The Headless CMS Revolution: Why 25% of Businesses Have Switched

Traditional content management systems (CMSs) have served us well, but their limitations are becoming increasingly apparent. Enter the headless CMS: a revolutionary approach offering greater content flexibility and control than ever before.

If you haven't adopted a headless CMS already, you’re falling behind the curve. As of last year, a quarter of businesses have switched to headless CMS solutions, and interest in this technology has grown by over 60% globally in the past five years.

This surge isn't just a fleeting flight of fancy; it reflects a broader shift towards more adaptable and future-proof content management strategies.

So, what makes headless CMSs so compelling for marketers? Or perhaps you’re even wondering what a headless CMS is, bewildered at the notion of a CMS having body parts at all.

In this article, we’ll highlight why headless CMSs are transforming the way we think about content management and why you need one in your MarTech stack. You’ll learn:

• What a headless CMS is
• Headless CMS benefits
• Real-world applications of headless CMSs
• Advice on which headless CMS to choose (including an analysis of three of the market leaders)
• Future trends in the CMS landscape

What are headless CMSs?

Let’s start with the basics. A headless CMS is a content management system (CMS) that separates the presentation layer (where content is presented) from the backend (where content is managed). This ‘headless’ structure differs from traditional CMSs, in which content presentation and management are intertwined.

Take WordPress, for example. WordPress, the longtime market leader in the CMS space, is a traditional (or monolithic) CMS. Everything, from blog posts to images and layout code, lives together in one big bundle. This makes content impossible to reuse as it’s specifically purposed for the WordPress website and intermingled with code.

In contrast, Contentful is an example of a headless CMS, providing a structured content repository that can be accessed via APIs. This approach means developers can build customised front ends independently, while marketers can focus on flexibly creating and managing content without the constraints of a traditional CMS.

The result? A more agile, scalable and efficient system, with less friction and more freedom to create compelling digital experiences across teams.

Benefits of headless CMSs: why are headless CMSs popular?

1. Enhanced security

Data privacy and security are crucial for any business to protect the confidentiality of its customers, as well as safeguard its own important digital assets and information.

But shockingly, WordPress — the market leader — is the most commonly hacked CMS, associated with over 95% of infections.

This isn’t just because it’s popular. It’s also because, when it comes to security, traditional CMSs fall short. Their integrated nature means vulnerabilities in one part of the system, such as plugins or themes, can potentially compromise the entire site.

In contrast, a headless CMS separates the back end from the front end. This separation means that even if the content database is compromised, the presentation layer remains unaffected, significantly reducing the risk of downtime and DDoS attacks.

2. Improved site performance and user experience

Site performance is critical for user experience and SEO. One of the reasons WordPress became so popular in the first place is due to its open-source nature and a strong community of developers. Over time, they've contributed nearly 60,000 plugins, enabling versatile, customised websites and enhanced user experiences.

However, this same feature has become the traditional CMS’s Achilles’ heel. Traditional CMSs can suffer from sluggish load times due to outdated code and heavy reliance on plugins.

Headless CMSs, meanwhile, allow for a more streamlined approach. By decoupling the front end from the back end, you can upgrade or modify each component independently, avoiding the bloat and compatibility issues associated with monolithic systems. This means faster load times and a smoother experience for users.

3. Efficient content reuse

In a world where content needs to be delivered at scale across a multitude of devices, a headless CMS facilitates more effective content management.

With an API-first approach, headless CMS platforms allow you to manage content centrally and distribute it across various channels without the need for duplication. This flexibility not only streamlines the content creation process but also ensures a consistent experience for users, regardless of the device or platform.

4. Scalability

Scaling up with a traditional CMS can be a cumbersome process, often requiring substantial server resources and complex configurations.

Thanks to their decoupled architecture, headless CMSs can flourish alongside your growing business. They can handle high traffic volumes and adapt to changing business needs with ease. This scalability ensures you remain agile, future-proof and able to accommodate growing demands.

