Content-first with Content
December 12, 2022
Martijn van der Put

Content-first approach

A notable distinction between traditional Digital eXperience Platforms (DXP) or Content Management Systems (CMS) and a headless CMS like is the capability to adopt a genuine content-first approach.

But hold on, doesn't every CMS handle content? So, what exactly is a content-first approach?

This question is often answered as "Content comes first, everything else follows." However, the answer isn't as straightforward as it seems. The term "content-first" is frequently misused and placed in the wrong context, often by systems attempting to use it as a unique selling proposition without implementing the necessary foundation in their platform to support users in following a content-first approach and achieving optimal outcomes.

Essential ingredients for a content-first approach

A genuine content-first approach comprises several essential ingredients necessary to create the perfect blend for baking your delightful bread.

Content model

First and foremost, you need a solid and clear content model that supports your marketers in crafting excellent content and remains flexible enough to assist your audience across various stages of their customer journey on different online channels.

Once your content model aligns with your goals, it sets the foundation for your marketers. This doesn't mean your content model cannot evolve along the way. empowers its users to update and expand the content model as needed, seamlessly integrating changes in requirements.

Visual distractions

The content model equips your marketers and content editors with tools to focus on writing quality content without being distracted by visual design issues such as layout, image positioning alongside text segments, placing multiple components on pages, or constructing an entire page before content can be displayed. While it may initially be daunting for marketers not to consider how content looks, getting accustomed to this approach eliminates visual distractions and refocuses attention on crafting high-quality content.

The benefit of focusing on content creation without visual distractions lies in producing content divided into multiple pieces, each serving its distinct purpose. Each segment is also reusable across various situations and channels. By segmenting reusable content parts, there's no need to duplicate content for different channels or situations.


When working in a team of marketers or copywriters, a workflow is typically in place to allow individuals in different roles to review written content. Reviewing content that lacks visual distractions and serves a specific purpose is much easier for colleagues.

Content-first foundation

Returning to the content-first approach: yes, content comes first, and the rest follows. That's absolutely true, but if your content is built on a foundation akin to solid rock rather than interchangeable LEGO blocks, your foundation is secure. It provides the flexibility needed to shape your content model to serve your audiences across all your online channels and adjust it later as goals and needs evolve over time.

A true content-first approach begins with a foundation: a robust and clear content model to serve all your audiences at every step of their customer journey across all your online channels. Enhanced with tools for effective collaboration among your colleagues. Furthermore, your developers have the components necessary to display the right content that aligns with the purpose of the current page your visitor is on during their customer journey, regardless of the online channel they are using. stands out as one of the few headless systems offering this genuine content-first approach, making life easier for your content marketers and copywriters while maximizing the potential of your headless omnichannel platform

This site uses anonymous cookies. Click on "Agree" if you agree to the use of cookies, or click on "Change" to determine your preferences.
This site uses anonymous cookies.