The Publishing Playbook: Running a Digital Publisher

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  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    The Publishing Playbook: Running a Digital Publisher in 2016

    Keanan Koppenhaver keanan@doejo.com

    @kkoppenhaver

    mailto:keanan@doejo.com

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Why WordPress?

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    (this is WordCamp, right?)

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    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

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Where do we start?

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Part 1 | Audit and Migration

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    What do we need to audit?

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Content Audit

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

    Sitemap

    Metadata associated with any content

    Any new content types needed?

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    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?

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    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?

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    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?

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    You now have a migration plan.

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Part 2 | Editorial Workflow

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Contributors

    How will authors and contributors contribute?

    Do you need bylines for contributors who dont 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/

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    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/

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

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

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Part 3 | Monetization

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

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

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Other Monetization Methods

    Article Paywall with subscription

    Freemium Model

    Sponsored Content

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Full playbook coming soon

    keanan@doejo.com

    mailto:keanan@doejo.com

  • ! keanan@doejo.com " @kkoppenhaver

    WordCamp Peoria 2016

    Questions?Keanan Koppenhaver

    keanan@doejo.com @kkoppenhaver

    mailto:keanan@doejo.com