What Happens When You Scale Contentful Across an Organization


A composable content platform takes content from traditionally disparate places and draws a thread between them. That thread allows you to leverage consistency, surface meaningful content on multiple properties, and unlock workflow efficiency across your entire ecosystem of digital content.

This means you can deploy governance and reusable content across your different channels while still upholding their uniqueness. It's an incredible advantage that allows your organization to leave less value on the table and maximize usage of the content you work hard to create.

A traditional CMS locks your content into a specific platform

We like to think about the headless CMS like the modern-day interchangeable parts from the industrial revolution. Find problems that look alike and leverage, maintain, and iterate on a single tool to solve them.

When you deploy a product like Contentful, you establish these interchangeable components that inform a meaningful relationship between all of your experiences and the content you put on them.

To give a concrete example, let's think about a software company that has a website and a learning platform educating people on how to use their software. They have two separate content teams, one for each platform.

When a new version of their software becomes available, the content team on the marketing site wants to highlight its benefits and educate users on the new features available. At the same time, the learning platform team wants to release a course outlining how to use the new version.

In a traditional CMS setup, these two teams would work in isolation from one another, with a common goal of maintaining consistency in tone of voice, publishing timelines, and content. After this content goes live, the teams need to constantly keep up with one another, ensuring they're reflecting the same ideas with accuracy.

Here's how that workflow would work in an organization that uses Contentful across their digital properties

In a scenario where the software company is using a headless CMS, the marketing website and the learning platform are intertwined, pulling content that should be consistent from the same place.

One component can encapsulate product features, for example, and be reused on both properties. The two experiences are still drastically different in audience, goals, KPIs, and UI. However, content is the same wherever it needs to be.

Release of this information to the public also happens at the exact same time. Updates that are needed are made once and diffused consistently to all of the places they should show up.

Implementing a composable content platform requires thoughtful auditing of where your content, governance, and experiences should and should not be the same. The ultimate goal is to establish a system that allows for consistency where necessary and flexibility where it benefits the user.