This is the third piece in the WordPress for Enterprise series from Pantheon Hero Roy Sivan, a Senior Software Engineer at The Walt Disney Company. Here, he explains how WordPress is built for publishing—even at the enterprise level.
Enterprise businesses utilize content for many aspects of operations, not just for marketing content like blog posts or news. WordPress is often overlooked for use cases that do not conform to a typical blog format. A large overall percentage of websites now use WordPress; it is unfortunate that misconceptions about what it can do still exist. While those perceptions might have been true in the past, WordPress has evolved over time to address many of the web's other content needs head-on.
Why Should You Care About Content?
Content is what we ingest on the Internet. Whether it is useful to a work function or just a fun way to pass the time, content is what we see as soon as we point our browser to a website. Here’s a look at just a few of the types of content users engage with.
SEO and Marketing Content
If a business wants to generate leads on the Internet, Search Engine Optimization or SEO (optimizing a website, including its content, to rank highly in organic search results) is incredibly important. Making it possible for potential customers to find a business’s website via a search engine is a crucial part of lead generation.
Marketing content is an essential part of any SEO strategy and can direct visitors into sales funnels. While SEO and marketing are some of the most common forms of content, when it comes to enterprise, there are many others.
Resource documentation can be any resource that an employee uses to learn how to conduct themselves or learn operating procedures of the company. An employee handbook is an example of a resource document, which would serve employees well if put online with an easy way to search and learn.
Private internal communication networks, or intranets, are very common in enterprise. These intranets might be specific to teams or might be a company-wide resource to find resource documents (like the employee handbook). Intranet sites are usually a mix of information, content, and links to other useful information.
With these varying types of content to care about, what is the best way to manage it all?
WordPress is Built for Content
All of these examples have one thing in common; they are built on the need for content. How that content is displayed, which types of content are needed, and where that content is accessed may differ, however. Having a good tool to build and manage those multiple types of content and their differing requirements will set the foundation for a successful site.
This is where WordPress shines. It is built around content, allowing you to create multiple content types and utilize them in different ways. A common example of how WordPress can manage content is through ecommerce. A product listed in an online store is a piece of content, and WordPress can help you make the best product pages. WooCommerce then takes that content and creates a shopping experience around it.
Since WordPress is fundamentally a content management application, feature development is focused on improving the content creation experience.
Content Creation Is Easy
WordPress has always had a robust content editor, with more power than the typical WYSIWYG editor (TinyMCE) and additional core features like shortcodes to help make a text editor look and feel more like a content builder.
Gutenberg was introduced in 2018 as a new way to look at and build content in WordPress. The new editor revitalized how content is created—instead of a text-based format, it relies on blocks, which can be inserted, dragged, and styled to make it easier for creators to build content pages. Empowering editors and marketers with tools like Gutenberg is an efficient way to create engaging content that can be updated with minimal resources.
Plugins Offer Enhanced Functionality
WordPress is ideal for building out basic content for any enterprise site, but enhanced functionality can easily be added with the use of WordPress plugins. Plugins help the content function in new ways or add features to work alongside the content. The WooCommerce plugin, for example, turns content into a shopping experience. And with more than 50,000 other plugins that add functionality to WordPress, you have a wealth of options when it comes to upgrading your content. If there isn’t an available plugin that will satisfy your content needs, there is a large and active WordPress developer community that can help you build and host your enterprise content application.
Easily Own Your Content
Ownership is important in enterprise. Intellectual property, trade secrets, and internal memos are all pieces of content that an enterprise business does not want getting out without permission. Unlike many of the SaaS solutions for content, WordPress is still the easiest way to create content that is fully owned by the business.
Why Owning Content Matters
Besides trade secrets and other valuable information, content a business writes should remain owned by that business. This applies universally to anybody who writes content, but is especially important for large enterprise organizations. As soon as content exists in a platform supplied by an outside vendor, the other company may have the right to move, copy, or remove content as they see fit to meet their business objectives. As an enterprise business, that control should stay within the business, not with a product vendor.
Owning your content is especially important if there comes a time where you must move it. Not having complete ownership of your content means you are at the mercy of those who do. Any service provider for managing content will have their own idea of what migration can or should look like. With WordPress, moving content is easy and can range from a basic, free plugin to more advanced migration tools.
As an enterprise, ownership of intellectual property and trade secrets is highly important. Owning all aspects of the content, like where it is created and stored, is crucial, and a strong reason why WordPress is a great application for content.
Store Content Effectively
Where you store your WordPress application is just as important as the application itself. Pantheon offers enterprise-level WordPress hosting so your site is secure, performant, and has the dependable development workflow you can depend on. Pantheon’s dev workflow makes engineers managing the site’s code happy, with crucial core releases built right into the Pantheon platform.
Pantheon and Update Risk Management
Enterprise businesses with significant daily traffic cannot risk having auto updates turned on. Pantheon understands this and has an easy way to deploy WordPress core updates without it being automatic. Site maintainers can create a multidev instance or use the dev environment to test the latest version of WordPress with the site’s code and content before updating production. If you would rather not staff a team to handle updates, you can offload the entire operation by using Pantheon’s Managed Updates for Wordpress.
You might also like:
- Six Reasons Why WordPress Is Perfect for Enterprise
- WordPress Multisite, A Decision Guide
- The Role of Content Marketing in a Remote-Only World