WordCamp London 2019 - Content monetisation platforms with WordPress
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In this presentation, David explains the term 'content monetisation', he also describe the principles and practices that support effective content monetisation. For this talk, David introduces a model for building and developing those platforms.
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WordCamp London 2019 - Content monetisation platforms with WordPress
- 1. Content monetisation platforms with WordPress WordCamp London 2019 David Lockie
- 2. What is content monetisation?
- 3. Introduction Content monetisation is the practice of making money using content
- 5. Introduction Core content monetisation principles: ● Get people to your content ● Give people a great experience ● Entice people to do whatever it is you want them to do ● Learn how to do all this better and faster next time
- 6. Ads
- 7. Ads Ads are digital mayflies
- 10. https://www.flickr.com/photos/gageskidmore/14565032813 (and watch this: https://www.youtube.com/watch?v=mZ02alEkbLw) Ads More unbalanced economics
- 11. Amy Webb, SXSW 2019 “Everyone generates 5-600 mineable data points, constantly” Ads
- 12. ● Ads are ephemeral ● Ad platforms make all the money ● Ads worsen user experience ● What is happening (and what could happen) with data is really scary and ads are a big part of that Ads
- 13. It’s better to be the content than the ad
- 15. Be the content https://www.lostwithiel.org.uk/events/event/2014-02-25/old-cornwall-society-talk---jamaica-inn A nice day out in the country
- 17. Where do I even start?
- 20. Practices “Here’s my [Michelin guide], can you turn it into a website please?”
- 21. Practices Specific digital content plan
- 22. Practices Multi-channel, segmented content strategy based on customer needs
- 23. Practices Organisation-wide, blended-intelligence media thinking fed by trends, news and real-time data
- 25. Practices Writing a blog post (in WordPress, obviously)
- 26. Practices Video and podcast production
- 31. Practices Publish your web page
- 33. Practices Real-time, AI-powered, personalised multi-channel content distribution
- 34. Practices “YouTube makes 37% of internet traffic on mobile. Its AI is responsible of 70% of views, by computing recommendations So *one* AI is responsible for >25% of ALL internet traffic on mobile” Guillaume Chaslot @gchaslot https://twitter.com/gchaslot/status/1110184429400571905?s=12
- 38. Practices PWA, AMP, social-enabled, app(-like)
- 40. Practices https://www.youtube.com/watch?v=MBWue1T_irk used under CC license Deep fakes
- 44. Practices Custom data layers and event tracking Tag Manager
- 45. Practices Multichannel data and attribution
- 49. Practices Customised GA, Hotjar, etc Google Analytics
- 51. Practices Algorithmic model of your complete data space, ingestion of 3rd party data feeds and AI-powered real-time analysis
- 56. Practices Organisation-wide, real-time reporting with machine learning-driven alerting and off-screen integration
- 58. Mk1 human brain, seeking insight from reports and generating actions Practices
- 59. Collective intelligence, augmented by productivity software Practices
- 61. Global intelligence, fusing machines and people into a single conscious entity Practices
- 62. A content monetisation model
- 63. Planning Reporting Inteligence Inteligence Distribution Data Intelligence Experience Creation Analysis Record (Business Systems) Differentiation (Experiences) Delivery Innovation (Tools)
- 64. The model For your clients: ● Tangible benefits for everyone ● Faster experience/intelligence cycle time means higher intelligence quality for them ● Higher experience quality for their clients ● A process with a visible roadmap
- 65. The model For you, the agency: ● To help understand a client’s requirements and maturity ● To help your clients be heroes ● To look for more commercial opportunities ● Make pragmatic assessment of several options
- 67. Where do I even start?
- 68. Content monetisation model using WordPress
- 70. Planning Distribution Data Intelligence Experience Creation Analysis SCV CRM Database Elastic Search IDAMIDAM EMS Webpage http:// Search Result Newsletter Tag Manager Google Analytics Delivery Video Editorial Analytics Editorial Analytics Office tools BI dashboards Reporting
- 71. A model Why WordPress? ● Owned platform - open source ● Ecosystem - move fast ● Connectivity - integrations ● Modular - enhance or replace ● Gutenberg - atomic content
- 72. @asmartbear (Jason Cohen, founder of WP Engine) “WordPress is what you can use to attack the unknown.” Use the model
- 73. Thank you A client, yesterday “Thanks David could not be there without Pragmatic.”