, mobile apps and IoT devices is also driving the transition to headless CMS. Organizations that opted for a headless CMS architecture have eased content management across these platforms. And that has helped them improve efficiency and deliver better user experience.What makes headless CMS different?What makes the headless CMS unique is its decoupled architecture. In a traditional CMS, the content repository and presentation layer are intertwined. In a headless CMS, these components work independently.That separation enables creators and developers to deliver content at pace. And they also do it with ease across channels. This improves customer experience and ensures that the brand's messaging remains consistent. Organizations can adapt to new technology trends and consumer demands with a headless CMS.The role of the content repository in headless CMSThe content repository stores, manages and organizes digital content. That makes it easier for organizations to create, edit and publish content without limitations. Also, headless CMSes come with a WYSIWYG that allows non-technical users to create content.How does a headless CMS manage contentA headless CMS uses a content hub for content management. The content hub houses all digital assets. It is also the place where developers and creators manage content. The centralized approach guarantees consistent brand messaging and design across all channels. It also ensures that businesses keep content and maintain quality.The front-end freedom with headless CMSHeadless CMS does not prescribe how you present content. Any front end can work with a headless CMS, allowing developers to use their preferred technologies and frameworks.The presentation layer or front end is the user-facing part of an application, website, or device. It includes all the visual elements and interfaces that make it easy for users to interact with digital content. In the traditional CMS system, they are closely connected. But the headless CMS decouples them. Hence, developers can present content in any format they choose. They can also create and deploy customized and scalable solutions.Benefits of using headless CMS for front-end developersFront-end developers like the front-end agnostic nature of headless CMS platforms. Here are other benefits for developers.It allows them to use preferred technologies, frameworks, and design patterns.It helps them scale future projects or features with ease.They can customize solutions to meet project requirements.It enables them to deliver consistent user experiences across various channels.Can any front-end work with a headless CMSAny front-end application can work with a headless CMS because headless CMSes provide content through APIs. Developers can integrate the APIs with any front-end technology of their choice. That ensures organizations can deliver multi-channel content without investing in extra development resources.Benefits of headless CMS for content editors and creatorsA headless CMS streamlines content creation. It does so by separating the front-end presentation from the back-end functionality. This allows editors and creators to manage content across different devices and platforms. It also enables them to scale.The WYSIWYG editor integrates with a headless CMS through APIs. That triggers a smooth connection between the presentation layer and the content repository. Its interface makes it easy for non-technical users to create, edit and publish content.Here are more advantages of headless CMS for content production:Separation of concerns: Having a separate content repository and presentation layer improves performance.Scalability: A headless CMS can adapt to changing business needs without compromising performance.Future-proofing: The architecture of a headless CMS can adapt to new technologies.Enhanced digital experiences: The API-driven system enables quality omnichannel delivery.Multi-channel delivery: A headless CMS allows content delivery across channels.Delivering Content Across Multiple ChannelsWhether your audience is accessing information on a tablet, smartphone, or smartwatch, they can expect to receive engaging and high-quality content.A headless CMS relies on an API to deliver content across channels. That ensures consistency on all platforms. It also enables organizations to tailor their content to the needs of customers.Headless CMS offers and solutionsAs headless CMS adoption gathers pace, many headless content management platforms exist today. There are many options to choose from.Consider your objectives, requirements, and constraints to select the best for your organization. Review your team. Focus on factors like ease of use, developer-friendliness, integration capabilities, scalability, and flexibility. Evaluating these factors will ensure you make an informed decision.Integrating headless CMS with modern web developmentStatic site generators enable you to create static, HTML-based websites without an external data source. Most static site generators do not have workflow capabilities or a WYSIWYG editor. That means they are unsuitable for creating and managing content. A headless CMS provides these capabilities. That enables you to integrate front-end frameworks with a compatible static site generator. That ensures you do not need to learn new customization and theme integrations.Case studies: Successful integrations with web and mobile appsMany organizations rely on Contentstack's digital experience platform, and for good reason. Here are some success stories. IcelandairIcelandair launched Digital Labs in 2015. They tasked the new business development unit with introducing a digital culture. Having adopted VYRE Unify before, they migrated to dotCMS as their web management