A JAMstack-ready CMS

Contentful is content platform for your Jamstack app. Unlike other CMSs, our solution has been built with RESTful API architecture since the start.


Jamstack, a phrase coined in 2015 by Mathias Biilmann and Chris Bach from Netlify, defines a widely used architectural pattern for building modern websites. Originally, Jamstack was written as JAMstack where the “JAM” stood for JavaScript, APIs and markup. Now, the term is used more broadly.

Companies such as Netlify, Contentful and Gatsby have promoted Jamstack within the web community. Websites embracing this concept typically use a combination of JavaScript and JavaScript frameworks, reusable APIs that replace server-side operations and pre-rendered static HTML.

Components of Jamstack

Today, many definitions of Jamstack exist — [re-rendering and decoupling are consistent defining principles to be familiar with.

Pre-rendering content

Pre-rendering is not a new concept within web development but, the rise of static site generators and the popularity of Jamstack has brought it back to the forefront. WIth pre-rendering you generate a website in advance instead of rendering it based on a user request. This method decreases complexity and improves website performance. It decreases the time to first byte, which is the time that passes from when a page requests information to when it arrives. Fast page speeds in combination with static site content improves SEO rankings.

With pre-rendering, you can also put your website on a content distribution network, which eliminates dynamic server operations. CDNs are groups of geographically dispersed servers that improve web performance by serving content based on location.


Decoupling is the practice of maintaining a clear separation between services and systems used in your application. With Jamstack, front-end and back-end tooling is separate so maintenance and updating are easy. Jamstack also offers you the option to utilize trusted tools and frameworks, including headless CMSes/content platforms, search providers and media storage services, among others. This is where a content platform like Contentful comes in.

Jamstack Tools & Services

There are dozens of tools available to create a Jamstack website —  the official Jamstack website lists over 300 static site generators! To start building a Jamstack website, simply choose a framework, a place to manage content and a deployment service. Here’s an overview of possible tools you can use to build Jamstack.

Static site generators

In traditional CMSes, like WordPress, content is stored on a database and lives in tightly-coupled templates that create HTML pages. These pages load client-side and, to function, require JavaScript. As your content scales and more client-side calls occur, web performance might decrease.

Static site generators, such as Gatsby, Next.js and Nuxt, are decoupled from CMSes. Developers have no constraints with content storage, templates, languages or frameworks. Data is bundled with HTML pages at build time and served from a CDN. Because these pages are served statically, they don’t require JavaScript. As content scales, users won’t experience changes in web speed.

Headless content management

Traditional CMSes intertwine content, HTML and layout. These systems are based around pages which requires you to update content in multiple places and doesn’t support content reuse. With WYSIWYG editors, it's also common for editorial teams to break layouts.

Content platforms separate content from presentation layers. This approach supports content reuse and offers developers the autonomy in selecting tools to pair with the CMS.

Third-party and internal APIs

Search, authentication and media management features are often baked into old-school CMSes preventing developers from selecting their preferred alternatives. Because many Jamstack websites utilize third-party or internal APIs, you have the freedom to choose the third-party tools that you’re most comfortable with. Popular tools include Shopify for ecommerce, Auth0 for autentifica and Typeform for adding forms.

Deployment services

After selecting a static site generator, content platform and APIs — deployment is the next and final step. There are various deployment services available for Jamstack websites including Netlify, Vercel and GitHub — all of which allow developers to connect to Git and deploy in minutes. Say goodbye to uploading files via FTP.

Benefits of Jamstack


Because Jamstack websites generate pages during the build, they don’t rely on server-side requests (although services such as Netlify and Vercel do provide this functionality). Jamstack supports speedy, high-performing websites without additional infrastructure implementations.

Reliability and scale

Jamstack also helps manage traffic spikes and heavy website loads through caching. With a CDN, it’s much easier to have volume that matches traffic spikes. Host providers can even take this responsibility off developer hands, reducing the points of failure in applications and limiting the chance and frequency of downtime.

Cost and maintenance

Hosting static websites is affordable and decreases the number of necessary services. For Jamstack websites, hosting providers manage the infrastructure decreasing developer dependency. There’s no need to monitor servers and there’s less reliance on proprietary, outdated software.

Developer experience

Jamstack utilizes tools that many developers are already familiar with which leads to faster development. Developers have the freedom to choose what tools and frameworks they want to use and third-party APIs offer greater functionality without the added burden of maintenance. Jamstack is incredibly flexible and, due to it being JavaScript-based, web developers can get up and running quickly. In using Jamstack, developers are empowered to create robust applications without getting bogged down by monolithic infrastructures.

Using Contentful with Jamstack

Contentful is all about content, APIs and technology stacks. Our rock-solid content CDN helps apps send API calls our way and ensures we send content back in a flash.

Contentful delivers content as JSON so the format is familiar and future-proof for any content imaginable. What about content with images? We’re glad you asked. We have a reliable Images API that goes beyond image delivery. With it you can manipulate, crop and change image formats on the fly.

Contentful is more than a content platform — it’s the content platform for your Jamstack app. Unlike traditional CMSes such as Drupal and WordPress, our content platform is built with a RESTful and GraphQL API architecture.

Our SDKs and client libraries, which cater to all programming languages, simplify how projects are built when Contentful is part of the tech stack.

Ready to try Jamstack with Contentful?

Check out our Gatsby blog tutorial for an example of how to use Contentful in a Jamstack project. You’ll learn how to set up Contentful to store and manage blog content, how to use Gatsby (a React-based static site generator) and how to deploy your new blog via Netlify.

If you have any questions about Jamstack, leave them in our Contentful Community Slack. The Contentful team and our community is happy to address them.

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