Trends in Enterprise WordPress Content

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Corporations and big brands are always looking for better ways to get their content featured, shared, and visible. In this presentation I examine some of the latest trends related to enterprise content and how any site can take advantage of the experimentation happening on big volume and innovative publishers using WordPress. I delve into longform, newsletters, microsites/corporate sites, social media, multisource & interactive content, and comments.

Some of the slides had lengthy commentary associated with them - if you have any questions, please get in touch!

Published in: Internet, Technology

Trends in Enterprise WordPress Content

  1. 1. Recent Trends in Enterprise WordPress Content Sara Rosso @rosso Automattic, WordPress.com VIP WordCamp Switzerland 2014 #wcch
  2. 2. VIP.WORDPRESS.COMVIP.WORDPRESS.COM
  3. 3. Longform
  4. 4. – Wikipedia “The length of long-form articles is between that of a traditional article and that of a novel.”
  5. 5. LONGREADS.COM
  6. 6. Longread: >1500 words Average Longreads article: 2,800 words (About a 11-12 minute read) Domains shared on Longreads.com has doubled More than 3,000 domains
  7. 7. –Mark Armstrong, Longreads “The surprising thing about our most popular stories is their ‘lifespan’….these stories get retweeted weeks & months after they’ve been featured. They’re not as time-sensitive as breaking news, so there’s still a lot of value there.”
  8. 8. LONGREADS.COM
  9. 9. – Kevin Delaney, Quartz “The best pieces are either short, snappy and topical, or they are long analysis.”
  10. 10. 0 33 67 100 Long Analysis Piece 500-800 words Short, snappy, topical Chances of social media success *Adapted from Edelman.com
  11. 11. QZ.COM
  12. 12. GRANTLAND.COM
  13. 13. VARIETY.COM
  14. 14. BUZZFEED.COM/READS
  15. 15. BUZZFEED.COM/READS
  16. 16. Longform Investigative and in-depth articles Topics which are not usually time-sensitive Longreads: more than 1,500 words Long sharing life on social media
  17. 17. Newsletters
  18. 18. THE NEW YORK TIMES
  19. 19. HARVARD GAZETTE
  20. 20. –Kevin J. Delaney, Quartz Editor-in-Chief “It may sound retro, but a very high- quality email briefing is an optimal mobile news product for many people.”
  21. 21. Quartz’s Daily Briefing More than 70,000 subscribers >40% Open Rate Hand-crafted content Multiple editions for geographic regions
  22. 22. USA TODAY’S MOST POPULAR
  23. 23. HBR.ORG
  24. 24. HARVARD BUSINESS REVIEW NEWSLETTERS
  25. 25. THE WALL STREET JOURNAL 10-POINT
  26. 26. Newsletters Direct contact with readers Automate for recent or popular posts Curated and/or original content Localized to region or interest
  27. 27. Microsites & Corporate Sites
  28. 28. NEWSROOM.FB.COM
  29. 29. GOOGLE VENTURES - GV.COM
  30. 30. ALBERTA MOTOR ASSOCIATION - AMA.AB.CA
  31. 31. ROADLOANS.COM
  32. 32. BATA.COM
  33. 33. COCA-COLA FRANCE - COCA-COLA.FR
  34. 34. Social Media
  35. 35. NYPOST.COM
  36. 36. BLOG.TED.COM
  37. 37. Social Media Important distribution channels for organic sharing Increasingly difficult to guide or control Reactions difficult to find, search poor Content must be easy to share Content must be ready to share
  38. 38. Multisource & Interactive Content
  39. 39. –Jill Abramson, Wired Executive Editor “Everyone wants to snow-fall now, every day, all desks”
  40. 40. the washington post (? experiment?) THE WASHINGTON POST SUPERGRID
  41. 41. AMC’S THE WALKING DEAD
  42. 42. THE WALL STREET JOURNAL STREAMS
  43. 43. –Jay Lauf, Quartz “Charts are our site’s version of cat videos.”
  44. 44. QUARTZ
  45. 45. FIVETHIRTYEIGHT.COM
  46. 46. FIVETHIRTYEIGHT.COM
  47. 47. Comments
  48. 48. Comments
  49. 49. CHICAGO SUN-TIMES
  50. 50. USA TODAY SPORTS - FTW.USATODAY.COM
  51. 51. DISH.ANDREWSULLIVAN.COM
  52. 52. QUARTZ ANNOTATIONS
  53. 53. QUARTZ ANNOTATIONS
  54. 54. THE NEW YORK TIMES
  55. 55. THE NEW YORK TIMES
  56. 56. – Marc Lavallee, Deputy editor of interactive news, The New York Times “…asking guiding questions and showing examples of 'good' comments focuses and elevates the conversation overall.”
  57. 57. THE NEW YORK TIMES
  58. 58. THE NEW YORK TIMES
  59. 59. THE NEW YORK TIMES
  60. 60. THE WASHINGTON POST
  61. 61. TECHCRUNCH.COM
  62. 62. –MG Siegler, TechCrunch “Simply put: with the previous system, roughly half of the comments were more or less useless.”
  63. 63. Comments Experiment Annotate Integrate Feature Eliminate
  64. 64. THANKS! (We’re hiring!) ! @Automattic automattic.com/jobs @WordPressVIP vip.wordpress.com Sara Rosso @rosso - sararosso.com VIP Global Services Manager Automattic / WordPress.com

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