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WordCamp London 2019 - Content monetisation platforms with WordPress

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.

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. 1. Content monetisation platforms with WordPress WordCamp London 2019 David Lockie
  2. 2. What is content monetisation?
  3. 3. Introduction Content monetisation is the practice of making money using content
  4. 4. Introduction https://www.podia.com/articles/creator-monetization-options
  5. 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. 6. Ads
  7. 7. Ads Ads are digital mayflies
  8. 8. Ads https://twitter.com/darylginn/status/1053646859686809600?s=12 Poor user experience
  9. 9. https://medium.com/@davidwebwriter/major-programmatic-changes-and-trends-in-2018-f14e0fd333ec Ads Unbalanced economics
  10. 10. https://www.flickr.com/photos/gageskidmore/14565032813 (and watch this: https://www.youtube.com/watch?v=mZ02alEkbLw) Ads More unbalanced economics
  11. 11. Amy Webb, SXSW 2019 “Everyone generates 5-600 mineable data points, constantly” Ads
  12. 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. 13. It’s better to be the content than the ad
  14. 14. Be the content https://fr.wikipedia.org/wiki/Fichier:Michelin_Poster_1898.jpg https://commons.wikimedia.org/wiki/File:Guides_Michelin_Collection_du_restaurant_Pic_%C3%A0_Valence_d%C3%A8s_les_ann%C3%A9es_1930.jpg This isn’t a new idea
  15. 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
  16. 16. Be the content https://cdn.chiefmartec.com/wp-content/uploads/2018/04/marketing_technology_landscape_2018_slide.jpg MarTech landscape
  17. 17. Where do I even start?
  18. 18. Content monetisation practices
  19. 19. Practices 1. Planning
  20. 20. Practices “Here’s my [Michelin guide], can you turn it into a website please?”
  21. 21. Practices Specific digital content plan
  22. 22. Practices Multi-channel, segmented content strategy based on customer needs
  23. 23. Practices Organisation-wide, blended-intelligence media thinking fed by trends, news and real-time data
  24. 24. Practices 2. Creation
  25. 25. Practices Writing a blog post (in WordPress, obviously)
  26. 26. Practices Video and podcast production
  27. 27. Practices https://www.positive.news/society/media/financial-times-bot-alerts-editors-to-male-bias/ Augmented creators
  28. 28. Practices https://gizmodo.com/robot-journalist-accidentally-reports-on-earthquake-fro-1796325030 Robo-creators
  29. 29. Practices https://twitter.com/wu_shengzhi/status/1113284624355135489?s=12 Remixing reality
  30. 30. Practices 3. Distribution
  31. 31. Practices Publish your web page
  32. 32. Practices Segmented email lists
  33. 33. Practices Real-time, AI-powered, personalised multi-channel content distribution
  34. 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
  35. 35. Practices Real-time reality sharing
  36. 36. Practices 4. Experiences
  37. 37. Practices A website
  38. 38. Practices PWA, AMP, social-enabled, app(-like)
  39. 39. Practices https://www.contactatonce.com/contact-at-once-offers-apple-business-chat/ Conversational commerce
  40. 40. Practices https://www.youtube.com/watch?v=MBWue1T_irk used under CC license Deep fakes
  41. 41. Practices https://twitter.com/amandacosco/status/1083441666705498112?s=12 Mixed reality
  42. 42. Practices 5. Data
  43. 43. Practices Install Google Analytics Google Analytics
  44. 44. Practices Custom data layers and event tracking Tag Manager
  45. 45. Practices Multichannel data and attribution
  46. 46. Practices Personal APIs
  47. 47. Practices 6. Analysis
  48. 48. Practices Standard Google Analytics Google Analytics
  49. 49. Practices Customised GA, Hotjar, etc Google Analytics
  50. 50. Practices https://www.flickr.com/photos/dullhunk/3677405185
  51. 51. Practices Algorithmic model of your complete data space, ingestion of 3rd party data feeds and AI-powered real-time analysis
  52. 52. Practices 7. Reporting
  53. 53. Practices Google Analytics dashboard Google Analytics
  54. 54. Practices Customised GA dashboards Google Analytics
  55. 55. Practices Courtesy: Brandwatch
  56. 56. Practices Organisation-wide, real-time reporting with machine learning-driven alerting and off-screen integration
  57. 57. Practices 8. Intelligence
  58. 58. Mk1 human brain, seeking insight from reports and generating actions Practices
  59. 59. Collective intelligence, augmented by productivity software Practices
  60. 60. https://twitter.com/CarlZha/status/1102451483537072128 AI + Robots Practices
  61. 61. Global intelligence, fusing machines and people into a single conscious entity Practices
  62. 62. A content monetisation model
  63. 63. Planning Reporting Inteligence Inteligence Distribution Data Intelligence Experience Creation Analysis Record (Business Systems) Differentiation (Experiences) Delivery Innovation (Tools)
  64. 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. 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
  66. 66. Credit:https://www.aiesec.in/wp-content/uploads/2018/08/blowmind.gif
  67. 67. Where do I even start?
  68. 68. Content monetisation model using WordPress
  69. 69. Planning Reporting Distribution Data Intelligence Experience Creation Analysis Google Analytics Google Analytics Google Analytics Delivery
  70. 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. 71. A model Why WordPress? ● Owned platform - open source ● Ecosystem - move fast ● Connectivity - integrations ● Modular - enhance or replace ● Gutenberg - atomic content
  72. 72. @asmartbear (Jason Cohen, founder of WP Engine) “WordPress is what you can use to attack the unknown.” Use the model
  73. 73. Thank you A client, yesterday “Thanks David could not be there without Pragmatic.”
  74. 74. Bespoke Configuration Platform Infrastructure WP Engine WP core 3rd parties Agency

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