platform. It soon became apparent that those platforms were no longer viable for them.Icelandair needed a new website that could support its modular approach to content design. Migrating to Contenstack's digital experience platform enabled them to integrate headless CMS with modern web development. Here are the results.The improved delivery rate for translations by 70%Slashed promotions push out time by 90%They aligned creative and technical teams to work in sync.Enhanced content team to manage 12 languages for 16 locations without leaving the CMSHallur ﬁór Halldórsson, UX Writer and Content Designer at Icelandair, said this. "I don't have to depend on the developers to do everything. I can go in and make the changes instead of them having to do all the work. Simplicity in the UI for content editors and technically savvy people has helped us."Read how Icelandair improved automation, workflows, and localization with Contentstack with headless CMS integrations.K2 SportsK2 is an American company and a pioneer snowboard and ski brand. They faced challenges with managing eight websites on two CMSes. The solutions relied on developers, which slowed down the speed at which marketers could deliver content.Switching to Contentstack's composable architecture and extensible APIs allowed K2 to build unique integrations. Here are some other results:Improved their content publishing speed by 90%.Boosted productivity by 50%Increased website speed by 75% faster“Since migrating to Contentstack, updating content has gotten 90% faster; furthermore, it has allowed K2 to launch eight websites in less than six months,” said Nicole Fugere, director of Web Services.Read more about how K2 created websites 7% faster with Contentstack's headless CMS.Content as a Service (CaaS) and digital experience platformsContent as a Service (CaaS) is an approach to storing and serving content that builds on the headless CMS concept. It delivers content through APIs, enabling omnichannel distribution across various devices and platforms. Aside from simplifying content management, it also improves the user's digital experience.CaaS decouples content from its presentation. That enables organizations to personalize content to meet the needs of their audience. That drives engagement and satisfaction. As more digital platforms adopt CaaS, organizations can create immersive experiences for their audience across all channels.Headless CMS: The future of content managementThe pace of headless CMS adoption means it will be pivotal in shaping content strategies in the future. As technology continues to impact the digital landscape, organizations will focus on content management systems that can integrate across many platforms. That will help them future-proof their content strategy.A headless CMS will enhance how organizations deliver personalized omnichannel experiences. The flexibility of headless CMS architecture allows businesses to adapt to emerging technologies and respond to growing customer expectations. Opting for a headless CMS platform is not merely a trend. It is a forward-thinking approach that enhances brand agility and empowers them to stay ahead of the curve.FAQsWhat is the difference between headless CMS and traditional CMS?Traditional content management systems integrate content storage and presentation. In contrast, a headless CMS decouples these components, making it more flexible and customizable.How do content creators benefit from headless CMS?A Headless CMS streamlines content creation. With the help of the WYSIWYG editor, creators can modify and view content changes in an intuitive interface in real-time.What does "API-driven content management" mean for my business?API-driven content management empowers you to deliver content with ease across channels. By leveraging APIs, you can maintain consistent brand messaging. You can also boost engagement, adapt to new customer demands, and enjoy the benefits of content management for your business.How can a headless CMS improve my website's or app's performance?A headless CMS improves your website's load speed. It reduces website workload by separating the content repository from the presentation layer. Also, developers in your team can use whatever tools or frameworks they prefer. The independent content management and delivery systems also allow you to streamline workflows. And that helps in delivering personalized digital experiences to your audience.What should I consider when implementing a headless CMS?Access your needs and business requirements. Also, consider your limitations when making decisions about your project. Consider the skills of your development team and the requirements of your target audience. Evaluating these factors will guarantee that you make an informed decision.Learn moreThe headless CMS architecture is revolutionizing content management for organizations. Businesses now recognize the importance of efficient content management. Traditional CMS systems no longer meet the demands of modern web development. The emergence of headless CMS offers a more advanced solution by decoupling the backend from the front end, providing greater flexibility and scalability.Front-end developers benefit from the freedom to use their preferred technologies and frameworks with headless CMS, enabling customized and scalable solutions.Content editors and creators also experience advantages with headless CMS as it streamlines content creation and management across different devices and platforms.Take the next step towards delivering exceptional digital experiences across multiple channels. Unlock the full potential of headless CMS and revolutionize your content management strategy.Schedule a demo today, or contact us for further information.
