composable content design system

Unlock IT Innovation Through Composable Content Experiences

In just a few years we’ve seen digital content blow up across an array of devices, interfaces and channels. Organizations have begun to view “content” less as something tied to a campaign and more as a strategic business tactic. As of 2019, over 380 websites are created and 500 hours of content is being uploaded to YouTube every sixty seconds! With the explosion of content, came a simultaneous explosion of digital channels and modalities. 

Today IT Leaders are forced to figure out how to engage with customers across the various channels and interfaces. Their old systems and architecture are obsolete. As they explore the best option to unify their digital experience, top analysts are encouraging them to revisit their central architecture. CIO’s are moving towards a composable architecture with composable content.

Let’s look at a probable scenario and the need for composable content. A potential customer researches potential hotels for an upcoming vacation on their tablet, then makes the final booking on the corporate website where they are directed to confirm the registration via SMS and download the travel company’s app for real-time updates and check-in instructions. They check-in to the hotel through digital signage in the lobby. 

In each of these phases, content needs to adapt to reflect the channel and the user’s place and time in their individual journey. IT needs to unlock the content so it can be made accessible for all channels where a customer wants to interact. 

What is a Composable Content Strategy?

Digital leaders have long struggled to efficiently run siloed legacy technologies that deliver their content on a specific channel. There is no centralized architecture that brings the content together so it can be reused efficiently. What happens? They need to focus less on maintenance and more on innovation by embracing a single platform that streamlines all of their processes into actionable business capabilities. 

A composable content strategy has overarching governance but breaks structured content down into individual components. As a result, they can be readily applied to serve a number of channels, business functions and reused across a variety of contexts. By freeing the content you create, from the limits of a specific channel or interface, it becomes easier for IT and marketing teams. They can quickly get content to customers on the digital channel where they want to consume it. 

Composable Content Built From an Open Source CMS

Acquia’s Digital Experience Platform gives organizations the flexibility they need. We provide a Cloud-based, API first approach that’s built on top of Drupal’s open source content management system. Unlike traditional monolithic content management systems designed to deliver website content from point A to point B, Acquia’s distribution of Drupal has proven itself as a more flexible CMS. Acquia provides the freedom to reimagine and repurpose content across any digital touchpoint.

Drupal’s flexible approach to site creation is built upon a series of modular content components or “nodes” that can be arranged and deployed across a variety of displays, devices and channels. By breaking content down into customizable pieces, brands have more freedom to focus and adapt as new modalities and channels before they fully arrive on the scene. Brands can be “first movers” and make adjustments as needed. 

In addition to the powerful nature of Drupal, Acquia offers an Intuitive, low-code site builder tools called Acquia Site Studio to enable a composable content strategy. Site Studio provides a visual, reusable component-based system that allows non-technical users to access components. They can easily adapt pages or apps without relying on IT. Empowering marketers and designers to deploy more content, across more channels. 

The combination of Drupal’s component based architecture and Acquia Site Studio to empower non-technical users is a winning strategy. Organizations can deliver on the promise of composable content. Through a centralized management approach that gives marketers and designers access to reusable components, templates and Drupal functionality, teams can now export new content as packaged services. 

To assemble design-led digital experiences across new modalities, it’s critical for organizations to implement composable architecture. An open-platform is the ideal solution to enable this critical change for CIOs and IT leaders across the globe.

Ryan Picchini

Ryan Picchini

Director of Product Marketing Acquia

Ryan Picchini is a product marketing leader for Acquia's Drupal Cloud. Ryan has spent the last 14 years helping brands navigate the changing digital landscape and focus on activities that impact their bottom line. 

Ryan has been at the forefront of digital transformation across multiple marketing and advertising disciplines and has worked on the "front lines." As a sales rep, he had the chance to listen to customers' challenges and goals. As a result, he's a big believer in open marketing (he's worked at the other guys) because he knows the results it delivers for customers and partners.