What is CMS architecture?

Designed to make the web content management process easy, content management systems (CMSs) also enable brands to create and distribute content at scale. This article explores the four types of CMS architecture: conventional, decoupled, headless, and hybrid. We wrap things up by looking at nine core factors to focus on when evaluating and ultimately choosing the best CMS platform for your organization.

Defining CMS architecture

A CMS is a software application hosted either in the cloud as a SaaS product or on- premise. It enables multiple contributors to create, modify, organize, and publish digital content across a range of channels such as web, social media, mobile apps, email, IoT, and more. Sounds pretty simple, right? Well, in a way it is indeed refreshingly simple; especially compared to the pre-CMS era (a dark and difficult time that seasoned developers and marketers who endured that period do not enjoy reflecting on).

However, not all CMSs are built the same and pricing models also differ. Some are relatively more agile and scalable, while others are less expensive to implement and easier for business users — but sacrifice flexibility and versatility. While these relative advantages and drawbacks can be multi-faceted and complex, what fundamentally characterizes one type of CMS from another is clear and consistent: the underlying architecture.

In essence, CMS architecture defines the relationship — or in some cases, the lack thereof — between tools and technologies that govern front-end functionality (where content is presented), and back-end functionality (where content is created and edited). Obviously, the story is much more technical than this — as software engineers who specialize in CMS architecture will readily agree. But for the purposes of our discussion, it is enough to grasp that at its core, CMS architecture determines if, how, and to what extent the front-end “talks” with the back-end.

In traditional CMS architecture (often referred to as monolithic or coupled CMS architecture), the front-end and back-end are tightly connected and pre-defined. Traditional CMS architecture is composed of the following core elements:

• A back-end database where content and digital assets are stored
• A back-end content management platform where content is created
• A back-end application where content creators and publishers build and apply design schemas
• A front-end application layer that displays published content on HTML pages

Advantages of traditional CMS solutions

• Good for simple, unsophisticated use cases such as personal websites and basic business websites (particularly small firms with limited resources and budgets)
• Implementation is relatively simple (“out of the box”), since the front-end and back-end are coupled and do not require separate installations
• Typically offer simplified, user-friendly interfaces and pre-defined templates that are good for non-technical admins and end users
• They are less expensive to purchase, implement, and update than the other types of CMS architecture we will be looking at (decoupled, headless, and hybrid)

Drawbacks of traditional CMS architecture

• Content is web-exclusive, and cannot be seamlessly re-purposed or shared for other channels with as mobile and IoT (note: this may be possible by leveraging APIs, but can be quite difficult as traditional CMS architecture is fundamentally not built to work with third-party tools)
• Only support a limited range of content types and programming frameworks
• Making changes to the back-end, including routine maintenance and updates, is complex, time consuming, expensive, and potentially risky as well — even with rigorous internal testing
• Lack agility, which slows down the DevOps cycle, which can cause businesses to fall out of sync with shifting customer expectations and marketplace dynamics
• Represent an ongoing risk to business continuity: if one component has an issue (e.g., the content management platform), then the entire CMS can crash
• Represent an ongoing security risk: the coupled nature of traditional CMS systems means that if a bad actor composes the content database, they can access the content publishing platform and take a website offline

As the term suggests, in decoupled CMS architecture the front-end and back-end are separate systems. The back-end governs creating and storing content, while the front-end governs presenting content to users through various interfaces (e.g., web, social, apps, IoT, etc.). Decoupled CMS architecture is composed of the following core elements:

• A back-end database where content and digital assets are stored
• A back-end content management platform where content is created
• A default front-end content publishing platform
• APIs that connect the back-end content management platform with the front-end content publishing platform

Advantages of decoupled CMS architecture

• Developers can curate a roster of best-of-breed API integrations to optimize customer experience and drive conversions (including micro-conversions)
• Developers can make changes to the back-end without affecting or disrupting the front-end
• Usually requires a lower degree of publisher and developer dependency than with headless CMS architecture (which we will discuss next)
• Less vulnerable to attacks targeting the front-end presentation layer — even if bad actors compromise the content database, they cannot access the (decoupled) content publishing platform
• Accelerates content delivery as content is pushed directly to audiences instead of being routed through a server; this can also boost SEO as page-loading speed is a search engine ranking factor
• Ease-of-use for marketers, as content is stored in a standardized, structured, and reusable format
• Cloud deployments can leverage infrastructure resources and scale as demand increases (e.g., traffic spikes on Cyber Monday), and also take advantage of economies of scale (as transaction volumes increase, the underlying cloud-based infrastructure costs less per unit)

Drawbacks of decoupled CMS architecture

• Costs more to procure than traditional CMS architecture, and adding third-party integrations adds to the total cost of ownership
• Relatively more difficult to use (not typically an ongoing issue for developers, but can be a challenge for some content creators)
• More architectural layers mean additional development work and technical expertise (particularly front-end and scaling), which must be provided by in-house staff, or obtained through external partners or consultants

In headless CMS architecture, there is no pre-defined front-end that uses templates to present content. Instead, the back-end pushes content across various devices and channels (e.g., web, social, mobile, IoT, etc.), and enables each of them to govern how that content should be presented. Headless CMS architecture is composed of the following core elements:

• A back-end database where content and digital assets are stored
• A back-end content management platform where content is created
• APIs that connect the back-end content management platform with the front-end content publishing platform

At first glance, headless CMS architecture may seem essentially the same as decoupled CMS architecture. While there is some overlap, they are not identical. If you recall, decoupled CMS architecture uses a default front-end content publishing platform. However, with headless CMS architecture organizations have the complete freedom and flexibility to choose the front-end technology they wish. There is no front-end system with standard templates or pre-defined module integrations.

