Digital shoreditch presentation. How Brands Become Publishers
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How Brands Become Publishers… … and what it means to your customer engagement
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Digital shoreditch presentation. How Brands Become Publishers
- 1. September 2013 Fabio Torlini, MD WP Engine, @Torlini All Hands 1Q15 – R&D Update How Brands Become Publishers… … and what it means to your customer engagement Friday 15th May
- 2. September 2013 Fabio Torlini, MD WP Engine, @Torlini About WP Engine - WordPress specialists - The Best Fully-Managed WordPress Hosting Platform - Founded in 2010 in Austin, Texas - Manage 300,000 WordPress sites - Launched in UK last year - Based at Second Home in Tech City
- 3. September 2013 Fabio Torlini, MD WP Engine, @Torlini
- 4. September 2013 Fabio Torlini, MD WP Engine, @Torlini A brief history of content - In the late 90s every brand moved to the web - These were little more than printed brochures in online format - Over time we became more sophisticated, the brand and the website become one and the same - Now we are in an era of “brands as publishers”
- 5. September 2013 Fabio Torlini, MD WP Engine, @Torlini Customer engagement, changed forever - First impressions matter - A customer could engage with a brand through a variety of ways - And through a number of different platforms or devices - The customer is a moving target - Engagement strategies and content have to respond to this
- 6. September 2013 Fabio Torlini, MD WP Engine, @Torlini The democratisation of content - We are moving the ownership of content away from IT and towards the content specialist - Brands can be more reactive and engage with their customer better - Websites become living, breathing domains, constantly changing
- 7. September 2013 Fabio Torlini, MD WP Engine, @Torlini Who is doing this well?
- 8. September 2013 Fabio Torlini, MD WP Engine, @Torlini Drive Traffic
- 9. September 2013 Fabio Torlini, MD WP Engine, @Torlini BarkPost
- 10. September 2013 Fabio Torlini, MD WP Engine, @Torlini Add Value
- 11. September 2013 Fabio Torlini, MD WP Engine, @Torlini American Express – Open Forum
- 12. September 2013 Fabio Torlini, MD WP Engine, @Torlini Raise Their Profile
- 13. September 2013 Fabio Torlini, MD WP Engine, @Torlini Hubspot
- 14. September 2013 Fabio Torlini, MD WP Engine, @Torlini Control Their Image
- 15. September 2013 Fabio Torlini, MD WP Engine, @Torlini Red Bull
- 16. September 2013 Fabio Torlini, MD WP Engine, @Torlini Update & Educate
- 17. September 2013 Fabio Torlini, MD WP Engine, @Torlini Cancer Research UK
- 18. September 2013 Fabio Torlini, MD WP Engine, @Torlini Technology underpins everything - The website is where the customer journey is centred - There are a series of tech decisions that underpin web and are crucial - Flexibility and scale are paramount - Decision making processes and hierarchies have changed
- 19. September 2013 Fabio Torlini, MD WP Engine, @Torlini Why WordPress? Entire Internet Top 1 Million Sites 24%of the Web today is based on WordPress. Over 70 million WordPress sites Globallyin 2014.
- 20. September 2013 Fabio Torlini, MD WP Engine, @Torlini Prepare for the unknown - Brand engagement has fundamentally changed over the last two decades - It will continue to do so, often in unexpected, unanticipated ways - New methods for engaging, different customer demands, new technologies - Make informed choices that allow you to future-proof your brand
- 21. September 2013 Fabio Torlini, MD WP Engine, @Torlini “The only difference between the saint and the sinner is that every saint has a past, and every sinner has a future.” Oscar Wilde
Editor's Notes
- WordPress Managed Hosting Platform London office opened this year Opportunity to talk about how WP Engine is putting itself at the heart of the tech / start-up scene in London and has highly-creative, fast-growth mentality. Also talk about the company’s leadership in US (Jason / Heather) and UK (Fabio) and pedigree for working with fast growth, exciting companies.
- In the not-so -distant past all brands were broadcasters of information. The most aspirational brands sold us dreams and visions through advertising of how our life could be. Fast forward to the present day and times have changed. Brands now have multiple routes to reach the consumer, the rise of social media, mobile and content publishing have opened a wealth of new opportunities, but at the same time the consumer has become savvier, more selective and much harder to please. In the new age of omni-channel commerce and hyper-connectivity, brands must engage with their current and prospective customers in ever-changing, ever-more sophisticated ways. Across the C-Suite – from CEO, to CMO, to CIO – enterprise brands must embrace a world where they are ‘publishers’ of content and where technology decisions are vital to customer engagement; and it starts with the website. Get this wrong and it can be an expensive and time consuming mistake to rectify. WP Engine has positioned itself at the heart of this conservation, and we have built our business around it Quote from our CEO Heather Brunner – “What Hubspot did for Inbound Marketing, what BV did for Consumer Reviews, is what WP Engine will do for ‘Brand is Publishing’.” Our vision – Platform to make publishing easy and hassle free
- Narrative: The rise of the Internet in the late 90s caused every brand to ‘move to the web’, even though no one quite knew what it all meant. “ People created Brochureware sites The website became a tool, something that represented our brand, control our image Today, the website is sometimes the first interaction a brand has with a new customer, and often the thing existing customers interact with most often. It’s not just another form of billboard, it is the brand. 10 years after the rise of “Brand is the website,” there has been a new shift, driven by social media, mobile, and content publishing. This shift is often articulated as ‘brands are publishers’, which is literally true, but it’s deeper than that. Just as the website isn’t just another form-factor, being a brand-publisher isn’t just another form-factor, but rather it’s a fundamental shift in how the brand is defined.
