Category: Design, Digital Marketing, Technology

The Growth of Decoupled Content Management Systems and Customized User Content

Although mobile marketing is often how users find information on their favorite brands, web marketing remains a constant. Today’s businesses find it necessary to maintain web and mobile sites with flexible content delivery systems. As we work in online marketing, we understand the changing needs of users, which change every month. It’s not enough to plan for what kind of content experiences your users might want for a year from now. You must adapt content delivery systems to meet their needs now and next week. Here, we consider the trend towards decoupled content management systems (CMSs), which can drive your entire digital ecosystem.

A Look Back

Content development involves producing information on a product, a service, an organization, a movement, a place, or another topic of interest. People will consume content in small chunks. Content creators and deliverers focus on building a user experience, and they want it to echo some new digital trends. Today’s web readers have different expectations than they did a few years back. Twenty years ago, for example, users were happy to wait ten minutes or more for the AOL web browser to load one page. Now, readers lose interest in a website if it takes fifteen seconds to load a page, and the reason might be that their wi-fi signal is too weak.

Ease of Access

Satisfying digital consumers focuses on ease of access and understanding and how people might use what they learn from reading your content. Every feature that you introduce to a site must account for consumer needs. Gone are the days when a static website could deliver enough information to users about a brand. Now, you must build a content delivery strategy to meet users with different browsers in ways that meet their expectations for interactivity. If you cannot deliver content in multiple formats, you won’t keep up with competitors. Here, we explain how content marketing works with a decoupled CMS.

The Decoupling Concept

To understand the decoupling concept, imagine the stages that content goes through before reaching its audience. First, there are content writers and editors who create the words. They may also work with translators and graphic designers to customize the text’s formatting and packaging. Creators send content with its own degree of formatting to a content repository. In the decoupled model, the “content” gets pulled through an application program interface (API) from the repository as raw content and reaches readers through a front-end delivery system. In the old way, the “content” went through a traditional CMS system and reached users in a single format. In the latter method, the “content” looks mostly the same when it loads on different browsers, perhaps with the only difference being the presence of ads and other static features. There may be some formatting problems when special symbols don’t convert well from one code to another.

Driving Your Entire Online Ecosystem

Create better user experiences by building content to display in customized formats to web browsers. The way it works is that software developers design how a browser or content delivery channel requests only specific “data” elements from your content repository. They tell the browser or channel to display those elements according to each user’s needs. A customized system creates text for that gets easily repackaged as HTML on different sites.

An Example

The Newsy website offers an example of a decoupled CMS; it offers a wide selection of videos that are relevant to global users. These videos get distributed over other media channels, including mobile apps on multiple platforms, TV apps that stream video segments (i.e. Sling), and partner sites. For example, AOL partners with Newsy to source prime video content for sharing with its subscribers. Each time that Newsy content is shared on another site or application, it is displayed in a manner that fits the users of that system.

For more details on using a decoupled CMS to drive your digital ecosystem, please contact us today.

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