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Contentful Customers Build Websites and Apps Faster with Content Infrastructure
CONTENT
3 Introduction
FLEXIBLE CONNECTED
5 How the British Museum Pushes Digital Boundaries 20 Mavens Reinvents Identity and Access Management
in the Cloud
7 Sticker Mule Accelerates Growth Opportunities
with a Flexible Content Model 22 Optimizely Builds Experimentation into the Content
Creation Workflow
35 Conclusion
Innovators are building digital
factories to ship products faster.
Unlike a CMS, content infrastructure gives both developers and editors
the flexibility and agility they need to accelerate their content operations.
Today, people interact with more content across more connected devices than ever before. As new
channels proliferate, consumers expect to engage with high-quality, relevant digital experiences. To “The best digital factories
stay competitive and keep up with their customers, companies must produce new websites and apps can put a new product or
quickly, with resources spread ever-thinner, and often at scale. The most innovative companies do so by
customer experience into
building a digital factory — cross-functional teams using a global, reusable architecture based on best-
in-class services and APIs. This allows developers and editors to work together to deliver new digital production in as little as
products faster in order to engage in new channels and pursue new opportunities. ten weeks.”
–Digital McKinsey*
One of the critical components of the digital factory workflow is content operations. Many companies
struggle with one or more legacy CMSes that are hard to customize, keep content siloed, and slow
everyone down. To solve this, developers are looking to migrate their apps to an API-first solution like
Contentful that provides a flexible, modular content infrastructure. Such solutions can easily plug into
the modern technology stack and power content across a company’s entire digital portfolio from one
central hub. Content editors gain the ability to create new content and directly update it themselves in
real time across websites, apps, devices, on-site displays, and more. For both developers and editors,
today’s content infrastrastructure approach is a game changer.
If you are looking to transform your organization’s content operations, don’t let a CMS get in the way
of shipping software. Learn how 14 diverse companies are using Contentful to get to market faster,
be more responsive to customers, and scale their digital footprint as their business grows.
*Digital McKinsey, “Scaling a transformative culture through a digital factory,” May 2017
How Businesses Can Think Outside The CMS Box © 2018 Contentful 3
Content infrastructure is
FLEXIBLE
Let your team use their favorite programming language and tools. Future-proof your
content by creating a content model for both current projects and those yet to come.
How the British Museum
INDUSTRY:
Pushes Digital Boundaries
Nonprofit / Cultural institution
USE CASE:
Multi-platform, interactive digital experiences “We’re looking to try and push the boundaries, not just for what museums are doing,
but for what the private sector is doing with digital. Contentful definitely makes my
life easier to go down that road.”
3-4x
Will Robinson, Lead Technologist, Digital & Publishing Department, British Museum
Faster to launch Visitors to the British Museum — the world’s editing app could be customized to meet
most-visited museum — access information about the specific needs and preferences of each
new digital products the vast collection of artifacts through a variety curation team. Contentful support staff were
of channels, from websites to audio guides to able to help solve unique content challenges,
interactive kiosks. Many digital experiences are such as building a UI extension to host and
Requirements composed of unique, highly interactive content view 3D models.
• Single platform for all digital products types, including Google street views, interactive
timelines, and localized audio tracks. As a result of adopting Contentful, the digital
• Customizable editing app
team can bring new products to life 3-4x faster.
• Support for new presentation channels
The Museum’s traditional CMS platforms were The platform enables them to easily incorporate
unable to handle the growing scale and diversity the different frameworks and programming
Results of the Museum’s digital experiences. The digital languages required by new channels, replicate
• Faster development cycles team turned to Contentful to help them create and adapt existing content models, and integrate
• Ability to quickly adopt new a central content hub that could feed all of their new outside collaborators into its projects.
technologies and channels digital products. Behind the scenes, a flexible
• Reduced management overhead
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 5
How the British Museum Pushes Digital Boundaries
How Businesses Can Think Outside The CMS Box © 2018 Contentful 6
Sticker Mule Accelerates Growth
INDUSTRY:
Opportunities with a Flexible
Content Model
E-Commerce / Manufacturing
USE CASE:
Web marketing campaigns
“This project has been a huge win. Once developers define a new content type in
7x
Contentful, it becomes simple for our marketing team to put a together a new page.”