History of content management systems and rise of headless CMS
Choosing the right CMS: Contentstack for agile businesses vs. Sitecore CMS
Selecting the right content management system (CMS) can make a difference in your organization's online presence. A CMS will directly affect user experience, search engine optimization, and overall digital strategy. In this blog, we'll delve into headless CMS and explore two popular options: Sitecore CMS and Contentstack. We'll provide a basic understanding of both CMS platforms. Then, we'll cover transitioning from Sitecore to Contentstack. Selecting the right CMS As mentioned, your chosen CMS will significantly affect overall user experience, SEO, and digital strategy. Sitecore CMS may be a good choice for organizations; however, if you prefer an agile, flexible, and scalable content management strategy, Contentstack is an excellent option. A headless CMS like Contentstack ensures consistent content delivery across various devices while maintaining optimal user experience. Additionally, it can improve website search engine rankings and contribute to the overall success of your digital initiatives. Sitecore CMS: Catering to the needs of enterprise organizations Sitecore CMS is a widely used platform designed for enterprise businesses. It offers robust personalization and marketing automation tools. Its strengths include: Personalization Sitecore CMS allows businesses to create personalized user experiences based on individual user preferences and behavior. Marketing automation Sitecore enables organizations to streamline their marketing operations through powerful features like email marketing, lead scoring, and analytics. Support for complex scenarios Businesses with intricate organizational structures will find Sitecore's multisite and multi-language functionalities extremely beneficial. Despite these advantages, Sitecore CMS may be overwhelming for some businesses. This is especially true for those seeking a more straightforward, headless CMS experience. Contentstack: The modern CMS for agile enterprise businesses Contentstack is a headless CMS designed to cater to organizations desiring a more elegant and flexible content management strategy. Here are some core benefits of using Contentstack. Headless architecture Contentstack has a headless architecture. This allows developers to use their preferred programming languages and frameworks while separating the content from the presentation layer. This results in a smoother integration process with various devices and platforms. Flexibility and scalability Contentstack's modular design allows businesses to quickly adapt and scale their content strategy according to changing market dynamics. Ease of use With its user-friendly interface and extensive documentation, Contentstack make it easier for marketers and content creators to work without extensive technical knowledge. The significance of Sitecore XP 10.4's end-of-life Sitecore is a popular CMS known for its robust website content management and digital marketing capabilities. However, it's crucial to acknowledge the end of life of Sitecore XP 10.4. Why is this important? It means the company will no longer provide support or updates for this version. This may have severe consequences for your organization, including: lack of support leaves your CMS vulnerable to security breaches and technical difficulties, potentially leading to downtime and losing vital data, your platform will gradually become outdated without updates, impairing your ability to leverage emerging trends and technologies. Implications for existing Sitecore users and businesses For businesses that continue to use Sitecore XP 10.4, the risks and limitations that stem from the end-of-life are something to pay attention to. These implications include: Increased security risks Without ongoing support and security patches, your Sitecore platform may become a potential target for hackers and vulnerable to security risks. Reduced innovation and performance As new technologies and practices emerge, an outdated platform hinders business growth, diminishing your competitive edge in the market. Costly upgrades Eventually, migrating to a newer version of Sitecore or an alternative platform becomes inevitable. The process can be time-consuming and costly. Because of these issues, it's no wonder more businesses are transitioning to a headless CMS like Contentstack. Headless CMS vs. traditional CMS CMSes serve as the backbone of digital asset management for businesses around the globe. They fall into two main categories. They can be headless CMSes like Contentstack or traditional CMSes like Sitecore. A headless CMS is built on an API-first architecture and provides greater flexibility and adaptability than a traditional CMS. It allows content creators to manage content without knowing the technical details of implementation. The headless CMS decouples content management from the presentation layer. This enables developers to work with a variety of digital channels efficiently. These include websites, mobile apps, and other customer touchpoints. On the other hand, a traditional CMS typically couples content management with the visual presentation layer of a single website. As a result, traditional CMS options like Sitecore provide easy-to-use templates and drag-and-drop features for designing visually appealing web pages. However, this coupling limits the flexibility of content storage, making it harder to deliver content to multiple channels. Advantages and disadvantages Headless CMS advantages Flexibility in content delivery to various platforms Greater control over the presentation layer Better performance as it relies on APIs Quick response to changes in technology Headless CMS disadvantages More challenging to set up than traditional CMS Requires a strong development