The Four Horsemen of WordPress.org Marketing

Contributor day at WordCamp Europe was very interesting and exciting for the marketing subgroup. Around 20 people showed up for the marketing subgroup which, not to knock on any of the other groups, was a relatively large turnout! 🙂 It’s great to see marketing growing every year.

I started out in the session with a bit of a reality check: I reiterated the mission of the group and the necessity for people to want to volunteer time since no one is being paid to contribute to .org marketing (specifically myself)! We’re all volunteers here, and we get out of it what we put in. We have great contributor days but very little happening between those in-person sessions.

We spent the first half hour or so talking about why people were there and what part of WordPress marketing they were interested in. There were a lot of different reasons people but we then grouped them into four main categories, which I’m calling The Four Horsemen of WordPress.org marketing:

  • marketing WordPress to developers (Group 1)
  • marketing WordPress to agencies and clients (Group 2)
  • marketing WordPress to end-users (Group 3)
  • marketing the WordPress community itself (Group 4)

A little more detail on each one:

Marketing WordPress to developers: this subgroup focuses on providing development– related information, technical use cases and examples, technical best practices, and in general help developers understand how, when, and why to use WordPress when developing websites. Providing information for theme and plug-in developers would also fall in this category.

Marketing WordPress to agencies and clients: the subgroup focuses on materials and supporting information useful for agencies to market WordPress to clients, as well as providing technical and business information to larger businesses and enterprises where the decision-making or platform choices may be happening inside the company.

Marketing WordPress to end-users: the subgroup focuses on marketing to end users, those single site owners or small business users of WordPress, and content creators and bloggers. Information is more focused on the usability of the software, Features and integrations which will help them self-manage their websites, and information comparing WordPress to other website solutions.

Marketing the WordPress community itself: this subgroup feel strongly that the community is a very big selling point of the software, and promoting some of the things that are coming out of the community would raise awareness and encourage adoption of the software; that could include raise awareness about accessibility or internationalization advancements, or even helping local groups with marketing materials or resources for their community.

With these four subgroups it becomes clear how diverse marketing WordPress is and how it’s important we concentrate efforts in the subgroup which interests and benefits us the most, I expect there to be some overlap between groups, in both interest and efforts. With these four subgroups we can also ask some of the bigger organizations and agencies in WordPress to focus their own contributions & donations in the form of people-time as one of these groups may more closely align with their efforts.

I think moving forward it’s going to be easier to concentrate efforts around specific objectives and I’m excited to see who will show up. I’m going to be posting the notes from each of the WCEU Contributor Day subgroups in a subsequent post, but I wanted to separate this concept out moving forward to highlight it and get some feedback, too.

And, if you’re interested in a particular subgroup, please comment below! Note: You don’t have to limit yourself to just one, but please be realistic depending on how much time you have to contribute 🙂