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

4.
Introduction
https://www.podia.com/articles/creator-monetization-options

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

8.
Ads
https://twitter.com/darylginn/status/1053646859686809600?s=12
Poor user
experience

9.
https://medium.com/@davidwebwriter/major-programmatic-changes-and-trends-in-2018-f14e0fd333ec
Ads
Unbalanced
economics

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

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.
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.
Be the content
https://cdn.chiefmartec.com/wp-content/uploads/2018/04/marketing_technology_landscape_2018_slide.jpg
MarTech
landscape

17.
Where do I even start?

18.
Content monetisation practices

19.
Practices
1. Planning

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

24.
Practices
2. Creation

25.
Practices
Writing a blog post
(in WordPress, obviously)

26.
Practices
Video and podcast production

27.
Practices
https://www.positive.news/society/media/financial-times-bot-alerts-editors-to-male-bias/
Augmented
creators

28.
Practices
https://gizmodo.com/robot-journalist-accidentally-reports-on-earthquake-fro-1796325030
Robo-creators

29.
Practices
https://twitter.com/wu_shengzhi/status/1113284624355135489?s=12
Remixing
reality

30.
Practices
3. Distribution

31.
Practices
Publish your web page

32.
Practices
Segmented email lists

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

35.
Practices
Real-time reality sharing

36.
Practices
4. Experiences

37.
Practices
A website

38.
Practices
PWA, AMP, social-enabled, app(-like)

39.
Practices
https://www.contactatonce.com/contact-at-once-offers-apple-business-chat/
Conversational commerce

40.
Practices
https://www.youtube.com/watch?v=MBWue1T_irk used under CC license
Deep fakes

41.
Practices
https://twitter.com/amandacosco/status/1083441666705498112?s=12
Mixed reality

42.
Practices
5. Data

43.
Practices
Install Google Analytics
Google
Analytics

44.
Practices
Custom data layers and event tracking
Tag
Manager

45.
Practices
Multichannel data and attribution

46.
Practices
Personal APIs

47.
Practices
6. Analysis

48.
Practices
Standard Google Analytics
Google
Analytics

49.
Practices
Customised GA, Hotjar, etc
Google
Analytics

50.
Practices
https://www.flickr.com/photos/dullhunk/3677405185

51.
Practices
Algorithmic model of your complete data
space, ingestion of 3rd party data feeds
and AI-powered real-time analysis

52.
Practices
7. Reporting

53.
Practices
Google Analytics dashboard
Google
Analytics

54.
Practices
Customised GA dashboards
Google
Analytics

55.
Practices
Courtesy: Brandwatch

56.
Practices
Organisation-wide, real-time reporting
with machine learning-driven alerting
and off-screen integration

57.
Practices
8. Intelligence

58.
Mk1 human brain,
seeking insight from reports and
generating actions
Practices

59.
Collective intelligence, augmented by
productivity software
Practices

60.
https://twitter.com/CarlZha/status/1102451483537072128
AI + Robots
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

66.
Credit:https://www.aiesec.in/wp-content/uploads/2018/08/blowmind.gif

67.
Where do I even start?

68.
Content monetisation model using WordPress

69.
Planning
Reporting
Distribution
Data
Intelligence Experience
Creation
Analysis
Google
Analytics
Google
Analytics
Google
Analytics
Delivery

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.”

74.
Bespoke
Configuration
Platform
Infrastructure
WP
Engine
WP core
3rd parties
Agency