Marketing Team Notes – December 12, 2018

Marketing Team Vision

Our vision for the Marketing Team is to be the go-to resource on strategy and content for other WordPress teams. We reiterate our mission each week so that everyone who is new to the team understands what our goals are. This helps with onboarding.

We’d love you to join the Marketing Team. If you have any questions or feel lost (all of us do at some point), please feel free to ping any of us in Slack. We’re here to help guide and mentor you. xoxo ~ Bridget (@gidgey on Slack)

Getting Involved

Everyone is welcome and encouraged to join in, comment on posts, and participate in meetings and on projects. And, yes, you can add yourself to any Trello Card you’d like to work on.

Today’s Meeting

Slack Timestamp

Today’s notes taken by: @maedahbatool

Meeting Attended By: @maedahbatool, @siobhanseija, @daveloodts, @gidgey, @miker, @harryjackson1221, Jesse Owens, @gtarafdar@jenblogs4u, @coachbirgit, @abhanonstopnewsuk

Last Week’s Successes

Task Lead Updates

New Business

  • @abhanonstopnewsuk: From WordCamp Milano Contributor Day. @Max has started a draft blog on ‘why someone should contribute to WordPress’. He has had input in from a number of other contributors and some feedback/fact checking has now been received. I am working with him on this and we are setting up the Trello card. We are aiming to have this ready for the first edit by next week’s meeting.
  • @abhanonstopnewsuk: Request from WP&UP Charity if we can promote its mental health campaign in the WordPress community which has started this month with DecemBuddies (@gidgey has been featured already), will have a survey in Jan and the main campaign in February. Some pointers are being drafted and will be shared with marketing if it is felt this is something that can be promoted on Make WordPress Marketing. 
  • @abhanonstopnewsuk: There is a new sustainability channel being set up by WordCamp organizers and with the community. A draft blog submission to get some help from marketing to promote this. There are questions for the community team on the link to use for the channel so that organizers in other countries can access it. Once they have this, a draft submission will be added to a Trello.
  • @daveloodts: I mentioned this idea of an ‘adopt-a-volunteer’-campaign; or ‘sponsor-a-volunteer’ in this post: https://make.wordpress.org/marketing/2018/12/09/why-your-company-should-contribute-to-wordpress/. Don’t know if #marketing is the place to be or #community. I see it as marketing the community.
  • @miker: https://trello.com/c/IkToXlnz/225-wcus-2018-contributor-day-recap. This would be a great opportunity for a new contributor! This card is for a blog post that will highlight the successes from the WCUS contributor day. The community team also publishes what was accomplished. However, I think we should do a marketing post as well. We spoke a lot about the Five for the Future (FFTF) initiative, and posts like this that show what can be accomplished through contributions are important.
  • @miker: I have one other thing to share from WCUS! We had a number of conversations with different hosts and the Hosting Community team. (Thanks to @Breann McDede and others for participating!). The main takeaway was a strategy to improve our communication with the Hosting Community through more regular direct updates with that team. Using the Gutenberg rollout as an example, the consensus is that it would be useful to have a more formal and defined communication loop. So we are getting direct feedback about what their users are asking, and the types of things they would like to have to distribute to their customers about WordPress. This being said, I will make an effort next year to attend that group as well. The main objective is to establish a communication loop, so we can be more targeted and responsive when creating time-sensitive content.

NOTE: Due to Christmas holidays the marketing team has decided to take a break and skip the meetings for 26th December 2018 and 2nd January 2019. We will resume from the second Wednesday of January which is the 9th. The formal announcement will be made by @siobhanseija in the next week’s meeting. Till then happy holidays folks! 

RollingStone.com – A WordPress Migration and Redesign Case Study

Rolling Stone - Welcome to the New Rolling Stone!

This Case Study is published by the Make WordPress Marketing Team. Provided by XWP, a WordPress-focused engineering firm.

The Project

Rolling Stone is an exceptionally well-loved brand with millions of readers. When Penske Media Corporation (PMC) made a strategic investment in the property, they worked with XWP in 2018 to migrate the site to WordPress while refreshing the brand’s website design.

The Challenge

The challenges for the project included the need to move hundreds of thousands of articles while simultaneously executing a brand new design. Penske needed to trust that the transition was seamless for both readers and the editorial teams alike.

“From the start, we knew that this project would be a significant undertaking due to the vast amount of historical archive data, dating back to the 1960’s, and the brand’s massive fanbase. We approached this project with the necessary care and foresight to ensure a smooth migration and an end product that is built on solid technical grounding.”

Matt Geri | WordPress Architect, XWP

Why WordPress

Rollingstone.com was transitioning from a Content Management System (CMS) that lacked modern editorial features to enable their writers. Additionally, the prior system was missing many of development efficiencies needed to scale the platform to the next stage of growth for their brand. WordPress was quickly identified as the ideal solution because of the ability to create a great experience for content creators while also providing an enterprise-grade core platform to make further development more efficient with the goal of maximizing ad revenue.

The Obstacles

The migration to WordPress faced a few unique challenges. With over 250,000 articles in the backlog and millions of image and media attachments, this migration was also coupled with a full redesign of the website. New plans for editorial features to improve the publishing experience were also introduced as well as an integration with Penske’s existing WordPress website. The obstacles involved ensuring the migration accounted for the functional requirements while also delivering the brand new, high profile refresh of the brand’s online experience.

The Solution

Migration

XWP leveraged Google Cloud Platform to build a highly-scalable import process that handled the transformation of data and images into a WordPress compatible structure without any data loss. This migration process, as is the case with any large migration, was successful because of the time spent on architecting, building, and testing. When the time came to push the migrate button, it ran correctly and efficiently.

Code Quality

With performance, stability and security being the top priorities, code quality was a major priority to set the team up for success in the future. Custom plugins and themes give WordPress its competitive edge. Combined with WordPress VIP as the host, this set the site up for success at launch. XWP used Tide and custom code sniffs to ensure the plugins and themes met WordPress VIP’s coding standards without issue.

