Dave Evans, Head of Digital at Chapter, part of themission, discusses why content should be considered a service in today's market.
themission is a technology-embraced marketing communications and advertising Group employing 1,100 people in the UK, Asia and US. The Group comprises two divisions: Integrated Agencies and Sector Specialist Agencies, which work together to provide Clients with the expertise and resource to make them more successful in today’s challenging environment.
Putting Content At The Heart of Your Business
Dave Evans is Head of Digital at Chapter, part of themission. He’s worked in digital for long enough that he can remember when it was ‘new media’ and the web was mostly fields. A creative strategist by background, over the better part of the last twenty years he’s delivered projects for the likes of Virgin Trains, Nissan, Premier Inn and Jewson amongst others, and racked up a number of awards for digital design along the way.
Content management systems. Good ol’ reliable content management systems. They’re such a ubiquitous part of the digital development toolkit it’s hard to imagine a time when they weren’t a part of our world, whether you’re working client-side or agency. Nor – since their creation, at least – is it easy to recall a time when they were all that revolutionary. Fundamentally, they were designed for one thing, and one thing alone, and very little has changed since then…
…until now, that is.
I don’t need to go into any sort of spiel about how connected the world is nowadays. Nor reiterate that consumers no longer differentiate between channels. Nor do I need to state how they don’t really give any consideration to how they consume content, that in their minds is just there whenever and wherever ‘there’ may be. You know all of this already, it’s been covered by myriad blogs, tweets, news sites, and LinkedIn articles before now.
At the same time, what’s also true is that this connected world is rapidly demanding more from CMSs. The reason for this is because technology has evolved – rewind a few years or more and the most complicated thing your mobile did was send an MMS (or play Snake), your thermostat didn’t talk to the ‘net, and if you had a personal assistant they were a human being rather than a grey plastic thing that sat on the shelf and could only be spoken to with a preceding “Hey…”. Typical CMSs served one function and generally one function alone: managing content for websites. But in this digitally-connected world that’s no longer enough.
Content management has emancipated itself from the domain of the worldwide web and browsers, while at the same time, client teams are drowning in a sea of content demands for myriad platforms that are often stretching their resource thin.
CONTENT AS A SERVICE
But there is a solution. Content as a Service (CaaS) is a growing market niche in which vendors are creating platforms that address major content pain points. It goes beyond a headless CMS: a content management system that is so-called because of the “head”, or presentation layer (i.e., the front-end templates). Content as a Service brings together content collaboration, deliverability, and optimization capabilities like never before.
So why is this a good thing?
Well, it means that content management systems are now imbued with a level of channel-agnosticism. No longer is it shackled to delivering content to one specific platform, but it can now do so for many. Imagine a world where content creation takes precedence over consideration for where it’s being delivered. That’s a beautiful thing. Rather than thinking “I need to post a tweet” and logging on to Twitter, or firing up WordPress to write another inbound marketing post, client teams can think content first and channel second, putting an emphasis on crafting truly awesome stuff that can be delivered to wherever or whatever the platform may be connected to. And using any front-end technology. No longer do you need teams that can code in .Net because the CMS is built in that. Or PHP. Or Ruby on Rails. Or anything else. The presentation layer (or head) can be built using whatever your dev team prefers, connected to the CMS using APIs and making it a highly flexible way of working.
SCALING WITH TECHNOLOGY
It also means that the CMS scales with technology too. If it connects to the web, you can power content for it from a headless CMS, which bodes well for future-proofing and means that the technology can scale as new web-connected innovations are developed. What has started with the web moves on to the digital display, to VR, to IoT, to mind crystals (patent pending), to whatever’s next.
Here at Chapter, we’ve chosen to partner with Kentico Software to help our clients get on top of content and the changing digital landscape, and headless CMS has now become our content platform of choice. With over fifteen years in the CMS business and working with some of the largest, most reputable companies in the world, Kentico is leading the way with Content as a Service and are justifiably recognised as innovators in this area. Hence why we’re proud to collaborate with them on deploying state of the art content management solutions that meet the current and future needs of the Client teams we work with.
The time is now, think Content as a Service!