You’ve probably heard the phrase “content is king,” which still rings true today. As individuals continue to consume more data through their smartphones, laptops, tablets and other devices, the importance of delivering content and creating a positive user experience will become even more essential. The challenge with this task is that many businesses are still utilizing a content management system (CMS), like WordPress, with a front-end and back-end coupled together. While this does make it easier and more efficient to manage, it doesn’t provide the flexibility required for multi-channel publishing. This is where Content as a Service CaaS offers a solution.
What Is Content as a Service?
Content as a Service is most commonly known as CaaS. You’ll also hear CaaS described as a decoupled CMS or headless CMS. Its simplest form can be defined as a content management system that allows you to use the same content on any platform via an API. The content’s presentation element is handled at the mobile app, website, or another interface where it’s being consumed. As explained by Contentful, “Content as a service always means separating the front-end (content presentation) from the backend (content storage and delivery). Essentially, this separation of concerns simplifies the CMS architecture: every piece does its own one thing.” The main takeaway defining Content as a Service (CaaS) is that presentation and content distribution are two separate functions that are brought together by using an API. Using this technology allows you to deliver the same content to a smartwatch, mobile app, or website and lets the browsers for those applications or devices handle the coding for presentation.
Content Delivery to Multiple Channels
When the internet was starting to become popular around the turn of the century, providing content with the use of a website required hard coding and multiple changes. After WordPress introduced its CMS, delivering content became less complicated. Using a PHP-based theme allows a user to produce information without having to be a developer. It’s still a popular way to create and distribute content today. However, technology is changing fast. With the emergence of the Internet of Things (IoT), there will be many more devices requiring content. This is where you may run into trouble if you’re still trying to utilize a traditional CMS. Implementing CaaS allows content to be delivered to multiple channels.
Provides Control over Presentation
Using a traditional CMS does allow you to customize how your content is presented. However, it does limit the JavaScript frameworks you can utilize. Having the ability to create whatever you can imagine as a web designer or developer is possible when you are taking advantage of the flexibility offered by CaaS. You’re only limited by what you can do with different design methodologies, programming languages, and the latest frameworks.
Building Custom Web Apps
Utilizing a CMS, like WordPress, is an excellent choice for a static blog or website. Unfortunately, you’ll run into problems if you try to incorporate a functional application with your website pages. Completing this task may require you to use more than one JavaScript framework but still won’t offer a seamless experience. These limitations are eliminated when CaaS is used. Your end-users will likely notice no difference between the functionality and delivery you provide. Using a RESTful API lets you distribute content to a mobile app with the same content that’s being used for your website, but each browser is offering an experience that’s conducive to the browser being used.
Personalized Experience
The sky is the limit when Content as a Service is being utilized. You can personalize each user’s experience as needed, which can be done for a specific channel or multiple channels. Letting front-end developers do what they do best and not be inflicted with specific formatting requirements should provide a better user experience.
Consolidating Your Analytics
Having your content available in a centralized location and distributing it to multiple channels via APIs will make it more efficient to examine analytics. Knowing how your content is performing in a multi-channel system can be highly beneficial and lets you know how content is being consumed in an IoT device, mobile app, or the browser of a PC. This form of distribution allows you to understand where your efforts are working and where content or presentation needs to be adjusted.
Changing and Adapting
Like all technological changes, you may not require the need to use CaaS for every situation. However, if you know you could be providing more value to users by implementing this type of system, it may be worth adopting soon.
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