Observed Signal · Aug 12, 2022 · Technical Release · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Omnichannel Content Delivery Paves the Way for Better Customer Experience
This CMSWire editorial examines how organizations adopting headless content platforms can improve omnichannel customer experiences through content unification. Traditional CMS architectures couple content management and delivery, often making web the primary channel. The rise of multiple channels has driven adoption of headless and hybrid CMS platforms, enabling content reuse via APIs. However, content often remains siloed across different business units and cloud services, limiting consistency. The article introduces content unification as a way to aggregate and orchestrate content from multiple upstream systems into a centralized content hub. It highlights real-world examples including Hygraph's Content Federation via Remote Sources, Conscia's DX Graph, Uniform's composable DXP framework, and Sitecore XM Cloud's Sitecore Pages with external data connectors. The author argues that these capabilities will increasingly emerge across content platforms and martech products to support consistent omnichannel experiences.
Explores content unification and headless CMS trends across multiple martech vendors, relevant for omnichannel content orchestration, but not a breaking industry-shifting event.
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Key Takeaways & Evidence Grounding
- Netskope's August 2019 Cloud Report found the average enterprise used 120 cloud services for marketing purposes.
- Hygraph introduced Content Federation through Remote Sources, allowing external APIs to be combined with Hygraph content in its content delivery API.
- Conscia offers DX Graph, a unified Content API that aggregates data from external systems, including legacy systems without modern APIs.
- Uniform provides a composable DXP framework that integrates and orchestrates upstream martech components.
- Sitecore's XM Cloud includes Sitecore Pages, which offers data connectors to expose content from external systems.
Connected Companies & Entities
3 Entities mapped“Conscia offers their DX Graph, a unified Content API that synchronizes and aggregates data from external sources, even systems that don't of...”
“Uniform, which offers a composable DXP, is not a CMS or DXP itself, but rather a framework to integrate and unify your martech components to...”
“Sitecore's XM Cloud — its new SaaS CMS —offers the new Sitecore Pages authoring interface, which introduces the capability for data connecto...”
Ontology Mapping & Concepts
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