Are You Ready for the Content Unification Movement?


As organizations adopt modern headless content platforms to provide consistent omnichannel experiences, they should consider content unification.

Traditional content platform architectures leverage a coupled management and delivery model, in which the same product and application both manages content via a CMS interface and delivers the end experience though web page templates in the CMS. The focus is often web as the primary channel of use since that was the predominant channel of the past.

More recently, there has been a big push toward omnichannel content management with the proliferation of many different devices and channels — web, native mobile apps, social media, voice apps, chatbots, email — you name it. This omnichannel need has resulted in many pure play headless CMS platforms emerging, or traditional products providing headless APIs (which is called Hybrid CMS and a whole topic for another time).

The decoupling of the delivery-side of these products from the CMS admin has enabled many consumer applications to reuse the same content though these headless APIs — thus consistent content across channels to enable a truly omnichannel experience.

What a Content Hub Looks Like

If you can imagine a content platform as your centralized content hub that is pushing content out from a single source to many channels, you will see a 1-to-many relationship like this:

Great. We have a product capable of managing content for multiple channels with headless APIs to give you the freedom to consume the content how you wish. This is the promise of headless architecture, and this is what we need, right? It provides a centralized content hub with the opportunity to serve as an omnichannel content delivery platform.

Related Article: Content Teams: Beware the Headless CMS

Content Silos Are Speed Bumps to a Consistent User Experience

But what’s wrong with this picture? In concept this makes sense, but does it match reality?

This isn’t how content management often works. Is it possible that content can come from many other sources throughout an organization, not just a centralized source?

Perhaps different brands, business units or departments have their own processes and tools to mange their specific content? According to Netskope’s August 2019 Cloud Report, at the time the average enterprise had 120 cloud services in use for marketing purposes. Just imagine even a small percentage of those systems being used to store and manage content and data.



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