Content-Management-Systems (CMS) are one of the cornerstones of the digitization strategy in many companies. Since 2011, the use of content management solutions has more than doubled, according to a survey by W3Tech. 2018 the trend is still on the rise.
The development reflects not only the increased use, but also the increased requirements for CMS: Companies that tried to find in-house solutions for effective content delivery just a few years ago, did not cope with the rapid developments and opportunities that cloud services offer. So the benefits of the cloud - its easy administration, straightforward scalability, quick familiarzation, all at a lower cost - could not be utilized.
Challenges to content management
Growing companies that digitise their strategy and direction, are dependent on being able to react quickly to new technologies and innovations. Only then can they take advantage of these innovations. Developments in recent years, such as Augmented- and Virtual Reality or the Internet of Things show the importance of the ability to rapidly adapt and support new channels and technologies for businesses.
The role of CMS is enormously important, but it is changing with these technologies: Traditional tasks, such as publishing all types of media, providing layouts, designing, and structuring information, are no longer the only tasks. New CMS have to be able to do more in today’s multi-channel world.
Choosing the right CMS is therefore particularly important for a company: different systems offer different possibilities. Weaknesses and strengths should be carefully weighed against each other. In order to make this decision, it is essential to exactly know your own requirements in advance.
What to look out for
Below we list the most important questions that companies should ask themselves before deciding on a specific CMS (both from a marketing and an IT point of view):
- What is the company's digitisation strategy? Which goals and marketing strategy are pursued?
- How can a CMS help implement the strategies?
- What are the digital requirements for the CMS? Do you need to maintain multiple pages and channels? How quickly do they have to be changed or new pages generated??
- How does the communication between the IT and marketing departments work in the company? How should these be changed to avoid possible production and communication obstacles?
- What features in the existing systems are missing that prevent the implementation of the digital strategy and lead to a "bottleneck" in the team?
These questions provide the basic guidance for deciding which CMS is the best solution and how it will be implemented in the enterprise.
The classic on-premise solutions have only partially grown up to many requirements and fail mostly because of a too slow conversion speed: The fast realisation of projects has high priority for marketing and sales strategists. This can be seen, for example, in the administration of landing pages, microsites or temporary projects such as websites for campaigns or product launches. With on-premise solutions, the speed of implementation required here is often difficult to achieve.
In addition to the process speed, the multi-channel implementation of content marketing is the biggest challenge for content management systems. For example, content is no longer generated solely for websites, but should be available to mobile devices, third party vendors, and marketing campaigns at the same time. Additionally, the content should be available for all the different uses: Whether via social media, your own apps or smart devices - the content must be accessible from anywhere.
The Headless-CMS approach
To meet these requirements, more and more companies are using Headless-CMS: With this solution, the CMS is only responsible for the central storage, management and playback of the different media types. Front-end technology, layout and presentation are detached from this and are the responsibility of the teams for the respective channels and their applications. It is thus possible to distribute the content via an API and to offer it as Content as a Service (CaaS).
This simple, effective solution not only makes it possible to publish the content across all channels, but also provides a number of other benefits:
- Clean CMS implementation: The CMS is used solely for content management and is not overloaded by development processes.
- Faster and improved performance: The lower technological requirements make effective use of the CMS possible with a prompt output of results. For example, the CMS is no longer directly linked to the development processes and can be used flexibly and independently from these.
- Safer software architekture: Headless CMS often separate the CMS platform from published content in their architecture. This increases security, since the platform can be managed internally and the output of the content can be adapted to the respective requirements.
- Increased scalability: The software architecture also makes it easier to turn new servers on or off. In that way, the performance of the CMS can be quickly adapted to the applications.
- Flexibility: Due to the separate position of the CMS, it can be managed or even switched off, without affecting the web applications.
On-Premise vs. Cloud-Solution
For a long time, the development of companies was slowed down by costly on-premise solutions. Solutions were initially developed in-house and then gradually complemented with individual applications. If these applications were not developed in-house, but by a third party, it often created problems with implementation and the compatibility between the own and the new software. With flexible, customer-centric content marketing across multiple channels, these solutions quickly reach their performance limits and fail to deliver satisfactory results in a reasonable amount of time.
The Cloud connected with a Headless CMS offers a possible solution option here. With the progressive digitisation, companies must expand their digital resources more quickly. Cloud services support this expansion and help to master the transformation of the company and the associated business model.You are interested in current developments in content management and the topic Headless CMS? In our free whitepaper „Headless CMS – the architecture of the future for digital experiece“ we explain, why the topic Headless CMS is gaining relevance, how Headless CMS work exactly, and in which applications their use is particularly advantageous.