Editorial Experience

Rolling Stone regularly breaks down the music, film, and TV industry into list-style articles with a unique layout and design, giving readers a high-level view on a particular topic. The editorial needed an interface that would easily facilitate the production. Working with the editorial team to identify the UX requirements, XWP was able to do the following:

  • Provide ability to number and reorder list items;
  • Provide a custom focal-point image cropping too
  • Provide template selection based on the focus of the article.

Additionally, some of these list-style articles can contain 100’s of items, so implementing a custom pagination solution helped the end reader easily navigate through longer lists.

“This was one of our smoothest and most successful launches to date. Everyone who reviewed the site – both before and after launch – commented on the exceptional quality. This was down to an incredible effort led by you all, with a focus and dedication that was a joy to be involved in.”

Nicola Catton | Senior Project Director, PMC
Rolling Stone: The 100 Greatest Songs of the Century - so far

The Results

By project completion, Rolling Stone had successfully moved decades worth of digital content from their former system over to WordPress and was able to launch the new online expression of their beloved brand with complete confidence. Launch day proved that the focus on code quality and Quality Assurance paid off, with a public release without any hiccups. The business is now positioned to build on its strong historical foundation and move forward into the next phase of growth.

Key Takeaways

  • Smooth as silk launch day
  • Large and complex data migration
  • Improved editorial experience

#case-studies

Video Roundup: How to Contribute to WordPress

Did you know there are excellent video resources which can help you contribute to the community and market WordPress.org? We've selected some videos from presentations at WordCamps across the world.

Did you know there are excellent video resources which can help you contribute to the WordPress Project? We’ve selected some videos from presentations at WordCamps across the world. They can be useful if you are curious about Contributor Days or preparing to lead a table at an event. Of course, they’re also interesting if you’re new to contributing!

In a series of blogs, we are highlighting a selection of videos on WordPress.tv which have been identified by members of the WordPress community as good marketing resources.

In this first blog, we are sharing three videos which help to explain how you can start making WordPress.org or support others in getting started on their volunteer journey.

WordPress.tv Videos on Contributing to WordPress

Have you ever wondered how you could start contributing to WordPress, or wanted tips on sustaining your contributions? Here are some videos that can help.

Contributing to WordPress Panel

First up, discover how a group of individuals got involved in contributing to the community as they share some tips from their experiences.

Join Kathryn Presner, Yannick Lefebvre, Miriam Goldman, and Mel Choyce in their open discussion at WordCamp Montreal 2017. They talk about the different teams that work on WordPress.org and share tips that just might inspire you to start contributing.

Beginners Guide to Contributions

If you are new to adding to open source projects or unsure of where to start in contributing to WordPress, this video is ideal to watch. Featuring a talk by Josepha Haden, this video shows some of the ways you can get involved with the WordPress Project. Additionally, she encourages long-time contributors to support and encourage first-time contributions.

Josepha’s beginner’s guide to contributions were recorded at WordCamp US 2017. It’s a great talk that helps you, or anyone you’re supporting in this, find their place as a WordPress contributor.

Techniques for Contributing to WordPress Core

Felix Arntz presented a useful guide to contributing to WordPress core and techniques for successful long-term contributions. His talk explores how you can make your volunteer time more efficient, how to find access to developer groups, and how you can make your ideas heard.

This is a very inspiring talk by core contributor Felix, recorded at WordCamp US 2017. Follow him through his life story up to now, and what WordPress has done for him. It is interesting for non-developers as well!

Contribute by Subtitling Videos

WordPress.tv hosts thousands of valuable and fun videos like the three highlighted in this post. At the moment, most of them lack subtitles.

Did you know submitting subtitles is a great way to contribute? It helps improve the accessibility of the videos, and by that their reach. There are tools that make this process easy, so why not try? Subtitles are important and we’d love for you to help out by adding subtitles.

Thank you to the speakers featured, everyone who has contributed to and continues to identify and review videos for marketing WordPress and the community. Thanks to @webcommsat and @siobhanseija for leading this initiative and developing the series.

#contributor-day

Marketing Team Notes – November 28, 2018

Marketing Team Vision

Our vision for the Marketing Team is to be the go-to resource on strategy and content for other WordPress teams. We reiterate our mission each week so that everyone who is new to the team understands what our goals are. This helps with onboarding.

We’d love you to join the Marketing Team. If you have any questions or feel lost (all of us do at some point), please feel free to ping any of us in Slack. We’re here to help guide and mentor you. xoxo ~ Bridget (@gidgey on Slack)

Getting Involved

Everyone is welcome and encouraged to join in, comment on posts, and participate in meetings and on projects. And, yes, you can add yourself to any Trello Card you’d like to work on.

Today’s Meeting

Slack Timestamp

Today’s notes taken by: @yvettesonneveld

Meeting Attended By: @mcdwayne, @siobhanseija, @yvettesonneveld, @jenblogs4u, @maedahbatool, @coachbirgit, @gidgey, @miker, @harryjackson1221

Last Week’s Successes

  • Italy celebrated a first: First time they had a marketing table during a contributors day at WCMIL. This was led by @abhanonstopnewsuk and with support from @zetaraffix and @siobhanseija.
  • A marketing team effort to spread the word about a training repo on Github resulted in 10259 impressions, 42 retweets, 61 likes and 76 link clicks.

