Page 32 - AeM_October_2021

BUZZWORDS

API (mostly RESTful API), which then plays out the
content that the frontend needs. In this way, the content
can be individualized at the touchpoints.

Headless CMSs are gaining in relevance because they
open up the possibility of displaying content quickly and
flexibly on different channels and devices. Therefore,
they are an important tool for modern multichannel
marketing as well as in the context of mobile-first ap-
proaches. But the key advantages of a headless CMS
are the central organization and updating of the content
as well as the tailor-made layout in the respective front
end. In the best case, users will find current and individ-
becomes clear. What works for one touchpoint is use- ualized content across platforms and come across a
less for the next. Headless CMS work differently as plus in user experience. In company intranets, content
they provide raw data that is queried from various and product data can also be managed centrally and
touchpoints via APIs and displayed individually. accessed in the current form—ideally without friction
losses due to formatting errors. If problems arise in the
Classic CMS consist of a technical backend that’s re- front or back end, the other area at best remains unaf-
sponsible for storing and providing the content, an au- fected.
thor backend that allows the content to be edited, and
the frontend that contains the content according to Another advantage of headless CMS are dynamic que-
stored templates for the end user outputs. All three are- ries. Front ends can call up data at any time via the
as are closely linked. The CMS contains the templates RESTful API. Sections or individual contents of a web-
in the form of CSS, HTML and JavaScript, and thus site / application can be updated without reloading the
determines the presentation of the content on the us- page or application, which leads to significantly faster
er's device. response times.

The absence of a front end is essential for headless The front-end systems can be expanded at any time,
CMS that acts as a database, manages the content in without adapting the CMS, providing completely new
raw form and delivers it on request from any front end freedoms for developers: a new touchpoint added
via interfaces (APIs). Headless CMS thus enables the simply adopts the content from the CMS and puts it into
use of modern, different front-end technologies for so- the optimal form. Designers and system developers
cial media channels, native, hybrid or web apps, can also change the layout in the front end without af-
(social) intranets, shops and websites. It is possible to fecting the database.
combine several content sources via APIs in one front
end. Conversely, a headless CMS can also send data These advantages make headless CMS ideal for multi-
to multiple front ends. channel use, simply because they deliver content via
API and display it optimally on all end devices. New
In a pure headless CMS itself there are no options for channels can be operated much more easily. However,
the visual design of the content. All layout details such for companies that only operate a single info website, a
as fonts, sizes and colors are not specified by the classic CMS is usually still the better choice. The larger
headless CMS, but by the frontend. The styles can vary the number of channels, or the more independent appli-
greatly, depending on the type of touchpoint. Editors, cations (e.g., configurators, product finders, etc.) are to
translators, copywriters, graphic artists, and technicians be added to digital offer, the more likely it is to use a
create the content centrally in the headless CMS that headless CMS.
stores the data in a structured and media-neutral way.
The front-end systems are responsible for the distribu- Headless CMS definitely have the potential to make
tion, updating and display. companies’ marketing and content management signifi-
cantly more future proof. ◊
In contrast to classic CMS, headless CMS are usually
not a push system, but work according to the pull prin- By Daniela La Marca
ciple: the frontend sends a request to the CMS via the

32 October 2021: IoT in Marketing