Headless CMS - the strategic opportunity for publishers

In the world of publishers, content management systems (CMS) are increasingly being challenged by their traditional foundations. These systems, which were once considered essential tools, are now reaching their limits, particularly in an environment characterized by constantly growing demand for multichannel publishing is embossed.

The rigid architecture of traditional CMS makes it difficult to adapt to new requirements and effectively operate various channels, such as websites, apps, social media, podcasts and print products. This results in a noticeable lack of flexibility, which is problematic in today's agile media landscape.

The complexity of multi-channel operation represents a significant challenge. Traditional CMSs require considerable technical effort to present content seamlessly across different platforms. This not only affects efficiency, but also the ability to react to constantly changing requirements.

Collaboration within teams, particularly in larger structures, is often inefficient due to the rigid nature of traditional CMSs. The limited personalization options and the high technical effort required to integrate additional channels mean that many CMS are no longer up to date.

The limited options for seamless integration of print products show that traditional CMSs are struggling to adapt to the hybrid reality of digital and physical publications. The increasing complexity of editorial operations requires agility that many traditional CMS cannot offer.

In view of these challenges, publishers are increasingly looking for modern alternatives that can meet changing requirements. Headless CMS are in focus because they can offer a flexible and innovative answer to the current limitations of traditional CMS.

Below we explain the functions of a Headless CMS, also in comparison with traditional content management systems and, above all, what strategic opportunities arise from using a headless CMS.

What is a headless CMS

A headless CMS only has the backend and no frontend (head). Content is generated and managed in the backend for various channels and it doesn't matter whether it is online shops, websites or apps.

The content editors or managers work on the content in the background, store it in the backend, which is then played out and visible on front ends via the APIs, the interfaces or data brokers. It is only in the frontend that the content pieces are then integrated and visible. In this way, the content can be individually adapted and designed for each channel. However, not only “own” content can be published via the API. The headless CMS can also use the API to fetch content from other systems, such as digital asset management systems. This means that this information paired with the self-produced content then appears on the frontend.

Comparing headless vs. traditional CMS

Traditional content management systems have a relatively rigid architecture. They consist of a backend and a frontend. In the backend, content managers maintain the content that is displayed in the frontend, which is usually their own website. The content is created in such a way that it looks good on the primary front end, in this case the website. Other channels, such as apps, social media, etc. can also be connected to a traditional CMS, but this requires considerable technical effort. In order to then optimize the content for these additional channels, additional effort is required. And with every additional channel, complexity increases, both on the technical side and in content management. This is not only inefficient, but also not scalable.

‍Headless CMS Are exactly for such multichannel Publishing was developed. The form-neutral content in the backend can be adapted to various front ends without technical effort, which reduces complexity on both a technical and content management level. It doesn't matter how many and which channels are connected.

Focus on value creation

As already mentioned, a headless CMS decouples the frontend and backend, and this results in increased added value. This allows teams to work much more efficiently. The formation of specialized teams, including frontend and backend teams, product management, and editorial teams, results in increased added value and improved workflows. Because team structures usually look like one joint team in one common system works. And the bigger a team is, the more time has to be spent on communication than with actual value-adding work.

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However, the use of headless CMS allows different teams to be set up, which then work separately from each other. In plain language, this means that a new team structure can be set up that is significantly more efficient for work.

The new software structure and the separation of systems provides more flexibility and also allows different teams to operate with different objectives and specializations. Ergo, this means that dedicated front-end teams and back-end teams can be set up, and product management, editors and IT can fully concentrate on users.

By focusing on app/web, smaller teams can achieve more than with a large team.

Peter Dyllick-Brenzinger

Optimum solution for editorial operations

While the frontend is now being optimized for readers on the one hand, the backend is being optimized for editors on the other hand.

On the one hand, you can focus on creating value for readers. On the other hand, the separation optimizes editorial processes.

Real multichannel

A headless CMS offers an API that allows multiple channels to be played via one interface. It is therefore possible to play several channels.

Compared to traditional CMS, the technical effort required to integrate additional channels is lower. In addition, a headless CMS can also be used to output print products, which is particularly advantageous for publishers with traditional print products.

The question of whether other channels will be used can thus be decided from a purely commercial point of view. While the technical effort with traditional CMS is associated with high costs, this is not the case with headless systems.

Another advantage for publishers is:

The headless CMS can also be used to output print products, comparable to spending on apps or websites. Even though print has different requirements than digital products, the headless CMS can be used for traditional print products — provided that the headless is also programmed for this purpose.

In addition, new products can be generated from existing content.

Example: If you are the editor of a car magazine and have published numerous articles about Porsche, you could recompile the various articles about a new product, namely a Porsche special issue.

Personalization

Personalization is a key aspect of modern user experiences, and headless content management systems provide publishers with the perfect stage for effective implementation. Compared to traditional CMS, which often reach their limits, the API-based structure of Headless CMS enables personalized content delivery across various channels.

With a headless CMS, publishers have access to comprehensive user data, as backend and frontend are decoupled from each other. This data forms the basis for targeted personalization by taking user behavior, preferences, and interactions into account.

The scalable API of Headless CMS enables a consistent user experience across different platforms. Whether it's a website, app or social media — the content can be individually tailored to the needs of users.

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Checklist for a headless CMS

So anyone who opts for a headless CMS should consider the following criteria:

• It must be possible to define free fields and new document types. For the frontend team, this means that they can do this without the need for an appropriate backend team.
• There must be a high level of editorial usability. There are many and big differences to check, because there are headless CMSs that are heavily geared towards developers. It should be noted here that editors of daily newspapers have different needs than publishers of e-commerce.
• Data and AI functions should be state of the art.
• API should be flexible and scalable, especially when it comes to personalization and multichannel walks

• And — particularly important for publishers with print products: Headless should also enable print integration.

Conclusion

At a time when digital content is about various channels Having to be disseminated, it becomes clear that traditional content management systems are no longer sufficient for publishers. The rigid structures and limited customization options of these systems conflict with the diverse requirements of modern publishing work. The challenges range from a lack of flexibility in multichannel operations to inefficient team structures and limited personalization options.

This is where the headless CMS comes in as an innovative solution. The decoupling of frontend and backend enables flexible adaptation to different channels without the technical effort of traditional systems. By creating specialized teams and optimizing editorial processes, a headless CMS increases efficiency and added value in publishing work.

The true multi-channel capability and integration of print products offer publishers a holistic solution for their publications. The personalization options and access to comprehensive user data contribute to increasing reader loyalty. The high degree of flexibility and modern API architecture make Headless CMS a pioneering choice for publishers who want to meet the dynamic requirements of digital publishing.

Finally, it is clear that the strategic importance of headless CMS for publishers goes far beyond the function of a content management system. It is a transformative technology that not only increases efficiency, but also enables publishers to adapt agilely to the constantly changing needs of their readership. Purple As a provider of a headless CMS, it is positioning itself as a partner for publishers to optimize their editorial workflows and meet the constantly growing requirements for digital content. At a time when quality and availability of content are critical, a headless CMS opens up new horizons for the future of publishing.

If you want to learn more about the benefits of a headless content management system, then we invite you to our On Demand Webinar ”Headless CMS — the strategic opportunity for publishers“ to look in.

We would be happy to show you how Purple can help you simplify your editorial workflows or show you our headless CMS in a short demo.

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