What makes a data-driven CMS essential for marketers?

Every successful content strategy starts with data, even more so if you want to create a personalized digital content strategy. Using data to inform decisions enables large and small organizations to create an effective content strategy that will help generate more leads and conversions. To make your digital content more discoverable you need to apply intelligence derived from data. You can no longer rely only on guesswork and gut feelings in today’s competitive online landscape. The right technology, such as a data-driven headless CMS, can save time and money and assist you in reimagining content in entirely new ways while freeing up content teams to pursue strategic endeavors.

A data-driven CMS is a headless CMS that includes data-driven features to improve the customer experience.
Traditional CMSs managed content for a single channel in the past. Over the years, CMSs have evolved to use content on multiple platforms, media, and devices. The modern CMSs is a more agile system where you work in a structured manner to reuse content and also act as a content repository.

A headless CMS decouples the content repository from the presentation layer or the head to deliver content through an API for seamless display on different frontends. You can use any presentation layer you want, and it lets you focus on the content.

Headless technology offers benefits such as:

• Developer flexibility - frontend developers can choose the framework they prefer, and backend developers can focus on content structuring.
• Multichannel publishing - you can create, manage and publish content for all channels simultaneously.
• Better security - a headless CMS is decoupled from its presentation layer, so there is a smaller area of attack.
• Scalability - the headless architecture is excellent for delivering content at scale.

As the need for data-driven insights increased, more data-driven tools that integrate with a headless CMS became available. These tools help to build a tech stack with which you can:

• Manage your content
• Personalize customer experiences
• Make data-driven decisions (e.g., by AB-testing)

Integrating additional tools with your CMS means more (expensive) vendors and complex systems. This led to the birth of a new generation of headless CMSs that offer a solution to this. A genuinely data-driven CMS is a headless CMS that includes data-driven features and tools to improve the customer experience.

A data-driven headless CMS lets you use the power of data to create exceptional customer experiences with a single system. You will be able to easily define your KPIs and save a lot of time and resources with its data-first approach.

A data-driven headless CMS contains all the advantages and features that a regular headless CMS and more, such as:

• Gives access to data-driven features like AB-testing, notifications, recommendations, personalization, and analytics.
• It captures event data from your frontends and sends it back to the CMS to feed features like AB-testing, notifications, personalization, recommendations, and content analytics with data.
• Using data insights and suggestions makes content management and personalization easier to conceptualize.
• It makes personalization easy to set up.
• Shortens the time-to-market for your content platform.
• Reduces licensing and development costs.

You will be able to use data at every stage of the content lifecycle, from shaping your initial plan through creation, distribution, and optimization. As you develop new content marketing ploys, like influencer marketing, you will have data to back you up.

With a data-driven headless CMS, you will find the right mix of functionality to cope with the data-driven era within an affordable budget. Data-driven content marketing is the only way to succeed in today’s competitive market.