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12 Things I Wish I Knew About Marketing…

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….When I Started In Business

The slap on the back of the head caused me to pause my woe-is-me tirade. And good thing because what he said next changed the course of my business success forever.

The Slap, as I now refer to it, came at a time when I had my brick-and-mortar shop for about a year and I was looking at the grim reality that it may be going under.

I was meeting with the owner of my building, telling him why the lease payment would be late again and how tough things were… folks just weren’t coming in like they used to. In the blink of an eye, the right arm of this squat and portly man lashed out and smacked me on the back of the head.

“You may be giving away diamonds, Mark. But, if no one knows about it then all you’ve got at the end of the day are more diamonds.”

I Saw the Lesson…

The Slap made the words ring around inside my noggin for a bit and I saw the lesson…

Success and marketing are forever intertwined.

That lesson affected me pretty deeply and led me to learn a few things about marketing since then.

For my first post here at agentgenius I thought I’d take note of a few of the more important lessons I’ve learned since then… and what I wish I had known long ago that would have made things easier.

1. Marketing Is Not Rocket Science

Folks tend to avoid that which they find difficult which is why they make themselves “busy.” But, marketing isn’t a difficult beast. It’s really a science as much as it is an art. Which means, you can apply basic fundamentals to a step-by-step process and get results without having to be a “jenius.”

2. You May Be Giving Away Diamonds, But If No One Knows…

Sure, you may give presidential-level service or know more about real estate than your entire office combined, but if folks don’t know these things… you don’t have a business.

Business is when a transaction occurs, and the only way to generate transactions is through marketing.

3. What’s The Next Action?

The purpose of marketing is not to make a sale, it’s to get the prospect to take the next action. Sometimes that next action is a sale, other times it’s simply to take another step towards the sale.

4. Relationships Are Key

Your market is looking to make human connections. This isn’t limited to the web 2.0 social media space, this is in relation to everything. Folks want to connect with people and they’re attracted to personalities.

The more of your personality you show, the more people will gravitate to you. Extra bonus: you’ll attract folks that are more enjoyable to work with, too.

5. “Whatchu Talkin’ About, Willis?”

One thing experts tend to do is immerse themselves in the language of their expertise. Problem is, the public doesn’t know the language of “expertise.” And no one likes to feel like the stupid person in a conversation.

Speak to prospects in a language they can understand and not only will they trust you more, they’ll more easily see the value of your service.

6. Speak As An Authority

When in a discussion, speak as if you are right. If you hesitate or show uncertainty you lose your position, authority status and ability to persuade people to take action.

7. Fail As Fast As Possible

Marketing is not a pass/fail, win-lose activity. True marketing success is when you have a scorecard of 55% successes and are able to use those to dominate your market.

Oftentimes, the best marketing comes from a string of “failures” because, if you were paying attention to those failures, you learned a heck of a lot. So, fail as fast as possible so you can win more often.

8. Be Willing To Adapt

What you thought was right will often turn out to be incorrect. That’s okay so long as you take the new insight, adapt, and apply.

9. Yes, You’re Worth Whatever You Charge… & Probably Much More

You are a professional real estate agent with a head full of facts and insights that average folks just don’t know. Couple that with the fact that we live in an information economy and what you know becomes priceless. Chances are you’re currently undercharging for what you know and can do.

10. Leverage Your Untapped Resources

Make full use of the resources at your disposal. Moneys is just one of them but you also have time, energy, and imagination.

11. Don’t Waste Time And Energy Scavenging

This may come off a bit like mystic mojo, but the more you look for freebies or cheap and cut-rate solutions the more you’re going to attract cheap prospects. We all know how much “fun” those people are to work with.

12. The Magic Bullet Is A Myth

Next time someone attempts to peddle you the all-in-one or push-button solution have them give you a nickel instead. You’ll be better off.

There is no magic bullet in marketing. The real money is made through the continuous implementation of basic fundamentals. No rocket-science degree required (I’m proof of that!)

What lessons have you learned about marketing your business that you’d like to add?

