How do headless CMSs like Prismic compete with WordPress, particularly with regards to non-technical users adding content?

I think that the editing interface for a website is always a huge abstraction for content people. They think in terms of “I've got a page, and on that page I have some body of content or whatever.” To those of us who do content modeling, we break out all those pieces where they can be reused in different places and that sort of thing. That abstraction creates huge problems for people, just cognitively. Then as your site grows in complexity and you're using your content in many different ways, that's a really difficult thing to manage.

I do think that there's a lot of effort on the part of, say, Stackbit, TinaCMS, CloudCannon is getting this feature, and I think Prismic has Slices. We see this trend -- and I think Slices is this -- where content editors are allowed to go onto the page and visually edit that page, which puts that more into the realm of, say, a Squarespace or something like that. I think that that's not going to be a panacea. I've seen people editing Squarespace, and I think they're a nightmare, and the results are really bad. Where you really get the best results is where you have humans and they're helping with this integration between the two and where you can just make everything really tight and really reuse your content over there. But that's not everybody.

I think that people are making a good attempt at doing that. I think WordPress has a degree of familiarity for people, and there's that big box of content that people can use. But we're doing a site right now -- a migration from WordPress -- and the sorts of things that these people had to do in WordPress to get it to look how they wanted in the frontend are just terrible. It's just not stable. It doesn't make any sense. That's a disconnect, but I'm very happy to see people trying to deal with it.