Put content in context of your digital delivery pipeline

In this guest article, Anthony Poliseno from Uniform explains how you can easily bring everything into one coherent system and create a truly composable DXP.

Anthony Poliseno

Anthony PolisenoPublished on Dec 15, 2021

The digital delivery pipeline has a lot of moving parts. Headless content, headless commerce, custom front ends, and pages that combine multiple different sources of data can add complexity that slows down publishing.

How do you bring all these moving parts together into one coherent system? In short: composable DXP is more than just content, so start thinking about the phases involved in bringing experiences to end-users and how your infrastructure helps you optimize at each inflection point.

1. Integration

Connections to other tools can be a huge challenge for developers. What if you need to connect your digital experience infrastructure to a legacy system? Or a marketing cloud? Or even another CMS? Connecting everything up in the front end provides its own challenges.

To create great experiences, businesses need to tap into all of their content sources—and they need the ability to continually add and revise their stack as business needs change without worrying about the cost and loss of productivity that comes with re-platforming.

This is especially true when it comes to adding complexity in the form of headless commerce tools or additional headless content sources. Ideally, businesses can provide a single endpoint for developers while simply clicking to add new sources and retiring old sources on their own schedule.

2. Development

In ideal modern headless architectures, the front-end presentation layer is decoupled from back-end content sources. Happy developers start with the frameworks they love that have been built for fast performance—Next.js, Gatsby, Nuxt, SvelteKit, and more. To take your content to a truly composable DXP, this power of choice should be retained without vendor lock-in or roadmap constraint using powerful out-of-the-box SDKs that support a full range of JavaScript that works in any context, including serverless functions and Edge workers.

3. Content creation

Sometimes marketers and merchants can struggle to roll up their sleeves and start creating new pages when working with headless content, especially if they can’t pull in content from the right places. To optimize digital delivery, these business users need the ability to easily assemble experiences without a developer at hand.

With the right no-code tools as part of your digital infrastructure, these teams can seamlessly create engaging experiences based on a multitude of headless and legacy sources without concern for which systems that data is coming from. Repeatable composition patterns can help improve content delivery at scale. And features like instant preview can also allow them to understand how their work impacts a final, published experience in real-time, minimizing build delays before hitting the publish button. By allowing business users to retain control over the finished product, your teams can be more effective—marketers can run their own campaigns, and developers can stay focused on technical projects.

4. Content delivery and optimization

If you’re using digital delivery to support commerce or marketing, you want to make sure you’re putting the right content in front of the right audiences to improve conversion. That means adding capabilities around personalization and A/B testing to allow business users to continually optimize performance by delivering the most relevant content.

It also means ensuring that personalizing content doesn’t impact the site performance that determines great UX and SEO performance. By choosing personalization that happens at the CDN layer, you can drive better conversion without impacting load times.

Accelerate your entire digital delivery pipeline, from development to end-user

From back-end to front-end to content creation and end-users, the Uniform experience architecture streamlines digital delivery.

You can start building your project immediately using the tools your developers love. Uniform connects those tools to create a truly composable DXP based on choice, allowing all of the teams that contribute to production to focus on what they do best and allowing experiences to be delivered as fast as physically possible from the edge of choice. And Uniform helps businesses realize a sustainable digital experience platform. You can keep adding or removing headless tools without rebuilding everything from scratch, and those headless tools can co-exist as long as you need them to. And—most importantly—Uniform helps each team involved optimize how they deliver their specific part of the puzzle.

Uniform is a Kontent partner, and Kontent is fully integrated into our platform. See how Uniform can help you streamline digital delivery by signing up for a demo at

Anthony Poliseno
Written by

Anthony Poliseno

I’m Director of Product Marketing at Uniform. I’m passionate about storytelling, change, and, of course, comic books.

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