Mark Eckenrode is a Certified Master of Guerrilla Marketing raised on comic books, punk rock, and Pepsi. He's also the chief marketing trainer at HomeStomper where AgentGenius readers can learn unconventional methods for winning with social media.

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20 Comments

20 Comments

  1. Mack

    September 12, 2008 at 10:19 am

    WOW Mark. What a load of information in a first post. As you stated in # 5, our clients could care less if we have an ABR, CRS, SRES, GRI, CRP, or any other designation. What they really want to know is if you can solve their problem, get their home sold or help them find the the home of their dreams. I also liked # 11. For those that do not want to invest in their business they are welcome to all the discount prospects.

    Maybe you just virtually slapped some people in the back of the head!

  2. Bob

    September 12, 2008 at 10:34 am

    7. Fail As Fast As Possible

    Marketing is not a pass/fail, win-lose activity. True marketing success is when you have a scorecard of 55% successes and are able to use those to dominate your market.

    Oftentimes, the best marketing comes from a string of “failures” because, if you were paying attention to those failures, you learned a heck of a lot. So, fail as fast as possible so you can win more often.
    8. Be Willing To Adapt

    What you thought was right will often turn out to be incorrect. That’s okay so long as you take the new insight, adapt, and apply.

    Along the same lines – “Be attached to the outcome, not the method”

    Marketing, no matter how creative, doesn’t work the same way across the board.

  3. St George Rentals

    September 12, 2008 at 2:26 pm

    This is a good list that I am going to continue to come back and look at. I am a big proponent for marketing. You could wish to give away money but if no one knows then what are you going to do?

    Excellent information.

  4. ines

    September 12, 2008 at 2:43 pm

    What awesome insight into the marketing world, especially for those of us that are learning as we go. I have to tell you that ever since I got into real estate and started “marketing” ourselves I realized that maybe I should have studied marketing instead of architecture because I like it that much. It’s amazing what I’ve learned from “failing” and you are right…..failing as quick as possible would make the process so much easier.

    What I really like about blogging and marketing is the fact that I can put myself out there for our audience – no facades, our straight-forward personality to attract like-minded clients – blogging is an amazing marketing tool.

  5. Justin in Hawaii

    September 12, 2008 at 5:33 pm

    I think you should bold #4, Relationships are Key. As I’m learning marketing, I’m finding that relationships are everything!

  6. Mark Eckenrode | HomeStomper

    September 12, 2008 at 6:03 pm

    glad y’all are digging it.

    @justin: yeah, #4 is pretty darn important. think about if all your competitors stole your best marketing ideas, targeted the same areas, even broke into your office and stole your client list… the one thing that they can never steal is your personality and the relationships built around it.

  7. Brad Nix

    September 12, 2008 at 6:13 pm

    My favorite part about Mark’s ability to deliver good advice on marketing is that he continues to add value in the secondary comments/follow-up conversations…see Comment #6 for what I’m talking about. His comment to add to the conversation is as good as the post itself!

  8. Matthew Rathbun

    September 12, 2008 at 8:22 pm

    Mark,

    This is a great summary of the foundation for marketing. I am not sure I agree with all the commenters interpretations, but I know that getting the consumer to know that I am better prepared than the average agent is a combination of things. Reading an agents blog, seeing proof that the agent has greater industry education than that a pre-license course, showing our ability to be professional in the quality of the marketing are all good…. using whatever technique we can to show that we care is even more important.

    I am especially fond of #12. I am SO tired of getting spam mail with “coaches” that promise if I spend $300 and two days with their course; I’ll be rich forever.

  9. Jay Thompson

    September 13, 2008 at 10:01 am

    Well there is a post jam-packed with golden nuggets… nicely done!

    The purpose of marketing is not to make a sale

    I think a lot of folks get lost in this one. Too many feel like they’ve failed if they don’t close a sale with every marketing effort. Often it’s a multi-step process with the actual sale many steps down the road.

