I got a chance to look at another one of the major headless CMS (hCMS—the ‘h’ is decapitated) contenders, namely ContentStack. In a world where it’s hard to tell one hCMS from another, a couple of ContentStack’s differentiators are what it calls ‘modular blocks,’ an intuitive setup for managing multi-language environments, and ‘environments’ that allow you to keep development, testing, staging and production sites (or whatever arrangement you prefer) cleanly side by side.

It’s probably also fair to say that ContentStack is the hCMS that most squarely positions itself as a primarily enterprise solution, something that’s reflected in its pricing model. There’s no free tier to rope in the dev community (there’s a free trial, but only for two weeks). The “Start” plan is $995 per month; the “Grow” plan is a stiff $4500 per month. If you want to run more than one site on an account, you’ll need the “Scale” plan, which, um, costs more. Other gating factors among the plans are limits on API calls, the number of content types you use, and how many entries and assets you manage within the service.

All plans involve the modular blocks support, which some of ContentStack’s rivals don’t have, but which is analogous to the Gutenberg editor that WordPress introduced in their 2018 5.0 release. In both arrangements, a web page is conceived of as a stack of blocks from the top of the page to the bottom, with options for some blocks to be set side by side, giving you the ability to create columns within your pages. You can drag the blocks to where you want them on the page, or click on them to edit their content and configuration options.

The content type editor at ContentStack.

The left column shows you the types of blocks you might add to a content type; the right column shows you the properties of the currently selected block.

This is fairly similar to popular block-oriented editors in the WordPress environment, such as Elementor and Divi. Here, for instance, is a “template view” of a page in Divi (when editing in Divi, the default WordPress editor is overridden).

Divi calls this “wireframe mode”

Note that you don’t really get any sense of what the blog entry or the WordPress page is going to look like when you use a “block grid” view like these. In the headless CMS world, this is solved by having a staging site where you can generate the updated site and view it by way of the resulting pages. In a Divi or Elementor scenario, the editor can be toggled into a WYSIWYG mode that is possible precisely because the editor is constrained to what’s possible to produce within WordPress. You get, not surprisingly, a far clearer sense of what your work is going to look like on the actual site. Here, for instance, is the page shown in a block grid above when viewed in Divi’s more commonly used mode.

In this mode, you can edit text directly, as it will appear in the published page. Other things require you to click on the options and edit in a modal view.

One thing that has to be admitted is that putting this sort of editor on top of the WordPress framework, which is already arguably a little jumbled from years of adding bits and pieces, creates an editing environment that has mysterious moments of sluggish response, lots of quirks, and more than its fair share of bugs. It is almost certainly easier to create a clean, reliable headless CMS (even one that mimics some of the look and functionality of traditional WordPress, as some hCMS’s do) than it is to perch one atop the venerable WP platform.

It’s possible, within ContentStack, to create new block types, including ones that call out to third-party services. At the recent GatsbyConf 2021, a brief demo of personalization vendor Uniform’s integration with ContentStack showed that it was easy to embed Uniform blocks that would either make notes about a user’s behavior on a site (remembering which entries in a blog they’d looked at, for instance), or alternately display content with different versions chosen according to the notes previously made. The ability to perform this sort of integration without writing it in custom code on the static generator side of the equation could well prove interesting to potential ContentStack customers as these sorts of integrations proliferate. As for Uniform itself, we’ll tackle that on another day.

In summary, here are key characteristics of ContentStack:

  • Leans toward enterprise IT scenarios
  • Allows creation of large numbers of different content types
  • Has good support for multi-lingual and multi-channel scenarios
  • Built in “environments” allow easy separation of development, staging, and production versions, along with ability to track all the elements that made up a given release (tagged by you at release time) and with granular support for rollbacks.
  • Builds content types on a “modular block” model, which can be a powerful enabler for content creation teams