# What Is Ghost CMS? Features, Use Cases and How It Compares (2026)

> What is Ghost CMS? A plain guide to the open-source publishing platform: editor, newsletters, paid memberships, APIs and how it compares with WordPress.

**What is Ghost CMS?** Ghost is a free, open-source publishing platform for blogs, newsletters and paid memberships that you can run yourself or rent from the Ghost team.

You write every week and your list grows. Then your platform changes its rules, its fees or its feed, and you realize the audience was never fully yours. That is usually when people start looking at Ghost.

It sits in an interesting spot. It is lighter than WordPress, more open than Substack and more yours than Medium. If you are still weighing platforms in general, our guide on [**how to choose the right CMS**](/best-cms-choose-the-right-platform-for-your-website/) is a good companion to this one.

In this guide, you will learn what Ghost is, how it works under the hood, its key features and who it suits. You will also see how it compares with WordPress, Substack and Medium, and what running it yourself really involves.

## TL;DR: Ghost CMS in 60 Seconds

Short on time? Here is the whole guide in a few lines:

- **Ghost** is an open-source publishing platform for blogs, newsletters and paid memberships, built on **Node.js** and released under the **MIT license**.
- **It is built for writers.** The editor, email newsletters, member signups and Stripe payments all live in one admin, with no plugins needed.
- **Ghost takes 0% of your revenue.** Paid memberships run through your own Stripe account, so you only pay Stripe's card fees.
- **Developers get two APIs.** The Content API reads published content, so Ghost works as a headless CMS too.
- **Ghost 6** added a social web connection through **ActivityPub** and built-in analytics.
- **Two ways to run it:** Ghost(Pro), the hosted service from the non-profit Ghost Foundation, or self-hosted Ghost on your own server.
- **The catch with self-hosting:** mail, backups and upgrades become your job, on any host.

## What Is Ghost CMS?

**Ghost is an open-source content management system focused on publishing: posts, pages, email newsletters and memberships, all in one app.** It does not try to be a store, a forum or a page builder. Instead, it tries to be the best tool for people whose business is writing.

Think of Ghost like a print shop and a newsstand in one building. WordPress is a full hardware store where you can build anything, including a print shop. Ghost hands you the press, the mailing room and the subscription desk already set up.

A few things worth knowing:

- Ghost started in 2013 after a successful Kickstarter campaign. Its founder, John O'Nolan, had worked on the WordPress user interface team.
- The project is run by the **Ghost Foundation**, which describes itself as a **non-profit organization** funded by its Ghost(Pro) hosting service, not by investors.
- "Ghost" can mean the free software or the paid Ghost(Pro) service. They share the same core code.
- The admin lives at **`/ghost/`** on your domain. Everything else on the domain is your public site.

Here is a quick reference card. Moving numbers are dated where they matter.

| Item | Ghost CMS |
| --- | --- |
| **Type** | Open-source publishing platform and headless CMS |
| **License** | MIT ([**GitHub repository**](https://github.com/TryGhost/Ghost)) |
| **Built with** | Node.js, with Handlebars themes |
| **Database** | MySQL 8 (the only database Ghost supports in production) |
| **First released** | 2013 |
| **Current major version** | Ghost 6 (the xCloud template runs 6.64.0 as of October 2026) |
| **Maintainer** | Ghost Foundation, a non-profit |
| **Minimum memory** | At least 1 GB, per Ghost's install docs |
| **Payments** | Stripe, connected to your own account |

## How Ghost Works

Ghost is a single **Node.js** application. It serves your public site, the admin and the APIs from one process. If Node.js is new to you, our [**beginner's guide to Node.js**](/what-is-node-js-beginners-guide/) explains the runtime in plain terms.