    Folks want to connect with people and they’re attracted to personalities
    Bingo. That’s why it is *so* important to display that personality in blogging (and elsewhere). People can be repulsed by personality too — and that is OK! I’d rather have someone read my blog and think, “That guy will never be my agent” than to find that out after working to together for weeks. No agent is the right agent for everyone.

  10. Daniel Bates

    September 13, 2008 at 6:56 pm

    Awesome article! I think my best marketing advice is to have a long range view. Always keeping your eye on the immediate future gives you choppy results at best. Plan for the long haul and you’ll be more satisfied with the successes and less disappointed with the failures. I have a thousand “great ideas” every day. I don’t go acting on every one though. I plan them out and roll them around in my head and on paper and when I’ve developed it enough I act.

  11. Steve Simon

    September 14, 2008 at 6:24 am

    Your number 1 is not always true. Accurate records and trackbacks to different marketing efforts, and a thoughtful fiscal ROI analysis are ket components of a good overall marketing strategy.
    You yourself, Mark, forcefully wrote in this website about different landing pages and approaches that change depending upon initial selections of a visitor, the record keeping associated with that and the creation of multiple doorways to get optimal result certainly would be considered “Rocket Science”

    Your number 4 is questionable…

    Number 7 is just wrong; many marketing studies have shown the third time a mailer or marketing effort was initiated was when it proved to be worthy… buyer resistance and other factors come into play.

    Nine and Twelve are almost diametrically opposed.

    To me your list sounds like someone put it together much too quickly.

    The purchase of a house or property is not an action that works like selling an eBook to web surfer.
    Using phrases like “Call to action” tells me someone has taken too many “Magic Bean” seminars themselves.
    Just my thoughts 🙂

  12. Mark Eckenrode | HomeStomper

    September 15, 2008 at 10:04 am

    @jay: good point. personality disqualifies prospects as much as it qualifies them. it’s when folks try to walk the middle road and “play it safe” that they never really attract the “right” people for them… and i’m sure more than a few of us know how frustrating that can be.

    @daniel: yeah, that’s a great addition to the list, “long range thinking.” heck, it’s the first step in 7 Habits of Highly Effective People… so, is your marketing in line with your long term goals? thanks for that addition.

    @steve: interesting. well, it’s defintiely obvious you don’t like me or what i have to say however you still seem attracted to my personality 🙂 i’m sure i’ll receive more of your criticisms in the future, i just hope they end up being constructive.

  13. Chris Butterworth

    September 18, 2008 at 4:50 pm

    Good list, Mark.

    #4 is tops in real estate marketing – people buy from people. period. the end. You may have billboards all over town, and use every web2.0 gadget available, but if some schlub agent with no marketing budget and no technology knocks on the prospect’s door, he’s got a better chance of getting their business than you do. (provided he doesn’t drool on himself & turn the prospect off!)

    I would add Consistency as a corollary to #s 12 and 7. Marketing is unlike running an ad – rather than getting a quick hit, it takes time to develop a brand/message. Switching from one plan to the next to the next too quickly is like chasing rainbows looking for the pot of gold.

  14. Mark Eckenrode

    September 18, 2008 at 5:05 pm

    @chris: yup, consistency is a factor in everything.

    did you know that Marlboro used to be a woman’s cigarette? that’s who they marketed too but they were about #20 or so in the industry as far as sales went. they revamped and came up with the whole rugged cowboy bit (talk about a 180) but it took them years before they even began to climb the sales charts from #20.

  15. Paula Henry

    October 1, 2008 at 8:19 am

    Silly me – I don’t know where I was in September, but wanted to stop and say welcome to AG! This type of info is what makes your blog one of my favorites!

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Business Marketing

Simple ways to improve your organic reach on Facebook

(BUSINESS MARKETING) Facebook continues to make businesses and pages pay to play, but businesses still have a shot of improving their organic reach, according to experts in the field.

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Facebook open on laptop with white desk and small potted plant, open to organic reach.

Facebook organic reach is not dead, but you will need to work harder to get eyes on your pages. Here’s a rundown of what experts are saying will help you reach your audience. Facebook is still the top social media platform that marketers use and where consumers tend to look for and follow brand pages. So don’t despair!

