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Our good friends from TheCodeCo say that, just because your original website made you who you are today this doesn't mean that it will ever be a good fit. This article is republished under the terms of permission. see the original here.
You and your trusty publishing platform have been through many things together. They are deeply connected. It makes sense that you'd want to attempt every trick to revive the joy of good old days.
But just because your original, custom website made you the successful publisher you are currently, that doesn't mean it will carry you to the next level. Just like all long-term relationships ending a relationship is difficult to handle. But don't let sentimental feelings stop you from making progress.
Are you ready to give off from your site?
Sometimes, it's just necessary to confront the truth. You've changed. The market has changed. We must change our ways. Deep down, you already are aware of this. But somehow, it feels better to be rummaging around on the old creaky CMS and hoping for a solution, button, or magic to lift you out of the ever-increasing chaos.
Why? Because it involves a tech project. And most people (even the digital publishing industry) are uncomfortable with technology. In fact, a 2015 study by Chapman University revealed that technology was Americans their second-leading cause of anxiety. That's right, technological disruptions are more frightening than death (and only slightly less scary than the experience of being in an earthquake). But if you're trying to get ahead as a modern media operator is the right time to face your fears and reevaluate your most important relationship.
Your tech stack may be hindering your progress
Are any of these scenarios seem familiar?
- Your editorial team is constantly overwhelmed by admin tasks for your website and processes
- It costs a lot of money for seemingly simple tasks.
- The majority of your budget for tech will be spent on keeping your website's lights on
- Your programmers have advised you that something can't be done "because of how it is built"
- The number of people who visit your site is increasing, but profits have remained flat.
- Advertisers are requesting audience insight/data that you're struggling to provide
- You're running out of advertising inventory or have a nagging suspicion that you're not maximizing revenue
- The way you conduct business has changed significantly since you first launched
If you agree with any of these assertions, you should seriously think about a technological change. Any publisher that has grown tired of their site, replatforming is often the fastest way to create substantial and long-lasting changes. This can be a way to see results overnight.
How do publishers avoid tech projects?
In reality, it isn't just the fear of technology that's holding your from taking the leap. It's the fear of technology being faulty. For most digital publishers, their reluctance to experiment is due to one (or more) of these "nightmare situations':
- The blow-out cost
- Never-ending projects
- The agency that isn't right
These fears are perfectly understandable. You're already leading an organization that is digital during one of the largest times of disruptions the world has ever encountered. This is why you're uneasy about the prospect of a major web rebuild. But, waiting and watching will not be a successful strategy, as recent McKinsey research on 'Digital Strategy in a Time of Crisis' demonstrates.
"Early adoption of digital technology early and at size, in conjunction with large allocation of resources to digital projects, and M&A is strongly linked to creating value" MCKINSEY, 'DIGITAL Strategy in a Time of Crisis'
What technologies should publishers consider investing in?
Although now is the perfect time to be investing in the field of technology, it is important not to over invest. Tech debt is easily accumulated, but much more difficult to get rid of. Publishers are increasingly overwhelmed by tech options. That's why we start every project with the thorough discovery. To give media owners an opportunity to examine their options, establish priorities and prevent costly mistakes.
Success in the field of media is being aware of which technology to make investments in. As Steve Jobs famously acknowledged, technology is merely tools to help facilitate the work of great people. It's the actions you take when using the tool that makes the biggest difference.
The truth is, technology should never be complex or confusing.
Before launching any new tool or technology, you should take a moment and ask "How will this improve my company?' If it doesn't make sense, you're adding to the confusion. In working with the media companies the way we've always worked has been "anti-complexity". What can we do to deliver the most effective business outcomes in the simplest possible way? by avoiding the distractions of blinking lights and unnecessary equipment, we can ensure the budgets of clients are used only where is truly required. Therefore, your project will always be completed, there are never any surprises and the nightmare scenarios are avoided.
The most effective changes are typically caused by simple modifications which are well-planned and executed. They can be aligned effortlessly to the main business goals.
The reason why traditional publishing goals are wrong
The initial step in deciding your technology needs is to establish your company's objectives. This is the kind of thing that publishers usually tell us about their objectives:
- More traffic
- More advertising
- More time
The past was when these were considered to be balls to chase. However, the data revolution has changed the game of publishing.
Make sure that your technology is aligned with your goals for publishing
Focusing on traffic isn't the way to grow your website's digital publishing. Advertisers don't really care how many people visit your site. They'd like to be aware of which users visit their site, how they engage in content, and the value they bring to their particular brand.
To this ever increasing data-focused customer base, vanity metrics like traffic don't even scratch the level. You need to look beyond marketing advertising, and instead concentrate on the ways you can leverage technology to form profitable relationships with brands. When you have your strategy right and you're able to make the most of your time to work.
Here's what your goals should be:
goal 1: Improved audience data: The more you know about your readers and their preferences, the better you are able to enhance and improve your content. This results in greater engagement (see Goal 2) and gives you an opportunity to design compelling client opportunities (see Goal 3)
Objective 2: Deeper audience engagement: An engaged audience is a highly valuable audience. It's the reason why it's the perfect time to be a niche media publisher. A small and active community is where future potential lies for the media companies.