Advantages of headless CMS architecture

In addition to all of the benefits of decoupled CMS architecture, headless content management systems offer some important advantages:

• Developers can create as many delivery layers as needed — and in any language they require — and push content to any channel. This enables marketers to create omnichannel campaigns — an essential capability for enterprise businesses
• Developers can use a growing roster of front-end coding frameworks (e.g., Next.js), including those that are not in use at the moment, but could be introduced in the future

Drawbacks of headless CMS architecture

• More complex to manage vs. decoupled architecture, which can become an issue for organizations without in-house expertise, or the budget to obtain additional presentation support
• Presentation is handled by developers writing JavaScript, which means that non-technical marketers cannot use WYSISYG authoring or editing
• Cannot personalize experiences or run content analytics functions (e.g., A/B testing), since customer interaction data is not pushed between the front-and and back-end in real time

Hybrid CMS architecture combines the flexibility and extensibility of headless CMS architecture, while using APIs to enable the personalization and content analytics capabilities offered by traditional CMS architecture.

Advantages of hybrid CMS architecture

• Content can be delivered to one experience through a decoupled CMS architecture, while developers can use their preferred libraries and frameworks (e.g., React.js) to develop and maintain a separate front-end codebase
• Leverages APIs that enable devices and browsers to interpret content and personalization rules in real time (taking into consideration factors such as profile information, past interactions, etc.), as well as run real-time analytics (e.g., A/B testing)
• Empowers marketers with features like WYSIWYG editing, digital asset management which extends the lifecycle of content by allowing teams to reuse media, and live editing to preview and edit content in real time
• Empowers marketers even more with components and templates such as content blocks, presentation prompts, and web forms — all of which help structure, streamline, and standardize content development and presentation on web pages and other formats

Disadvantages of hybrid CMS architecture

Predictably, hybrid CMS architecture shares the same functional (but not content previewing or analytics) disadvantages of both decoupled and headless CMS. However, a hybrid CMS deployment may require additional expertise, since there is no default front-end layer. Fortunately, this support is readily available, and leading vendors have a network of third-party consultants who are ready to provide required levels of support.

Organizations that are wary of making the big jump from conventional CMS architecture to decoupled/headless CMS architecture may be well-served by hybrid CMS architecture, which in many ways offers the best of both worlds.

Now that we have looked at the four types of CMS architecture — traditional, decoupled, headless, and hybrid — your team may be eager to identify the model that is best for your current requirements and anticipated goals. As you evaluate products and options, focus on these nine core features and attributes:

1. Exceptional editorial functionality with tools to easily create, edit, and deliver content. Look for features such as:

• An intuitive user interface
• First-class text processing
• Live content preview (WYSISYG)
• Design flexibility/customization without coding
• In-context help and documentation
• Search and indexing functions (flexible and scalable built-in search engine; predictive search; full-system searches at any level of the content hierarchy; Boolean query logic
• Content storage and accessibility
• Well-designed page and component templates
• Version control that increases visibility across the full content lifecycle
• Scheduling and reminders

2. Workflow, reporting, and content organization tools, including link management and content modeling.

3. Intuitive user administration that supports tailored user and group permissions, and ensures regulatory compliance (e.g., the ability to readily and reliably prove what content was live on a website at a specific date/time).

4. Robust security with tight, customizable controls for access to specific documents and information — so that content is only seen by the right people, and published at the right time. The CMS should also integrate with your chosen enterprise security provider and/or third-party authentication systems (e.g., Azure AD, IdentityServer, OpenID, Oauth, etc.).

5. Multichannel scalability so marketers can “create once, deliver anywhere,” easily add new channels, and supply new or restructured content and metadata to align with changing SEO algorithms. It is also essential to choose a vendor with a proven track record of regularly updating the CMS with software development kits (SDKs), APIs, connectors, and pipelines.

6. The ability and agility to go global, including multisite and multilingual support, integration with localization and translation services, multilingual editorial functionality, workflows for multinational content, and multinational governance.

7. Built-in flexibility, scalability, and performance enhancements, including cloud capability, multisite deployment, extensibility with clear points for new integrations, connectors, and APIs.

8. Personalization and analytics driven by the capacity to collect interaction data from every channel — including external sources and applications — to measure and report on every customer interaction and journey.

9. Very strong integration content and ecommerce integration supported by:

• A unified ecommerce interface
• Migration tools
• Seamless inventory management
• Adaptable inventory handling
• Automation with flowchart-based rules
• Personalization capabilities
• Third-party integrations
• User-generated content creation
• Testing capabilities

For a deeper look at these essential features, download the ebook: “The definitive guide to choosing a content management system.”

Choosing the right CMS architecture is fundamental to your content operations, and determines:

• How you create content and where it can be presented (and possibly where it cannot be presented)
• Whether your teams must manually replicate content changes or edits in multiple places
• The nature and extent to which marketers and developers must work together, and whether they can work simultaneously
• The speed of content delivery — which is a core driver of user experience and customer satisfaction

Learn more about Sitecore XM Cloud

Sitecore XM Cloud is an enterprise-ready SaaS CMS that re-imagines content management. XM Cloud uses hybrid architecture to deliver developer agility through the best attributes of the headless CMS, and empowers marketers through a visually rich, WYSIWYG page composition experience.

Learn more and launch an on-demand guided demo. Discover how XM Cloud empowers your organizations to deliver relevant experiences at high speed.