Those running Facebook business pages have been seeing ever diminishing returns on their effort at getting their content in front of their audiences and fans, especially since around 2016. Yet Facebook remains the #1 platform for building an audience. Once upon a time, Facebook was incredibly fertile soil to grow our entrepreneurial and creative gardens in, at little to no cost to us. Many businesses are seeing a drastic reduction in reach, meaning that a tiny percentage of people are seeing our posts, even among those who follow our pages.

Have you ever heard something like, “The first one’s always free; that’s how they get you”? This has long been a business philosophy to hook prospective customers, used by savvy marketers and drug dealers alike. Facebook went and took that to the next level, introducing an easy-to-use platform where almost anyone could find and engage with their target audiences of customers, fans, members, and more.

Of course, there had to be a reckoning, and now that Facebook has more than 2.6 billion active monthly users worldwide, they continue to change the rules. Consider the amount of users and the amount of posts being made, and it makes more sense that Facebook tries to narrow the audience for any single post to a reasonable chunk. Otherwise, our brains would explode (okay, my words, not an actual medical opinion). Really, you don’t need to reach everybody, because not everybody is interested in what you’re offering. You need to reach the right people who are going to engage and build a smaller, engaged loyal group of diehard customers.

Community is key
Here are some of the latest tips and best practices to increase organic reach in 2021, provided by Facebook pros. Mark Zuckerburg keeps bringing up the concept of community, and the algorithm favors engagement, not only on Facebook, but across platforms. Nobody wants products and services constantly jammed in their faces.

This is a conversation, not a one-way portal into your customers’ brains and wallets. A constant barrage of salesy content, urging people to buy buy buy, grows real tedious real fast. “If you build it, they will come.” Only instead of a baseball field in the middle of nowhere, work to build a community.

Ask yourself these questions:

  • Are you creating conversations?
  • Are you using your platform to act as a resource and provide helpful or inside information in your niche or area of expertise?
  • Are you asking your audience what they want and would like to see more of from you?
  • Are you taking current events and trends into account, reacting to local/national/world news at all, and creating timely posts?
  • Are you using a variety of post types (photos, videos, links) and taking advantage of Facebook’s built in post tools?
  • Are you taking data into account for what content people are responding to favorably and when?
  • Do you ever invest in Facebook ads or boosted posts for important content or events?

Find the answer to these questions to reevaluate your strategy, work on promoting a dialogue with your audience, and ideally you will see more engagement on your pages, fruitful interactions that ultimately lead to loyal customers and bigger sales.

Create Conversations
Zuckerburg himself comes back to this point repeatedly in his regular updates on the state of all things Facebook and how the algorithm works, saying Facebook will “prioritize posts that spark conversations and meaningful interactions between people.” Not every industry lends itself to deep thoughts, but it can be simple enough to engage your audience with community questions. People love giving their opinions or talking about a shared interest.

Community questions can be fun, lively, and create fun interaction between your audience and the business. A simple This or That question posted on one of the background color templates can get the conversation started. If people don’t have to invest a lot of time to answer, then great! Depending on the industry, these can be easy one-offs: Red wine or white? Beach vacation or mountains? TikTok or Reels? Mac or PC? Harley Davidson hogs or Kawasaki crotch rockets? Early bird or night owl?

Hot takes, unpopular opinions, are another way to get people chatting. I’m not espousing trying to stir up controversy here, unless that is appropriate for your business, but people get emotional as all get out for something as simple as pineapple on pizza or beans in chili. What’s a popular or common opinion in your field? How can you introduce a hot take to get people chatting? For an entrepreneurial page, you could put out a hot take on a cluttered desk, or making lists, or standing desks.

Sure, these conversations may start out superficial, but who knows? When people begin interacting on your page more, they begin seeing more that you post, and that’s when you can introduce something a little weightier, asking them to share their expertise or advice on a relevant topic.

