Our Rating

Contentful Review

An incredibly powerful headless CMS (one of the best) that offers a wide range of features. Robust content modeling with many different field types, an intuitive rich text editor, incredible Image API, and scalability and flexibility out the box. Multilingual support (with locales), well documented SDKs that are plug & play for the most part and extensive customisable options. Some would consider Contentful a steep learning curve, but I think it's more than manageable. It does require a mindset shift, and it doesn't take long to learn. However, it's imperative that you're working from a good content model, or it can be difficult to understand and manage.


As a developer, I've always been interested in Content Management Systems, all the way back to creating my first ever blog many years ago with WordPress. WordPress, a traditional full-stack CMS, was and still is a fantastic piece of software. Over time, there's been a shift in the market towards more agnostic software that allows you to plug into an API for your content—these being headless content management systems.

What is Contentful?

Contentful is a headless Content Management System (CMS) that provides an agnostic approach to content delivery, focusing more on flexibility and scalability by separating the view layer from the content delivery. It does not matter what technology you are using, if you have the ability to call a REST API, you can use Contentful. Contentful is incredibly powerful because, unlike WordPress, it is very simple to distribute your content across multiple channels such as web, mobile, and IoT devices.

Key Features of Contentful

Below, I want to discuss what has allowed Contentful to become such a successful content delivery service, and then later get into the advantages and disadvantages of Contentful. Contentful's versatility and efficiency has made it a popular choice amongst content editors and developers. Understanding the pros and cons of Contentful will hopefully help you decide if it is the right Content Management System for you.

Content Modeling

This is by no means unique to Contentful, you see many other platforms using Content Modeling as a base for building out their content presentation. In short, Content Modeling gives structure and organisation to your content. Word of warning: if you manage to get this wrong, you're in deep trouble.

A Content Model is made up of Content Types. Think of a Content Type as a blueprint that can be replicated many times. For instance, consider a Product, and in this example, we will look at the website, which sells clothing. While there are many products on the website, the fundamental blueprint is that they're selling an item.

Let's take shirts as an example. Shirts all have generalised characteristics, such as size, price, colour, type, and a SKU number. Some of this information could come from a database, such as the pricing, but stick with me. All the attributes I listed above are what are considered fields on a Content Type. Even though I've chosen shirts, you will note I added type as a field, this indicates that the item could be a t-shirt, shirt, a pair of trousers, a jackets, or whatever. What's important is that the Content Type of Product is generalised enough to handle multiple different products. If you see a CMS that uses Content Modeling and they have got multiple Content Types such as T-shirt Product, Jeans Product, and/or Jacket Product, run for the hills, as that Content Model is in a world of trouble.

I think Content Modeling within Contentful is done well, but the concept goes beyond Contentful as structuring your content at a granular level has been an architectural pattern for a while. I would like to see a more first-class approach towards recommendations within the system to try help prevent users from getting the Content Model wrong. I fully understand that, from a business perspective, an increase in Content Types, is an increase in revenue for the majority of CMS'. I would also like to see support for conditional field rendering. For example, if there's a checkbox that I mark as true, the CMS would present me with additional fields—this is a feature that many developers and content editors that I've worked with have requested. I know there's 3rd party support for this, but native support would be a valuable addition for Contentful.

Rich Text Editor

From a Content perspective this is very good, as you'd expect from a service thats sole focus is content editing. You have all the expected options: support for headers, bold, italic, strikethrough, hyperlinks, entry linking, entry embedding, quotes, tables, media, and more. This is great, right? Well sometimes the editor can be a bit flaky. More often than not, when you will be modifying content, let's say you have a `<hr>` tag that defines a thematic break in an HTML page. If you place it between an embed and delete the `<hr>` tag, the editor will occasionally decide to delete both. So, watch out for that. Overall, the experience of the Rich Text Editor is near enough solid.

Now, to the development side. Setting up the ability to render these Rich Text Editor options is fairly straightforward; you can use a package such as rich-text-html-renderer. But what happens when you need to deal with embeds? At this point, say your prayers and hope you've done enough good deeds in your life to be able to survive the monstrosity that you will have to face.

