Content at the Core: Why We’re Expanding Our Storyblok Partnership
We’re expanding our partnership with Storyblok, and it’s a natural next step for how we help clients build digital experiences.
We’ve worked with Storyblok across several projects over the past few years, and it’s become one of the platforms we reach for most whenever content sits at the centre of what we’re building. So we’ve decided to lean into it properly and take on more Storyblok work across the range of projects we deliver. This post explains what changed, why it matters, and where Storyblok fits.
Content has moved to the centre
For a long time, content came last. You built the site, the systems, and the integrations, and content was whatever you could squeeze into the templates once the hard engineering was done. That order has flipped.
Today, content often does as much work as anything else on a site. Brand stories, buying guides, campaign landing pages, help centres, product details, localised messaging for different regions: these are what bring people in, build trust, and keep them engaged. That’s true whether the project is a storefront, a marketing site, a B2B portal, or a pure content experience with no transaction in sight. And the teams responsible for that content, usually marketing, want to move quickly without filing a ticket every time they need to change a headline.
The problem is that a lot of platforms treat content as an afterthought. Editors get a rigid set of templates, developers get pulled into small changes that shouldn’t need them, and the result is slow, frustrating for everyone, and hard to scale across brands or markets. That gap is exactly what a modern content management system (CMS) is built to close, and it’s why we’ve put more weight behind Storyblok.
Why Storyblok
Storyblok is a headless, composable CMS. “Headless” means the content is separated from how it’s presented, so the same content can be delivered to a website, an app, or any other channel through an API. “Composable” means content is built from reusable blocks that developers define once and content teams reuse everywhere.
One part of Storyblok worth calling out is its visual editor. Instead of editing content in a form and guessing how it will look, editors work on a live preview of the actual page and see changes in real time, in context. That sounds like a small thing. In practice, it removes a huge amount of back-and-forth between marketing and development because the people creating content can see exactly what they’re building without needing a developer to render it for them.
The effect is that content teams get real independence, and development teams get their time back to focus on the things that genuinely need engineering. Everyone works faster, and the content stops feeling like a bolt-on.
One platform, many kinds of projects
One of the reasons we’re comfortable recommending Storyblok across such different clients is that it scales to the size of the problem, and it doesn’t assume any one type of project.
For a single site, a campaign presence or a B2B portal, it can act as a lightweight CMS, handling landing pages, editorial content and campaign work without adding weight or complexity. For a larger organisation, the same platform becomes an enterprise content platform, managing multiple brands, regions and digital channels from a single place. And it fits either way on the commerce question: plugged directly into a commerce stack, or running on its own for a marketing site, a brand hub, or a knowledge base where there’s no storefront at all.
That range matters because it means a client isn’t locked into a decision made on day one. The platform can grow with them, whatever their next project happens to be.
How it fits with how we build
Storyblok slots neatly into how we already work. Across design, frontend and backend development, and the integrations that tie a business’s systems together, it gives us a content layer we can build on for almost any kind of project.
When a project involves commerce, our experience integrating platforms including Adobe Commerce, Shopify, Apex B2B and other composable technologies means we can connect content and commerce into one joined-up system rather than two that happen to sit next to each other. When it doesn’t, the same content layer powers a marketing site, a portal, or a multi-region brand experience just as cleanly. A content platform that talks properly to the rest of a business’s stack is what changes the experience for the end user and the workload for the team behind it, and getting those pieces to work together well is where our integration experience earns its keep.
What this looks like in practice
A good example is Dunelm Ireland (formerly Home Focus). We used Storyblok to build a “Shop the Look” experience that pulls the brand’s imagery and editorial content together with live product information, so shoppers can see a complete, styled look and buy straight from it.
For customers, it’s a richer, more inspiring way to browse than a plain product grid. For the team behind the site, it’s far easier to manage because they can build and update those looks themselves in the visual editor rather than waiting on development. It improved both engagement and the day-to-day job of managing content.
None of what makes Storyblok useful there depends on commerce. The same approach, rich content managed by the people who own it and delivered wherever it needs to go, works exactly as well for a content-first site with no storefront at all.
What's next
Expanding this partnership means we’ll be doing more Storyblok work, going deeper on the integrations that connect it to the rest of a business’s systems, and sharing more of what we learn as we go. If you’re weighing up a content platform, this is the kind of thinking we’d bring to the table.
So whatever you’re building, a brand or campaign site, a portal, a commerce experience, or a composable architecture for the long term, the same question is worth asking: is your content working as hard as the rest of your digital experience, and is it easy for your team to manage?
If you’re reviewing your CMS strategy or want your content and your wider digital experience working as one, we’d love to talk. Get in touch.
