WordPress Architecture – The Building Blocks of Web Publishing

(Reading time: 6 – 10 minutes)

Once again, the multi-talented Deacon provides another guest post. This time, we get the bird’s eye from 50,000 feet on the architecture and structure of the WordPress publishing platform. WordPress really is composed of building block components, something not always easy to see when staring at a dozen lines of code deep in the bowels of functions.php. Deacon breaks it down!


WordPress Architecture – The Building Blocks of Web Publishing

By Sean “Deacon” Neprud

WordPress snaps together like Legos

WordPress snaps together like Legos

I’m a firm believer that form and content are closely related. Understanding how WordPress works, and how a WordPress site can be structured will help to create the vision for your site. The content you create, and how you create it, is intrinsically related to the structure and organization of your web site.

With that in mind, this may help you to develop your own website.

Programming language background

Most – if not all – modern web applications are programmed using two or more programming languages, and WordPress is no exception. WordPress is functionally based on PHP and MySQL. The presentation is based on HTML and CSS. Adminstration is handled in part using Javascript. Here’s what you can expect to see in various parts of the WordPress code base:

  • MySQL – This is a database that stores all of the information you enter into WordPress.  The title, content, and data (author, time, categories, etc) for each post or page are all stored in the database
  • PHP – PHP is a web programming language that can do stuff with the data in the database, and use variables, operators, control structures, and functions.  The output of PHP is HTML, which your browser then reads.
  • HTML – basic internet language.  The server throws a bunch of HTML at your browser, your browser displays a web page.
  • CSS – CSS organizes and designs the HTML.  Color, size, location, images, etc, are all determined by the CSS
  • JAVASCRIPT – is the key enabler for WordPress on the administration side. If you only work with themes and styling, you won’t have much interaction with the javascript underpinning of the interface. If you dig deep into WordPress hackery, you’ll need to pick up some Javascript.

Fortunately, all of these programming languages are fairly easy to learn.

Basic WordPress, or WordPress straight out of the box

WordPress displays three main kinds of content: posts, pages and sidebars. Be default, the header, footer, and sidebar(s) remain the same on every webpage of your site. Unless you customize your theme otherwise, only the content area changes.

Posts are blocks of content that are then displayed alone or as groups on webpages. Posts are shown in reverse chronological order on the homepage. Conceptually, this format creates a website where the most recent post is the most important, and the older a piece of content is, the less important it becomes. You can view a single post, or you can click on various archives of posts to see only posts of that type, such as by date, a certain category, or a certain tag. WordPress can also create lists of posts displayed by category, tag, or other attribute you choose.

Pages are content that is always on a certain webpage.  They are “static” (though they are still dynamic in the web programming sense of the word). Typically, pages display content about topics that change much less frequently than content displayed using posts. For example, your contact form should go on a page.

Sidebar material represents a 3rd type of content, which cannot be easily characterized. Basically, in sidebars, anything goes: newsletter signup forms, RSS feeds, lists of recent posts, comments, whatever you choose.

Now let’s take a look at how WordPress actually does it’s business.

Building Blocks of WordPress

WordPress is composed of 4 types of building blocks: Regions, loop, templates and metadata. Let’s take a closer look at each building block:

  1. The Regions: Each part of a web page generated by WordPress is part of a designated region. There are four default regions on a WordPress page: Header, Footer, Sidebar(s), and content. You can add regions other than these.
  2. The Loop: The loop controls which posts appear in each template. The Loop is a basic engine of WordPress. It collects posts from the database and displays them. The front page is a loop of all your posts. An archive of a category, date, tag, etc, is a Loop of posts of just that type.
  3. The Templates: Control the layout and appearance of each type of WordPress generated web page:
    • A template is a PHP file that describes what information is contained in a certain page or element
    • Every webpage has a template. index.php is the template for the main page, page.php is the template for your pages, archive.php is the template for looking at a category or date archive, etc.
    • Many regions have a template. header.php, sidebar.php, footer.php are templates for the content in those regions of the webpages, comments.php describes content of that region, etc. The individual posts do NOT have a template to decribe their content. This is done in the Loop.
    • A theme is just a collection of templates and a CSS file.
    • You can create custom templates to extend WordPress beyond it’s default content presentation
  4. The Metadata: Each web page generated by WordPress has descriptive metadata allowing better indexing by search engine tools.
    • Content has metadata attached, such as author, time, and very importantly, category and tag. You can use metadata to organize and display content.
    • Categories and Tags allow for a 2-D organization of content (which can be limiting)
    • Categories can have custom templates, not sure about tags.

From these four simple tools, and almost infinite number of websites can be designed!

Even so, everyone wants to be unique, and WordPress is easy to customize.

Customizing WordPress

The primary (and quickest) way to customize your WordPress website is by changing your theme. Themes change how your site is displayed by changing the styling on individual elements. For example, the theme defines the font style, size and weight for each type of text. While most customization is done by modifying the theme templates and CSS file, there’s a few other, more advanced ways to customize WordPress. Here’s a few simple guidelines:

  • Plugins can add new building blocks independently of the WordPress core. After theme customization, plugins are the fastest and easiest way to modify WordPress behavior.
  • It’s easy to customize the supplied building blocks. Simply modify the functions in your template files as necessary.
  • It’s harder to add new building blocks to WordPress. This may require changes in how the WordPress loop performs. Be careful here!

WordPress is a very rich platform, and this “view from 50,000 feet” barely does it justice. But keeping these simple principles and guidelines in mind will help you understand how WordPress operates, and how you can use WordPress to achieve your goals.

Sean "Deacon" Neprud
Sean Neprud operates Bad Deacon Design under the moniker Deacon (surprise!), where he works in a range of mediums from wood block to web design.