5. SEO benefits

WordPress has long been the go-to CMS recommendation from SEO experts, with many sceptical of headless CMSs due to their perceived complexity. However, this view is now changing and marketers are realising that SEO is another area where headless CMSs excel.

The centralised content management of headless CMSs allows for flexible SEO optimisations, such as managing redirects, URL structures and meta-data from a single, unified space. Additionally, the performance benefits of headless CMSs, such as faster load times, further enhance SEO by improving site speed across devices.

Case study: How Poshwatch boosted page load times by 30% with a headless CMS

Poshwatch, created by seasoned software engineer Tommy Le, is a cutting-edge tool for reselling businesses. Driven by the need for improved content distribution across various platforms and devices, Poshwatch switched to a headless CMS.

Tommy spoke to Wide Angle Analytics about his experience:

The switch to a headless CMS wasn’t completely smooth sailing, as Tommy describes:

Despite the initial challenges, adopting a headless CMS has proven highly advantageous for Poshwatch:

Which headless CMS should you use? 3 market-leading recommendations

There are some key aspects you’ll want to consider when selecting a headless CMS:

• Your goals and objectives: Understanding your company’s core challenges and objectives helps pinpoint what you want from a CMS, guiding your decision-making process. This helps you avoid buyer's remorse from getting an overly complicated or costly solution.
• Open-source vs. proprietary: Choosing between an open-source and a proprietary CMS is another important decision. Open-source options might require a significant development investment to become production-ready, whereas commercial solutions tend to be more polished and cater specifically to enterprise needs.

To get you started, we’ve compared three headless CMS market leaders: Contentstack, Contentful and Prismic. While there are plenty more headless CMSs out there, this should serve as a good starting point for seeing different headless CMS features, scalability and costs:

	Contentstack	Contentful	Prismic
URL	Contentstack	Contentful	Prismic
OVERVIEW	Founded in 2018, Contentstack is a cloud-based content management system designed to deliver omnichannel content, digital experiences and personalised customer journey.	Contentful, established in 2013 in Berlin, Germany, is a headless CMS that empowers developers and marketers alike.	Prismic began with a team of seven web developers in an agency and has since grown into a diverse team of 70, representing over 20 nationalities and spanning 13 countries.
SECURITY	Network Security Virtual Private Cloud Data Encryption Log Data Retention Two-Factor Authentication Password Protection Multiple Data Centers ISO 27001 Certification SOC 2 Type II Compliance Vulnerability Assessment and Penetration Testing (VAPT) GDPR Compliance	ISO 27001 Compliant Data Centres Data Storage and Encryption at Rest Encryption in Transit Annual Penetration Tests Backups Access to Data Physical Security Security Groups Web Application Firewall Threat Detection Secure Headers Data Retention Policy Brute Force Protection Monitoring and Reporting Two-Factor Authentication (2FA)	API Security User Permissions Content Versioning SSO & 2FA Repository Cloning AWS with ISO/IEC, PCI-DSS, and SOC Compliance Strong Passwords Confidentiality Rules SDLC Third-Party Risk Reviews Activity Logging Intrusion Detection Vulnerability Scanning AWS Network Security Groups Virtual Firewalls Penetration Tests Automated Failovers and Data Backups HTTPS and TLS for Data in Transit SSL for Internal Transfers Amazon S3 Snapshots with Granular Recovery GDPR Compliance Regular Internal Audits Annual Security Training PCI Compliance
CONTENT TOOLS	Content Delivery APIs DataSync CLI (Command Line Interface) Content Migration Tools Static Site Generators Web Framework Push Publishing Theming and Templating Options Mini Apps/Extensions Caching Mechanisms Configuration Management Decoupled Architecture Scalability Features Security Measures Independent Content Store	Centralised Content Live Content Previews Multi-Channel Delivery Optimised Content Browsing AI-Generated Images Localised URL Previews Taxonomy for Discoverability AI Content Type Generator Orchestration Capabilities	Visual Page Builder Slices (Reusable, Customisable Page Sections) AI Features Localization Tools Media Library User Roles SEO Controls Revision History Search Functionality Local Development Tool (Slice Machine) Migration API Environments
SCALABILITY	API-First Architecture Omnichannel Delivery Structured Content Modular Approach Cloud-Agnostic Flexible Data Handling	Consistent Global Availability Automated Fleet Management PaaS Automated Microservices Scaling Zero-Downtime Resharding Intelligent Load Balancing Request Tracing	Flexible Page Creation Reusable Components High Availability Robust, Enterprise-Level Security Extensive Reach (Across 90+ Countries) Scalable Support
SEO	Add Meta Descriptions and Title Tags Define SEO Fields in Content Types Use Alt Text for Images Implement URL Redirects for Changed URLs Use Canonical Tags to Handle Duplicate Content Add and Manage Sitemaps Optimise URLs with Keywords and Structure Use Header Tags (H1, H2, Etc.) Effectively Create and Manage Robots.txt Files	Build Dynamic Landing Pages Avoid Duplicate Content Fast Page Speed Integrates with SEO Apps (e.g. Surfer SEO, AltText AI App)	Content Optimisation Tools Built-in Image Optimisation Tools Auto-Generated SEO Metadata Utilises Slices to Add Structured Data Built-in SDKs Preview Features Tools for Simplified Internal Linking
COST	Start Plan: $995 per month, 10 users Grow Plan: $4,500 per month, 10 users Scale Plan: Custom pricing, 10+ users	Free: up to 5 users Basic: $300 per month, up to 20 users Premium: custom amount per year, custom number of users & roles	Free Plan: $0 per month, 1 user Starter Plan: $10 per month, 3 users Small Plan: $25 per month, 7 users Medium Plan: $150 per month, 25 users Platinum Plan: $675 per month, unlimited users Enterprise Plan: custom pricing, custom number of users

