On the latest episode of The WP Minute+ podcast, I had the pleasure of chatting with Roger Williams from Kinsta. Roger shared his journey into the WordPress space, starting from his early days building websites for clients to his current role heading up content at Kinsta.
We discussed the evolution of video and audio content over the past decade. Roger reminisced about the challenges of editing videos back in 2009-2010 compared to today, where tools like Riverside and Descript have simplified the process tremendously. He emphasized the importance of authenticity in content, noting that younger audiences are turned off by overly polished, scripted material.
Roger provided insights into Kinsta's content strategy, which currently focuses heavily on the WordPress community. He highlighted the value of having genuine conversations with people in the space to understand their needs and challenges. While Kinsta does offer hosting for other technologies beyond WordPress, Roger indicated those areas may be explored more in the future.
We also touched on the challenges of representing a well-respected brand and battling impostor syndrome. Roger credited Kinsta's supportive executive team in helping him build confidence. He advised focusing on praise over criticism, especially in the early stages, to help content creators find their voice. The key is to get something out there consistently, learn from it, and iterate.
Key Takeaways for WordPress Professionals
Authenticity is key in content creation. Don't be afraid to leave in some "ums" and imperfections.
When getting started with content, keep it simple. Platforms like LinkedIn provide a ready audience for testing material.
Aim to create at least 50 pieces of content before worrying too much about analytics and optimization. This volume helps you find your voice and preferred topics.
For brands, heavy praise and light criticism help empower content creators, especially early on. Build up the team's confidence first.
Stay aware of content ownership concerns when publishing primarily to third-party platforms. Have a plan B, like your own WordPress site.
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