Download pdf - The Publishing Playbook: Running a Digital Publisher

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WordCamp Peoria 2016

The Publishing Playbook: Running a Digital Publisher in 2016

Keanan Koppenhaver [email protected]

@kkoppenhaver

mailto:[email protected]



Why WordPress?



(this is WordCamp, right?)



Industry Reputation and Familiarity

• WordPress powers ~25% of the web

• WordPress VIP (Tribune Broadcasting, USA Today, Time.com, Quartz, CNN, FiveThirtyEight, etc…)

• Many more self-hosted installations in the industry



Where do we start?



Part 1 | Audit and Migration



What do we need to audit?



Content Audit

• What types of content do we have? (articles, videos, podcasts)

• Sitemap

• Metadata associated with any content

• Any new content types needed?



Taxonomy Audit

• What types of taxonomies exist? (categories, tags, any custom taxonomies)

• Will these taxonomies stay the same or will some need to be merged/deleted?

• Any new taxonomies?



Media Audit

• What types of media exist? (images, video, audio)

• Hosted internally or hosted on a CDN?

• Will they be migrated as-is?

• Support for any new media types?



Contributor Audit

• Does the site have guest authors or contributors?

• Will content need to maintain attribution?

• Does support for contributors need to be added?

• Will all authors need to be migrated?



You now have a migration plan.



Part 2 | Editorial Workflow



Contributors

• How will authors and contributors contribute?

• Do you need bylines for contributors who don’t have WP-Admin access?

• Need multiple authors on one story?

• Co-Authors Plus (https://wordpress.org/plugins/co-authors-plus/)

https://wordpress.org/plugins/co-authors-plus/

https://wordpress.org/plugins/co-authors-plus/



Content: Idea -> Publish• Different editorial positions with different access

levels? (Contributors, Authors, Editors)

• Different stages of an article? (Draft, Copy Edit, Publish)

• Editorial Calendar, Editorial Comments, Notifications, and more…

• Edit Flow (https://wordpress.org/plugins/edit-flow/)

https://wordpress.org/plugins/edit-flow/

https://wordpress.org/plugins/edit-flow/



Content: Publish and Beyond• RSS

• Social (FB, Twitter, LinkedIn, G+, etc…)

• Internal sharing (multisite installations)

• Google AMP, Facebook Instant Articles

• Email Newsletter - Sane HTML Newsletters (https://github.com/rinatkhaziev/sane-html-newsletters)

• Print Edition

https://github.com/rinatkhaziev/sane-html-newsletters





Part 3 | Monetization



Ad Networks

• Traditional advertising displayed in banners, sidebars, and inline ads

• Ads can be inserted into articles (https://wordpress.org/plugins/speed-bumps/)

• Ad codes can be configured in WordPress (https://wordpress.org/plugins/ad-code-manager/)

https://wordpress.org/plugins/speed-bumps/



https://wordpress.org/plugins/ad-code-manager/

https://wordpress.org/plugins/ad-code-manager/



Other Monetization Methods

• Article Paywall with subscription

• Freemium Model

• Sponsored Content



Full playbook coming soon

[email protected]




Questions?Keanan Koppenhaver

[email protected] @kkoppenhaver