Sources and references can be found at the end of this article.

1. Contentstack

When it comes to what the most powerful headless CMS is, market leader Contentstack takes the cake.

When it comes to what the most powerful headless CMS is, market leader Contentstack takes the cake.

Founded in 2018, Contentstack is a cloud-based headless CMS designed for omnichannel content delivery and personalised customer experiences. It stands out for its strong focus on enterprise needs, offering a highly secure and scalable platform.

Contentstack’s architecture supports a multi-cloud approach, ensuring robust security and data privacy. It is ISO 27001 and GDPR compliant, with extensive measures including encryption, two-factor authentication and regular security audits to safeguard your content.

Contentstack excels in content management with its modular and flexible system, allowing for comprehensive customisation and integration with various applications. The platform’s composable approach facilitates efficient content creation and distribution across multiple channels.

For enterprises that require high-traffic handling and future-proof scalability, Contentstack effectively supports large volumes of content and is adaptable to evolving business needs. SEO is also well-supported with centralised management for meta descriptions, URL optimisation and bulk content creation.

Learn more: Contentstack

2. Contentful

Contentful, founded in 2013 in Berlin, is a headless CMS that leverages an API-first approach to provide flexibility and efficiency in content management.

The platform is known for its robust security features, including HTTPS encryption, support for single sign-on (SSO) and multi-factor authentication. It is GDPR compliant and undergoes regular security audits, ensuring your data is secure and well-managed.

Contentful’s API-driven architecture enables seamless integration with various platforms and supports a wide range of content delivery needs. Content features include live content previews, filtering and AI-driven content models.

Contentful’s scalability is facilitated by its CDN-backed API, which ensures rapid content delivery and performance across different channels. SEO capabilities include tools for managing meta descriptions, title tags and structured data.

Learn more: Contentful

3. Prismic

Prismic, established by a team with agency roots, has grown into a versatile headless CMS known for its user-friendly interface and strong content management capabilities.

