Marcelo Lewin: Content Modeling for Headless CMS – Episode 95


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Marcelo Lewin Marcelo Lewin focuses on content modeling, a long-standing practice that is growing in importance as the need for intelligent content emerges. Content modeling helps you manage your content separately from its presentation in any one medium. This skill is crucial in the new world of omnichannel content delivery, where your content is as likely to show up in a voice app or chatbot as in a mobile app or website. Marcelo is a natural educator and evangelist who can help anyone - content creators, web developers, or business executives - appreciate the benefits of understanding your content's purpose independent of its presentation in any one communication channel. We talked about: his work at, which offers free courses for content modelers his take on the current state of the CMS market his perspective on the benefits of a headless CMS his theory about why organizations are slow to adopt headless solutions the main reason to go headless: the ability to build intelligent content his definition and description of content modeling the collaborative nature of any content modeling project - the need to involve subject matter experts, authors, developers, and others the importance of always staying focused on the intent and purpose of the content you are working with, not its presentation in a specific context the ongoing need to educate and evangelize this new way of handling content his perception that executives get the benefits of decoupled content systems more readily than authors and developers the importance of adopting good content modeling practice to future-proof your content investment Marcelo's bio Marcelo is passionate about Content Modeling, Content Architecture, Content Strategy and Headless CMS technologies. He is the founder of, where you can enroll in free online courses about content modeling, headless CMS authoring, administration and development. He is also a Senior Content Solutions Architect for ServiceTitan. To learn more, visit Follow Marcelo online: Twitter LinkedIn YouTube Facebook Video Here’s the video version of our conversation: Podcast intro transcript This is the Content Strategy Insights podcast, episode number 95. Marcelo Lewin can help you navigate the new world of content management. In the modern omnichannel world, it's important to store and manage your content in a way that lets you can present it in any number of channels: on a website, in a mobile app, or via a voice assistant. A headless CMS is the technology that makes this new way of managing content possible. Content modeling is the practice that ensures that your content's purpose is clear wherever it appears. Interview transcript Larry: Hi, everyone. Welcome to episode number 95 of the Content Strategy Insights Podcast. I'm really happy today to have with us Marcelo Lewin. Marcelo is the founder of Headless Creator. Marcelo, welcome first of all, and tell the folks a little bit more about Headless Creator and what you do there. Marcelo: Hi Larry. Thank you for inviting me. I'm very happy and honored to be on your podcast. 95 episodes. Wow. That's a lot of episodes. I give you major kudos for total consistency on continuing a podcast. That's a lot of shows you put on there, so awesome. Larry: Thanks. Marcelo: But thanks for inviting me. I appreciate it. Like you said, I'm the founder of It's a website that offers free courses supported by the community. Meaning that I have corporate support from the headless CMS companies to keep the website pretty much free. And people can attend courses on a variety of topics, all on headless CMSs content modeling, which is my passion. I also work as a senior content solutions architect for a major SAS company doing content modeling on a daily basis on a variety of projects.

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