product_content-managementContent Management System

More Launches. More Visibility. Zero Chaos.

A headless CMS that gives developers the freedom to build, marketers the tools to launch fast, and your business the control to scale anywhere.

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Get Found. Stay Seen.

Be visible in search, summaries, and AI answers—shape how they see your content, and prove it works with visibility analytics, structured metadata, and Opal-powered GEO & SEO guidance.

Create. Don't Wait.

Launch at the speed of your ideas—build, brand, and publish instantly with visual builder, Opal AI writing, embedded DAM, and personalization.

One Workflow. All the Control.

One place for your entire content lifecycle—cleaner code, aligned teams, and full governance built-in.

From idea to everywhere all in record time

Build it. Make it personal. Deliver it anywhere. All in one CMS.

Visual Builder

See your page come to life as you build

Built for the marketer to create, preview, and publish in a single, beautiful editor. Check every device view, test every form, and launch—without ever touching the dev queue.

Audiences

Make every click feel personal

Use AI-guided recommendations and real-time insights to tailor content to each visitor’s location, language, behavior, and profile—so every interaction hits home.

Graph

Get your content everywhere it needs to go

Pull exactly what you need from any source and send it to any channel, app, or device—fast. Then, help every user find it instantly with AI-powered semantic search that delivers hyper-relevant results in seconds.

Built on Optimizely CMS

Features that put Optimizely CMS in a class of its own

Create & collaborate. Without the bottlenecks.

Embedded DAM: Find, reuse, and update assets without leaving the editor.
Opal for CMS: Generate brand-voiced copy, auto-tag assets, and get real-time content suggestions—all inside the CMS.
Custom visual elements: Build components your way—no code required.
Custom styling: Change fonts, colors, layouts on the fly.
Re-usable templates: Launch pages faster with ready-to-go Blueprints.
Interactive preview: See and test every form, button, and click—exactly as visitors will.
Automated workflows: Get the right people reviewing and approving at the right time.

Deliver everywhere. From one place.

Front-end hosting: Serve blazing-fast sites from our global edge, with built-in security and governance.
Headless delivery: Manage content once, publish it to every channel.
Multi-site/multi-channel management: Run all your sites and pages from a single platform.
AI Translations: Translate full pages instantly—no reformatting required.
Edge delivery: Serve content at lightning speed, right at the user’s location.

Architect for growth. Integrate anything.

Content modeling: Build it once, reuse it across your entire site.
Content sources: Pull from any system—CRM, PIM, DAM—for seamless experiences.
Semantic search: Help users find exactly what they need with AI-powered results.
Web hooks: Trigger actions in other systems the moment content changes.

Keep it all connected

Integrate with your favorite tools

All integrations for CMS

CRM and marketing automation

Let your CMS talk to your preferred CRM and marketing automation tools with direct connections to Salesforce, Microsoft Dynamics, Marketo, HubSpot and more.

Translation

Streamline the management of web content in multiple languages by integrating top translation applications like Lionbridge, Smartling, LanguageWire and more.

Search engine optimization

Create high-performing web content and assets within your desired workflow, then click to publish to your CMS. Yes, it’s that simple.

"We went from an online brochure to a mobile-driven, data-driven immersive platform," Rounsefell says. "If I was being asked to recommend Optimizely, I wouldn't have a hesitation. The technology backing the project was flawless."

Ben Rounsefell

Sr. Manager, Digital, Customer Engagement, Mazda

We produce a significant amount of content daily and needed a technology architecture that allowed us to perform this at scale across a network of 19 organizations including NRL, our Clubs and States.

Domenic Romeo

Head of Technology, National Rugby League

Well suited to an organisation who wants a real presence and a superior customer experience when visiting your website.

Grant Jackson (on TrustRadius)

Head of Project Management Office, Australian Ethical

It's intuitive interface allows even the most non technical people to create and publish pages.

Brian Hill (on TrustRadius)

Information Technology & Services, Adage Technologies

Optimizely CMS Frequently Asked Questions (FAQ)

Optimizely CMS is the only platform that combines world-class content management, experimentation, and personalization into a single, AI-accelerated workflow. While other solutions require you to stitch together multiple tools, Optimizely provides an all-in-one operating system for marketers. This means your team can move faster, create more impactful experiences, and prove their results without juggling disconnected systems. It’s built to give marketers the creative freedom they need and developers the powerful, flexible architecture they demand.

Both. Optimizely CMS is designed to serve the needs of both technical and non-technical users. Marketers benefit from an intuitive visual editor, drag-and-drop functionality, and AI-powered tools that make it easy to create and publish content without developer support. Developers get a powerful, API-first platform that is built on .NET, supports modern front-end frameworks, and can be customized to meet any requirement.

Optimizely is built for the modern, composable web and fully supports headless content delivery. Through Optimizely Graph, our high-performance GraphQL service, you can use the CMS as a centralized content hub and deliver that content to any front-end or channel. This allows your team to manage content in one place and reuse it across multiple websites, mobile apps, single-page applications, and other digital experiences, giving you maximum flexibility and speed.

Personalization is at the core of Optimizely's platform. The CMS integrates seamlessly with our personalization engine, allowing you to tailor content and experiences to different audience segments based on behavior, demographics, location, and more. You can create unique visitor groups, test different content variations, and deliver the most relevant experience to every user, all within the same platform.

Yes. Optimizely is designed to be the central hub of your marketing technology stack. It offers a wide range of pre-built connectors and APIs to ensure seamless integration with other essential tools, including CRMs (like Salesforce), marketing automation platforms (like Marketo), analytics services, and more. This allows you to create a unified workflow and maintain a consistent view of your customer data.

Optimizely infuses it's AI layer Optimizely Opal throughout the content lifecycle to boost efficiency and impact. Key AI-powered features include:

Content Generation: Automatically generate on-brand copy for headlines, paragraphs, and calls-to-action.
Image Generation: Create unique, royalty-free images from a simple text prompt.
AI-Powered Recommendations: Suggest relevant content and products to visitors automatically.
Translation: Quickly translate content to serve global audiences.

Our superpower is turning marketing chaos into a single, intelligent workflow. While competitors offer disconnected tools for content, testing, and personalization, Optimizely unites them into one seamless platform.

The secret ingredient that makes this possible is Optimizely Opal™, our AI-powered marketing assistant. Opal isn't just a chatbot; it's the conductor of your marketing orchestra. With Opal, you can go from brainstorming a campaign, to generating the content, to launching an A/B test, and then personalizing the winning version for different audiences—all from a single, conversational interface. It eliminates the friction that slows marketing teams down, allowing you to connect every action directly to business results in a way no other platform can.

Start building better experiences, faster.