Benefits of the WordPress REST API for Enterprise

In 2020, the MarTech 5000 officially reached a new high— 8,000 tools and platforms across the marketing stack. With so many options available, it’s crucial that all these platforms communicate with one another. Alongside a CMS and CRM, you might be using applications for analytics, marketing automation, A/B testing, or lead management. Without strong connections, it’s easy to miss opportunities and lose out on potential business. 

The WordPress REST API (Application Programming Interface) helps marketers create a seamless omnichannel digital experience on the front end while maintaining a simple, easy-to-use interface on the back end. This post details how an API works, popular examples of API use cases, and a detailed look at the benefits of the WordPress REST API.

What is an API?

When software needs to talk to other software, it does so via an API.

APIs enable developers to leverage existing technologies and integrate new features into an application—connecting them all without requiring additional coding or maintenance. 

For example, when signing into a website, you may be familiar with the single sign on (SSO) option using Google–this is an API. Another example is connecting event registrations with a marketing database, automated via API. Really, any time two platforms or systems talk to each other, an API is used to automate the process.

Enterprises can benefit from APIs as software stacks for teams become more complex and time-consuming. APIs enable users to connect their digital assets at scale—and according to Google’s 2021 State of API Economy Report, 52% of IT decision-makers say APIs accelerate innovation by clearing up busy schedules for more complex tasks. 

What is the WordPress REST API?

One of the most popular types of APIs is a Representational State Transfer (REST) API. A REST API is a set of architectural constraints that can be implemented as needed, making REST APIs faster and more lightweight than normal APIs, with increased scalability.  

The WordPress REST API is one of the most ubiquitous APIs, connecting a huge ecosystem of plugins, integrations, and custom software.

At its core, the REST API offers a way to utilize WordPress’s inherent functionality and harness it. Apps can use almost any programming language and use the REST API to grab data from WordPress. You can modify, customize, and integrate the core functionality of WordPress content creation and content delivery to create what you need for the business. If you want to connect multiple applications, the WordPress REST API can do it.

Benefits of the WordPress REST API for the enterprise

What makes the WordPress REST API so powerful is its consistency—no matter where you use it, you can expect the same results from any WordPress site. 

Having one standard WordPress REST API means that more sites and services can interconnect. The sites also speak the same language, which makes it easier for users with limited coding experience to get more out of their APIs. Many enterprises also leverage the WordPress REST API to create decoupled (headless) applications that surface content across multiple channels.

Building a custom tool to do what you need takes time and money. This is especially true when that tool isn’t the core focus of your business. Instead of building the tool you need from scratch, you can connect existing tools with APIs. The WordPress REST API connects to the largest ecosystem of software on the planet and makes it easy to automate processes across the board. 

Using an API to connect your tools together is efficient and saves money. 

A final word on APIs

With the REST API, businesses can spend less time focusing on interconnecting systems, and more time on creating valuable customer experiences that drive business growth. No wonder more and more enterprises are using APIs to connect their internal systems and enhance the digital experiences of their users.

To learn more about how to create value through APIs and decoupled WordPress, check out our white paper: What to Know Before You Go Decoupled.

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