Corporations and big brands are always looking for better ways to get their content featured, shared, and visible. In this presentation I 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. I delve into longform, newsletters, microsites/corporate sites, social media, multisource & interactive content, and comments. Some of the slides had lengthy commentary associated with them - if you have any questions, please get in touch!

1. Recent Trends in
Enterprise WordPress
Content
Sara Rosso @rosso
Automattic, WordPress.com VIP
WordCamp Switzerland 2014 #wcch

2. VIP.WORDPRESS.COMVIP.WORDPRESS.COM

3. Longform

4. – Wikipedia
“The length of long-form articles is
between that of a traditional article
and that of a novel.”

6. LONGREADS.COM

7. Longread: >1500 words
Average Longreads article: 2,800 words
(About a 11-12 minute read)
Domains shared on Longreads.com has
doubled
More than 3,000 domains

8. –Mark Armstrong, Longreads
“The surprising thing about our most popular stories is
their ‘lifespan’….these stories get retweeted weeks &
months after they’ve been featured.
They’re not as time-sensitive as breaking news, so
there’s still a lot of value there.”

9. LONGREADS.COM

10. – Kevin Delaney, Quartz
“The best pieces are either short,
snappy and topical, or they are long
analysis.”

11. 0
33
67
100
Long Analysis Piece 500-800 words Short, snappy, topical
Chances of social media success
*Adapted from Edelman.com

12. QZ.COM

13. GRANTLAND.COM

14. VARIETY.COM

15. BUZZFEED.COM/READS

16. BUZZFEED.COM/READS

17. Longform
Investigative and in-depth articles
Topics which are not usually time-sensitive
Longreads: more than 1,500 words
Long sharing life on social media

18. Newsletters

19. THE NEW YORK TIMES

20. HARVARD GAZETTE

22. –Kevin J. Delaney, Quartz Editor-in-Chief
“It may sound retro, but a very high-
quality email briefing is an optimal
mobile news product for many
people.”

23. Quartz’s Daily Briefing
More than 70,000 subscribers
>40% Open Rate
Hand-crafted content
Multiple editions for geographic regions

24. USA TODAY’S MOST POPULAR

25. HBR.ORG

26. HARVARD BUSINESS REVIEW NEWSLETTERS

27. THE WALL STREET JOURNAL 10-POINT

28. Newsletters
Direct contact with readers
Automate for recent or popular posts
Curated and/or original content
Localized to region or interest

29. Microsites
& Corporate Sites

30. NEWSROOM.FB.COM

31. GOOGLE VENTURES - GV.COM

32. ALBERTA MOTOR ASSOCIATION - AMA.AB.CA

33. ROADLOANS.COM

34. BATA.COM

35. COCA-COLA FRANCE - COCA-COLA.FR

36. Social Media

37. NYPOST.COM

39. BLOG.TED.COM

41. Social Media
Important distribution channels for organic sharing
Increasingly difficult to guide or control
Reactions difficult to find, search poor
Content must be easy to share
Content must be ready to share

42. Multisource &
Interactive Content

44. –Jill Abramson, Wired Executive Editor
“Everyone wants to snow-fall now,
every day, all desks”

45. the washington post
(? experiment?)
THE WASHINGTON POST SUPERGRID

46. AMC’S THE WALKING DEAD

47. THE WALL STREET JOURNAL STREAMS

48. –Jay Lauf, Quartz
“Charts are our site’s version of cat
videos.”

49. QUARTZ

50. FIVETHIRTYEIGHT.COM

51. FIVETHIRTYEIGHT.COM

52. Comments

53. Comments

54. CHICAGO SUN-TIMES

55. USA TODAY SPORTS - FTW.USATODAY.COM

56. DISH.ANDREWSULLIVAN.COM

57. QUARTZ ANNOTATIONS

58. QUARTZ ANNOTATIONS

59. THE NEW YORK TIMES

60. THE NEW YORK TIMES

61. – Marc Lavallee, Deputy editor of interactive news,
The New York Times
“…asking guiding questions and showing
examples of 'good' comments focuses
and elevates the conversation overall.”

62. THE NEW YORK TIMES

63. THE NEW YORK TIMES

64. THE NEW YORK TIMES

65. THE WASHINGTON POST

66. TECHCRUNCH.COM

67. –MG Siegler, TechCrunch
“Simply put: with the previous system,
roughly half of the comments were
more or less useless.”

68. Comments
Experiment
Annotate
Integrate
Feature
Eliminate

69. THANKS!
(We’re hiring!)
!
@Automattic automattic.com/jobs
@WordPressVIP vip.wordpress.com
Sara Rosso
@rosso - sararosso.com
VIP Global Services Manager
Automattic / WordPress.com