Task Lead Updates

  • @siobhanseija and @abhanonstopnewsuk worked on a blog to promote subtitling videos. Project has moved to “Needs Approval”.
  • @mcdwayne reported the task regarding creating buzz for the training repo on github is done and thinks this is a great way to have positive impact.
  • @harryjackson1221 invited contributors, and new contributors in particular, to help edit some case studies. DM him if you are interested and need to know how to get started.
  • @siobhanseija reported back that another blog post from @abhanonstopnewsuk highlighting WordPress.tv videos about contributing to WordPress, is ready for approval. Card will be moved to that column. @coachbirgit asks if this is for English language only. There are videos on the list for non-English speakers which could be featured in other languages. We conclude that this would work well for local “rosetta” sites as well. Contact @siobanseija and @abhanonstopnewsuk if you would like to work on this in another language.
  • @siobhanseija mentions @abhanonstopnews won’t be attending today’s meeting and sent her the updates. Social media document and photos done, bar barring the reply from gravatar and Bridget’s feedback.
  • @mcdwayne recommends everyone to update the Trello card first and foremost, so that all contributors can refer back to the card to know where it’s at.   
  • Regarding plans and tasks for WCUS contributor day, @miker suggests to focus on a recruiting plan and how that ties in with 5 for the future. @gigdey suggests to make sure to keep a plan like that focused and manageable. @yvettesonneveld suggests to reach out to agencies. Create an invitation template and have CD contributors reach out to agencies they know. Invite them to reach out to us and we’ll promote the post on social media like we did for the Training Repo on Github. @siobhanseija adds we could post a series of blog posts about companies that already fo 5 for the future, to raise awareness. @miker suggests that finding a way to get contributors badges on LinkedIn could help. @yvettesonneveld recommends creating a company page for the team.

New Business

  • @gidgey reminds us that we’re all available most of the time but have day jobs too.
  • @coachbirgit asks if we have publishing rights for the news section on WordPress.org, to publish, for instance, case studies. Unfortunately, no. Matt personally authorizes what is published on the news section. Josefa is trying to get case studies a more front facing spot, but its moving slowly, especially with all focus on 5.0 now.
  • @mcdwayne will be on sabbatical from right after WCUS until early February. @jenblogs4you and @miker thank @mcdwayne for all he has done.
  • @mcdwayne thanks @siobhanseija for stepping up and showing up consistently.

Marketing Team Notes – November 14, 2018

Marketing Team Vision

Our vision for the Marketing Team is to be the go-to resource on strategy and content for other WordPress teams. We reiterate our mission each week so that everyone who is new to the team understands what our goals are. This helps with onboarding.

We’d love you to join the Marketing Team. If you have any questions or feel lost (all of us do at some point), please feel free to ping any of us in Slack. We’re here to help guide and mentor you. xoxo ~ Bridget (@gidgey on Slack)

Getting Involved

Everyone is welcome and encouraged to join in, comment on posts, and participate in meetings and on projects. And, yes, you can add yourself to any Trello Card you’d like to work on.

Today’s Meeting

Slack Timestamp

Today’s notes taken by: @bridgetwillard

Meeting attended by@bridgetwillard @mcdwayne, @coachbirgit, @siobhanseija, @jenblogs4u, @maedahbatool, @joelobo

Last Week’s Successes

Task Lead Updates

New Business


Marketing Team Notes – November 07, 2018

Marketing Team Vision

Our vision for the Marketing Team is to be the go-to resource on strategy and content for other WordPress teams. We reiterate our mission each week so that everyone who is new to the team understands what our goals are. This helps with onboarding.

We’d love you to join the Marketing Team. If you have any questions or feel lost (all of us do at some point), please feel free to ping any of us in Slack. We’re here to help guide and mentor you. xoxo ~ Bridget (@gidgey on Slack)

Getting Involved

Everyone is welcome and encouraged to join in, comment on posts, and participate in meetings and on projects. And, yes, you can add yourself to any Trello Card you’d like to work on.

Today’s Meeting

Slack Timestamp

Today’s notes taken by: @siobhanseija

Meeting attended by: @gidgey, @mcdwayne, @miker, @harryjackson1221, @maedahbatool, @jenblogs4u, @westcounty.media, @coachbirgit, @abhanonstopnewsuk, @siobhanseija, @joelobo

Celebrations

  • @coachbirgit: Thanks to last week’s conversation, the local German team created a dedicated Trello board and Drive folder.
  • @abhanonstopnewsuk has been talking to a lot of WP agencies about filling in the case study survey. A lot of positive reactions!

New Person Thread

  • @gidgey would like to reiterate that work can (and should) be done outside of the meeting. If you cannot attend, that doesn’t mean you cannot contribute!

Task Lead Updates

Write a “How to Create a WordPress Business Website” Guide on WP Marketing

Trello Linkhttps://trello.com/c/ZvNV8hpj/194-write-a-how-to-create-a-wordpress-business-website-guide

Task Lead: @joelobo and @abhanonstopnewsuk

Status: Red Circle

  • @gidgey feels this is probably too long (2600+ words), that’s too much copy to get accepted to WP.org. Might be publishable as is on the Marketing blog.
  • @abhanonstopuk says publishing on the marketing blog is fine and isn’t clear yet about what it means to add it to the trac board for Meta. @joelobo asks if they need to work on a landing page for dot org as well?

Case Study for Land Trust Alliance by 2 Dogs Media

Trello Linkhttps://trello.com/c/Nn1iSkQ7/207-case-study-for-land-trust-alliance-by-2-dogs-media

Status: Red Dot

  • @gidgey has pinged @goldsteinmedia for this card, as they were looking for a task to pick up. @abhanonstopnewsuk offers to add it to the list to work on at WC Milan.

Social Media Poster Template for Contribution Event

Trello Linkhttps://trello.com/c/XHr8V12s/217-social-media-poster-template-for-contribution-events

Task Lead: @abhanonstopnewsuk (marketing) and @zetaraffix (design)

  • @mcdwayne would like to know what the goal of this card is. Is it making a Canva template?
  • @gidgey says it cannot be.
  • Cleared up by @abhanonstopnewsuk and @zetaraffix: they suggest the template to be on the Marketing Google Drive and a blog posted on the marketing blog. It’ll probably be a .psd (Photoshop file) that organizers can use to drop in pictures and hashtags, while using the incorporated branding. Abha and Raffaella are meeting in person soon, they’ll clear things up then.