Here are the parts a Ghost site runs on:

- **The Ghost app.** It renders pages from your theme, runs Ghost Admin and answers API requests.
- **A MySQL 8 database.** It stores posts, pages, tags, members, newsletters and settings.
- **A content folder.** It holds uploaded images, themes and other files.
- **A web server in front.** Nginx or Caddy handles HTTPS and passes visitors through to Ghost.
- **Mail.** An SMTP service sends login links and invites. Bulk newsletters go through Mailgun, the bulk provider Ghost supports.
- **Stripe (optional).** It takes payments for paid memberships.

Here is the part that trips people up. Ghost can publish without mail, but **member signups and newsletters cannot**. Every Ghost setup needs a mail provider before you invite readers.

## Key Features of Ghost CMS

Ghost keeps its feature list short on purpose. Each feature below ships in the core app, without a plugin store.

### 1. A Clean, Card-Based Editor

The Ghost editor is built on **Lexical**, an open-source editor framework from Meta. You write in a distraction-free page and insert **cards** for images, galleries, video, embeds, buttons, callouts, HTML and Markdown.

The same post can go to the web, to email or to both. You choose this when you publish.

### 2. Built-In Email Newsletters

Ghost can email every post to your subscribers the moment you publish it. You can run several newsletters from one site and let readers choose which ones they get.

Newsletter design, sender name and reply-to address are set in Ghost Admin. Delivery needs a configured mail service, which Ghost(Pro) includes and self-hosted sites add themselves.

### 3. Memberships and Stripe Payments

Readers can sign up as **free members** or **paid members**. You create tiers with monthly and yearly prices, then mark each post as public, members only or paid members only.

Payments run through **your own Stripe account**. Ghost states that it [**charges 0% transaction fees**](https://ghost.org/help/are-there-really-no-transaction-fees/), so the only cut is Stripe's processing fee.

### 4. Themes With Handlebars

A Ghost theme is a set of **Handlebars** templates plus CSS. You can pick a free or paid theme from Ghost's marketplace, or build your own.

Themes control the look, while Ghost keeps your content and members separate from it. As a result, you can change the design without touching your posts.

### 5. Content API, Admin API and Headless Use

Ghost has two APIs. The **Content API** is read-only and returns published posts, pages, tags and authors as JSON. The **Admin API** can create and update content, with role-based authentication.

This makes Ghost a solid headless CMS. Editors write in Ghost Admin, and developers build the front end with any framework they like.

### 6. Social Web and Built-In Analytics in Ghost 6

**Ghost 6**, released in August 2025, connects publications to the social web through **ActivityPub**, the open protocol behind Mastodon and similar networks. The [**Ghost 6 changelog**](https://ghost.org/changelog/6/) also introduced cookie-free analytics for traffic, newsletters and members.

The social web connection is free on both Ghost(Pro) and self-hosted sites. However, self-hosted sites need extra services set up next to Ghost for both features.

### 7. SEO and Sharing Basics Built In

Ghost generates sitemaps, canonical tags, structured data and social sharing cards on its own. You can edit the meta title, description and social image for each post.

So, there is no SEO plugin to install or keep updated.

## Who Ghost CMS Is For

Ghost fits a clear set of jobs. Here is where it shines.

### Independent Writers and Newsletter Creators

If your product is your writing, Ghost covers the full loop: publish, email, grow members and get paid. Your subscriber list stays in your database, and you can export it at any time.

### Small Media Teams and Publications

Ghost supports staff roles such as contributor, author, editor and administrator. A small newsroom can draft, review and schedule posts without extra tools.

### Paid Communities and Membership Sites

Tiers, free trials and member-only posts let you put a premium layer on top of free content. Because Ghost takes no transaction fee, the economics improve as paid members grow.

### Developers Who Want a Headless CMS

Teams that build with modern front-end frameworks can use Ghost purely as a content back end. Writers get a friendly editor, and developers get a clean API.

