Trends in Enterprise WordPress Content
Enterprises and big brands are always looking for better ways to get their content featured, shared, and visible. In this presentation, which was presented at WordCamp Switzerland earlier this month by WordPress.com VIP Global Services Manager Sara Rosso, we 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.
The presentation is broken down in sections which focus on longform, newsletters, microsites/corporate sites, social media, multi-source & interactive content, and comments.
Longform: Automattic (makers of WordPress.com & WordPress.com VIP) recently acquired Longreads, a content curation and discovery site which features articles longer than 1,500 words. The site lets you search for longreads based on subject or reading length, and the number of sites which are featuring longer content has doubled (to more than 3,000 domains).
“The best pieces are either short, snappy and topical, or they are long analysis.” — Kevin Delaney, Editor-in-Chief, Quartz.
Quartz believes so strongly in the social media success of either short or long pieces, they have even made up a “V-chart” (in the presentation!) which shows mid-length stories just aren’t as compelling to be shared. Longform is growing, and the lack of time-sensitivity on that content means that it has life long beyond its publishing date.
Newsletters: We’ve seen an uptick in sites using newsletters to not only speak directly to their readers, but to also as a way to curate and surface content to them. After several conversations with VIPs at our annual VIP Workshop, it became really clear that it’s working for them, too, with good open rates and subscriptions continuing to climb. Newsletters are featuring popular content or even automated summary content directly through WordPress, and they can be sent several times a day based on the reader’s location or their interests. We’ve seen everyone from Harvard Business Review to USA Today to The Wall Street Journal increase their experimentation in newsletters and curating content directly for their readers. We examine Quartz’s popular Daily Brief in further detail in the presentation.
Microsites / Corporate sites: We’re continuing to see adoption by enterprises for their microsites and corporate sites, even in sectors like banking & finance, and highlight sites like Google Ventures, Facebook’s Newsroom, and other sites in the European Union in the presentation.
Social Media: Social media networks continue to be important organic content discovery channels for enterprise WordPress sites, but they are increasingly hard to control as content distribution channels. There’s no guarantee all of your followers or fans will see your updates or articles (thanks to continually changing algorithms and pay-for-play), which makes solutions like newsletters even more attractive. One thing is clear, however: any content being published on a WordPress site must be both easy to share and ready to share, and as the previews and excerpts Twitter and Facebook feature from links shared on their networks change, so must the publisher be ready to adapt their content as well.
Multi-source & Interactive Content: After the success of The New York Times’ interactive “Snowfall,” a lot of sites felt the pressure to produce something as engaging and interactive.
“Everyone wants to snow-fall now, every day, all desks” — Jill Abramson, The New York Times Executive Editor (former).
We’re seeing WordPress being pushed and integrated in news ways — sometimes it’s the integrator of content from multiple sources and formats, and sometimes it’s the driver of content as a web app. Enterprise sites are incorporating interactive graphs and other media which keep the user coming back (and clicking around).
Comments: Comments continue to divide communities and publishing rooms, too. There’s such a spectrum of sites who have abolished comments altogether, to those who feature reader comment prominently integrated into their articles, and those who have tried to change the way people comment entirely by focusing on just a piece of the article or by directing & guiding the commenter’s viewpoint related to a specific point.
“…asking guiding questions and showing examples of ‘good’ comments focuses and elevates the conversation overall.” — Marc Lavallee, Deputy editor of interactive news, The New York Times.
Below is the complete deck from the presentation Trends in Enterprise WordPress Content (also on Slideshare). Once the video’s up on WordPress.tv, we’ll embed that here as well!
Want more information about WordPress services for media or enterprise sites? Get in touch.
*Update: the slides, which were presented earlier this month, erroneously position Jill Abramson at Wired. She was at The New York Times, and is now formerly at The NYT.