Once upon a time, all brands did was broadcast information. At most, brands sold us dreams and visions through advertising of how our life could be. Now fast forward to the present day and times have changed. Brands now have multiple routes to reach consumers. The rise of social media, mobile, and content publishing have opened a wealth of new opportunities, but at the same time consumers are savvier, more selective, and much harder to please. In the new age of omni-channel commerce and hyper-connectivity, brands must engage with current and prospective customers in new, more sophisticated ways. WP Engine EMEA Manager Fabio Torlini, 9seeds Partner Jon Brown, and The Good Men Project CEO Lisa Hickey discussed how brands are becoming publishers and how the right website and platform can help transform websites and brands into ultra-engaging publishing houses in our most recent webinar. Enjoy!

1. This webinar will begin at 11:00am CDT
BRANDS ARE BECOMING PUBLISHERS
AND IT’S HAVING A HUGE IMPACT
ON ENGAGEMENT

2. BRANDS ARE BECOMING PUBLISHERS
AND IT’S HAVING A HUGE IMPACT
ON ENGAGEMENT

3. INTRODUCTIONS
Fabio Torlini
WP Engine
Fabio Torlini is EMEA Managing
Director for WP Engine. Based in
London’s Tech City, his main role is
helping WP Engine launch their
services into Europe. With over 15
years’ experience in the hosting and
cloud industry, he has a thorough
understanding of all aspects of IT
B2B marketing, branding, PR,
channel and management.
Lisa Hickey
The Good Men Project
Lisa Hickey is CEO of Good Men
Media Inc. and publisher of the
Good Men Project. She likes to
create things that capture the
imagination of the general public and
become a part of the popular culture
for years to come.
WP Engine wpengine.com
Jon Brown
9seeds
Jon Brown is co-owner of 9seeds, a
web development agency that has
been focused on WordPress since
it’s inception 6 years ago.

4. Quick Overview of Publishing Landscape
The Evolution of Brands Into Publishers
Building World Class Publishing Sites
Growing your Brand Voice through Unique Content
AGENDA

5. The Evolution of Brands into Publishers

6. September 2013
Fabio Torlini, MD WP Engine, @Torlini
The WP Engine Vision

7. September 2013
Fabio Torlini, MD WP Engine, @Torlini
A Brief History of Content

8. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Customer engagement, changed forever

9. September 2013
Fabio Torlini, MD WP Engine, @Torlini
The Democratisation of Content

10. September 2013
Fabio Torlini, MD WP Engine, @Torlini

11. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Understanding End User Objectives
Drive Traffic
Add Value
Raise Their Profile
Control Their Image
Educate

12. September 2013
Fabio Torlini, MD WP Engine, @Torlini
BarkPost

13. September 2013
Fabio Torlini, MD WP Engine, @Torlini
American Express – Open Forum

14. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Hubspot

15. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Red Bull

16. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Cancer Research UK

17. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Technology underpins everything

18. 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.

19. September 2013
Fabio Torlini, MD WP Engine, @Torlini
A Strong Foundation
- WordPress specialists
- Manage 300,000
WordPress sites
- 2 Billion objects
served per day
- Key clients include:
▪ Venture Beat
▪ Motely Fool
▪ Seattle Times

20. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Building a Scalable Business

21. September 2013
Fabio Torlini, MD WP Engine, @Torlini
How Do You Start?

22. September 2013
Fabio Torlini, MD WP Engine, @Torlini
What Is This Thing Called a “Tipping Point”?

23. September 2013
Fabio Torlini, MD WP Engine, @Torlini
How Do You Create a System that Gets You
to a “Tipping Point”?

24. September 2013
Fabio Torlini, MD WP Engine, @Torlini
But I’m a Publisher, not a Social Media
Network.

25. September 2013
Fabio Torlini, MD WP Engine, @Torlini
The Wildfire Effect

26. September 2013
Fabio Torlini, MD WP Engine, @Torlini
But how do you monetize?

27. September 2013
Fabio Torlini, MD WP Engine, @Torlini
“Growth is never by mere chance. It is the result
of forces working together.” --- J.C. Penney
(Be prepared. Set up your technology
systems accordingly.)

28. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Building World Class Publishing Sites

29. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Understanding a client’s content strategy
Focused or Diverse
Search Driven or Socially Driven

30. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Tailored Content Management
Front Page Content Curation
- automated
- manual

31. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Editorial Flow Management
Editorial Flow Management
- Editors / Authors
Site User Management
- Registered Users
- Featured members

32. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Ad Management
Google DFP
More ad networks then I
thought existed…
Detecting Ad Blockers

33. September 2013
Fabio Torlini, MD WP Engine, @Torlini
Performance at scale
● Site specific tuning
● Fragment Caching
○ Sidebars, Widgets, Modules
● Dealing with spam bots
○ Block it before it hits the site
○ Sucuri CloudProxy & CloudFlare WAF
○ offload to disqus/etc.

34. To learn more about managed WordPress hosting and to decide whether WP Engine is right for
you, check out some of these links:
● Why Managed WordPress Hosting Is Awesome (Torque)
● What You Need To Know About Managed WordPress Hosting (WP Explorer)
● The Big WPLift Guide To Managed WordPress Hosting (WPLift)
● The Ultimate Guide To Choosing A WordPress Host (Smashing Magazine)
● Managed WordPress Hosting: The Pros And Cons (SitePoint)
● The Future Of Managed WordPress Hosting (My Take) (Chris Lema)
● The WordPress Hosting Service That’s Right For You (WP Engine)
For more information on the managed WordPress hosting platform from WP Engine,
check out wpengine.com, contact us at info@wpengine.com, or call us at 1-877-973-6446.
WP Engine wpengine.com
Questions?