Blog World Expo Recap: 8 Proven Monetization Strategies For Media Producers

(Reading time: 6 – 10 minutes)

Sean (The Bad Deacon) follows up yesterdays’ Blog World Expo report blogging success with more great information you can use.


Blog World Expo Recap: 8 Proven Monetization Strategies For Media Producers

By Sean “Deacon” Neprud.

I went to a couple presentations on Podcasting and new media production on Friday at Blog World Expo last weekend that were excellent. Paul Colligan presented 7 proven ways to monetize your media. There was actually 8 ways, so we got a little bonus.

One thing that was made abundantly clear at these seminars, and that I want to make clear now, is that these methods apply to any kind of new media. These tips will all apply equally to podcasting, blogging, creating video and other multimedia content, art, music, etc.

Before he started talking about the specific methods, Paul pointed out that you should treat your media as the hub of the wheel. The ways to monetize this media are the spokes that expand out from the media.

Focus on producing quality media, and everything will expand from that. This is such a fundamental point that I heard over and over from numerous people throughout the weekend.

The foundation of any successful venture online is quality media.

On with the show! The following are the 8 methods you can use to monetize your media.

(FYI – the services and websites mentioned in here were mentioned by Paul during the seminar, I can’t vouch for them either way)

Monetization Tip 1: Speak the Language of Advertisers

We, as media producers, usually don’t speak the language of advertisers. They are interested in far different metrics and analysis that we, as media producers, pay attention to. To make money from advertising in your media, you need to be able to speak to the advertisers in ways that they understand.

Better yet, you can let others that know how to speak that language do the talking for you. Paul mentioned blubrry.com as one such service. This company will talk to advertisers for you, and find appropriate advertising sources based on the metrics about your media that advertisers care about.

Monetization Tip 2: Sell The Giveaway

We usually give our media away for free. My blog posts and my podcast are freely available to anyone with internet access. This article you are reading right now is available free to you.

There is nothing stopping you from also selling the content that you make for free. Someone just might buy it.

The way to do this is to bundle up previously released media and sell it on a DVD, CD, PDF or book. If you are starting out and not expecting many sales, you can use a print-on-demand service like kunaki.com

Some people will buy your media if you just let them. In fact, one of the mantras that Paul made us all repeat out loud together was


“If they want to pay you, let them!

Monetization Tip 3: Own The Characters

Is the personality that presents your media content yourself, or is it a character of some sort?

The example Paul gave was Grammar Girl. She is a character in her podcasts and other media. By creating a character, opportunities to monetize that character through licensing become available. This may include books, TV, t-shirts, and who knows what else.

Grammar Girl can quit, or sell the whole “Grammar Girl” business, and let someone else be Grammar Girl. The character is continuous, even though the person playing the character may change.

By owning the character, you can continue to get royalty payments for a character you create, even after you are no longer doing any work producing any content of and by that character.

Monetization Tip 4: Protect The Franchise

If you create a service of some sort, continue that service into a franchise.

Paul gave the example of Ed Dale’s 30 Day Challenge (they are friends, of course). Ed has his basic 30 day challenge program that includes one month of free training. He has expanded the 30 Day Challenge franchise into the 30 Day Plus, and other programs under the 30 Day Challenge franchise.

If you are successful with a brand, expand that brand out to include other things, and create an entire franchise.

Monetization Tip 5: Just Sell It

If you create some sort of content, whether it is written, audio, video, or whatever it is you do, just put it up for sale. People might just buy it!

This may not work for the regular content that you broadcast for free (but you read Tip 2 above on how to make money from that), but if you create something new that you think is valuable to people, put it up for sale. Don’t give it away or syndicate it.

Monetization Tip 6: Buying = Engagement

When people buy something, they value it more, and they engage with it more. Buying something is a literal investment in that product, and there is an emotional investment that occurs as well.

Paul pulled out the book that was given away to every attendee for free. It looks like it is a pretty decent book. It contains interviews with 40 of the internet’s top bloggers with advice about how to build a blog and increase traffic and followers.

None of us will probably read it, because it has little value to us, because it was free.

If you can get your readers to invest themselves in your media, they will be more likely to buy. If they buy, they will be more likely to invest themselves in following your media, and buy in the future.

Monetization Tip 7: Clients = Opportunities

“Client” in this context refers to a method of getting media by your viewers. Media is available on the computer, labtop, phone, tv, etc, and within each of these clients are various ways to see it. Podcasts can be downloaded from iTunes, streamed from site, available at an aggregater, etc. The same goes for written and video media as well.

There are more ways than ever for people to experience media. If your media is not available in all of these formats, then you are missing opportunities to gain viewers, and as a result, money.

There are services that will upload your content to various distributors, and it serves you to use these services and make your media available wherever and whenever people want it.

Monetization Tip 8: Sell Big

It is much harder to get a customer to buy something than it is to get them to buy something big.

In other words, if you can convince someone to spend any money, it will be fairly easy to then convince them to spend a little more money.

The way that this works is to present a better, more expensive option or add on after the sale has been made. If someone is buying a product, you can offer a second product to go with the first for extra money, or you can offer your customer a deluxe version of whatever you are selling them with added features and benefits.

The important thing is to give your customers the option to buy more if they would like to.

Build a Strong Wheel

The last thing to mention is that just as you need to focus on your media, your hub, you need to add many spokes to make a wheel that rolls. If you have all 8 of these tips implemented in some way or another, your “money making wheel” will be much more stable. If one spoke breaks for some reason, there are still 7 more spokes in place to keep your wheel rolling.

A wheel with one or two spokes only will be in big trouble if one of those spokes breaks.

Sean "Deacon" Neprud
Sean Neprud operates Bad Deacon Design under the moniker Deacon (surprise!), where he works in a range of mediums from wood block to web design.