Become a resource
Whether your business is a science journal, digital marketing, interior designing, or a Texas Hill Country resort, your business and your audience is unique. Real estate agencies have become good at this, so we’ll use them as an example. If you are selling or leasing properties in Austin or San Francisco, sell the area. Don’t only post the properties you’re selling or agent profiles. Post those, yes, but also post industry news and local attractions.

When people are interested in moving to a new city or a new neighborhood or investing in opening a business there, they need to know why the area is attractive. What is the business climate? What are the financial perks associated with living there? What is the area known for (local restaurants, live music hiking trails, swimming holes, no traffic)? Has the area made a list for quality of life, affordability, great job prospects in X industry? Sharing blogs, articles, infographics, videos, and photos highlighting any of these can help your page serve the interests of your target audience. This is a good thing.

Ask your audience
This is a simple tip for keeping things closer to your audience’s interests, helping you identify areas where your page may be lacking–and opportunities for growth, and keeping the conversation going. Be careful not to overuse this one, but it’s an important tool.

  • Try a simple question, such as “What would you like to see more of on this page?”
  • Create a poll, which is much faster to answer, and helps you narrow answers down to what you really want to know.
  • Similar to the community questions, ask them to share something that has helped them. A classic example would be “What is the best entrepreneurial advice anyone has even given you?” Or “Please share some tips to fight procrastination.” Or “What is the top time-saving tool you use in your business (or for scheduling)?” Having your page followers (and hopefully others) chat with each other this way is helpful for them and for your organic reach.

Take current events and trends into account
This one’s simple: Read the room. This goes both ways. If there is renewed interest in, say, downtown lofts or sea shanty dances on TikTok, can you use this momentary heat to bring interest to your page? On the other hand, if there is a natural disaster, tragedy, or financial crash that has caused great suffering in an area? That’s a good moment to review your scheduled posts and delete or postpone anything that could be unintentionally triggering or offensive.

Some types of businesses are better suited to jumping on the latest trend. Do you have a bar or restaurant with a fairly young, social media savvy crowd? Go ahead, Photoshop that Bernie-Sanders-in-mittens image sitting on your patio (only if you can do it as the trend is hitting). Are you targeting an area that has recently been hit by extended power outages? I’m sorry to tell you, but this is not the time to promote that popup restaurant where diners experience eating in the dark.

Mix it up and use native Facebook tools
Of course you want to stay on brand, but please don’t get caught in a rut where all of your posts are one type. Consistency is one thing, but beware that this doesn’t turn into monotony. Assess where you can change things up. Add photos, videos, links to relevant blogs and articles, or community questions. Different people respond differently to different types of input. Use all the tools at your disposal to generate interest, draw people in, and get them reacting to and engaging with your page.

Facebook and all social media platforms have built in tools. They want you to use them. Often, this is a Facebook effort to capitalize on a similar, competing app. Trust me when I say, you will get brownie points (higher reach) when you take the time to use these native tools. Facebook Watch, Facebook Live, Facebook Stories, even using a background color template from the Facebook options, are all ways to show Facebook you’re paying attention and want to optimize the tools they are giving you.

Use provided data
You need to be able to look for patterns, evaluate the factors that made a particular post popular, and know when your customers and followers are likely to see your page and interact with it. Facebook provides a number of insights in the platform, but there are numerous external marketing tools you can purchase or sometimes use for free (depending on how many pages and platforms you are running, and how in-depth you want your data to be).

Posting willy nilly is not the most effective way to be. Decide what data is useful to you and make time to study it, and be willing to make changes to your content strategy based on the data. Like many other aspects of marketing, expanding your organic reach is a mixture of art and science, a balancing act of intuition and cold, hard numbers. Use them.

Consider paying to play
I know, I know, this story is about organic and not paid reach, but the fact is strategically paying for a Facebook ad or boosting a post to highlight a launch, event, special deal, or other important news will bring more people to your page. If the other tips, tools, and best practices referred to here are in place, once they find your page, you have the ability to keep their attention through organic means.