Studio Z/Miedziak Regional News Site Case Study

Trello Linkhttps://trello.com/c/f7fOmYXI/202-need-more-info-studio-z-miedziak-regional-news-site-case-study

Status: Red Circle

  • @gidgey needs more information and has emailed Studio Z (again).

New business

  • @abhanonstopnewsuk has brought in some new cards from contributor days and marketing videos. They are in the wish list on Trello for anyone who wants to take them on.
  • @mcdwayne’s new card: sharing (i.e. on Twitter) the efforts of the WP Training team. He’s chosen a repository to share and the card is completed when that’s been tweeted about by marketing team members 10 times. See card: https://trello.com/c/ke6SpQWt/221-tweet-the-training-resource-wptrainingteam-choosing-and-installing-themes-10-times.
  • @joelobo sent in a question about attributing writers when we publish on the Marketing blog. There’s no way of adding users/giving more people access. Consensus: adding a line at the end of each blog stating who’s contributed to it. Important: it’s your own responsibility to add your name to a working doc, or you won’t be mentioned!

Other

  • The link to share the form for submitting a case study: https://docs.google.com/forms/d/e/1FAIpQLSe9cYQRDtJCcI1nphPTfO_Lb7qAGJP68l0_ceyj0uMNzOwI2g/viewform.
  • @gidgey registered http://bit.ly/SubmitWPCaseStudy as a vanity URL. This makes the link easier to remember and share!
  • @gidgey has a note: There are a lot of projects going on and we’d like to keep our done = ______ as concise and achievable as possible.
  • My request is that we only each lead one active Trello task at a time. Active = in progress.
  • This will help us from not being overwhelmed as task leads, not overwhelming the project leads and the Team Reps.
  • Can we, as a team, agree to this?
  • @gidgey also states: I’d also like to remind that done = will be one of the following 95% of the time.
  • done = published to our blog
  • done = uploaded to WordPress.TV
  • done = turned in Google Doc to another team

How to Create a Business Website with WordPress

Is having an online presence important or useful for your organization? Let’s talk about how to create a business website using WordPress.

Is having an online presence important or useful for your organization? Then creating a business website is one of the first steps you will take. It is one of the easiest and most cost-effective ways to find clients both locally and around the world.

So how do you actually create a website?  We will take you through the ten key steps.

First, let us look at why you should build your business website using WordPress.org

Why you should create your business website with WordPress

WordPress is one of the most trusted and used Content Management Systems (CMS) and platforms in the world. Reasons for choosing WordPress include:

  • 31% of all websites run on WordPress. With nearly two billion websites in the world, that is a lot of users putting their confidence in WordPress.
  • Websites small and large use WordPress. From personal blogs to large newsgathering sites like CNN, WordPress can handle all types of sites.
  • Get the look you want. You can create a unique style for your website by utilizing thousands of free and paid themes available for WordPress.
  • Huge community available to support you. WordPress users can access help and support from one of the largest Open Source communities consisting of developers, writers, editors, and designers. You will find no end to the amount of assistance available in the community’s support forum.

If you are a small business operating on a tight budget, using WordPress helps you build an online presence more easily. The WordPress Open Source CMS is free to download and use. You need to pay for your domain, hosting, and maintenance (if you choose to hire a developer).

You also have the option to join an amazing network of people by contributing to one of the WordPress groups. These groups are organized at https://make.wordpress.org/

Now that you have chosen WordPress to help run the website for your organization, we will explore what you will need to build it.

Create Your Domain Name and Business Email

A domain name is the website ‘name’ or the web address where users can visit your site, like www.yourcompany.com. There are a variety of top-level domains available. These can be country-specific and have a suffix like .com, .uk, .ie or represent the type of organization for example .biz, .org

Many domains will have an option for you to choose an email address which uses your website address, for instance, hello@yourcompany.com

An email address where prospective clients or customers can contact you is a vital part of having an online presence. It may not look as professional if you use a personal email address.

You can purchase a domain name through a domain name registrar. There are a number of registrars available. Each one is equipped with its own set of features and comes with a number of advantages and disadvantages. Once you have identified the one that fits your organization, you can pay to register your domain name for a set period, from a year to a maximum available from that particular registrar.

Domain Name Registrar

Many of the domain name registrars will also offer email addresses for your business at an additional cost. While you are viewing the benefits of each registrar it is a good idea to see which email package fits what you require based on the number of accounts you can create and amount of storage you might need.

Now that you have your name and contact details set up, it is time to think about exactly what you want from your website.

What does Your Website Offer?

It can be beneficial for an organization to have an online presence. But do you know what you want it to achieve?

A starting point is to consider what makes your offering unique. In other words, why will people want to buy your products or services? One of the best ways to do this is to write one clear sentence outlining your company’s value proposition.

The next step is to plan what your website will include. This can include text, images, selling or sign-up options. Make a list of the features and functionality you will need. Do you need an FAQ page to answer complex questions? What about a blog? Do you need an eCommerce option to make online sales? Do you need a contact form?

At the top of this list should be what you will include on your homepage. It can’t have everything so you will need to choose what elements are the most important to your organization. This can be by considering what will maximize customer conversions – whether that is for sales, leads, subscribers or anything else

This screenshot shows how you can add pages to your website using WordPress.

What is your branding?

A strong brand is important for businesses of all sizes. It improves recognition of your organization and fosters confidence in it which, in turn, can generate more repeat customers.

The first step is to design your logo which is consistent with your existing brand or helps you define one for your company. If you do not have an offline logo you can adapt for the web, you can either design one yourself using a graphic editors or hire a design agency or freelancer. The style and wording that form part of a logo are aimed at reflecting your business and its offerings. You will want your logo to reflect your company in a meaningful way and this can be discussed and developed as you explore what you want through the design process.