Goal #3: More compelling advertising opportunities for customers: If you've achieved Goals 1 and 2, Goal 3 will naturally occur. If you're able to provide intelligent, customized marketing options to your clients, you're an increasingly attractive candidate.
Technology for publishing is a game changer.
Once you've set your objectives, it's appropriate to look at your technology stack. In the case of digital publishers who are looking to expand this is the initial game-changers we tackle:
Content Management System
You're a content-based business, which is why it's not difficult for an expert to appreciate the importance of your content management system (CMS). A top-quality CMS is the backbone of any successful digital publisher. It is (or it ought to be) the only source of accuracy, and must it should be able to adapt to every demands for editorial and marketing.
If you're an expanding media operator, you can't go past WordPress. Well you might, but you'll regret it very quickly. Numerous different platforms have attempted challenge WordPress but none could ever come close to matching its versatility, reliability and ability to integrate.
Read More: Drupal vs. WordPress: What's best for digital publisher?
Even if you're running a massive publishing enterprise, there's an excuse not to develop your own platform. Custom CMS's are stifling costly, and they're likely to completely obliterate you If (or most likely if) technology develops in the current speed.
What people often don't understand is the fact that WordPress can be optimised for complex workflows. We do it every day. The problem is that the publishing platforms can be incredibly complex and it's not easy to come across developers with the capabilities (or enough time) to fully answer the specific questions you have. And so, through several workarounds you end up with a complex publishing architecture.
What about SaaS publishing platforms like Substack as well as Medium?
If you're a writer or trying your hand at the business that is publishing SaaS services are fantastic. However, plug-and-play technology platforms are a problem for publishers who are serious. Would you want to have your entire business relying on a $50 plugin? We have a large portion of the work we do with The Code Company involves 'rescue operations' with publishers that have learned this through the process of trial and error.
Read More: The three most common mistakes made by publishers when building or replatforming their site
Hosting Platforms
Slow websites are the fastest method of losing viewers as well as advertisers. It's the reason why selecting the best hosting technology is vital. In selecting a server you basically have two options:
- Self-managed hosting
- Platforms for managed hosting
In the past, because of the difficulty of what they needed, most enterprise publishers opted to create their own hosting system. But managed platforms have evolved to the point that all the major demands of expanding publishers are being met.
Read More: What is the most effective hosting option for digital publishers? Managed hosting is a good option if you're making use of WordPress. If it's about the reliability, security backups, caching, backups and updates, the options offered by platforms like WordPress Engine and WordPress VIP can be compared to the best. They will also help you save money. We were reminded of the merits of hosting services recently while working with a new client for publishing. Simply by switching to a managed hosting service and saving them around $200,000 annually!
AdTech
Our team recently met with a small-scale publisher who has built an engaged audience community that companies were knocking at their doors in order to place ads. A publishing dream come true? You'd think. However, there was one problem. They had run out of stocks. There were literally not enough advertising units available on their website to meet the demands of clients. Profit margins were declining but they refused to take customers away.
Our first step to change this dire scenario around was call in the AdOps group to properly install Google Ad Manager and build an effective WordPress connection. This gave editorial and advertising teams complete control over the management of campaigns and their targeting. In addition, it contributed to an immediate ROI and the possibility of a significant increase in revenues.
The primary focus of publishing shifts rapidly towards targeting and traffic, so it's inevitable that customers will require more complex strategies for advertising. To maximise future revenue opportunities, now is now the best time to plan your AdTech to be successful.
Data Collection Tools
Do you have a goldmine of data? Probably. Many digital publishers are however, few realize it. And even fewer know how to make use of it to increase their revenue. The WPP AUNZ CEO Jens Monsees made this point at the 2020 Mumbrella 360 when he likened digital information to high school sexuality.
"Everybody talks about it, few are doing it and nobody does it right. More than that, you have to understand the subject. What is the location of this information? What can I do to make it accessible and make sense of the data in real-time? How many clients are using a good data strategy and the IT infrastructure to collect and extract meaning from the information?"
With the right technology you can gain deep behavioural insight that tells you what audiences are doing for a long period of time. One way to start is by configuring your ESP (email service supplier) to gain insight into the categories of content that an person clicks. This allows you to customize your visitor's experience as well as provide highly targeted information and marketing opportunities to clients.
"Behaviorally targeted advertisements are twice as valuable and twice as effective as non-targeted online ads"
Google Tag Manager (GTM) should be also considered. It's a name that's apt, GTM allows you to manage your tags on your site. It's transformed the way publishers work since it allows greater control over the kinds of tags that you run on your website as well as ensuring that you're not constantly engaging programmers to make small changes. The GTM event Tracking tool is a powerful way to monitor interactions between visitors and certain features/elements of your website.
Read More: Server Side Tagging within Google Ad Manager: What it means to advertisers
Some parting thoughts
As a digital publisher and a digital publisher, you're in a lengthy connection with the technology. However, is your website providing everything you need to be successful? Are you restraining yourself from making changes because you're comfortable with it? Keep in mind that no major achievements were ever achieved in an environment of comfort.
Yet innovation needn't be stressful. When you find the right tech companion and an uncomplicated mindset both you and your publishing platform can live happily for the rest of your life.