Embracing headless CMS technology to more quickly meet customer expectations

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When you can create and customize content experiences quickly, you can move onto the question of "what's next?" Ultimately, this allows you to better serve your customers, whose expectations are also evolving. A headless CMS approach can help you get there faster.

The COVID-19 pandemic has accelerated people's move to a digital-first lifestyle.

To be successful, brands must provide great digital customer experiences. Deloitte recently released a 2021 marketing trends report that has hard data to back up customers' pivot to being digital-first.

In the report, 66% of respondents to one survey said the pandemic has increased their appreciation for well-designed technologies. In another survey of over 400 C-suite executives, 41% said they want to implement more digital technologies so they can react faster to customer needs.

Deloitte concludes from the findings that, "it is now more important than ever to accelerate—rather than throttle—investments that empower organizations to quickly respond with the most relevant customer messaging and offers."

As customers spend more and more time on digital devices and platforms, they expect to receive relevant content across all the channels they use. Meeting this expectation is very important for brands to keep their customers happy and generate business value.

One of the technologies that can help is a headless CMS, such as the one offered by Brightspot.

A headless CMS solution simplifies programming efforts by removing front- and back-end dependencies, freeing up teams to work in parallel on projects that bring quickest value to both customers and the business. The technology also offers the flexibility to adapt in the future to changing customer needs and business priorities.

How headless CMS helps you build with speed

The digital world moves fast, and so speed is key to creating and sharing the content that consumers want. After all, people aren't willing to wait for content like they used to with daily newspapers or even look at the latest line of fashion in the catalog from one of their favorite brands.

Brightspot's headless CMS, which is powered through the GraphQL query language, allows developers to use their favorite tools and frameworks to connect any head—aka, the front end—to the back end, with each system operating independently from one other.

The immediate benefit for developers here is they can work faster and deliver experiences more quickly without having to learn new programming languages or proprietary SDKs. They can also take advantage of nimble data- and content-modeling capabilities, as well as GraphQL-powered APIs, to join the CMS back-end experience to whatever front end—or ends, for that matter—that the brand needs.

Further, with the front end and back end operating independently, respective teams can develop in parallel. A team can build and iterate on the front-end experience, without the back end even knowing about it. Sample data and content can be used on a front-end track as that design and experience is finalized, leaving your back-end team—and content producers—free to pour the CMS foundations concurrently.

Development and launch considerations aside, the same dynamic continues once your headless digital experience is "live."

New heads on the front end can be introduced as efficiently and quickly as your customers expect. Joining to the appropriate back-end resources in the CMS is as simple as querying the right API to serve up the appropriate resources and material that your head on the front end needs.

How headless CMS helps you adapt with customers

When you can create and customize content experiences quickly, you can move onto the question of "what's next?" Ultimately, this allows you to better serve your customers, whose expectations are also evolving. 

Inside the CMS, Brightspot's publisher-informed UI helps content teams work smarter and more efficiently. Adjustments to your content model, like introducing new content types and templates, don't require extensive, complicated and time-consuming re-engineering based on the dynamic nature of the GraphQL query language and Brightspot data model.

And it's not just about getting the right content in front of the right audiences on the right devices or channels.

The benefits of headless, API-powered connectivity also extend to connecting with necessary third-party data sources and integrations. This can either be achieved by connecting integrations directly with your head.

Or use the integration-ready power of a CMS like Brightspot to serve as the hub for all your data and content integration needs .

Brightspot already comes with a number of essential and powerful integrations available out of the gate for everything from AI and analytics to OVP video support and audience marketing and segmentation tools. Build new custom integrations on top through the same API-first technology that seamlessly delivers all your content, data and services to a headless, front-end ecosystem.

Why Brightspot is the right headless CMS for your business

As we emerge from the pandemic, brands will face increasing competition for customers. To succeed they must meet customer expectations, and having great content is a first major step.

Meeting customers where they're at with that great content comes next.

With a headless CMS solution like Brightspot, developers gain front-end flexibility to do just that, while content teams can focus on the content-delivery pipeline.

But ultimately, we think, it's the hybrid flexibility of Brightspot CMS that makes the difference.

With Brightspot, we believe in the power of front-end freedom of choice—to be able to choose the architecture that best suits each individual organization’s unique needs. That’s why we’ve designed our Brightspot CMS to operate as a decoupled, headless or hybrid CMS solution. With this hybrid flexibility in place, businesses are positioned to meet and exceed their customers' expectations now and into the future.


More headless CMS resources

Explore the shift from headless to hybrid CMS. Learn why flexibility is key in modern CMS architecture, featuring insights from CEO Raleigh McClayton.
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In our work with clients and in webinars, we field lots of questions about headless and decoupled CMS architecture. Here are answers to some of the most common.
Is a headless CMS the superior content management system solution? The answer, of course, depends, but ignore the hype and get the information you need to make the most informed decision to suit your exact business needs.

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