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Data creation shows no signs of slowing down. The total amount of data created, captured, stored and consumed is expected to nearly triple, from 64.2 zettabytes in 2020 to 180 zettabytes by 2025. In this environment, businesses need better ways to manage their digital content. New and emerging content management technologies, such as the headless CMS, are redefining the way companies can organize and share their stories. These new technologies allow companies to push content to new channels and reach customers where they need it, which generates revenue and improves customer satisfaction.

To better understand the current state of content management, Storyblok conducted a survey across a variety of industries and positions. The State of Content Management survey garnered over 500 qualified responses across the United States and select European countries. The survey found that while many companies use legacy CMSs, many have only average experience. As a result, some respondents are exploring the headless CMS for a better way to deliver content to new channels.

Current CMS Challenges

Implementing a CMS should be a no-brainer for any organization. Without a CMS to manage content, organizations face a myriad of challenges, ranging from time-consuming processes, security issues, lagging site performance or even a lack of workflow options. However, some of these challenges have not been resolved even though organizations have migrated to a monolithic CMS. Monolithic systems tend to become more complex as businesses scale, creating more process challenges than they solve. Monolithic CMSs are also difficult to future-proof, integrating them into ever-changing technology stacks and ever-changing workflows. For these reasons, many organizations use more than one CMS. In the survey, 63% of respondents said their company uses at least 2 CMS.

Why do so many people use multiple CMSs? A third of respondents need new technology stacks or need to move away from their legacy systems. Another third are trying to minimize their delivery risk. And one in five uses multiple CMSs for their omnichannel capabilities. Meeting customers where they are with content has the potential to keep them engaged and build loyalty and brand awareness, which can lead to increased revenue. For this reason, many organizations use their CMS for traditional channels such as websites, mobile apps, and e-commerce storefronts. Some are looking even further, delivering content to channels like voice-activated speakers, in-store digital screens, even smartwatches.

Emerging Solutions

As businesses embrace new content channels and deliver rich channel experiences where consumers are, they may find that their current system (or systems) no longer meets their needs. Many companies have already found a common workaround: multiple CMSs. What if there was another way? Headless CMS offers new ways to create content faster, easier, and with better experiences than legacy systems. Just over a third of the companies surveyed currently use a Headless CMS.

A single headless CMS solution has a number of advantages on traditional monolithic CMS (or a group of them). Content silos are a persistent problem (and only exacerbated when companies have more than one CMS). A single headless CMS can place everything in a central content hub to be pulled as needed. Since it integrates seamlessly with any technology stack, a headless CMS can publish to any front-end device, including the new channels some companies are experimenting with. Finally, a headless CMS can solve security and performance issues. By decoupling the front-end from the back-end, headless CMSs mitigate security risks, such as DDoS attacks.

Many respondents who have switched to a headless CMS are already reaping the benefits. In the survey, 83% of headless CMS users reported time and productivity savings, while increasing KPIs and revenue growth. Specifically, a third of respondents called their headless CMS a “time saver”, nearly one in six said it increased traffic to their site, while one in seven reported an increase in return. on investment. Companies looking to tap into new markets and delivery channels should consider headless CMS as a way to increase customer satisfaction while reducing budgets through modern and efficient processes.


Although no one can really know what the future holds, one thing is certain: change is inevitable. The events of the past two years have clearly shown this. Omnichannel distribution has brought with it a host of new channels for content, and businesses are eagerly awaiting different ways to use their CMS and deliver content to consumers.

Change is constant in content creation and management as consumers move to new channels and legacy systems lag behind with inefficient or insecure processes. If your business is looking to grow in channels other than websites and mobile apps, consider the headless CMS as a way to get there. Customers these days expect to be satisfied where they are, and your content should meet those expectations. A headless CMS makes this possible.

For the full results of this research, read The State of Content Management 2022 at

Tim is the Senior Director of Research and Content for Simpler Media Group. In his role, he writes data-driven content, market guides and research reports for all internal and external SMG clients.