David Traver, VP of Marketing, Sticker Mule
How Businesses Can Think Outside The CMS Box © 2018 Contentful 8
Content infrastructure is
FAST
USE CASE:
Mobile app for athletic events “Contentful matched all our criteria and we found working with the system to be very
straightforward. But where Contentful really surpassed our expectation was when our
client team at ASICS started using it and got up to speed in no time.”
2-3x
Paul Baron, Managing Partner, AQ
Faster to build new apps Sportswear company ASICS partnered built-in validation options to help guide
with digital agency AQ to create a series of content editors. They could use the Contentful’s
companion apps for marathon runners and their Content Management API to automate content
fans. Each app provides race-specific logistical duplication, and use the web editor to update
information, practical checklists, and nutritional content directly.
Requirements and fitness advice.
• An easy way to collaborate with the client in
ASICS expects to double the number of races
creating content As ASICS supported more and more events, it supports. The editorial staff can now manage
AQ needed a scalable solution that would and deliver content more easily across all their
• Support development of custom content models
help them easily manage a variety of content channels. The developers can build new apps
• A system that simplifies mobile app
types across them all. The team ran a pilot and 2-3x faster than before by using a repeatable
development process
replicated their complex content model on architecture and content model, which allows
Contentful. They found that Contentful allowed them to quickly launch in new local markets.
Results
them to quickly roll out new content or make
• Centralized system for collaborating modifications, and the platform provided
on in-app content
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 10
ASICS App — an Event Hub for Marathons
How Businesses Can Think Outside The CMS Box © 2018 Contentful 11
Xoom/PayPal Deploys Localized
INDUSTRY:
Pages in Minutes, Not Weeks
Financial Services
USE CASE:
Localized web content “The business benefits of using Contentful are huge. We don’t have to spend so many
resources now just getting content out. It allows us to use our development resources
much more wisely now.”
98 %
Ann Lau, Senior Product Manager, Xoom
Reduction in Xoom offers fast, easy, and secure ways to The new workflow made it faster to test content
send money abroad. Each country that Xoom and correct inconsistencies on the site, and the
deployment time supports, from Argentina to Vietnam, needs platform enabled easy onboarding of new team
its own set of localized web pages to provide members. To make their app more lightweight,
essential information to customers. the team used the Contentful Images API to
Requirements serve their growing library of localized image
In the past, Xoom had relied on the expertise assets, such as country flags.
• Simple deployment controls for various roles
of a few key employees to manage site content,
within org
using a home-grown CMS. They eventually left Xoom was acquired by PayPal in 2015 and
• Low maintenance and lightweight solution
the company and Xoom needed a solution the company now supports payments to 44
• Simple learning curve for entire team that was easy to maintain by the team at large. countries around the world. With Contentful,
Contentful allowed anyone to update content Xoom is well equipped to ensure that their
Results on the site in 30 minutes with a couple of clicks, website keeps pace as the business scales
• Deployment time increased from two weeks rather than rely on a scheduled weekly release. its global footprint.
to 30 minutes
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 12
TUI Accelerates Developer and Editor
INDUSTRY:
Productivity with a Microservice
Architecture
Travel
USE CASE:
Portfolio of localized websites
5x
Lukas Edenfelt, Development Lead, TUI Nordic
Faster to deliver new TUI Nordic is a part of the world’s largest travel provided an elegant solution to augmenting the
company. To keep content up-to-date across web app to support specific editorial workflows,
customer touchpoints country-specific websites, TUI Nordic deploys without having to overload it with the fragile
content dozens of times per day, from small customizations associated with traditional CMS
tasks like copy edits or adding an extension, platforms.
