With all the players in the digital publishing space, it can be difficult to know where to start. WordPress has positioned itself in the publishing market with a unique set of tools to help publishers with every step of their workflow. Using some of the same tools that power sites like CNN, Quartz and Time we’ll look at how to build a digital publication from the ground up and tackle challenges such as: – Managing contributers – Publishing your content to multiple destinations – How to use new tools such as Facebook Instant Articles and Google AMP to get more traffic – Integrating advertising and other monetization methods without hindering the end user experience And much more! With all the tools available in 2016, this will be a step-by-step walkthrough to get up and running whether you’re a new publication or an existing digital publisher looking to modernize your workflow.

1. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
The Publishing Playbook:
Running a Digital Publisher in 2016
Keanan Koppenhaver
keanan@doejo.com
@kkoppenhaver

2. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
Why WordPress?

3. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
(this is WordCamp,
right?)

4. ! 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

5. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
Where do we start?

6. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
Part 1 | Audit and
Migration

7. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
What do we need to
audit?

8. ! 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?

9. ! 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?

10. ! 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?

11. ! 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?

12. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
You now have a
migration plan.

13. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
Part 2 | Editorial Workflow

14. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
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/)

15. ! 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/)

16. ! 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

17. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
Part 3 | Monetization

18. ! 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/)

19. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
Other Monetization
Methods
• Article Paywall with subscription
• Freemium Model
• Sponsored Content

20. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
Full playbook coming soon
keanan@doejo.com

21. ! keanan@doejo.com
" @kkoppenhaver
WordCamp Peoria 2016
Questions?
Keanan Koppenhaver
keanan@doejo.com
@kkoppenhaver