content management system (CMS) belongs in every MarTech stack. It is one of the basic pieces of software—if not the basic software—for corporate communication. After all, the first CMS already existed in the 1990s—well before what we modestly call the MarTech era. And a lot has happened over the past 30 years: CMS have become more complex and more flexible, and they are increasingly adapting to multichannel communication.
And that brings us to the key point: A CMS is a long-term investment that is used by many employees, so you should choose it carefully. But what distinguishes the different types of CMS, and which type best meets your goals? Here you’ll learn everything you need to know about headless CMS, hybrid CMS, enterprise CMS, and the classic CMS.
A headless CMS is a pure content management system that enables the creation of content, but does not tie the content to a specific website (the “head”). As is typical for CMS, content can be stored, managed, and delivered. However, the presentation function is omitted in headless systems. This means that, unlike classic CMS, a website presence is not automatically created.
Instead, the content produced in the CMS can be retrieved via an API and used for different channels. These include websites as well, but in that case they must be created separately by developers and connected to the CMS.
Headless CMS are characterized above all by flexibility. Because content is delivered format-independently via an API, it can be published across a wide range of end devices. This means you can use the content you create as you wish, for example for both Android and iOS apps, for virtual reality experiences, for smartwatches, or even for traditional websites.
The specific focus on content management also reduces the complexity of the application and enables you to use the best possible specialized third-party solution for other functions, such as presenting the content. This way, from creation to presentation, you can rely on high-quality tools at all times.
Most traditional CMS were developed for conventional websites and therefore no longer reflect today’s multitude of channels and devices through which content is consumed. This is where headless CMS offer a much more modern and agile solution. They are particularly useful when it comes to creating interactive digital experiences.
The neutral use of the content stored in a headless CMS benefits multi-channel marketing in particular. Switching to a headless system can also be worthwhile for (online) magazines or blogs, as editors and journalists typically focus mainly on the content itself and less on the design of the website. As a data source, headless CMS are also suitable anywhere in companies where content is generally captured in a very structured way, such as product information.
A hybrid CMS, also known as a decoupled CMS, separates content from the front-end delivery of a classic CMS without removing the CMS “head” entirely. It therefore combines the headless component with the traditional CMS, so you get the best of both worlds in one piece of software. With a hybrid CMS, you can create an end product in the form of a traditional website while also leveraging the data-driven API functionality of a headless CMS.
The advantages of the hybrid tool are obvious. They give you access to front-end templates, so you can set them up quickly and use them right away—saving costs and time. At the same time, content can be created for other channels and retrieved via the interface for a wide range of application scenarios. Hybrid CMS are also easy to integrate with other platforms that offer complementary services.
While headless CMS often pose a technical challenge for traditional marketing teams and editorial departments, hybrid CMS can be used in many different ways. Their user-friendly interface enables the creation and publication of content with simple editors—ultimately allowing both editors and developers to deliver a better experience. In addition, hybrid CMS require less development and maintenance. They enable easy integration and are cloud-based.
Enterprise CMS are essentially also software used to create and manage digital content. They are typically distinguished from open-source applications and, as their name suggests, are designed specifically for medium-sized and large companies. They offer more extensive features and make it easier to manage a constantly growing content base. Many enterprise CMS are also part of more complex digital experience platforms, which cover numerous other areas of application in addition to web content management.
In contrast to other CMS, an enterprise CMS makes it possible not only to manage content, but also to develop workflows or integrate search engine optimization. Other advantages include multilingual support and good scalability. They can also be easily extended and linked with other tools and systems.
Enterprise CMS are particularly suitable for large companies operating across regions and internationally that use the system not only to manage content, but also equally as a workflow or project management tool. Companies with many employees also benefit from the sophisticated roles and permissions concept of most enterprise CMS.
A classic CMS is a content management system that combines a website’s frontend and backend in a clear and simple codebase. A traditional CMS contains everything: from the database for content and its management through to the presentation layer in the form of a classic website.
With a classic CMS, the entire website is managed via a single system, which significantly simplifies the management of all content. There is a large selection of templates and plugins for the front end; in addition, many open-source systems have large communities that provide support if problems arise.
Classic CMS are especially suitable when your content is largely limited to your website anyway. A traditional system also makes sense for those who run their own blog or manage smaller marketing projects. The websites are manageable and can be maintained by several people.
When choosing a CMS, it all comes down to long-term goals. Like in a job interview, you have to ask yourself: Where do you see your content production in five years? Are you still using only or mainly the website, or are you envisioning a content multiverse? Which and how many employees need to be able to use the CMS?
As so often, there is no one-size-fits-all solution—it depends on what you’re aiming to do. Does the content on your website play the biggest role, or are you looking for an interface that enables the neutral use of content across numerous channels? With the right CMS, you can produce content faster, streamline your workflows, and build more robust websites. What matters is that you’re clear in advance about exactly which functions the CMS must fulfill so you can find the system that fits your company.
Do you need support in making the pivotal decision for the right CMS? And would you like to reach a result faster and save valuable resources? Then simply start the matching with the CMS providers most relevant to you!
Just use our form, enter “CMS” at the top (and optionally a bit more information), and we’ll take care of the rest for you! Only a few minutes of your time to get significantly closer to your new content management system.
Till Zier is CPO at Matchilla and, as a MarTech expert in MatchZINE, reports on news and trends in marketing, automation, analytics and data.
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