Another factor to take into account is your logo’s color — something you will also need to think about for the website as a whole. Different colors create different emotions for customers. Are you creating a youthful brand or one that is a bit more mature? Your color palette can help you develop and market your brand.

Web colors are different than the ones you work with offline. There are a number of online palette tools which can help you choose web-friendly and accessible colors, find schemes which are close to your printed publication ones, and better understand how different audiences may react to your choices.

How will you build your site?

There are two general approaches to building your business website — either doing it yourself or hiring a developer to help with part or the entire project.

If your knowledge of coding is mainly basic HTML and CSS, you can build your business website using WordPress or using a drag and drop WordPress page builder. Page builders allow you to customize much of your website without having to write complex coding yourself. However, while page builders are much more powerful nowadays, they still come with some limitations.

Page builders

The new WordPress Editor named Gutenberg has features aimed at supporting you in developing your website pages and posts through the use of blocks.

Gutenberg and WordPress


If you have limited time and would like to work alongside a web specialist, you can hire a developer, web designer, or a web content builder familiar with using the WordPress CMS. When hiring a developer, make sure they have have a track record of building reliable, fast websites, is aware of mobile-design and has an understanding of search engine optimization (SEO).

Who will host your website?

You will need a hosting space for your website. This is where the website will live.

Before selecting a host, carry out some research on what might best fit your organization’s needs. There are generally three main factors to consider when picking a host:
● speed
● customer support
● uptime

You can start by reviewing the hosts recommended by WordPress.org.

Hosting

What will your website look like?

Think about the look and feel you want to have for your website look and and how it is going to fit in or change your existing organization’s branding.

On WordPress you can browse through thousands of themes to select one which will help your website content stand out. In the Theme Directory, you can find out more about each theme, whether it is compatible with your version of WordPress and the experience of other users. Here are some factors to consider when picking your theme and theme provider:

● is it being regularly maintained?
● are other users of the theme satisfied with what it offers?
● does it support your chosen plugins?
● will it help make your website easier to find by search engines (more on this later)?

WordPress Theme Directory

What content will you add to your website?

Good content is what brings people to your website, stay there, and eventually make a purchase or build their relationship with your organization. This is why you will need to plan the information and how it is structured. Here are some things to think about:

  • What information do you want your customers to find on your homepage? In WordPress you have lots of options from a static homepage with a welcome message to a series of blog posts and sections showcasing your products or services
  • What will appear on the landing pages (the webpage visitors reach when they follow an external link to your website)?
  • What is the strategy for the type and style of your regular articles? These may be in the form of a blog or updates to your news pages
  • When creating content, think about how people will find your information when they are searching the internet (more on search engine optimization below).

How will your website be found?

How do you get people to find your site in the first place so that you can engage with them and encourage them to spend time on the content you are providing?

Developing a solid search engine optimization (SEO) strategy is vital. There are lots of good templates available which can be adapted for an organization’s needs and incorporate useful tips from members of the WordPress community. By following a SEO strategy, you will be helping potential customers find your website through their online searches, which in turn can improve your sales conversions and increase brand awareness.

There are two avenues you can go down to increase search traffic: paid or organic.

  • Paid search involves an advertising budget to increase a search engine result when someone types in a word or phrase.
  • Organic search is based on publishing content using good SEO practices.

An effective way to organically optimize your results is by researching “long tail keywords.” To illustrate, a shoe company may want to rank first for “shoes” as may thousands of other firms. Given the popularity of the keyword “shoes,” you would need to spend a lot of money to rank well for that specific term.

A better option would be to target long tail keywords, for example, “women’s white air force 1s.” The keyword “shoes” will have more searches, but the consumers typing in “women’s white air force 1s” are much more likely to make a purchase. If your search engine strategy involves paying for Google Ads, it can be cheaper to pay for long tail keywords than a keyword like “shoes.”

Google Ads

Once you have planned your keywords, you can also plan how they link with each other. A URL map (also known as keyword mapping) can help:

  • your visitors in their journey around your site
  • encourage visitors to explore material you have linked together
  • help search engines in mapping the usefulness of your information, pages and posts
  • assist you in developing new content and promotion opportunities as the maps can help identify what other pages should link to each other and the keywords you are using on different pages.

Can your website scale?

Now that you have your SEO strategy planned, you will need to ensure that your website is capable to support your needs in delivering it.

WordPress plugins are like apps which you can use to add new features and functionality to your website. Plugins need regular updates to gain new functionality and to help keep your website secure.

SEO Plugins 


Your first step could be to install an SEO plugin to assist you in maintaining your website SEO by:

  • optimizing your content
  • giving you more control of your breadcrumbs (navigation paths which appear at the top of your page and help search engines understand your website’s structure
  • allowing you to set SEO meta-info for pages and archives
  • and through a number of other functions.

The screenshot above shows examples of the plugins you can use on WordPress to boost your SEO.

Once you have set up your website, you can build and submit your sitemap to Google, Bing, Yahoo (via Bing) and other search engines to make it easier for them to find your site’s pages.

How can you optimize your site?

All that hard work of attracting customers to your website can be diminished if it performs poorly. Users are often only willing to give you seconds of their time before leaving a web page.

Here are just some of the checks you can make to help your website run smoothly.

  • check your images are web-friendly in size and number to avoid users having to wait a long time for the page to load
  • put in security protection to mitigate against hacks and malware which could slow down your site
  • ask if your host can add an SSL licence to your site to help protect your users if you are using forms and collecting personal data
  • identify WordPress plugins tested for monitoring or improving website performance
  • avoid lots of plugins that you don’t need which will have an adverse effect on loading times
  • find out how visitors with accessibility needs use your website and make it easier for them.

If you are not experienced in web development, you can talk with a professional web developer to help optimize your website’s performance.