With a focus on simplicity and efficiency, Prismic offers secure content transfer through HTTPS and is GDPR compliant, incorporating essential security measures like two-factor authentication. The platform is well-suited for teams needing an accessible, cost-effective solution for content management, with reliable security protocols in place.

Prismic stands out with its visual page builder, which enables easy page creation through a drag-and-drop interface, and its reusable content slices for streamlined management.

While it supports moderate traffic volumes efficiently, Prismic’s cloud-agnostic flexibility ensures it can adapt to various cloud providers. Its SEO tools include automated metadata management and internal linking features.

Learn more: Prismic

Future trends in headless CMS: 5 key developments to watch out for

As with everything in the MarTech space, headless CMSs are set for some exciting changes in the near future. Several key trends are emerging that will shape the way we manage and deliver content.

1. Enterprise adoption

Headless CMS platforms are gaining traction among enterprises. As organisations recognise the flexibility and scalability these systems offer, more are making the shift away from traditional content management models.

2. Usability

One of the most significant changes on the horizon is the improved ease of use for headless CMS platforms. Historically, these systems have been seen as complex and challenging. However, advancements in user interfaces and the expansion of pre-built integrations are making them more accessible.

3. AI and ML integration

Artificial intelligence (AI) and machine learning (ML) are set to revolutionise the capabilities of headless CMSs. These technologies will enable automated content creation, enhance personalisation and provide deeper insights into content performance.

4. System integration

Future headless CMS solutions will offer better integration with other critical business systems, such as customer relationship management (CRM) and marketing automation platforms. This improved connectivity will facilitate a more unified approach to content management and marketing efforts.

5. The rise of hybrid models

The future will also see the emergence of hybrid CMS models that combine headless and traditional approaches. Many enterprises are finding value in supporting both types of systems.

Hybrid solutions offer the flexibility of headless CMS for certain applications while retaining the features of traditional systems where necessary. This adaptability allows organisations to meet varying content delivery needs and maintain compatibility with existing infrastructure.

Elevate your website’s performance with a headless CMS and accurate analytics

Headless CMSs offer marketers a powerful tool to enhance flexibility, scalability and efficiency. By decoupling content from its presentation, the advantages are huge: improved customisation options, faster content processes and seamless integration with other systems like CRM and marketing automation.

Plus, as AI and ML continue to evolve, headless CMS platforms are poised to offer even more advanced features, enabling deeper personalisation and smarter content strategies. Staying ahead of this curve means more effective, quality content delivery and deeper connections with your customers.

At Wide Angle Analytics, we know the importance of a high-performing website. We provide businesses of all sizes — and with all manner of CMSs — insightful and secure website analytics, putting privacy and accuracy at the forefront.

Comparison table sources

• Contentstack:
  • https://pitchbook.com/profiles/company/230954-95#overview
  • https://www.contentstack.com/docs/developers/web-framework/overview
  • https://contentstack.com/trust
  • https://www.contentstack.com/resources/datasheet/contentstack-headless-cms-features-and-benefits
  • https://www.contentstack.com/blog/all-about-headless/why-business-leaders-are-choosing-scalable-headless-cms-platforms
  • https://www.contentstack.com/docs/developers/how-to-guides/seo-best-practices-for-contentstack-powered-websites
  • https://www.saasworthy.com/product/contentstack/pricing
• Contentful:
  • https://en.wikipedia.org/wiki/Contentful
  • https://www.contentful.com/security/
  • https://www.contentful.com/solutions/seo/
  • https://www.contentful.com/blog/contentful-infrastructure-reliable-flexible-scalable/
  • https://www.contentful.com/pricing/
• Prismic:
  • https://prismic.io/legal/security
  • https://prismic.io/pricing
  • https://prismic.io/features
  • https://prismic.io/blog/prismic-website-seo
  • https://prismic.io/enterprise