Requirements
to shipping a new page. This was part of a
• Easily integrate content into new broader initiative to transition from a monolithic And, at the same time, the new architecture
microservices architecture
platform based on a handful of large solutions, allows individual teams to choose the
• Reduce time to create and deploy new to a more agile architecture consisting of 160+ technology best suited to solve each business
functionality, content, and pages microservices. need. Because Contentful allows the clean
• Ability for individual teams to choose their decoupling of data and technology used, it
languages/frameworks The company’s web portfolio was originally supports a rapid development pace — now, new
built on traditional enterprise CMS platforms. customer touchpoints can be produced an order
Results However, some of these systems were not easy of magnitude faster.
• Increased developer and editor productivity
to work with and required massive amounts
of time in order to set up each new page or In a short time, TUI Nordic saw an impressive
• Flexibility and easy integration into new
develop new functionality. Contentful fit right gain in developer and content editor team
tech stack
into TUI Nordic’s new microservice architecture, productivity. They are no longer bound by
• Faster deployments, more responsive to technology, and retain full control of their data.
enabling them to have one interface for their
business needs Speed is at the core of every initiative: faster
editors to configure the overarching content
structure, and to centralize the editorial data time to market, quickly adapting to change, and
storage. Also, Contentful’s UI Extensions SDK keeping up with customer needs.
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 13
TUI Accelerates Developer and Editor Productivity
with a Microservice Architecture
How Businesses Can Think Outside The CMS Box © 2018 Contentful 14
Red Bull Music Academy Delivers a
INDUSTRY:
Pipeline of Fast, Fresh Microsites
Entertainment
USE CASE:
Event and campaign microsites
“With Contentful, we can launch a site in a third of the time that it used to take. We can
also afford to be bold and come up with designs that have a distinctive personality.”
3x
Niklas Jansen, Product Manager, Yadastar
Faster to launch a microsite The Red Bull Music Academy (RBMA) is launch a new site 3x faster than before. The strict
a global music institution that hosts 100+ separation of content and presentation elements
live events and musical launches every year. allowed the team to add interactive features and
Their agency partner Yadastar needed to mash up content in innovative ways. In addition,
launch event microsites quickly and address a simplified content modelling flow made it easy
Requirements a variety of custom requirements. to define a content structure and bring editors
• Lightweight CMS for serving content back into the process.
Although Yadastar used a versatile front-end
• User-friendly JSON editor
framework, their legacy CMS was not flexible With Contentful, Yadastar is better
• Better collaboration with content creators
enough to support a robust feature set, equipped to explore innovative ideas,
which forced them to build mostly static sites. execute fast, and collaborate effectively
Results
Contentful’s ready-to-use REST API simplified with non-technical contributors.
• Highly-scalable, site development, allowing the agency to
developer-friendly API
• Secure, cloud-based
content creation platform
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 15
Red Bull Music Academy Celebrates Music Culture
How Businesses Can Think Outside The CMS Box © 2018 Contentful 16
Leica Microsystems Boosts Performance
INDUSTRY:
Life Sciences / Manufacturing
of their Content-Rich iPad App
USE CASE:
Content-rich iPad application
“The iOS SDK has allowed us to seed the app with the initial content and use the sync
API to fetch any updates. Thanks to these networking features, in-app interactions now
2x
feel instant. The speed improvement we observed was staggering.”
Faster app load time Leica Microsystems develops and manufactures allowed easy customization. Contentful provided
scientific instruments. With digital agency Fast a simple transition for Leica’s content editors,
Fwd, Leica created an iPad app to introduce as well as a visibly shorter path to publishing,
life science students and researchers to their which left them free to focus on the content itself.
products’ confocal methods and technologies.
