Why omnichannel brands choose a content platform

Omnichannel platform delivery
August 11, 2021


The advancement of new technologies and the proliferation of smart devices have made the need for seamless and consistent customer experiences across touchpoints a significant priority for businesses. However, brands with traditional content management systems find it seemingly impossible to meet the growing demand for responsive content that adapts to all digital platforms.

"IDC believes headless content delivery is an essential ingredient of an omnichannel strategy." - Melissa Webster, vice president, content and digital media technologies, IDC

A content platform for omnichannel delivery

Headless CMSes emerged as an approach to separate backend and front-end systems so that content can be reused across multiple digital experiences without creating any disparity. In an omnichannel-centric digital world, headless CMSes offer a solution for modern multi-experience mandates by delivering the same content across all devices and presentations. 

Traditional CMSes allow marketers to create, edit and design their content with default templates, HTML and a WYSIWG editor. Work can be saved in the back-end database. The presentation layer then displays the content to the end-user according to what these editors built into the CMS.

A headless CMS, however, offers more flexibility by disconnecting the backend and presentation layers. This enables users to create content that can later be published to any device through APIs.

"Headless commerce is the future of delivering outstanding customer experiences because it is an approach to building technology architecture that, as the name suggests, separates the experience of the customer from the back-end technology infrastructure, allowing brands to create personalized experiences." - Forbes Council Member (Global CTO at Isobar)

While this flexibility is great, the absence of a WYSIWG editor, editor-friendly features and other editing tools of traditional CMSes can make it difficult for marketers to create and envision their work. To solve this problem, Contentful created a headless CMS that allows for extensive integrations into the user interface. This means that the front and backend systems are still separated, but non-technical users have greater flexibility and power over the final product. It’s a content platform, not just a CMS. 

In a content platform, content is easily used and re-used across all channels for better customer experience and faster time to market. Headless architecture helps businesses save time and money because it allows them the flexibility to accommodate today’s and tomorrow’s technologies. 

Want to hear more from Contentful and Espire on the advantages of headless CMS to build better end-to-end experiences? Watch our latest joint webinar, Headless CMS: The Future of Digital Experience to Increase Customer Loyalty to learn more.

Espire: Changing the way you live by building digital experiences

With over 2 decades of experience behind them, and global operations spread across 11 locations worldwide, Espire's Agile Digital Transformation Services help brands to be resilient to market disruptions and focus on business outcomes and returns.

Espire Infolabs has a global partnership with Contentful to support brands with multi-experience strategies. This partnership aims to make content management and delivery fast, secure and reliable so that brands can be more agile and customer-centric. 

 Learn more about why global ecommerce brands choose Contentful.

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