## Ghost vs WordPress vs Substack vs Medium

All four are good at something. The honest question is which job you need done. Prices below are as of October 2026.

| | **Ghost** | **WordPress** | **Substack** | **Medium** |
| --- | --- | --- | --- | --- |
| **What it is** | Open-source publishing platform | Open-source general CMS | Hosted newsletter platform | Hosted writing platform |
| **Newsletters** | Built in | Through plugins or services | Built in | Not the core focus |
| **Paid memberships** | Built in, via your Stripe | Through plugins | Built in | Through Medium's own membership |
| **Platform cut of revenue** | 0% (Stripe fees only) | Depends on the plugin | 10% plus card fees | Medium sets writer pay |
| **Custom design** | Themes you control | Themes and page builders | Limited | Very limited |
| **Self-hosting** | Yes | Yes | No | No |
| **Extensibility** | APIs and integrations | Tens of thousands of plugins | Minimal | Minimal |
| **You own the server and data** | When self-hosted | When self-hosted | No | No |

**Ghost vs WordPress:** WordPress wins on reach. If you need a store, bookings, a forum or a page builder, choose it and pair it with good [**WordPress hosting**](/hosting-for-wordpress/). Ghost wins when the site is mainly posts, newsletters and memberships, because those come built in.

**Ghost vs Substack:** Substack is the fastest way to start a newsletter, and its network can bring new readers. The trade-off is the 10% cut and less control over design and data. Ghost gives you a full website and keeps your revenue, but you bring your own audience.

**Ghost vs Medium:** Medium gives new writers built-in readers with no setup at all. However, Medium decides how writers get paid and owns the reader relationship. Ghost is the move once you want a direct line to your readers.

Rule of thumb: **Substack and Medium rent you an audience; Ghost and WordPress give you a home.**

## Ghost(Pro) vs Self-Hosted Ghost

There are two ways to run Ghost. Both use the same open-source core.

**Ghost(Pro)** is the managed service from the Ghost team. Hosting, backups, upgrades and newsletter email are handled for you, and plans start at its Starter tier, with prices set by how many members you have. Every subscription also funds the non-profit that builds Ghost, and Ghost's own docs call it the best bet if you are unsure.

**Self-hosted Ghost** runs on a server you control. You need a Linux server with at least 1 GB of memory, MySQL 8, a supported Node.js version or Docker, a domain and an SMTP service. Our step-by-step guide on [**how to self-host Ghost**](/self-host-ghost/) walks through the official Docker Compose setup and the one-click option.

Here is the honest reframe: **self-hosting is cheap in money and expensive in attention**. Your time is the hidden cost.

The occasional 3 a.m. restart, the mail provider setup and the upgrade you keep postponing are all yours.

Self-hosting pays off when the server already runs your other apps, when you want your data on your own infrastructure, or when your member list grows past what you want to pay per member. If you are unsure which model suits you, our comparison of [**self-managed vs managed hosting**](/self-managed-vs-managed-hosting/) breaks down the trade-off.

## Pros and Cons of Ghost CMS

| Pros | Cons |
| --- | --- |
| ✅ Free, open source under the MIT license | ❌ Fewer integrations than WordPress plugins |
| ✅ Newsletters and memberships built in | ❌ Bulk newsletters need Mailgun |
| ✅ 0% transaction fee on paid memberships | ❌ Self-hosting means you handle mail, backups and upgrades |
| ✅ Clean, fast editor focused on writing | ❌ Content types are mainly posts and pages |
| ✅ Content API for headless builds | ❌ No built-in store, forum or page builder |
| ✅ Run by a non-profit foundation | ❌ No audience network like Substack or Medium |

## Launch Your Ghost Publication With xCloud

If you want self-hosted Ghost without assembling the stack by hand, xCloud deploys it as a **one-click app**. The install form asks for no Ghost settings, because the database credentials are generated for you.