Keep on truckin’
These tips should help you expand your page’s organic reach. More importantly, they should help you build and support a community, earn loyal followers and customers, and generate positive buzz about your business. Keep working on becoming a resource and sharing helpful information. Have fun with it and experiment with new media and types of posts. Know yourself. Know your audience.

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Business Marketing

Buffer’s four-day workweek experiment: Boost or bust?

(BUSINESS MARKETING) After trying out a four-day workweek last year, Buffer is moving forward with the format going into 2021, citing increase in productivity and work-life balance.

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Man working in office with headphones on, making use of flexible four-day workweek.

The typical five-day workweek is a thing of the past for Buffer, at least for now. The company has decided to implement a four-day workweek for the “foreseeable future.”

Last year, the company surveyed its employees to see how they are dealing with the ever-changing landscape of the pandemic and the anxiety and stress that came along with it. They soon learned employees didn’t always feel comfortable or like they could take time off.

Employees felt guilty for taking PTO while trying to meet deadlines. Juggling work and suddenly becoming a daycare worker and teacher for their children at the same time was stressful. So, Buffer looked for a solution to help give employees more time and flexibility to get adjusted to their new routines.

Four-Day Workweek Trials

In May, Buffer started the four-day workweek one-month trial to focus on teammates’ well-being. “This four-day workweek period is about well-being, mental health, and placing us as humans and our families first,” said Buffer CEO and co-founder Joel Gascoigne in a company blog post.

“It’s about being able to pick a good time to go and do the groceries, now that it’s a significantly larger task. It’s about parents having more time with kids now that they’re having to take on their education. This isn’t about us trying to get the same productivity in fewer days,” Gascoigne said.

Buffer’s one-month trial proved to be successful. Survey data from before and after the trial showed higher autonomy and lower stress levels. In addition, employee anecdotal stories showed an increase in worker happiness.

With positive results, Buffer turned the trial into a long-term pilot through the end of 2020. This time, the trial would focus on Buffer’s long-term success.

“In order to truly evaluate whether a four-day workweek can be a success long-term, we need to measure productivity as well as individual well-being,” wrote Director of People Courtney Seiter. “Teammate well-being was our end goal for May. Whether that continues, and equally importantly, whether it translates into customer and company results, will be an exciting hypothesis to test.”

Trial Results

Company Productivity
Buffer’s shorter workweek trials showed employees felt they had a better work-life balance without compromising work productivity. According to the company’s survey data, almost 34% of employees felt more productive, about 60% felt equally as productive, and only less than 7% of employees felt less productive.

However, just saying productivity is higher isn’t proof. To make sure the numbers added up, managers were asked about their team’s productivity. Engineering managers reported that a decrease in total coding days didn’t show a decrease in output. Instead, there was a significant output increase for product teams, and Infrastructure and Mobile saw their output double.

The Customer Advocacy team, however, did see a decline in output. Customer service is dependent on customer unpredictability so this makes sense. Still, the survey showed about 85% to 90% of employees felt as productive as they would have been in a five-day workweek. Customers just had to wait slightly longer to receive replies to their inquiries.

Employee Well-Being
With more time and control of their schedules, Buffer’s survey shows an increase in individual autonomy and decreased stress levels reported by employees. And, the general work happiness for the entire company has been consistent throughout 2020.

What’s in store for 2021?

Based on positive employee feedback and promising company results, Buffer decided it will continue the company-wide four-day workweek this year.

“The four-day work week resulted in sustained productivity levels and a better sense of work-life balance. These were the exact results we’d hoped to see, and they helped us challenge the notion that we need to work the typical ‘nine-to-five,’ five days a week,” wrote Team Engagement Manager Nicole Miller.

The four-day workweek will continue in 2021, but the company will also be implementing adjustments based on the pilot results.

For most teams, Fridays will be the default day off. For teams that aren’t project-based, their workweek will look slightly different. As an example, the Customer Advocacy team will follow a different schedule to avoid customer reply delays and ticket overflow. Each team member will still have a four-day workweek and need to meet their specific targets. They will just have a more flexible schedule.