team Often lacks front-end user interface out of the box Traditional CMS advantages Pre-built templates for designing web pages Drag-and-drop functionality for easy use More appealing to non-technical users Quicker to launch new websites Traditional CMS disadvantages Limited flexibility in content delivery Lower performance compared to headless CMS Slower to respond to technology advances Contentstack's key features and benefits Contentstack has notable features and advantages that make it stand out as a digital experience platform (DXP) of choice. Real-time content management Without extensive front-end development work, businesses can quickly edit and update content across various digital platforms. This feature saves time and resources by empowering content creators to make changes and see the results instantly. Developer-friendliness Developers can leverage their preferred languages and front-end framework. This empowers them to build, iterate, and deploy projects quickly and efficiently. Future-proof Contentstack's headless nature ensures it remains a highly flexible and scalable solution. The platform works seamlessly with various digital assets and is compatible with numerous other digital media. This enables businesses to pivot and grow as needed. Marketing automation Contentstack's marketing automation features integrate with multiple digital marketing systems. This makes it easy for businesses to automate their marketing campaigns and streamline lead generation processes. Gartner Magic Quadrant Contentstack has been recognized in the Gartner Magic Quadrant. This reflects Contentstack's commitment to providing an innovative and reliable digital experience platform. It's also a testament to the platform's ability to effectively serve the needs of businesses of all sizes. Contentstack case studies and testimonials Contentstack is making real-world impacts globally daily by helping organizations achieve their goals. Here are a couple of examples. RetailMeNot Inc. RetailMeNot Inc., an online savings and promotional site, chose Contentstack because it needed a user-friendly CMS that let people access and modify content efficiently and consistently. Results included: Faster delivery of experience and changes Consistent management method for all content types Reduced need for maintenance and reusable integrations "Contentstack has allowed us to consolidate a lot of things into a single place that is much more user-friendly than previous tools were," said Gary Newcomb, principal engineer. "It's a lot faster to get new experiences and fixes out to our users, and it provides us with a much smaller set of integrations in our stack that our engineers must maintain." Read the complete "RetailMeNot creates omnichannel content at light speed" to learn more. Cartier Cartier, the iconic French luxury brand, chose a headless CMS strategy to exploit the possibilities of reusing content to create a consistent, premium brand experience while remaining flexible to embrace innovative omnichannel technologies. After switching to Contentstack, Cartier experienced: The development of new websites in days, not weeks Ensured brand integrity throughout different initiatives Greater return on investment in content assets "The websites that are a critical part of our digital portfolio are now more aligned and performant. As a result, the customer digital experience of Cartier improves, reflecting our commitment to becoming a reference for luxury in all aspects," said Anastasia Goglova, international digital lead. To learn why Cartier chose Contentstack, read "Cartier improves brand integrity and operations efficiency." Migrating from Sitecore to Contentstack Migrating from Sitecore to Contentstack might seem daunting, but it can be a smooth process with a clear plan and good practices. Follow these steps to ensure a successful migration: Analyze your current content structure Begin by reviewing your existing Sitecore content structure and taxonomy. This will help you determine the necessary updates and changes to implement in Contentstack. Prepare a migration plan Define a clear roadmap, including timelines, scope, responsibilities, and corresponding tasks. Consider hiring an implementation partner with experience in both Sitecore and Contentstack for a seamless transition. Map content models Correctly map and classify Sitecore content fields to equivalent Contentstack content types. Remember that Contentstack's modular blocks allow a more flexible content modeling approach. Develop custom scripts Develop scripts to extract, transform, and load data (ETL) from Sitecore to Contentstack. Plan and execute testing rounds to ensure accurate data migration. Optimize your digital assets Use Contentstack's digital asset management capabilities to organize and optimize your digital assets, such as images, videos, and documents, during migration. Update front-end code Modify or rewrite your front-end code to consume the APIs provided by Contentstack. Adjust content rendering according to your specific design and performance requirements. Our industry-leading care without-compromise program and technical solutions team (TSO) will be available to assist you throughout the process as follows: Dedicated account management Real-time, 24/7 in-app human support Tailored workshops and advisory consultations Regular health checks and performance reviews And so much more Make the switch With its flexible architecture, ease of use, and extensive feature set, Contentstack is an excellent option for businesses that want to stay ahead of the curve. Additionally, with the end-of-life of Sitecore XP 10.4, there is no better time to switch to a future-proof CMS to ensure your organization remains competitive. Switch to Contentstack today and experience the benefits of using a composable headless CMS!