Requirements
Relaunching the app on Contentful helped Leica
• Low-latency content API With a busy content pipeline, Leica’s staff to better support their users. The editorial team
• Secure mobile backend needed a quick and simple way to add new is now empowered to update the app at any
• User-friendly editing interface
content to its iPad app. However, Wordpress time, and users benefit from a real time user
content modelling and API required extra experience and continuously updated library
Results
work to support custom content types, and high of content. Swapping a Rackspace Cloud Sites-
latency significantly impacted app performance. hosted Wordpress instance for Contentful,
• Highly-scalable, developer-friendly API
The Fast Fwd team ran a successful pilot on backed by multiple CDNs, has cut down
• Secure, cloud-based content creation platform Contentful and migrated their entire app in app latency by a factor of two.
• Ability to cache and store offline app content only five days. The structure and flexibility of
Contentful’s APIs cut app latency in half and
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 17
Leica’s Visual Technical Library
How Businesses Can Think Outside The CMS Box © 2018 Contentful 18
Content infrastructure is
CONNECTED
Integrate content operations with your existing workflows. Developers can move
content through their software delivery pipeline; content creators can continue
using their existing tools (translation, A/B testing, DAM, etc.).
Mavens Reinvents Identity and Access
INDUSTRY:
Management in the Cloud
Software Development / Healthcare
USE CASE:
Customized, localized user authentication flow
“Our developers absolutely loved Contentful’s API docs and SDKs. And for every
question we filed, we received a thorough explanation with examples and best practices.
9x
Who could resist that?”
Faster to launch The Mavens Identity and Consent Manager on the market. Contentful enabled designers to
new global drug websites provides a centralized user authentication easily define the look and feel and marketers to
service powered by the Salesforce Identify instantly deploy changes, so pharma companies
platform. The service allows their portfolio of could be more responsive to regulatory changes
top, global pharmaceutical companies to easily and consumer needs. In addition, roles and
Requirements
integrate a secure login flow, along with consent permissions could be configured for specific
• Easy-to-integrate API-first publishing tools modules and visitor profiles, to their website, languages, and a single API-endpoint could
• Configurable content schema app, or digital kiosk. be used to deliver all versions of an update.
• Support for managing multilingual content
To enable customization, Mavens considered After implementing Contentful, the Mavens
Results
building an IAM plug-in for all major CMS Identity and Consent Manager has empowered
platforms. However, integration would be too pharma companies to bring integrated
• Low-latency well-documented delivery API
costly and time consuming. Mavens explored marketing campaigns, and entirely new drug
• Advanced content modeling capabilities content infrastructure vendors and found websites, to market faster than ever before.
• Support for complex localization scenarios Contentful to be the most mature solution
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 20
Meet the Mavens Identity and Consent Manager
Mavens uses Contentful to power a centralized login Contentful makes it easier for pharma companies to
experience across multiple websites and apps. update content and comply with local regulations.
How Businesses Can Think Outside The CMS Box © 2018 Contentful 21
Optimizely Builds Experimentation into
INDUSTRY:
the Content Creation Workflow
Technology
USE CASE:
Integrate content workflows with Optimizely
“One of the main reasons we chose Contentful was that it gave us the ability to
customize our end user experience by developing UI extensions. This has allowed
us to begin building experimentation into our content creation workflow.”
To update content
Optimizely helps businesses experiment Content can be created in Contentful’s web
(was 30 minutes) with new digital ideas across websites, mobile editor, and directly added to experiments in
apps, and connected devices. The company Optimizely without bouncing between apps.
wanted to fully utilize their platform to build Users can also select what events to measure
experimentation into their own content creation and view experiment performance, such as
Requirements
and development process. split page testing, directly in Contentful’s app.
