“More Publishing” is this year’s WordCamp Tokyo 2015 theme.

Noel Tock, a partner at Human Made, talked about “Content Publishing in 2016”, with Katz Ueno’s Japanese translation.

According to Noel, content strategy questions always come up to them at Nomadbase. They also think about which strategies they should employ.

They’ve found out that people like to push content on different social channels. However, the web has evolved and this is the challenge.

We have too many apps on our phones. We are becoming reactive instead of proactive.

About 85% of our time are spent on apps. Social channels are no longer for lead generation, but they are now becoming content platforms.



  • National Geographic

Nat Geo is one of the most popular magazines of our time.
Apart from their site, they also publish their content on Instagram. Here, users can view a brief story behind each photo.
This strategy allowed them to gain 8M followers in 2014 to over 30M in 2015.

  • Vox

Vox posts full video interviews on their facebook page. Doing so lets users view their content in the users’ preferred social channel.
This also shows respect to where people want to see and share content.

  • BuzzFeed

BuzzFeed’s Instagram account lets user learn something new, like a recipe, in under a minute.
Besides taking their content one step further, they’ve also make it memorable and easy for users. This is the future of content publishing.

The future of content publishing is not by redirecting users to other sites, but allowing them to decide where they want to view photos or read news and articles.

  • Facebook

Facebook videos are instant articles. This takes content publishing a step beyond.

The relationship of WordPress into this is the fact that WordPress is getting pushed deeper into the stack like REST API, Noel continued.
WordPress becomes an engine in a way that users publish on their WordPress sites, then share the content to their preferred social channel.



  • Tell stories, don’t tease.

Show respect to users with the full content instead of redirecting them to other sites.

  • Creative problem solving.

Know the art of limitations. Example, for every fifth post, create a content for Instagram.

  • Content at discovery.

Learn to respect the way users are using the web today.