Headless Content Services

Managing content strictly-structured in the backend, the Picturepark Content Platform serves as a headless content management system that enables you to build content-driven solutions across websites, mobile apps and other systems the API-first way.


Headless Content Services are provided by a back-end only content management system (CMS) built from the ground up as a content repository that makes content accessible via a RESTful API for display on any device.


Headless content management, also referred to as decoupled CMS or Content-as-a-Service (CaaS), describes using one system as a content repository in the backend while other systems access that content for cross-channel publication to websites, mobile apps and other business systems, or for building completely new applications.

In contrast to a traditional website content management system (WCMS) which combines the storage and presentation layer of content, a headless CMS focuses on storing content (text, media files etc.) in a pure and output-agnostic format, and making that content accessible to other components such as delivery to front ends or other business systems for further processing.

Headless content management aims to establish one master location where content is stored in a strictly structured and output-agnostic way. Built with an API focus from the ground up, other systems can access content on demand and prepare it for display as needed.

Three Use Cases

The Picturepark Content Platform serves three main use cases. Watch the video to find out what they are and the benefits the Content Platform brings to each scenario.

Strictly Structured Content

One requirement to headless CMS publishing is that the content must be strictly structured and abstracted from its formatting. This enables consuming systems to change the presentation of the content, depending on how it is used.

Headless Content Services
Headless Content Services

For example, a headline, subtitle and hero image of a press release must be defined as such. This structuring is necessary so that all output systems know how to treat each section of the content. A website can then render the headline larger and bolder than the body text, and put the hero image in the background on top. For a listing of all press releases, this might look different, and the same hero image might also be used elsewhere in a mobile app for dealers.

For the majority of business uses cases, structured content is ideal because it can help ensure that all business or policy requirements are met, completely regardless of the individual that is authoring the actual content in the first place. Also, it makes it much easier to then use the content on other channels as required, and then go on to process it more automatedly on a larger scale.

Beyond just Headless

The Picturepark Content Platform is a content system that can manage both strictly structured “fileless” content and file-based content, such as images and video, equally well. This hybrid between headless CMS and digital asset management enables organizations to create and publish the content they need, from within a single system.

Working with so called Virtual Content Types, Picturepark users can quickly create strictly structured content that is made available to downstream systems. Because all file-based images and videos are managed in the same system, they can be used within the created content items without having to involve a separate system.

Thanks to Picturepark Adaptive Metadata™ layers and semantic relationships, content items can be described using metadata that makes them easier to find and track, and they can be interrelated so that users can follow relationship links to learn more about associated subjects, products or more.

Aside from headless, which requires development based on the API and SDKs available with Picturepark, everyone can copy and paste ready-made embed code and embed content items into web pages or other environments without writing a line of code.

Working with other Content Systems

The API-first approach of integration frameworks of the Picturepark Content Platform makes it possible to link other business systems into the process so they better work as a whole.

Master data can be piped into Picturepark, where it is merged with rich media and sent to downstream systems as a single content item. This is a great workflow if you manage product data in a Product Information Management (PIM) system, but you need to link that content to images and video before it is published.

If Picturepark is used as your master system, you can connect your website CMS so that website editors can access the content they need. You can also create custom microsites that are embedded into your website to provide users with searchable directories of content items that are created and managed inside Picturepark, because its is easier to build and maintain it there than in a fully blown WCMS.

A safe choice

Headless CMS is a content management trend that will gain in popularity because it makes good sense. Websites should not be data silos and they should not be master data sources either. Websites, mobile apps and downstream business systems are output channels for content.

When you start with the Picturepark Content Platform, you get all the essentials to build and maintain a headless content management initiative that works for you today and tomorrow, as a standalone system or part of a larger solution.