• Simple for non-technical users to update the site
• Easy to extend and customize Optimizely had been using GitHub as their With Contentful, Optimizely can now build
• Ability to integrate Optimizely to run
defacto CMS solution, which was familiar to experimentation into their content creation
content experiments developers but a huge barrier for non-technical workflow. Deployment time has decreased from
staff. However, their legacy infrastructure 30 minutes to nearly real time. As they migrate
Results prevented them from making full use of their marketing site to Contentful, the web
the Optimizely platform. The team adopted team will eventually sunset their old codebase
• Optimizely integrated into the content workflow
Contentful to enable this integration and and focus on building more UI extensions that
• Empowered non-technical users to update
leverage the platform’s UI Extension SDK to address a wider variety of use cases.
content independently
customize their Marketing team’s experience.
• UI extension SDK to customize content
marketers’ experiences
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 22
Optimizely Builds Experimentation
into the Content Creation Workflow
How Businesses Can Think Outside The CMS Box © 2018 Contentful 23
Beauty Bay Makes their eCommerce
INDUSTRY:
Stack Agile
Consumer packaged goods / Beauty products
USE CASE:
E-commerce website
“Adopting Contentful’s API-first technology means that we can retain the control of
our core IP and manage our content in any shape or form, in an agile way. We are
10 min
no longer shackled to a specific platform.”
To update product pages Beauty Bay is Europe’s largest independent had to wait at least 24 hours to see changes.
(instead of 24 hours) online beauty product retailer. The company’s With a new microservices approach, the
website handles a massive amount of content, team combined Contentful with a modern
with over 10,000 products from over 200 eCommerce platform, Attraqt, to achieve
brands, as well as an online magazine and much higher velocity.
Requirements
customer photos.
• Simplify the technology stack; With Contentful, the site update workflow
microservices architecture As the business grew, some of the company’s has gone from 24 hours to 10 minutes, and
• Ability to rapidly deploy content aging technologies could not support the new pages now take less than 40 minutes to
to meet seasonal business needs required agility required to evolve the company’s deploy. Next, the team plans to move their online
• Integrate with other modern websitescale. The site utilized multiple systems magazine to Contentful and start integrating rich
eCommerce tools to publish and manage content, including editorial content into the e-commerce journey.
an ERP and enterprise search, and editors
Results
How Businesses Can Think Outside The CMS Box © 2018 Contentful 24
Content infrastructure is
UBIQUITOUS
USE CASE:
Portfolio of localized, cross-platform apps
“We originally managed our content via a Wordpress CMS—or should I say ‘CMSes’?
Each language had a separate website, plus its own support center, knowledge base,
30 min
and blog. That’s a lot of Wordpress sites… Now, we have a simple stack with Contentful
on the backend. It’s super easy to maintain.”
How Businesses Can Think Outside The CMS Box © 2018 Contentful 26
Nike Deploys Immersive, Touchscreen
INDUSTRY:
Content at Point of Sale
Retail / Manufacturing
USE CASE:
Large, in-store touchscreen
“Contentful spared us lots of technical headaches, freeing our team to focus on the
interactive user experience.”
2-3 days
Alexander el-Meligi, Managing Partner & Co-Founder, Demodern
To deploy a Sportswear giant Nike partnered with design the flexible content infrastructure needed for this
working prototype agency Demodern to develop an interactive unique app. Contentful’s Content Delivery API
digital wall for their flagship stores. These large, enabled rock-solid performance and reliability,
touchscreen monitors immerse customers in and also could be easily integrated into Adobe
the world of the Nike experience, display social AIR to produce a working prototype in only two
Requirements feeds, and inform visitors of local classes, events, to three days. In addition, Contentful’s web-
• Easy-to-use editor interface and activities. based editing interface empowered content
• Targeted content for individual stores editors to update the touchscreen content
Demodern needed to create a compelling, themselves on an as-needed basis.
• Support for innovative design/UX
media-rich user experience with an
administrative backend and easy editor For Nike, their in-store digital walls are truly
Results
workflow. However, traditional CMS platforms “alive” with ongoing fresh content, reflecting
• Central CMS with user-friendly UI were limited, designed for page-centric HTML the vibrancy and energy of the Nike brand.