The API response for Rich Text is incredibly large, not easy to navigate, and it is the most painful experience I've ever had to deal for any sort of API. It's not intuitive. If you're rendering directly to the client, you will more than likely have thousands of lines of JSON that will make it into the DOM, which is completely unnecessary. You will occasionally find anomalies in the rich text that you don't see within the editor itself, such as an empty space at the end of rich text (this drove my team mad for 18 months)—inconsistent formatting? Yep, you'll get that with this editor. Overhead on the API response for content rendering? Yep, you'll get that also.

Images API

Okay... time to breath. In the latter stages, I was getting Rich Text development flashbacks, but now let's move on to something that I think is fantastic by Contentful: the Images API. Contentful's Images API is truly one of their best features. You can manage and deliver various image variants across a multitude of platforms by just using their API to modify an image. The speed at which Contentful does it is really impressive. It has great load times and is incredibly simple to use. The only thing that I have on my wishlist is the ability to run the Image API through my own domain so I could cache the images, but that's a topic for another time.

Dynamic Image Manipulation: Contentful's images API allows you to adjust images through URL parameters, so you can do this directly from within your browser, whether you're using it for a website, iPhone application, slide deck, or an email template, you can use it. The power comes from the ease-of-use features that; you don't have to be a developer to be able to understand and use the Images API.

Format Selection: One of the truly great features of the Contentful Image API is the ability to select the most efficient image format based on the device (we mainly use WebP here at Tool Finder), but let's say you wanted a JPG image, you simple pass this to the `?fm=jpg` API—it's really that simple.

Quality Optimisation: Want to compress your images to a % of the original quality? Contentful can do that without a noticeable loss of quality. We use this here at Tool Finder, we will generally modify the quality based on the area of the website, ranging anywhere from 70% to the original 100% with other modifiers.

You can find all the options for the Contentful Images API right here. Contentful if you are reading this, AI is all the hype, could I kindly request that upon an image upload, values are generated for the title and description? This would be a great feature, it would help with alt tags and keeping things organised in the Media area.

Live Preview

Contentful live preview

When Contentful released Live Preview I was so excited because they've transformed a headless CMS into essentially a fully-fledged traditional CMS while still retaining its headless nature. We all know that Content Modeling can be tricky, so being able to have side-by-side previewing and an editing workspace is incredibly exciting. From a content editor's perspective this is fantastic—truly great work from Contentful. What I don't see from Contentful is them promoting the live preview that much, and I'm not sure why. You can jump between content very quickly with the inspector mode and make updates instantly. Now with my development hat on, here are some limitations of live preview as of May 2024 (these could be subject to change):

  • GraphQL filters (e.g. filters in the Array field type) or filtering using the select query parameter on the Content Preview API (CPA).
  • We currently do not support multiple locales within a single GraphQL query or a single CPA response.
  • Live updates works only with untransformed data. Ensure that the response from the CPA or GraphQL is provided to the hook in its original form, with any potential transformations applied afterwards.
  • Cross-space links are not supported with live preview as Cross-space references resolution is not implemented in the Content Preview API.

Quite a few limitations, but what isn't often mentioned about using the Live Preview API is the incredible complexity it takes to implement. If you think your code base is DRY and well positioned to navigate, as soon as you implement the live preview SDK, it will be like Japanese knotweed, it will overtake your clean code and just spread everywhere. Once it's in, as you know with Japanese knotweed, it's incredibly difficult to remove; you need an army. This is where I'll stop on the live preview. Despite these challenges, I think what Contentful have done so far is great, and as they further develop this further, I can see it becoming a strong selling point. Albeit you do see other headless CMSs with this integration already, such as ContentStack - be sure to check out more on Contentful's live preview, it's a killer feature and I can only see it getting better.

The Best Free-Tiered Headless CMS on the Market

Contentful pricing

It's quite simple really; Contentful has the best free-tier out of any of its competitors. I've referred a lot of people to Contentful because the free tier really helps with the buy-in of the system. I've had multiple sales calls with members of other CMS companies without a free tier and they do send you demo links, but it's not the same. You can run your own blog or even a large eCommerce website just using the free tier, it's incredibly generous, so hats off to Contentful on this one!

