What is Headless CMS?

A headless content management system (CMS) is a content repository that allows you to deliver content to any frontend or UI. Organizations deliver content like images, articles, blogs, and videos to their customers through their applications, social media, and websites. They use headless CMS solutions to separate content management and storage from content presentation. You can reuse and remix content across various multimedia and digital channels without duplication overheads. A headless CMS is a more efficient and cost-effective solution for managing content.

Why is headless CMS important?

Traditional content management system (CMS) architecture imposed UI constraints on content. As a result, information and code were tightly connected, and it was challenging to share the same content across multiple channels. However, modern organizations require more flexibility to share content across platforms without unnecessary content duplication or management overheads.

Next, we discuss some benefits of a headless CMS.

Improved user experience

A headless CMS offers a better content management system experience for developers, content creators, and your users. Content creators get a fully custom editor and structured data models. Developers get standard content delivery mechanisms for consistent filtering, search, and querying performance. Finally, your users get the same high-quality content where and how they want it.

Efficient third-party integrations

You have complete control over who accesses your content. You can securely and efficiently share digital content with external third parties. You can also reduce dependency on IT. Non-technical users can authorize and share content with third parties in just a few clicks.

Adaptable design

Developers have the freedom to choose their preferred presentation layer technologies and frameworks. They can switch to newer presentation technologies without impacting content creation or management. As a result, your content infrastructure becomes more agile and resilient to change.

What are the use cases of headless CMS?

Next, we discuss common use cases for headless content management system (CMS) solutions.


You can use a headless CMS to manage product catalogs, inventory, and pricing information for ecommerce platforms. This can help you create personalized shopping experiences across multiple channels.


With a headless CMS, you can create personalized content for different audiences and deliver it across various channels, such as email campaigns, social media, and websites. You can use personalization tools to customize existing content templates according to your requirements.

Application information exchange

Many use cases require content delivery to other software components instead of your end users. For example, you can use headless CMS architecture to deliver content to chatbots, voice assistants, Internet of Things (IoT) devices, and artificial intelligence (AI) applications.

Content collaboration

A headless CMS allows teams to collaborate on content creation and management, regardless of their location or device. This can improve productivity and streamline workflows. You can also manage content in different languages and locales, and you can display content localized to global audiences.

How does headless CMS architecture work?

Headless content management systems (CMS) typically use API design. Headless architecture has three main components: the content repository, the APIs, and the frontend applications.

Content repository

The content repository is where you store, organize, and manage all your content. It can be a database, file system, or cloud-based storage.


The APIs are the interface that allows you to store, access, and retrieve content from the repository. Some solutions offer customizable GraphQL or Restful APIs for high-performance reads and create, read, update, and delete (CRUD) APIs for content creation.

For example, you can use different technologies (like Canva) to make your content. Then, you can load it into the repository using the CRUD Restful API.

Other solutions offer only read APIs that require a built-in content editor and admin UI for content creation and management.

Frontend applications

Frontend applications are the user-facing part of the system, and they consume content through the APIs. You can build these applications using any technology or framework, as they’re independent of the CMS. Developers call the APIs and write the code required to present content in their applications.

What are the types of headless CMS solutions?

There are a large number of headless content management system (CMS) solutions available to choose from.

Some prioritize a content-first approach and offer more features for content creation. Others take a developer-first approach and provide more options and customization in API management. Finally, some also take a data-first approach and allow database customization and integration for improved content delivery performance.

No matter their approaches, you can group headless CMS solutions into three categories.

Content as a service

These headless platforms are delivered over the browser. They come with various features like editors, admin UI, workflow management, and even premade content templates. Your content is stored with the solution provider, and you have to use the headless solution as it is with minimum customization.

Self-hosted CMS

A self-hosted CMS gives you greater control over your data. You can host the solution on premises or in your cloud environment. The solution provider provides all the functionality, but you provide the environment. The admin UI may be limited in such solutions, but you have more customizable options.

Fully custom solution

You may choose to develop an internal custom headless solution that is specific to your business requirements. Developers must set up the database, APIs, content editors, and other headless technology. You can start with a simple database and integrate it with existing content creation systems.

What is the difference between a decoupled CMS and a headless CMS?

A decoupled content management system (CMS) includes some frontend technology integrations that a headless CMS does not.

Decoupled CMS

Decoupled architecture often includes features to push content to specific digital platforms proactively. Because of this, there’s some coupling with the frontend technology.

For instance, you may set up a decoupled CMS to deliver all new images as specific social media posts. In that case, you would enforce that social media channel's image size, width, and resolution requirements on your content creation.

Headless CMS

In contrast, a headless CMS takes a more passive approach. You create the content and wait for different frontend technologies to call or pull it.

For example, you may create the same image in several sizes and formats and store the files in the headless CMS repository. Then, it’s up to the frontend developer to select and request the right image. Alternatively, they may ask for the best-match image and modify it at the frontend just before presenting.

How does AWS support your headless CMS requirements?

Amazon Web Services (AWS) offers many solutions to support your headless content management system (CMS) requirements such as:

You can also read about AWS web hosting solutions. They offer low-cost ways for businesses, nonprofits, and governmental organizations to deliver their websites and web applications.

Get started with a content management system on AWS by creating an account today.

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