This siloed content management approach is especially troublesome for you as a marketer. As the steward of storytelling and content, you need the ability to change and update your content easily to align with market changes.
But a traditional CMS makes updating nearly impossible without a developer’s help. Adding barriers wastes more time and money, especially if there are multiple rounds of collaboration.
Shun the siloes, centralize content
Stories draw customers to you. They’re persuasive. They prove that only your brand can solve their problem. Having a good story stimulates more sales.
However, many B2B companies suffer from the same storytelling problem: consistency. Your company has many people, across multiple departments, sharing your story in different contexts, formats, and channels.
What you need is a system—a headless CMS—that centralizes content and makes it easier for your teams to manage and share. A primary benefit of a headless CMS is the capability to create content once and then leverage it in multiple places. This results in significant time savings for your teams, making it easy for them to use content in their role.
When you store content in a headless CMS, you’re keeping it in a cloud-based hub that’s “decoupled” from the presentation layer. From this single source, you can leverage content to shape and share different versions of your story on the channels you publish.
What centralization looks like
Let’s say you’re a manufacturer with several SKUs. You serve numerous audiences. Each audience needs to hear a slightly different story and see different product details.
Those details might include:
How to order
From an audience standpoint, you need to serve both internal and external people, including:
Now, let’s put these elements together in tangible examples:
Customers see a public price list
Partners see their wholesale price and customer markup
Sales team members see incentives and special offers (in a private view)
A headless CMS is perfect for these scenarios because it enables you to:
Create all the content in a centralized hub
Personalize and customize information like pricing
Tag content so it’s routed for publishing in the right places
Publish updates automatically across channels so your story stays up to date
Hopefully, it’s becoming clear why the centralized, headless model is so beneficial in complex enterprise, member-based, and B2B environments. Centralization makes it easier to:
See, edit, and reuse content components
Empower non-technical users to build pages and assets
Ensure consistent brand storytelling across channels
Improve file organization
Personalize content for different audiences, users, and channels