Conclusion

Following these introductory 10 steps will help you highlight your business to new audiences and customers. By using WordPress, once you have your basic site you can add more features and content to expand your online presence.

Get started today by downloading WordPress.org and enjoy building your new site.

WordPress.org download

Thanks to @joelobo, @webcommsat, @mcdwayne, @harryjackson1221 and @bridgetwillard in the marketing team for working on this blog and to the businesses which helped test the top 10 list.

Marketing Team Notes – October 31, 2018

Marketing Team Vision

Our vision for the Marketing Team is to be the go-to resource on strategy and content for other WordPress teams. We reiterate our mission each week so that everyone who is new to the team understands what our goals are. This helps with onboarding.

We’d love you to join the Marketing Team. If you have any questions or feel lost (all of us do at some point), please feel free to ping any of us in Slack. We’re here to help guide and mentor you. xoxo ~ Bridget (@gidgey on Slack)

Getting Involved

Everyone is welcome and encouraged to join in, comment on posts, and participate in meetings and on projects. And, yes, you can add yourself to any Trello Card you’d like to work on.

Today’s Meeting

Slack Timestamp

Today’s notes taken by: @harryjackson1221

Meeting attended by: @gidgey, @mcdwayne, @miker, @harryjackson1221, @maedahbatool, @jenblogs4u, @westcounty.media, @goldsteinmedia, @coachbirgit, @Breann McDede, @Josh B, @abhanonstopnewsuk, @siobhanseija

Today in Marketing, we welcomed @coachbirgit, @Phil, @reimark, and @thomasmorus1478 from the German local marketing team. https://de.wordpress.org/team/

Celebrations

We celebrated a few wins today, including the following:

Polyglots Infographic Copy

Trello Linkhttps://trello.com/c/cTnKhdtE/196-polyglots-infographic-copy-3-infographics 

  • @gidgey finished one of the 3 docs linked. As a team we discussed the next steps needed for the remaining 2 docs, to help others get started with the work needed.

Case Study – Land Trust Alliance

Trello Linkhttps://trello.com/c/Nn1iSkQ7/207-case-study-for-land-trust-alliance-by-2-dogs-media

  • This case study was presented to the group as a way for newcomers to get involved easily. @harryjackson1221 advised the doc is laid out with the headings and submission, needing that to be converted to copy.

Proposal for Workflow of Local Marketing Teams

  • @coachbirgit brought up a proposal to have a low barrier for all local contributors in their native language but under the hood of the global project structure.
  • This was helpful to the group because some in Marketing were not aware of the http://dewp.slack.com/ instance, so it brought visibility to how some of the other local teams are operating.
  • @coachbirgit and @phil were both made Trello admins to help get this proposal up and running, and allow for the local team to have communication with the make.wordpress.org Marketing team.

Fundraising Policy for the Handbook

  • @miker created a draft policy on fundraising for the Marketing Team and moved the card to Needs Approval for inclusion in the handbook. Bridget approved it and moved it to the needs publishing column.

We finished the meeting with some WordCamp US Idea brainstorming for Contributor Day (CD).

  • @gidgey would like to see some more case studies submitted and worked on.
  • We also want to avoid items that cannot be completed during CD which will allow us to achieve some wins.
  • @mcdwayne proposed creating tweets about the work other teams are doing, and Instagram.
  • @harryjackson1221 proposed having some canned blurbs for social media sharing set up prior to the WordCamp.
  • @Jenblogs4u proposed finishing the polyglots infographic we have been working on.
  • @abhanonstopnewsuk asked if the needed steps could be added, as it is not clear what is needed still for the infographic project, and @jenblogs4u suggested breaking it up into bits that can be worked on one page at a time.
  • @abhanonstopnewsuk provided a suggestion for working on interviews with WordPressers for our blog.

Overall, it was a great meeting, and we look forward to speaking with you at the next. If you are interested, meet us in #marketing https://wordpress.slack.com/messages/C0GKJ7TFA.

Marketing Team Notes – October 24, 2018

Marketing Team Vision

Our vision for the Marketing Team is to be the go-to resource on strategy and content for other WordPress teams. We reiterate our mission each week so that everyone who is new to the team understands what our goals are. This helps with onboarding.

We’d love you to join the Marketing Team. If you have any questions or feel lost (all of us do at some point), please feel free to ping any of us in Slack. We’re here to help guide and mentor you. xoxo ~ Bridget (@gidgey on Slack)

Getting Involved

Everyone is welcome and encouraged to join in, comment on posts, and participate in meetings and on projects. And, yes, you can add yourself to any Trello Card you’d like to work on.

Today’s Meeting

Slack Timestamp

Today’s notes taken by: @abhanonstopnewsuk

Meeting attended by@mcdwayne, @siobhanseija, @abhanonstopnewsuk, @miker, @joelobo, @coachbirgit, @Breann McDede, @JoshB, @jenblogs4u, @westcounty.media

Celebrations

  • @mcdwayne published a “how to best use the Trello board” YouTube link and added it to the Marketing Trello board under ‘Getting Started’.
  • @miker highlighted the work of many contributors on Gutenberg messaging.
  • @coachbirgit – the German-speaking community has a relaunched marketing team.
  • @abhanonstopnewsuk – initial draft Twitter promotion mockups have been done for marketing team members at WordCamps and Contributor Events. These bring in the suggestions from a previous marketing meeting and provide a basis for the design team.
  • published a new case study. Thanks to @brenner22, @harryjackson1221, @mcdwayne, @gidgey and everyone else who fed into this. https://make.wordpress.org/marketing/2018/10/17/multilingual-site-consolidation-for-savvii-managed-hosting/
  • Suggestion to add a strapline about the marketing team to the end of published blogs or case studies and the WP.org names of those who have contributed to encourage new people to contribute to marketing and highlight the number of marketing contributors.
  • @joelobo & @abhanonstopnewsuk completed setting up a business website article and sent to @gidgey for onward publication. Great team effort.

