The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX
Episode #691: Gaining Agility and Results with Composable CMS, with Mark Wheeler from Storyblok
Release Date: June 16, 2025

1. Introduction of the Guest

In Episode #691 of The Agile Brand, host Greg Kihlström welcomes Mark Wheeler, Chief Marketing Officer at Storyblok, to discuss the transformative impact of composable Content Management Systems (CMS) on modern marketing practices.

Mark Wheeler [03:12]: "I've been with StoryBlock now since the end of August last year. It's a great company where what's actually quite interesting about it is we're actually 100% remote, so we don't have any offices."

2. Challenges with Traditional CMS

Mark highlights the inefficiencies associated with traditional CMS platforms, which often hinder marketers' agility and creativity due to their dependency on developers for even minor updates.

Mark Wheeler [04:46]: "Most marketing teams are still stuck in the slow lane, waiting on developers to publish updates, launch campaigns or even fix a typo."

He elaborates on the lag time caused by the "ticket environment," where marketing requests are bogged down by technical processes, delaying critical marketing initiatives.

Mark Wheeler [06:40]: "The CMSs that exist today, they were fundamentally built for a different era. They're rigid, they're highly developer-dependent and they're not scalable."

3. Composable CMS and API-First Approach

Mark introduces the concept of composable CMS, emphasizing its API-first architecture that empowers marketers to take control of content publishing without constant developer intervention.

Mark Wheeler [08:49]: "With a composable API, the marketer now simply uses drag a photo, type in a headline, type in a subheadline, apply their copy so that the structure and the setup is already pre-configured."

This approach allows for rapid content deployment across multiple platforms, enhancing consistency and reducing time-to-market.

4. The Role of Developers and Marketers

The shift to a composable CMS fosters a collaborative environment where developers focus on building robust frameworks, while marketers can execute campaigns swiftly and independently.

Mark Wheeler [11:07]: "So, so with this, when we turn the table, suddenly we're giving developers now way more time not spending time removing commas and changing headlines."

Mark emphasizes that this paradigm shift leads to a "win-win" situation, enhancing both developer productivity and marketing agility.

5. Future of CMS and AI Integration

Mark discusses the evolving landscape of content discovery, particularly the rise of AI-driven search environments. He underscores the importance of an API-first CMS in ensuring content remains accessible and relevant in AI-integrated platforms.

Mark Wheeler [16:10]: "Consumers are moving from the traditional search environment to an AI search as a preference."

He warns that without adopting an API-first approach, organizations risk becoming invisible in the new AI-led content discovery era.

6. Creativity and Personalization Enabled by Composable CMS

Mark explores how composable CMS facilitates enhanced creativity and personalization by leveraging data to tailor content to specific personas and buyer journeys.

Mark Wheeler [20:26]: "With these types of tools, then your ability to start tuning your message to your Persona, starting to tune your message to where a buyer is in their journey, then suddenly creativity... can take you to a whole bunch of new places."

He provides a practical example of using propensity models and intent data to customize nurturing processes, ensuring messages are contextually relevant and timely.

7. Transitioning to a New CMS: Strategies

Mark advises a gradual transition from legacy CMS platforms to modern, headless CMS solutions. He recommends starting with critical projects to demonstrate ROI and build confidence before fully migrating content.

Mark Wheeler [25:47]: "Most organizations aren't just saying oh well let's switch off the old system and move. It doesn't happen."

He likens the transition to "moving house," suggesting a phased approach to retiring old content and refreshing high-performing assets.

8. Staying Agile: Insights from Mark Wheeler

When asked about maintaining agility, Mark emphasizes the importance of staying informed about cutting-edge technologies and making strategic investments in tools with long-term potential.

Mark Wheeler [27:31]: "Spend a lot of time with people who are on the cutting edge of those technologies but doing so in a very pragmatic way."

He cautions against the common pitfall of purchasing numerous tools that end up unused, advocating for careful selection of technologies that offer sustained value.

9. Conclusion

Greg wraps up the episode by summarizing the key takeaways: the necessity of transitioning to a composable, API-first CMS to enhance marketing agility, the synergistic relationship between developers and marketers, and the critical role of data-driven personalization in unlocking creative potential.

Greg Kilstrom [24:59]: "Where should leaders be looking ahead in the next couple of years for the future of CMS?"

Mark reiterates the importance of strategic planning and incremental adoption to successfully modernize content management practices.

Resources:

• Mark Wheeler: LinkedIn | Storyblok
• The Agile Brand: theagilebrand.com
• Mastermind Group: journeysparkconsulting.com

Stay tuned to The Agile Brand for more insights from leading experts in marketing technology, AI, and customer experience.