• Editors publish content themselves content. The team chose Contentful to provide
• Interactive content experience with Adobe AIR
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 27
The Nike Brand Comes to Life on Digital Walls
Nike’s in-store
interactive wall
allows visitors to
experience branded
content in a new way.
How Businesses Can Think Outside The CMS Box © 2018 Contentful 28
Content infrastructure is
UNIFIED
USE CASE:
Digital infrastructure transformation
“TELUS Digital is very proud of our engineering culture enabled by a modern technology
stack and delivery automation. Decoupling content from code was a big win ushering
extreme organizational agility and drastically increasing our speed-to-market on key
4x
marketing & delivery initiatives.”
Andrew Kumar, Product and Practice Lead, Platform Technology and Strategy, TELUS Digital
How Businesses Can Think Outside The CMS Box © 2018 Contentful 30
TELUS Delivers Multi-Language, Multi-Device Content
Preview Live
Contentful
spaces Dev QA Staging Production
How Businesses Can Think Outside The CMS Box © 2018 Contentful 31
Trunk Club Delivers Fashion-Forward
INDUSTRY:
Advice to Any Device
E-Commerce / Fashion
USE CASE:
Personalized e-commerce website
“With Contentful, our marketing team can craft, test, and optimize everything they write
for every device.”
50 %
Justin Hughes, VP of Product Development and Design, Trunk Club
Reduction in CMS Trunk Club, a Nordstrom company, offers a adopted Contentful to help them unify their
technical debt personalized online shopping experience content architecture and improve operational
that connects customers to expert advice and efficiency. Contentful provided single repository
clothing recommendations. As an authority on for all sites and apps, allowing marketers to focus
style, the Trunk Club website provides a polished on crafting content for each screen rather than
Requirements
and exceptional user experience. worrying about CMS requirements. In addition,
• A single repository for all content entries marketers could trigger deploys anytime by
• Multi-device support out of the box Trunk Club had been using multiple CMS typing a simple command into a dedicated
• Reduced dependencies on
solutions that were optimized for specific Slack channel
engineering to ship content channels — one for web, one for mobile.
This resulted in siloed content assets that Contentful has played an important part in Trunk
Results were cumbersome to maintain in multiple Club’s marketing strategy. The organization can
places with different interfaces. Deploying now achieve a content velocity that gives them
• Reduced technical debt by
updates took valuable engineering time and a competitive advantage.
eliminating multiple, siloed CMS
created a bottleneck for editors. Trunk Club
• A single repository for all drafted
and published content
LEARN MORE
How Businesses Can Think Outside The CMS Box © 2018 Contentful 32
Trunk Club Makes Clothes Shopping Personal
How Businesses Can Think Outside The CMS Box © 2018 Contentful 33
How Contentful Works
Contentful’s content infrastructure is flexible enough to power any type of digital product — website, app, or device.
How Businesses Can Think Outside The CMS Box © 2018 Contentful 34
Learn More About Contentful
Contentful provides content infrastructure for digital teams to power content in websites, apps, and
devices. Unlike a traditional CMS, the platform is purpose-built to integrate with the modern software REQUEST A DEMO
stack. It offers a central hub for structured content, powerful management and delivery APIs, and a
customizable web app that enable developers and content creators to ship their products faster.
Contentful supports your team’s development style and workflow. Developers can easily integrate it
with existing websites and apps using their favorite languages and frameworks — or quickly spin up a
new project. Flexible content modeling and an intuitive UI give editors the structure and autonomy they
require to create and iterate content as often as needed. With Contentful, your business can ship digital
products and experiences faster, and keep them fresh with an ongoing pipeline of new content.
How Businesses Can Think Outside The CMS Box © 2018 Contentful 35
contentful.com
How Businesses Can Think Outside The CMS Box © 2018 Contentful 36