Polygots Infographic Copy

Trello Linkhttps://trello.com/c/cTnKhdtE/196-polyglots-infographic-copy-3-infographics 

  • Is someone able to take on this task as part of the marketing team or at a Contributor event?
  • It has had some work completed on it at an earlier Contributor event.
  • there are a number of attachments linked to the card which need text or rewriting.
  • Please add yourself to the card if you can work on this.

Social Media Poster Template for Contributor Events

Task Lead: @abhanonstopnewsuk

  • Lots of progress on this during the week, thanks.
  • Number of options looked at, using Canva, in keeping with previous meeting suggestion and to give more information to the design team.
  • Initial draft Twitter mockups created and circulated on the channel to try and capture what could be incorporated, check editing requirements and ease of adding images.
  • Very positive feedback and useful additions suggested on hashtags to include.
  • Discussion on how style guide colors and WordPress logos can be incorporated into templates for use on free versions of Canva or similar poster sites or if templates could be made available on the Google Drive and easily customized there. @zetaraffix and @abhanonstopnewsuk to consider at this in mid-November.
  • Thanks everyone. Brilliant progress.
  • Discussion: https://wordpress.slack.com/archives/C0GKJ7TFA/p1540243175000100

First Time Contributor Day – Here’s What You Need to Know

Trello Linkhttps://trello.com/c/CPcpxveZ/201-first-time-at-contributor-day-heres-what-you-need-to-know

Task Lead: @siobhanseija

@siobhanseija updated card:

  • Added an idea, goal, what it takes for the card to move to done and due date.
  • This week will be starting writing the copy.
  • Title changed from ‘First time at WordCamp’ to ‘First time at Contributor Day’ to overcome the initial problem with progressing work on this card. Potential follow-up on WordCamp.

Article – How to Create a Business Website on WordPress

Task Lead: @joelobo

Trello Linkhttps://trello.com/c/ZvNV8hpj/194-write-a-how-to-create-a-wordpress-business-website-guide

  • This article by @joelobo and @abhanonstopnewsuk submitted for final approval and publication to @gidgey last week. Publication date to follow from @gidgey.
  • Meeting asked what social media and external channels were allowed to be used to promote this article and its follow up tutorial to non-WordPress familiar audiences. @mcdwayne highlighted previous use of members’ own Twitter, Instagram (which have had some particular successes) and encouraging marketing members on Slack to promote.

Tutorial – Develop a ‘How to Create a Business Website Tutorial on WordPress.org’

Task Lead: @joelobo

Trello Linkhttps://trello.com/c/UcoXXZjl/216-develop-a-how-to-create-a-wordpress-business-website-tutorial

  • Considered the target audience on Make WordPress Marketing and potential areas where it can be promoted through social media/ other WP teams (as above) to help with language and SEO considerations when writing the tutorial.
  • @abhanonstopnewsuk asked Training team for advice / input once scoped and again when published.
  • @mcdwayne highlighted the change to card’s background from the initial approach from the Consumer Growth Council. If Meta and GCG do a website redesign in the future, the tutorial could be published on there too.

Related and Separate Card

  • @miker suggested considered reaching out to the Hosting Community team. It deals with technical feedback and concerns from hosts but is a channel which marketing could potentially liaise with more. @miker would like to see us utilize it more as a good route to get information to hosts and raise awareness. Many hosts participate in that process (i.e. communicating feedback through that team), and most of them have marketing teams, and want content to provide to their customers, especially if its ‘generic’ (non-branded) tutorials they can share. He suggested exploring a formal way to establish a communication channel for hosts through the Hosting Community team. He has exchanged a few ideas on that during the course of this year with one of its team reps.

Workflow for the Local Marketing Teams

Question: @coachbirgit

  • WordCamp Cologne held a Contributor Day last weekend in Cologne which again had a marketing team.
  • @coachbirgit asked if it would be useful to open up another board in the Marketing Trello team which could be used for communication in the German-speaking team.
  • @jen4blogs asked if this could be done as a second intro section written in German (and other languages for additional teams). Could you set up cards in the existing board but write them in German? Reply from @coachbirgit: one board gets too confusing too quickly when several local teams in a board create cards together with the global team. Therefore my consideration to create the non-English cards in a separate board within the team. Similar to the local sites under wordpress.org
  • @coachbirgit requested an overview of what has been done so far and onboard the new members in the German-speaking team. Explained the difference compared to the global team.
  • 1. communication will be in German
  • 2. material needs to fit into the German market and requirements.
  • The German team blog https://de.wordpress.org/team/
  • @mcdwayne confirmed there was no rule set for this within marketing. Suggested Meta and @chanthaboune would need to be involved in how it could be structured.
  • @abhanonstopnewuk highlighted examples of contributors from Paris and Italy at a contributor event who used a web translator to translate the Trello card information which they wanted to work on. For WCLDN and WordCamp Brighton, the marketing video card had two prepared translations and sections set for those contributors whose first language was Spanish or Italian.
  • @mcdwayne suggested @coachbirgit wrote up a model and details of how marketing could best help.

WordPress Marketing Videos Blog

Trello Linkhttps://trello.com/c/SfyyqIOZ/208-wp-marketing-videos-blog-list

Task Lead: @abhanonstopnewsuk

  • This week’s focus has been on updating a large number of video suggestions that have come in during the last few weeks on the main Google sheet so that they can be available for contributor events this and next weekend.
  • Queries in with the wptv team about how to add tags to the videos which we will be featuring in blogs. Tag examples: marketing, interview. No one was available to join the wptv meeting last week to progress this, will try to attend this week or the following. Anyone else able to attend, please do so.

Subtitling Card (linked to the above)

Trello Linkhttps://trello.com/c/qUKmTezd/205-subtitling-of-reviewed-marketing-video-resource-on-wordpresstv

  • New People: lots of videos available to look at from a marketing perspective and/or to subtitle.
  • Instructions for how to look at the videos are at the top of the Google sheet attached to the card.
  • @siobhanseija has added a link to the excellent tips on subtitling which make the process much easier to do. Videos have to be published on wptv to use this subtitling feature.