Powerful User Interface

Contentful UI

I personally think has a fantastic user interface. It simplifies the content management process by just staying out of your way to create content, whilst also providing a robust interface. Contentful's UI caters for both developers and content editors in a way that others just does not. Contentful's UI is clean, straightforward and easy to navigate, albeit if you have many deep references (probably your own fault) it can become a bit slow. I don't think that's a Contentful issue as I believe the designers have logically arranged and guided users in a way that other CMS systems just do not. Having such a simple UI introduces a step-by-step approach to reducing the learning curve and it allows users to quickly jump right into their work. Did I mention that Contentful also allows you to modify the UI? You can tailor the interface to your specific needs and processes, so if you want to modify the sidebar, you can easily do that!

Accessibility and Inclusivity

I don't see many people talking about this, but it's incredibly important that from a usability perspective that the interface is accessible; ensuring that the platform is usable for people with disabilities. Contentful do this really well, they value an approach to all and it makes the product a practical choice for global teams. You can clearly tell they value high quality accessibility in the standards of their work.


Contentful editor

Versioning within Contentful is good, but every time I use it and switch to another environment, I ask myself, why can versioning only be done in the main environment? It seems counterintuitive to not have this in other environments. I know Contentful promote working out of the main environment, but this is a feature that already exists in main, ship it to other environments! Come on Contentful, this seems like a nice easy win, everyone makes mistakes modifying content, so I humbly request to see the versioning system in all environments, not just main.

Apart from that, having the ability to version your content changes automatically is nice. It allows users to manage changes and track changes over time. Contentful makes it really easy to see changes, roll back to previous versions if needed, and ensures that content can be reviewed and reversed if necessary. It's a nice safety net for updating content.

Conditional Fields

Conditional fields are a feature where the field visibility in the user interface depends on the values of other fields. Having the ability to configure this within Contentful would be great, but it doesn't currently exist in a first-class manner, only by third-party plugins. Having conditional fields could help with streamlining content creation because you could reduce so much clutter across the user interface.

I've mentioned this earlier, and having worked with various different Contentful implementations, this has always come up. This is an easy win for Contentful, but from a development point of view, I can see how having different API object responses can be challenging. There is a plugin that can help, but I'm hesitant to work with third party plugins, as they could easily change the API and cause issues across your project.

Component Design System Mapping

Contentful do this well and promotes it in their sales calls for building Content Types. I really like how Contentful uses a 'block'-based approach to their CMS. As we know, many websites now use design systems, whether previewable in Storybook or some other visual viewer for their reusable components. The only downfall with such power is that if you go overboard with 1:1 component mapping, such as if you're using the atomic design system, you could easily run out of Content Types, which in turn will cost you a lot of money. So, stay away from adding Atoms (labels, inputs, buttons). I've worked on many different tiered based Contentful systems, and believe me, you can go from free, to a few hundred dollars a month, to extremely high costs if you run out of Content Types or even Records (Entries + Assets).

Content Modeling

Content Modeling within Contentful is highly customizable. In past work projects, I've the system of 1:1 mapping against design libraries, which usually works out really well if you manage the content types sparingly.

Rich Text Editor and Images API

Contentful's Rich Text Editor supports an array of different options, such as you would expect from a CMS; headers, tables, quotes, embeds, lists and more. Developers will have to map each Rich Text option to the code that renders out the content.

Well-documented SDKs (API-First & Headless Architecture)

You're almost forced into using an SDK with Contentful as the REST API is not great for link resolution. The SDKs are very good, allowing you to do a lot out the box. The only things missing are third-party cache support, types, and flattening utilities.

