This is perhaps the most hackneyed statement but also the truest in business – the only constant is change.
The question for many businesses is which change is most important at any given time – and then how to handle that change.
According to Subrah Iyar, leader and legend in enterprise software, the biggest change that businesses today need to be aware of is the growing importance of digital experiences.
“Consumer expectations have gone digital and there is no turning back,” Iyar said. “Businesses need to embrace digital solutions to keep their customers happy and keep growing their businesses. This involves moving customer engagement experiences to a “Pull” model of a “Push” model to do business where customers are able to pull services on demand rather than letting companies push their services on. a customer. “
When it comes to managing this change, most businesses already have the key resource that enables consumers to interact with them digitally and on demand: content. But sadly, most businesses don’t have what it takes to manage this key resource.
This is where modern CMS architecture comes in.
What is the modern CMS architecture?
It all started with the traditional content management system (CMS), which is a software platform that combines the creation and management of content with control of the entire website experience. And those monolithic CMSs worked like a charm… for a while.
Today, the world is full of exciting new content distribution channels that traditional CMS platforms simply cannot accommodate. The painful truth is that traditional CMSs and the organizations that use them urgently need to transform into a modern CMS based on MACH principles.
MACH technology is based on microservices, connected via application programming interface (API) technology, stored and delivered via the cloud, and built on a headless architecture.
There is also a headless CMS, which removes the “head” or presentation layer from the traditional CMS structure.
This allows developers to create the experience they want with the most suitable language and make the necessary technical changes without ever disrupting the presentation layer where consumers interact with the content. And at the same time, this modular structure allows marketing users to easily create and publish content.
Additionally, the integrability of the headless CMS means that almost any content optimization tool, consumer data platform, etc. can be plugged in. This means content can be re-optimized and reposted quickly and accurately to serve every channel, audience, and experience.
It is these principles and structure that make MACH, Headless CMS Platforms, the key element of modern CMS architecture.
There are several reasons for adopting modern, headless CMS architectures.
1. Efficiency in creating digital content
Content powers all marketing efforts, from social media messaging and articles, localized websites, smartwatch app notifications, personalized emails and more.
That means it’s content that delivers the consistent, contextual, and effortless experiences that consumers interact with where and when they search for information or goods from your business. It’s what makes content the heart of the digital experience and therefore makes the CMS architecture you use to manage it an integral part of your success.
2. Endless opportunities to update the customer experience
An inherent advantage of decoupling the front-end and back-end with a headless CMS architecture is that each can be changed without negatively affecting the other.
This allows companies to completely transform the presentation of content, and therefore the customer experience, without limitations. At the same time, IT professionals are empowered to transform the underlying technology at any time, adopting the latest languages and distribution channels to retain consumers.
3. Transformation with modern content architecture
Content architecture is the process of naming all the little things that create great content: text, graphics, links, etc. For businesses, it is important to have a modern and efficient content architecture process so that each carefully designed piece of content can be localized and used to its full potential.
Headless CMS architecture lends itself to building a great process because of its modular architecture that allows individual content items to be stored, tagged, searched and repeatedly used.
4. Excellence in the market of tomorrow
Developers who are limited to maintaining traditional and legacy CMS software do just that: maintain. They are not empowered to explore and implement advanced technology. This prevents companies from innovating and makes them fall behind their competitors in the market.
With a decoupled CMS architecture, however, businesses are prepared for all the new experiences and expectations of tomorrow’s consumers. Headless CMS architecture helps organizations sustain their technology stacks by connecting carefully planned decoupled components through an API so they can be moved or changed as needed.
5. Increased productivity
Even though it’s hard to admit, those who work with content spend obscene time doing totally unproductive jobs like finding the latest draft, reworking the copy for each channel, and worse, switching between various posts. platforms. But it doesn’t have to be.
Headless CMS architecture presents content on a single, centralized and often responsive platform. From there, all optimization, personalization, publishing and other tasks can take place. And with many of today’s leading headless CMSs offering content management features like approval workflows, version management, access controls, and more. Content teams can become more productive through collaboration without worrying about overwhelming or wasting time accidentally recreating vital marketing resources.
6. Remove stress from iteration and improvements
With a headless CMS architecture, development teams can iterate and improve upon existing technology without worrying about removing the entire content experience at any time. Likewise, headless CMS allows marketing teams to launch messaging improvements and even try new channels without pinpointing existing campaigns that are performing well.
These features allow organizations to act much faster to take advantage of new opportunities and keep pace with changing consumer desires.
7. Get both consistency and personalization
Today’s connected consumers want two things above all: consistency and personalization. In fact, most customers expect consistent service levels across all brand experiences, and 71% express frustration when their experience feels impersonal to them.
Headless CMS meets these demands by enabling brands to optimize and deliver consistent messaging across all channels and by enabling marketers to connect with cutting edge content personalization tools. Brands that create this seamless, personalized omnichannel experience for consumers can expect increased loyalty and advocacy in return.
Modern business is digital by default. This means that the success of modern business thinking must place digital technologies at the heart of change, especially when it comes to digital content and customer experience.
Varia Makagonova, Director or Marketing, Content stack