Content Management

Taming the Content Marketing Beast with Headless CMS

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Is your content wild?

Content is a beast. A hairy, constantly-expanding wild thing that – if you don’t tag, track and constantly monitor – will scamper off into the digital jungle never to be seen again.

As marketers, we’re constantly trying to tame it. To find better ways to store, organize and manage our own content. To beat our competition to the best user-generated content to complement our brand messages. And to meet our customers’ growing demand for fresh, relevant and personalized content that feeds a seamless experience across every touch point.

It’s a tough task, made even harder by the fact that we can’t do it alone. Today, most marketers have to tag-team with IT to tackle even basic content marketing tasks, like deploying tailored content to the right customers on the right platform at the right moment in time.

 

“Headless” CMS manages content growth

But what if you could get your hands on a system that automatically managed content growth? That “knew” what it contained — and was able to dynamically serve up the right content for your every need?

What if you had the power to customize every campaign and promotion? What if your commerce colleagues could personalize every customer experience? And what if your buyers could see what they need in the context of the business?

Thanks to “headless” content management systems (CMS), now you can. A good headless CMS capitalizes on the cloud to give you immediate, centralized access to all the content across your organization. It makes your content work dynamically, for whatever channel you need it to, so you can break free from the template-for-every-platform approach. It also enables frictionless workflows between you and your team, so that it’s faster and easier to customize content and get it to the right customers on their preferred platform of choice. But best of all? It virtually removes IT from the equation, so you can all focus on the work that matters most.

Cognitive computing, though, can turn a good headless CMS into a great one. A cognitive, headless CMS can interpret dark data, like images and videos, so it “knows and understands” every piece of content in its system. It automatically and intuitively tags content — and of course, it allows you to add your own customized tags – so it’s easy to find again. It can even assess customers’ response to your content, and make recommendations for how to make it perform better.

But what’s really powerful about a cognitive, headless CMS is that it gets smarter over time. It learns from individual marketers’ tags, search queries and activities to deliver better, more personalized recommendations that save time, inspire innovation and ultimately, produce more satisfying and engaging customer experiences.

Now that’s how you tame the content beast once and for all, to become the master of your marketing domain.

 

Got 4 minutes? See a cognitive, headless CMS in action. Watch the IBM Watson Content Hub demo.

General Manager, Global Revenue & Product, IBM Watson Customer Engagement

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