Here is what the xCloud Ghost app sets up:

- ✅ **Ghost 6** with a private **MySQL 8.4** database that is only reachable from Ghost, never from the internet
- ✅ Two persistent volumes: `ghost_content` for themes and images, and `ghost_db` for the database
- ✅ HTTPS on your domain, or a free demo domain to try it first
- ✅ The choice of an xCloud Cloud VPS or your own server

The steps take a few minutes:

1. **Create an NGINX server** in xCloud. Docker apps run on NGINX servers, not OpenLiteSpeed.
2. **Open One Click Apps** and choose **Ghost**.
3. **Enter a Site Title**, then pick **Go Live** with your domain or **Demo Site**, and click **Next**.
4. **Visit your site, add `/ghost` to the address** and complete the account form. The first account becomes the site owner.

Be clear on what stays yours. **Mail is not configured out of the box**, so add your SMTP settings before inviting members.

Existing installs also do not upgrade to new Ghost versions on their own, so plan upgrades and back up both volumes. 👉 Follow the [**Docker app backup guide**](/docs/backup-and-restore-docker-apps/) to schedule them.

The Ghost hosting page lists a Cloud VPS 6 GB at $24.99 a month, which leaves room to run other [**Docker apps**](/docker-hosting/) on the same server. You can browse more in the [**One Click Apps catalog**](/one-click-apps/).

**Ready to own your publication?** [**Deploy Ghost hosting on xCloud**](/ghost-hosting/) **and publish your first post today.**

👉 See the full walkthrough: [**How to install Ghost with xCloud One Click Apps**](/docs/install-ghost-with-xcloud-one-click-apps/).

## Pick the Right Home for Your Writing This Week

So, what is Ghost CMS in one line? It is a focused, open-source platform that lets you publish, email and get paid from a site you own. It is not the right tool for every website, and that focus is exactly its strength.

This week, list what your site really needs. If the answer is posts, newsletters and memberships, try Ghost on a demo domain and write one real post. If you need a store or a page builder, WordPress is still the better home.

If you have found this blog helpful, feel free to [**subscribe to our blogs**](/blog/) for valuable tutorials, guides, knowledge and tips on web hosting and server management. You can also join our [**Facebook community**](https://www.facebook.com/groups/xcloud.community) to share insights and engage in discussions.

## Frequently asked questions

### What is Ghost CMS used for?

Ghost is used to publish blogs, send newsletters and run free or paid memberships from one admin. Writers, independent journalists and small media teams use it to own their audience. Developers also use it as a headless CMS behind a custom front end.

### Is Ghost CMS free?

The software is free and open source under the MIT license, so you can self-host it at no cost for the software. You still pay for the server, a mail provider for newsletters and Stripe's card fees on paid memberships. Ghost(Pro) is the paid, hosted version run by the Ghost team.

### Is Ghost better than WordPress?

For a publication built on posts, newsletters and memberships, Ghost is often simpler because those features come built in. WordPress is the better fit when you need a store, a booking system or a page builder. Many teams pick by the job: Ghost for publishing, [**WordPress hosting**](/hosting-for-wordpress/) for everything else.

### What is the difference between Ghost and Ghost(Pro)?

Ghost is the open-source software. Ghost(Pro) is the managed service the Ghost team runs, with hosting, backups, upgrades and newsletter email handled for you. Self-hosted Ghost gives you the same core app on your own server, and those jobs become yours.

### Does Ghost take a cut of my subscription revenue?

No. Ghost says it charges 0% transaction fees, because your site connects to your own Stripe account. You only pay Stripe's standard processing fees, which depend on your country and card type.

### Can Ghost be used as a headless CMS?

Yes. The Content API returns your published posts, pages, tags and authors as JSON, so a separate front end can display them. Editors keep writing in Ghost Admin while developers build the site with any framework.

### I run a Substack newsletter. Can I move my subscribers to Ghost?

Yes. Ghost has a Substack importer that brings over posts and members. For paid subscribers, connect the same Stripe account your Substack uses before you import, then check that paid members show the right plan.