There has never been a wider variety of digital channels through which consumers can access information and content. While this is great for the consumer, and has given businesses the opportunity to greatly expand their reach, it has also put a lot of pressure on brands to deliver more content, faster.
Brands are expected to provide satisfying, cohesive and app-like experiences across these channels. That’s a big ask for businesses using legacy or disparate content management systems (CMS) that often keep content locked in channel specific silos. One response to this has been headless content management.
The arrival of “headless” has given brands a new tool in their toolbox to help address omnichannel delivery. By separating content from the presentation layer, assets can be reused widely. Headless-capable CMSs have back-end content repositories that push content to desired channels over APIs using JSON, in a channel agnostic form.
With headless, content can just as easily be used to power content in a digital billboard as it could be an email, mobile app, a webpage or a social post. Headless makes it possible to scale content almost infinitely without losing the personality of your brand.