Burberry is driving global scale and speed with Contentstack headless CMS
Burberry employs more than 9,000 people worldwide. It is ranked 97th in the current “Interbrand’s Best Global Brands” report. It has stores in 59 countries and a brand value of over $5 billion. It is known for a distinctly British attitude and continual innovation.Burberry leverages technology throughout international markets to deliver premium digital experiences. The brand has pioneered multichannel commerce in the fashion space, selling products through both directly operated and franchised stores, as well as via wholesale partners and online.To inspire and excite existing and prospective customers, the Burberry marketing and communications teams create distinctive, meaningful content and luxury experiences that span websites in 11 languages. For the past three years, the Contentstack headless content management system (CMS) has been at the heart of these experiences.The challengeIn the fast-paced fashion and luxury goods world, Burberry has undergone extensive digital transformation across various platforms. Faced with the demands of multiple collections, extensive translation requirements, and a need to deliver high-performing experiences to discerning customers, the limitations of Burberry’s legacy, monolithic content management, and e-commerce platform became apparent.This was seen most clearly in the slow time to market and a failure to reflect the brand values of creativity and innovation. This led to an inability to deliver the quality of experience befitting the Burberry brand, at pace and scale, throughout web, mobile, and other channels and across multiple locales and languages.As a strategic response to this issue, Burberry chose a MACH (microservices, API, cloud-native, and headless)-based strategy to guide e-commerce and personalization technology investment. A composable approach enables speed and agility in responding to new market opportunities. Following a thorough market review, Contentstack was selected as the CMS component of this digital transformation.Contentstack was picked based on its ease of language management, integrations, and the advantages of a genuinely headless architecture.As a MACH-certified solution, Contentstack integrates seamlessly with Smartling to enable comprehensive translation alongside commerce tools, the e-commerce platform Burberry chose.Contentstack offers intuitive use for editors, reducing the time necessary to train and be effective in their role from days to minutes. Contentstack improves the productivity of these teams by allowing them to curate, update, preview, and publish content rapidly. This is achieved with robust workflow processes augmented by rigorous roles and permissions capabilities.Contentstack was also chosen based on the unique live preview feature. This enables Burberry to preview content across multiple channels before saving or publishing it live. The ability to edit entries and preview these changes in real time not only ensures consistency and qualitybut also frees the Burberry content creation team from developer delays when updating material.Contentstack was implemented by system integrator and partner EPAM and is now used throughout Burberry.The impactContentstack CMS has accelerated content creation for international markets across multiple languages. Burberry can now create global desktop and mobile sites for each country, and bulk publish in up to 50 languages.This speed has gone hand-in-hand with improved service to the content creation staff. Calls to the development team have reduced drastically from more than 40 user tickets weekly to fewer than one.The evolution of the translation capabilities has been a critical element of this reduced burden on the helpdesk and the consequent improvements in agility and speed. Translation work is now 80% quicker compared to the previous CMS.Regarding the impact on productivity and output, the Contentstack system has enabled Burberry to deliver relevant content to story-telling and landing pages faster and more accurately across global websites in 11 languages.“Contentstack helps our engineers to move fast and concentrate on business requirements by reducing proprietary platform inconveniences,” said Sonia Latoracca, digital commerce content manager at Burberry. “Adding new consumers has never been such an easy and pleasant journey for everyone.”The conclusion“Creating content is quicker and easier with Contentstack,” Latoracca said. “It’s a user-friendly tool making training and onboarding simpler. Integrating our translation and media systems means content can be created and published quickly. The flexible, reusable components allow us to complete new design briefs without constant development.”Contentstack has enabled Burberry to create and publish content faster and more accurately through its integration functionality with other tools in Burberry’s ecosystem. With this technology, Burberry has the agility to stay at the forefront of changing trends and seize growth opportunities.The resultsForty developer tickets a week were reduced to oneAn 80% increase in publishing speed and enhanced landing page design and style flexibility.About Contentstack & AWSContentstack deployed on Amazon Web Services (AWS) allows customers to harness the full power of cloud through industry leading AWS security and scalability paired with pre-built AWS integrations and extensions - making it easier than ever to implement and manage composable digital experiences at scale. Our recent addition of Amazon Bedrock enables Contentstack users to supercharge their digital experiences by leveraging advanced AI models from Amazon, Anthropic, and AI21 Labs, along with unlocking a host of new generative AI capabilities within Contentstack.About BurberryBurberry is a world-renowned British luxury fashion house headquartered in London, England. Established in 1856, its first shop opened in 1891. It designs and distributes ready-to-wear clothing and accessories, including leather goods, footwear, eyewear, fragrances, cosmetics, and its iconic trench coats.