5 tips for efficient omnichannel delivery

As you learned in the last chapter, an API-first headless CMS decouples content presentation from content organization and storage and uses APIs to deliver content to any digital channel. But what exactly does that mean?

APIs deliver content to multiple channels

You can think of APIs as the way systems “talk” to each other. APIs are what enable composable content platforms to integrate all the tools you need and deliver consistent experiences across channels, brands, and regions.

Content solutions that support an omnichannel approach unify and structure content so it can be managed in one place and use APIs to deliver content wherever you need it. Instead of copying the same content into CMSes for a website, an app, and an event microsite, you can manage content in one place and use APIs to control how it is presented on each digital platform. This requires a content model that is organized around the new ways you can use and deliver content.

A content model is a content organization system that classifies types of content and how they relate. In traditional CMSes, content is organized by pages (e.g., landing page, blog entry, etc.) which works well for a single channel such as a website, but it makes delivering an omnichannel experience challenging.

For brands to succeed, they need to look for solutions that support a more flexible content model designed for omnichannel delivery.

1. Change your mindset from tactical to strategic

Forget what you know about traditional CMSes that restrict your modeling to predefined content types, and stop thinking of content in terms of individual projects.

The new approach to content modeling is about organizing content types, not page types. Modern websites, apps, etc. need to constantly change to continue delighting your audience.

The content you develop needs to be flexible and constantly evolving, while also maintaining consistency across your brand. For a great example, see how BMW’s modular, reusable content models are enhancing consistency while giving local dealerships room for creativity.

2. Focus on reusable content

The traditional approach to content modeling is to think of content in its final form with all the elements (content, author, date, location, metadata, etc.) included in one rigid template. Essentially a “blob” of content elements stuck together. A more flexible approach is to organize and characterize each individual piece of content. These “chunks” of content can be combined with other elements over and over to create unique layouts without recreating content.

Learn more about taking your blobs of content and identifying reusable chunks for your content model.

3. Define your business priorities

Is your focus on speed, reusability, ease of use for editors, the flexibility to create innovative layouts, or streamlining workflows? There isn't one right content model, but there are trade-offs and these will influence the decisions you make. For example, more granular content types can make your content model more flexible, but this also impacts the editorial experience.

4. Assemble cross-functional teams

When you adopt an omnichannel content model, different teams will be impacted in different ways. It’s important to assemble a cross-functional team before you begin the journey to help develop the new model and also define future roles and permissions within that model. When every member of each team has a clear understanding of their role within the new content ecosystem, individuals and teams become empowered to work autonomously side by side.

Learn more about content strategies for digital teams.

5. Choose the right content technology partner

Your CMS should adapt to how you work and be flexible enough to support a content model that fits your needs. The tool should adjust to help you meet your business strategy goals, NOT the other way around.

Efficient content delivery is crucial for businesses that want to deliver omnichannel experiences at scale. API-first technology and content solutions that let you organize and structure content across experiences streamline operations and keep everything connected and coordinated. It’s how brands make sure new messaging launches simultaneously across digital properties.

A content platform built for omnichannel delivery gives teams the tools and confidence they need to think bigger and get connected experiences in front of customers faster.

Up next: Omnichannel platforms

Explore what omnichannel platforms offer, their benefits, how they differ from multichannel, and why leading brands choose platforms like Contentful.