Use Adobe Experience Manager as a hybrid CMS
It’s an exciting time in technology, there is an ever increasing number of connected devices that are becoming indispensable in our day to day lives. Our expectations of these devices are increasing as well, we want them to do more, do it faster, when and where it’s convenient for us. This has led to an explosion of communication channels that marketers need to work with.
Smart brands see this as an opportunity to meet their customers at the right time, in the right context, bringing value that would have been difficult or impossible to deliver just a few years ago. The challenge for marketers is to seamlessly use each channel as a touchpoint for customers and still deliver a consistent brand story.
Many are turning to a headless CMS as a backend only repository of digital assets to help keep a consistent brand message while covering the most channels.
Traditional Content CMS
A traditional Content Management System (CMS), bundles digital asset management (DAM), site authoring tools and publishing capabilities into a complete platform. When the web was "THE" channel for communication this worked well. It allowed authors to create digital content and deliver without waiting for a technical middle man. As new channels emerged, authors were at the mercy of a CMS product roadmap if they wanted to take advantage of new channels. The channel may not be a priority for the CMS product, it may be difficult to do so causing delays, or it may alienate an existing user base. Worse, they may deliver a middle of the road feature that delivers an experience as interesting as a lukewarm glass of water.
Birth Of Headless
A headless CMS unbundles the content from the presentation. This allows digital content to be managed as before but untethers the presentation. This is great for flexibility but now there is more work developing the presentation to deliver the same results. Content can become fragmented across different tools or embedded in silos across applications if you are not careful. This complicates delivering a consistent brand story across all channels.