Contentful APIs

  • Content Delivery API (CDA): Retrieve content to display on a website, app, or IoT device—but be careful with usage, as you can easily exceed the usage tier if you have a popular website. Consider implementing caching (Redis) to save on your usage and protect against any downtime. Although downtime is unlikely with Contentful due to their excellent SLAs, caching provides an extra layer of reliability and you will find a dedicated cache much quicker to read from than the Contentful API.
  • Content Management API (CMA): Used to create or update content, think big picture, mass updates across multiple entries.
  • Content Preview API: Used for previewing unpublished content, really useful to see how your content looks on your website or mobile app.
  • Images API: Transform images quickly, a powerful service that Contentful offer that doesn't get enough praise!
  • GraphQL API: Retrieve published and unpublished content. I've used the GraphQL API a few times but I don't see a need for GraphQL personally. My view is that GraphQL was a fad, and I think it will be a niche technology for people who have badly implemented microservices and need a phone book approach to finding endpoints. It's hard to imagine when I'd go for the GraphQL API, over an SDK that uses a REST call under the hood.
  • App Framework API: Used for extending functionality of the Contentful web app. This is a solid feature. I've built custom styling page builders using small React apps that run of the back of the App Framework API—you can even store your application on Contentful.
  • User Management API: Manage users efficientally. Want to implement SSO, user creation, and management at scale? Look no further; this API can handle it. It can also manage role assignments and space management. It gives you automated user governance, which is imperative in a large organisation, plus precise control and access to content and tools. Depending on your organisation, you will need to do this at some level for compliance with data protection regulations. Contentful is ISO 27001 compliant, an information security rating by the most important certification body in the IT industry.

Link Resolution

Link resolution can be difficult to deal with for direct API calls, so you're often forced into using their SDKs, such as the NPM JavaScript package. The API response can sometimes be so large you'll hit the maximum body response limit, which has taken some of our pages down before! I struggle with link resolution because, while I understand it, there must be a better way. I'd like to live in a world where I can query the Contentful REST API and retrieve the content with linked entries directly.

What I'd love to see from CMS' in general is field-based API querying, think pricing but on a field that gets revalidated each few hours, this could be extremely beneficial for many many websites.

Ghost References & Drafts

It's very easy to accidently add new entries within Contentful and before you know it, you have dozens and dozens of draft entries. It would be nice to have an automatic clearup of these over time. It's a small annoyance, but I see it happen in many organizations.

A bigger problem that I often encounter is what I like to call ghost references, where deleted entries might still be referenced by other content pieces. For example, if you're displaying the exchange rate from USD to GBP on 30 different pages and you delete that entry, those pages will still hold references to the now-nonexistent entry, which upon publishing could cause issues. I'd like to see more validation around this in Contentful; one to watch out for.

Grandfathering Features

I've never been a fan of this, it seems a pricing trend across a lot of SaaS products, but "grandfathering" features, it drives me mad. For example, if you purchased a license for one year in March, but in April they released a bunch of new features, you'd miss out on those features because you signed up in March. As a result you will not receive new updates or enhancements unless you ugprade your plan. It just seems wrong, but I understand it to some extent.

Contentful Search Is Beyond Frustrating

Contentful search

Searching within Contentful for your content is very frustrating (see the screenshot, I searched for 'project management' and look at the results—we have a page called 'project management apps'). The search isn't real-time, which negatively impacts user experience. If you have an entry title as 'page/homepage' and search for that directly, it's unlikely that it will be the top result. Things can get more complicated when you have pages which similar names. I don't think I've worked with anyone who has spoken highly of the search functionality in Contentful. As a result, you often have to manually look for the content, which is time-consuming and inefficient.

Content Migrations are Incredibly Painful

Migrating content within the UI of Contentful is quite difficult. Unless you have a custom third party plugin, it's not possible. While you can use the CLI to migrate content, it's far too complicated for anyone who's not a developer. Migrating content requires upfront planning and technical expertise, which it shouldn't; you should be able to merge from one environment to another quite easily. You can merge Content Types fairly easily now using the Contentful Merge Tool, which is actually really useful. Another way to do a content migration would be to perform a content freeze, then alias an environment, and then work from that environment going forward. It's not bad, but migrating content across environments would be easier.

Support & Onboarding

This is where I feel Contentful needs more experts to help people onboard. While there is a lot of documentation, and Contentful do run a lot of workshops, the onboarding process should be painless when you're paying a lot of money for a piece of software. I'm not saying it was bad by any means, it just required me to read a lot about Contentful, and how to set it up; learning a lot from my mistakes (Content Modelling). It would be nice to have someone to validate questions. I've worked with the team at Contentful and they are helpful, but you feel a bit of a burden asking what seem like dumb questions (or at least I did when I first started learning the CMS a few years ago). From my experience now, I know people are willing to pay for setup and support, but I'm not sure how I feel about that.

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