A recent article published by our colleagues at Modern Marketing Today discusses the growing trend of marketers moving to a headless CMS approach. Today’s customers expect seamless shopping experiences online and in-person. For content to engage, inform, and advise customers, it needs to be personalized and flexible to fit a variety of channels and devices. Shifting from a traditional to a headless CMS is helping brands meet these expectations and deliver captivating content. Read on to learn more.
As we all know, content is king, which means content management systems (or CMSs) act as palace staff, ensuring that the king is taken care of, and his message is carefully constructed, polished, and accurately communicated to loyal subjects. Despite the king’s face, it’s the workforce behind-the-scenes that puts everything together and solidifies the king’s positive reputation. CMSs also serve as the catalyst for the king of marketing, content. They are the platforms that allow writers, developers, and other marketers to collaborate, create, store, and publish their messages. Now, headless CMS has developed as a more flexible and improved way to get content out to the world.
Why Go Headless?
For marketers, content management systems can be both a necessity and a headache. A traditional, or monolithic, CMS provides an easy platform to store, control, and publish content. However, their flexibility can be limited, making it difficult to deliver content across various channels. A newer type of CMS has emerged in recent years that addresses this challenge. Headless CMS detaches “the head” (the front end, where content is displayed) from “the body” (the back end, where content is created and stored). As a result of headless CMS, content is managed in one place, but delivered via structured APIs, allowing developers to present content wherever and however they see fit.
With its ability to deliver unique digital experiences, headless CMS has taken the marketing world by storm. Monolithic platforms still dominate for the time being; however, in the State of Headless CMS Market 2022 Report, 54 percent of marketers surveyed said they’ve used headless CMS. This is up from 31 percent in 2020. Those who made the switch from monolithic to headless reported the biggest advantages being flexibility in using any front-end framework, ability to create structured content, delivering content to any channel or device, easy upgrades, integrating with any systems the customer has adopted, content reusability, and using any programming language.
How are Marketers Using Headless CMS?
A headless CMS isn’t tied to one market or application, so it is appealing to a variety of industries around the world. Global brands and marketing agencies appreciate the versatility of publishing content across a range of digital platforms. One example is the Austrian electronics’ brand, Hartlauer. Looking to replace outdated systems to allow for more flexibility and to build a better digital experience for their customers, they turned to headless CMS. The shift from traditional to headless has made it easier for their marketing team to create and edit content. Most importantly, the content can be effortlessly reused across webpages, as well as social media and other channels. Since the implementation, Hartlauer reported 50 percent more visits to their webshop and a 30 percent revenue increase.
Why Does it Matter?
It may be an overused phrase in marketing, but that’s only because it’s true: content is king. There’s really no way around it, especially as search engines become better at identifying and promoting quality content. Using the technologies, languages, and frameworks of choice to deliver seamless digital experiences allows marketers to present their message in a way that is most effective.
Get to know more about headless CMS here.