In the CMS and DXP lexicon, "composable" has become foundational terminology. For more robust digital experience platforms, this typically translates into reusable components that enhance the building and personalization of websites and apps. But on the headless CMS side of the ledger, composable architectures are evolving omnichannel capabilities in some innovative ways.
To that end, Contentful, a headless content management platform, has announced a partnership with Conscia – a Toronto-based Content Intelligence Platform – to launch an app called Unify. Purpose-built for new and existing Contentful customers, Unify joins together content from multiple Contentful spaces and other applications and provides a "unified" API response for frontends to consume, thereby enabling a composable architecture for all digital channels.
Unify is of particular relevance to brands that are looking to expand their headless commerce strategies with more personalized experiences. As shoppers continue to embrace digital, organizations are relying on omnichannel to deliver the right experience at the right time, regardless of the endpoint or device. Contentful and Conscia are helping brands orchestrate these experiences by breaking down silos and harmonizing their content ecosystem.
"Contentful is a leader in evangelizing the headless approach of delivering content to digital applications," said Sana Remekie, Conscia's Chief Executive Officer. "We're proud to partner with Contentful to offer multi-space and multi-source content orchestration to its customers and are really excited to bring Unify to market."
Creating a Unified Payload
It's true that many existing platforms allow you to "stitch" together content from multiple sources. However, there are inherent challenges and limitations with the status quo approach.
First and foremost, there are often too many inputs such as CDP, PIM, third-party data sources, and other APIs. Further, the standard model for weaving together content from multiple sources tends to be based on JSON, REST, GraphQL, or Next – all of which are very code-heavy. This requires the ability to reconcile a lot of complex queries that can lead to long payload times and significant performance issues.
To address these problems, Contentful and Conscia created Unify, which sits on top of Contentful's multi-space architecture. It provides an intuitive, flexible, no-code method for assembling localized and personalized experiences for all channels and accelerating the digital supply chain.
Unify's ability to federate content from legacy and siloed enterprise applications into Contentful's global delivery infrastructure results in faster, more reliable delivery to all digital channels – including web, mobile, voice, chatbots, call centers, and more.
"Unify is very much in line with Contentful's vision of breaking down organizational silos and serving as a centralized content platform to power continuous and connected experiences across channels," said Kevin Zellmer, VP of Partnerships at Contentful. "We are very impressed with Conscia's ability to simplify and democratize a process that typically requires significant cost and time."
To learn more about the Unify solution, you can visit www.conscia.ai/unify.
Conscia is a knowledge graph that has the ability to unify customer data and content from disparate systems through a schema-agnostic data pipeline, enrich, relate, tag, and classify the data, and finally distribute this knowledge through APIs. With Customer and Content Intelligence so deeply interconnected in a central knowledge graph, Conscia empowers digital and marketing teams to compose meaningful, consistent, and personalized content experiences across all channels at scale. The company was founded in 2016 and is headquartered in Toronto, Ontario.
Contentful, a leading content platform for digital-first business, helps over 30% of the Fortune 500 and thousands of brands around the world create and manage digital experiences for their customers across any channel. It enables greater speed and scale than traditional CMS solutions. Contentful unifies content in a single hub, structures it for use in any digital channel, and integrates seamlessly with hundreds of other tools through open APIs. Companies such as Gucci, Plaid, Goodrx, Intercom, Notion, Staples and many others rely on Contentful's platform.