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New Contentful CMS targets content delivery for retailers

Contentful's content infrastructure is a CMS that intends to bring more flexibility and benefits than a traditional or headless CMS. The offering is directed at e-commerce retailers to drive online sales.

Contentful has launched a content infrastructure system to drive online sales by enabling more content management across channels for retailers.

Like a headless content management system, the Contentful CMS allows users to publish and update content across all digital platforms at once, but at an enterprise-grade scale. The vendor claimed content infrastructure enables retailers to repurpose existing content, improve impact and deliver marketing messages to target audiences.

Headless CMS enables content creation and sharing across multiple channels with one action by removing the head -- or presentation layer -- which defines the channel or platform in a traditional CMS. Content infrastructure has the same benefits as headless CMS, but unifies content to be managed from one content hub.

Contentful claimed content infrastructure markets digital content four to seven times faster than a traditional CMS by enabling users to do the following:

  • organize content specific to their business;
  • create content once for different platforms;
  • store all content in a central hub;
  • edit content without the involvement of developers;
  • manage teams with roles and permissions; and
  • publish content to any device.

Contentful intends its content infrastructure to enable brands to build and manage targeted, customized marketing for event-driven campaigns and localize the content for any market. Through the vendor's Content Delivery API, editors can update content through a web app synced with any platform for consistent management.

The vendor claimed its array of content management services has decreased bounce rates, increased mobile conversion, personalized content across a breadth of languages and locales, updated content at a fraction of the time as legacy tools, and delivers new customer touch points five times faster than with a traditional CMS.

In 2018, Contentful was named a contender in Forrester's Wave for web content management systems, challenged by leaders Adobe, Acquia and Sitecore. According to Contentful, its headless enterprise focus makes it flexible for developers. Forrester recommended the vendor for progressive digital initiatives that require content unification across channels, but also have easy access to developer resources.

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