Companies who follow this format understand that output expectations will be further defined by area and department level. Employees who aren’t meeting their performance objectives will have the option to choose a five-day workweek or might be asked to do so.

If needed, Fridays will also serve as an overflow workday to finish up a project. Of course, schedules will be evaluated quarterly to make sure productivity is continuing to thrive and employees are still satisfied.

But, Miller says Buffer is “establishing ambitious goals” that might “push the limits” of a four-day work week in 2021. With the world slowly starting to normalize, who knows when a four-day workweek might reach its conclusion.

“We aren’t sure that we’ll continue with the four-day workweeks forever, but for now, we’re going to stick with it as long as we are still able to hit our ambitious goals,” wrote Miller.

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Business Marketing

Should your content management system go headless?

(BUSINESS MARKETING) You may be familiar with your typical content management system, but had you heard of a ‘headless’ model? Let’s dig into it together.

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Person using content management system with hands on keyboard and small bit of desktop visible.

At some point, you have probably worked with a content management system (CMS) like WordPress or Drupal. If you haven’t already, you at least know that this computer software is used to manage website content.

But, have you ever heard of a headless content management system before? We didn’t. So, we set out to find out what it’s all about and how beneficial, or not, it can be for your company.

What is headless CMS?

Unlike your classic CMS, headless CMS is a back-end only content management system. It decouples where your content is stored and authored (body) from the front-end where your content is displayed (head).

This CMS isn’t tied to a particular output like a web page. Content is transmitted as data over an application programming interface (API). It’s a content repository that delivers content seamlessly to any device.

Benefits of Headless CMS

More versatile
Headless CMS isn’t your classic “monolithic” CMS so you aren’t constrained to an all-in-one system that might work for websites but not mobile devices.

Content is consumed by customers in more than one place now. Headless CMS provides a more versatile way to deliver multi-channel content to websites, Android and iOS apps, and even IoT (internet of things), like a smartwatch or in-store kiosk.

Businesses will benefit from this because only one back-end is needed to manage and publish content for different services and products.

No need for specialized developers
Developers aren’t tied to a specific programming language or framework. A developer can choose between using Javascript, PHP, Ruby, or any language they prefer.

If you already have a talented developer, you don’t have to scramble to find someone else who specializes in a specific system or language you are moving to. Your current developer can do the job for you in the best way they know-how.

Better Security
Security is important. Not being married to the front-end, headless CMS has a security advantage a regular CMS doesn’t. Usually, content provided to a headless CMS is read-only, and the admin portion lives on a different server and domain.

With the back-end detached from the presentation layer, there is a smaller target area to attack. Also, layers of code can be used to hide the content-delivering API making it safer than a traditional CMS.

Real-time collaboration
With two separate systems, content editors and web developers can work concurrently. This shortens a project’s timeline and helps get your product and services to market quicker. Also, content editors don’t have to spend more time creating the same content for each system. Designers and developers can take care of that.
Downsides of Headless CMS

As with anything, headless CMS isn’t perfect and isn’t for everyone. It has its disadvantages.

More technical
Little technical involvement is called for in a traditional CMS. As a result, the tool can be picked up quickly by almost anyone.

A deeper understanding of CMS, coding languages, and front-end technologies is needed when using headless CMS. You must have a developer that can build the web or app just for you.

Increased maintenance
With the body separated from the head, there are two systems to maintain. Implementation and maintenance could potentially become complex.

Bigger price tag
Building a system from scratch costs time and money. With a traditional CMS, there is one account, and, most likely, one payment. With headless CMS, you’ll have multiple payments for the CMS, a developer, and the infrastructure running your website or app.

Your custom CMS also isn’t coming from a pre-built content management system. All that hard work takes time (and patience) to get it done right.

Conclusion

Headless CMS lets you create a unique user experience and allow for cross-platform publishing, but it isn’t a one-size-fits-all content management system.

Before you jump ships, take inventory of all your content needs. Does your content need to be published on different platforms? Will a simple stand-alone website work for you? Only you can decide what works best with your business, but we hope this information helps.

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