Content Management Terms


Application Programming Interface is a documented client-server protocol to allow data and commands to be passed securely from one system to another. 

Audience Segment

Audience segmentation is a process of dividing users into subgroups based upon defined criterion such as product usage, demographics, communication behaviors and media use. 

Authoring Environment

The authoring environment is where content is designed, created, chosen, discussed, and reviewed. 


A cloud content management system means that is fully managed and upgraded automatically for you.  

Content Architecture  

Content architecture is the simplified schema that defines the structure and breakdown of Lists and Pages, including fields, data types and relationships.  

Content Delivery Network (CDN)

Content Delivery Network is a worldwide distributed network of server nodes that allow content to be served from a location nearest to the client. 

Content as a Service (CaaS) 

Content-as-a-Service is a strategy for delivering CMS managed content to Web applications and other channels. 

Content Audit

A form of website governance. A content audit is a process of evaluating content elements and information assets on some part or all of a website. 

Content Brief 

A content brief is an informative document that the client/agency offers to its writers that conveys the marketing objectives, target audience research, brand information and SEO data necessary. 

Content Ecosystem 

Your content ecosystem includes all of your products, brands, content types, teams, technologies, and/or channels. 

Content Element 

A content element is a distinct part or section associated with a content type. 

Content Entries

These include all assets, content items, layouts and components that exist within your instance.


A Content-First approach allows any front-end, be it a website or a mobile app, to consume the content, since the structure of that content has been well-defined or architected. 

Content Format 

A format determines the mode in which content is consumed and influences the devices and channels where it is available. 

Content Hub 

A content hub is a fully integrated, central enterprise repository that manages all digital content available for publication.  

Content Inventory 

A content inventory provides a full listing of published or available-to-be-published/republished content items.  

Content Item 

A content item is any digital content that is delivered to audiences. 

Customer Journey 

The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand. 

Content Lifecycle 

The content lifecycle tracks significant phases in the life of content.   

Content Model 

A content model provides a blueprint of different content components or parts that can be used in different ways. 

Content Operations 

Content operations encompass all the tasks associated with executing a content strategy, covering the entire content lifecycle. 

Content Prototyping and Testing 

Testing actual content with users before it is published can determine if it is understood and is helpful. 

Content Repository 

A content repository is a location where content items are stored. It is typically a content management system (CMS). 

Content Repurposing 

Existing content elements associated with a specific content type can be repurposed to create new content types that create different deliverables. 

Content Reuse 

A single piece of content can be reused in many content items. Content reuse improves both efficiency and consistency.  

Content Strategy 

Content strategy provides decision-making direction for all activities relating to the publication of digital content. 

Content Type 

A content type is a managed, reusable structure for creating and delivering content relating to a specific purpose. 

Content Workflow 

A content workflow is a process and out-of-the-box feature that provides a gated workflow for content that must be approved before it is published. 


Customization refers to the transformation of a generic version of content into a more specific version that is tailored to specific readers. 

Delivery Channel 

The output that content can be used within. This typically includes one or more websites, microsites or apps. Usually this output is associated with a “screen”, and can include digital signage, IoT devices and mobile devices. 

Digital Governance 

Digital governance is a framework for establishing accountability, roles, and decision-making authority for your organization's digital presence. This includes websites, mobile sites, social channels, etc.  

Digital Transformation 

Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements. 


Ecommerce with Agility CMS provides you with the ability to sell Products and Tickets through your website or using our Point of Sale (POS) app. 

Editorial calendar (or content calendar) 

An editorial calendar is a planning tool that provides a representation of content that is in process and is scheduled. 

Headless CMS 

A content management system that is not solely coupled to a website. Normally content is accessed from headless CMS using REST APIs. 


Internationalization of content refers to having a basic version of the content that is free of cultural or nation-specific references. 


Localization refers to the adaptation of content to meet the needs of specific local markets. 


A module is very similar to a content definition that you’d use for a shared content Item, except that it’s specifically designed for use on a page. 


Multichannel refers to having content available in many different delivery channels. 


Omnichannel is a cross-channel content strategy that organizations use to improve their user experience. 

Page Management 

Page management gives the editor and approver the ability to add and remove pages and allows for pages on the sitemap to be managed as part of the content workflow. 

Page-based content 

Page-based content is a conventional approach to creating and designing content according to the layout of a specific webpage. 


A persona is an individual who you would expect to be viewing your content that’s been published. 


Personalization is the customization of content items to match the specific needs of your individual users. 


REST stands for Representation State Transfer. This denotes an API that is often used for secure web services to deliver structured data or allows for the remote execution of commands. 


Software Development Kit is a distributable set of software tools to enable easier usage of one of more specialized APIs. 


Each channel can have one sitemap, but a sitemap can have as many pages as you need, and each page can have as many nested pages underneath it as you determine. 

Static Site Generator

A tool to combine the code repository and the content repository of a website or app into a set of static HTML, CSS, JavaScript and other static file resources.

Style Guide

A style guide is comprised of design standards that must be followed to keep website consistency. It can determine colour, font, images etc.  


This is a listing of terms that are used to represent meaningful categories, such as products, audience segments, or marketing initiatives. 

User-Generated Content (UGC)

User-Generated Content (UGC) refers to the content that is created by the users of a brand.  It can be anything from comments, reviews, ratings, and images to social media posts.