The year is 2018, but the fact still remains that having exceptional content is still the king, heart and soul of all marketing activities. And the fact also remains that we still need a lot more content, and more so than ever before.
Currently, we have a lot of channels that brands use to effectively reach out to their customers from websites, apps, emails, push notifications, chatbots, voice assistants, and of course, the kingpin: Social Media.
Additionally, we also have a lot of devices that people use to access this content, and with the advent of smartphones, wording and phasing out content has become more of a specificality than just half-butting it. People know what they want, with their own specifications and restrictions, and a lot more things are still getting cooked up in the horizon.
Brands and marketers hence have to coexist in this forest space that is the arena of Digital Marketing. Hence, how can brands and marketers create original content for each and every one of these channels, all the while ensuring that this content is proofed properly for all new media that might be developed in the future? Creating specific content for each and every individual medium becomes really strenuous.
How do you make a single piece of content curated for many methods of delivery?
For marketers to be able to continue to reach out to many different consumers using all the latest kinds of technology and channels, with all the new technological developments, content itself has to be done in a new way. This is CaaS or Content as a Service. We have Software as a Service (SaaS) and now we have Content as a Service.
The entire concept of this is that content has in its conventional sense evolved into something that has gone far beyond the normal ways that existed in the past. However it is also consistently evolving and is not always clearly defined, making it difficult to pin down what it entails and how brands should implement it.
Content as a Service is typically mentioned in line with headlines or general content management systems.
CaaS in its form is just something that is a headless SaaS platform. This headless Content Management System or (CMS) that is hosted and allows people set up specific curated content for consumption by many different social platforms such as web applications, chatbots and voice-controlled artificial intelligence devices. With CaaS, what you get is a platform for your activities. Scaling and performance hence become the responsibility of the platform provider.
Headless simply means to say that the administration backend and presentation layers are separated, different from conventional CMS systems. Traditional CMS systems have a lot of management for content related activities, e-commerce, online marketing, analytics and et cetera into one single product.
What are the Advantages with this Type of Product?
One of the major advantages with this type of product is that it is flexible and really fast. Conventional CMS systems have a lot of constraints, mainly with the HTML build. Developers can usually quickly build up User-Interfaces and make these changes, as long as there is a well-architected deployment process in place.
Another advantage associated with this type of system is that there is superb customer reach. The content that is created through a headless Content Management System is no longer just budded to a single website. It is just pure content and allows a lot of businesses to leverage content across a wide-range of channels that are existent in the market today from websites, applications, voice bots and smartwatches. You can easily get great return on investments for the content that is created by using these headless CMSes. And you can also be assured that the customers are able to view it effectively, at the right time.
Thirdly, the biggest advantage with headless content management systems is that they are properly future-proofed. A conventional architecture for these functionalities would be decoupled and since no system is tightly bound together, businesses have a greater amount of flexibility over the infrastructure. If it is decided that the headless CMS does not have a proper roadmap or proves to be low on value for money, the content could be transported to another window of headless CMS. The traditional architectures that are presented in today’s age makes it difficult to make such changes.
Finally, there are also advantages that are linked to costs, innovation and much greater control on testing which is automated, and really happy programmers. Developers push the solution and put it on the table, and with traditional kinds of CMS, developers are usually held up with or hindered by constraints in the system and as a result are prevented from using the latest technology. Using a headless content management system helps programmers have the freedom they want to effectively deliver the proper kinds of products.
We hope you had fun reading this article! Do stay tuned for more and let us know your thoughts and queries in the comments section down below! Til’ next time!