Web · Deep dive 07
Headless CMS & Multi-Channel
One content model, every surface — web, mobile, email, in-store screen, even the chatbot. Sanity, Contentful, Storyblok wired into a delivery layer your editors actually enjoy using.
What this is
Content infrastructure that stops the copy-paste tax. Editors work in one tool with proper preview, versioning and roles; the same content reaches every channel through a typed API your engineers can rely on. Localisation and A/B variants treated as data, not as forks.
Does this sound familiar?
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Marketing edits go through a developer because the CMS doesn't have proper preview.
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The same product description lives in five places and three of them are stale.
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Localising into a new market means a six-week 'content audit' and a Slack channel that never closes.
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The mobile app and the website show subtly different copy because nobody's source of truth is.
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A/B testing the homepage means a marketing tool wedged in at runtime that breaks performance.
The customer payoff
What you get
What you feel once it’s running.
One content model that serves every surface — webhook, GraphQL or REST — with strict types so the consumer always knows what shape it gets.
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Editor experience that doesn't require a developer in the loop: preview, drafts, scheduled publish, role-based approvals.
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Localisation and A/B variants treated as part of the content schema — switching a market or a test is a config change, not a deploy.
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Performance-friendly delivery — ISR, edge cache, on-demand revalidation — so a content update reaches users in seconds without redeploying the site.
Phases
⏱ 8–14 weeks typicalHow Headless CMS & Multi-Channel actually runs.
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01
Model
Decide the content shapes that survive the next two rebrands. Get this wrong and every later editor click feels like fighting the schema; get it right and the same model carries you for years.
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02
Wire
CMS chosen, schemas implemented, preview environment running. Every consumer (web, app, email) reads through the same typed contract.
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03
Migrate
Move existing content over — usually by section, with each section live-published before the next one starts. The old CMS goes read-only, then dark, then gone.
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04
Hand over
Editor training, runbook, on-call rota. Most teams don't need ongoing development — they need the platform to stop being a mystery.
The hand-off
What lands
What lands in your hands — every artefact, nothing hidden.
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Production CMS workspace (Sanity / Contentful / Storyblok / Strapi) configured to your model
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Schemas and validation rules in code, version-controlled
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Preview environment matching production layouts pixel-for-pixel
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Multi-channel delivery layer: web / app / email / in-store / chat — whichever channels are in scope
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Localisation framework — copy variants, locale fallback, market-level overrides
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Editor handover doc + 4-week warranty window
Before you ask
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Q·01 Sanity, Contentful, Storyblok, Strapi — which?
Sanity for editorial-heavy where structured content matters. Contentful when integrations and governance dominate. Storyblok when marketing wants drag-and-drop blocks. Strapi when self-hosting is non-negotiable. We pick on editor workflow first, capability second.
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Q·02 Can it serve a mobile app, not just web?
That's the point of headless — the CMS doesn't know what's on the other end. Web, iOS, Android, email, digital signage; same content, channel-specific rendering.
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Q·03 What about A/B testing and personalisation?
Content variants live in the schema; the runtime picks based on whatever rule engine you trust (PostHog, GrowthBook, Optimizely). No script tag fighting your framework at runtime.
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Q·04 Will editors need training?
About a one-hour session per role plus a written runbook. The whole point is to remove development from the editing loop, so the tooling has to be obvious.
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Q·05 We're already on WordPress / Drupal — should we move?
Only if multi-channel is real. If web is your only surface and editors are happy, the move costs more than it earns. We'll tell you if that's where you are.
Ready to start
One source of truth, every channel.
One-week content audit + model proposal. We map what you publish today, where it scatters, and the schema that would pull it back together.
Start a content platformThe wider map
Every service page at a glance.
Each link below opens a dedicated page on that specific piece of one of our four service pillars. Jump sideways — different service, same way of working.
Digital Product Strategy
Service overview →Web & Mobile Development
Service overview →- 01 Fullstack Web Development
- 02 Backend Development
- 03 Frontend Development
- 04 Mobile App Development
- 05 Customer & Partner Portals
- 06 eCommerce & Payments
- 07 Headless CMS & Multi-Channel — you’re here