Download Page Survey

Trello Linkhttps://trello.com/c/qvQHL6xG/39-download-page-survey

Task Lead: @miker

  • This may be complete with https://meta.trac.wordpress.org/changeset/7756. Awaiting clarification on if the poll has run or is ready to run.
  • @miker suggested waiting until next week before moving this card to done to be able to confirm completion and view data at a later date
  • @miker would like to keep visibility on it to better understand the process. Next time we need to work with a poll, we will have a much clearer starting point and a clearer roadmap on what to communicate.
  • Update from @chanthaboune: it is running through beta now and sufficient responses were received within 10 minutes of going live as most people were there to download WordPress.


 


Marketing Team Notes – October 17, 2018

Marketing Team Vision

Our vision for the Marketing Team is to be the go-to resource on strategy and content for other WordPress teams. We reiterate our mission each week so that everyone who is new to the team understands what our goals are. This helps with onboarding.

We’d love you to join the Marketing Team. If you have any questions or feel lost (all of us do at some point), please feel free to ping any of us in Slack. We’re here to help guide and mentor you. xoxo ~ Bridget (@gidgey on Slack)

Getting Involved

Everyone is welcome and encouraged to join in, comment on posts, and participate in meetings and on projects. And, yes, you can add yourself to any Trello Card you’d like to work on.

Today’s Meeting

Slack Timestamp

Today’s notes taken by: @abhanonstopnewsuk

Meeting attended by@mcdwayne, @gidgey, @harryjackson1221, @breann mcdede, @siobhanseija, @joshb, @maedahbatool

This week’s meeting started with a welcome from @mcdwayne.

Celebration (2018/10/17)

  • Updated the Jargon Glossary thanks to a contribution from @g.allegretta.
  • Welcoming @breann mcdede who has also attended the first WordCamp in Vancouver.
  • User testing on setting up a business website blog card been successful and added to blog for @gidgey for final approval. Well done to everyone involved on this card: @joelobo, @abhanonstopnewsuk, @mcdwayne, @harryjackson1221

Trello (2018/10/17)

Social media card (2018/10/17)

  • Version with final questions to check for @gidgey.
  • New Facebook rules coming out on how pages can post which will affect WordCamps. This will need to be added post-publication.

Guide/ Article: How to create a business website (2018/10/17)

Trello Linkhttps://trello.com/c/ZvNV8hpj/194-write-a-how-to-create-a-wordpress-business-website-guide

  • Article by @joelobo and @abhanonstopnewsuk. This has been tested by potential users and tweaks to some of the description language are being made. @joelobo has added in some text on email from previous feedback. @mcdwayne has checked the new order and given advice on some of the technical aspects. Screenshot pictures bring finalised. Thanks everyone!
  • This is scheduled to be with @gidgey for final check before Friday and then onward publication!
  • Some of the feedback from the user testing will be useful for the follow up tutorials and some of the work in the area of end user persona. @joelobo is working on the scoping of the tutorial.

Savii Case Study (2018/10/17)

Trello Link: https://trello.com/c/EAejEGtB/204-savvii-case-study-radish-concepts 

  • This is with @gidgey who is actioning it.

First Time at WordCamp – Here’s What You Need to Know (2018/10/17)

Trello Linkhttps://trello.com/c/CPcpxveZ/201-first-time-at-wordcamp-heres-what-you-need-to-know

  • Task lead: @siobhancunningham will scope what the card/ blog will cover. The project was suggested at WC024. @abhanonstopnewsuk suggested it as a blog for @breann mcdede’s input. Breann to look into it. Anyone else who has suggestions can input too, for example, experience at your first WordCamp or contributor day, new ways to help new people access both.

Submission Form and Blog for WordPressers and Pets Campaign (2018/10/17)

Trello Linkhttps://trello.com/c/V3pXrtYd/211-submission-form-and-blog-for-wordpressers-and-pets-campaign

  • More work on this was done to develop information needed for the form and the blog.

Marketing Videos Blog and List (2018/10/17)

Trello Linkhttps://trello.com/c/SfyyqIOZ/208-wp-marketing-videos-blog-list

  • Task lead: @abhanonstopnewsuk
  • One blog ready and another finishing to start a series of published blogs highlighting videos on WP TV useful for marketing WP or highlighting the community. New cards will be set up for each blog.
  • We will maintain and continue to update the list of videos on the Google sheet. A number of WordCamps are highlighting it to encourage WordPress people to add to it or for it to be used as a task in a Contribution event.
  • Thanks to Phil Jenner who has contributed by suggesting 12 videos on WP TV.

New People: 

  • All welcome to add to this curated list. Instructions are at the top of the Google sheet or contact @abhanonstopnewsuk or @siobhanseija if you need some assistance.
  • There is a priority list for videos to be subtitled. This can be done easily. Please notes on the sheet or ask for tips to @abhanonstopnewsuk or @siobhanseija on the Marketing Slack channel.

Polyglots Infographic Copy (2018/10/17)

Trello Linkhttps://trello.com/c/cTnKhdtE/196-polyglots-infographic-copy-3-infographics 

  • This needs contributions following work on it at WC024. @gidgey to follow up.

Statistics on usage of Marketing team’s blog (2018/10/17)

  • These were shared by @gidgey.

New Business

Trello Card for WCUS Contribution Day WordCamp (2018/10/17)

  • This will be set up for ideas for the marketing table.

Blog on Tips for Those Thinking of Setting Up A WordCamp (2018/10/17)

  • Suggestion from Phil Jenner, who is working on the curating marketing video cards. He suggested a blog with tips for those thinking of setting up a WordCamp. @mcdwayne to look at it being added to the wish list.