- Today our online presence is the hub of everything we do. A customer’s first interaction with a brand might be a re-tweet, or an infographic hosting on that brand’s publishing page, or an eBook being passed around an office, or a teaser on Facebook that leads to a long-form article, or a viral video. But everything leads back to our website. The diversity of content formats and ability to target persona groups is crucial in the shift to ‘publisher’. So too is the technology which underpins it. Technology needs the power to measure user engagement analysing success and performance and the freedom to react accordingly. In an ever demanding content led world, our choice of content strategy and platform is increasingly important.
- This movement of the website away from IT, and the technical teams to the subject matter specialists and content experts, is called ‘the democratisation of content’ Using WordPress you can build and launch their site in a fraction of the time, and a fraction of the cost of a custom build site. Content is no longer controlled by person or even 1 department. With WordPress anybody you choose to can be given access to create content. Of course you can create workflows to authorise new content so it can be controlled, but almost anybody in the company with minimal training can use WordPress and create content. Websites become living, breathing domains, constantly changing – and crucially the customer is put at the centre
- Standard for Content Marketing is Driving Sales, Traffic, Leads, SEO. The Standard of Publishing is are people willing to pay for your content with their time. Would people advertise on your site? Would people search you out? You need to be clear with regards to your goals. Why do you want to make this shift into a publishing world. Here are a few examples
- Drive Traffic Good content is great for SEO Compelling content will pull visitors in Traffic can sky rocket and much cheaper then PPC & Media
- BarkPost Community site for dog lovers Built on WordPress Masses of fun content for dog owners Very sociable, shareable material Has no obvious sales channel, just a link at the bottom of the site to its commercial arm BarkPost – a mail order pet gift site But it acts an inbound driver for traffic and customer acquisition – they have embraced the idea of brand as a publisher and show that they understand and value their customers and the content they love!
- You may already have a successful businesses But how do you stay ahead of the competition. Drive additional value. Increase brand loyalty
- Amex – Open Forum News and advice site for SMB’s, runs on WordPress Help’s SMB’s grow their business Variety of content styles – blog, video, graphic Huge Domain Authority score of 89! Proves that this gets huge traffic and links into the site from other sites – the content works!
- Demonstrate market leadership Demonstrate your industry knowledge/ be seen as the experts Stand out in a crowded market
- Hubspot Was a follower into a growing industry Massive following. 1 million visitors pm Very clearly targeted to the specific audience – obvious use of persona’s (eats its own dog food) Own inbound marketing. Massive social following
- Relevant for consumer brands How do you reach out and attract a target audience What does your brand stand for - Commercials aren’t enough any more
- Red Bull Very consumer orientated example. But fantastic example of a company which has fully embraced the idea of presenting itself as a publisher The website feels more like a magazine, than the home page of global brand Has a domain authority score of 84, to put this into context the Sun has a DA score of 88 and the Daily Mail (the most read site in the world) is only ten points higher on 94 It’s a destination site
- This last example is a client of ours Some organisation just want to keep you informed They’re a charity and want to raise the profile of Cancer Research
- The Cancer Research UK Science Blog WP Engine working in tandem with digital agency Manifesto to deliver Cancer Research UK’s Science blog. The blog, aimed at communicating new research findings, and debunking myths around the illness Massive readership - over 200,000 readers per month It also needed to cope with spikes in traffic and handle abnormal volumes of visitors Cancer Research UK has seen an increase in 56 percent on desktop page views over a one year period
- We’ve talked about why But How is just important The website is the centre of all your content Technology decisions which underpin the website are crucial - Choice of web platform / CMS / digital agency / content marketing agency / search consultancy / hosting provider All of these service providers play a vital role in ensuring that the customer experience is seamless and that content investment is maximised The lines of decision making for technology procurement are also changing. The CMO is just likely to involved technical web decisions as the CTO. And everyone needs to appreciate that in this new world job boundaries are rapidly blurring – the CMO has to understand technical web build functionality, just the CIO needs to display creative vision. The website is moving away from IT
- WordPress started as a blogging platform Has grown to be the market leader due to its ease of use Used by many companies within the publishing industry
- Narrative: In this new world of “brand is publishing,” all brands need to plan for an uncertain future in a shifting world. Next year will be different from this year, and three years from now it will be different again. Moving to ‘brand is publishing.’ is a journey WordPress is opensource and continues to develop. It’s a flexible, future-proof technology and processes that allow you to adapt and quickly pivot when the market dictates.
- The good news is that the brands as publishers ethos is still in it’s infancy – we can all learn new tactics and prepare for what the future holds, irrespective of our previous digital sins! No matter our past sins its building the right strategy for the future that counts. 1. Brand as Publishing has to be an iterative process. a. Start with the production of good Content b. Determine your goals for publishing c. Publish 1-2 a month on your blog – Measure Results d. Publish 3-6 times a month on your Blog – Measure Results e. Make sure you are getting benefits from this as it is a major endeavor (potential distraction)