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With the many capabilities of a WordPress, businesses can leverage this technology to meet business goals, drive demand, and create deeper user engagement.

By immediately posting news, comments, and other information, a company can respond almost instantaneously to changes in the digital marketplace. Whether this means adding, deleting, or editing live content, a wordpress is a tool that should be carried in every webmaster’s toolbox.

WordPress is easy to customize

Pick a theme that vaguely resembles what you would like i.e. 2 column, 3 column etc. I’ve chosen to use the default template for this example.

If choosing other than one of the defaults, download and extract the file to the your wordpresswp-contentthemes directory

Either extract the same downloaded file to the same place giving it a different name or simply navigate to the themes folder and copy/paste it into same directory giving it a different name.

You now have 2 identical themes one with the correct name and one with the name you gave.

From Your Theme directory, Open up the style.css file in your favourite text editor and edit the first few lines to suit e.g. Theme Name, Theme Description, version and urls. I made the changes shown below:

That’s it, save and close the style.css file. Then, if you haven’t already, upload those two theme directories (default and MY Theme) to the themes directory online.

Login and Open up your WordPress dashboard under Presentation > Themes you should see both themes, with the correct names beside them, activate the one with your name.

At this point this theme is exactly the same as the original (default), and if any edits you make to your theme do not do as expected, then you can do real-time switching back to the default.

WordPress as a E-commerce Website

The lite version of this plugin allows you to sell products via PayPal only. Whilst it’s called ‘lite’ it’s not that simple as such. You can have your products in categories, there’s a shopping basket and it uses the PayPal IPN for instant notification. I’ve not gone through the whole process but I would assume that if you’re selling a digital product it will also then provide a download link to the buyer to download the product, as I’ve had the option to set how many times the product can be downloaded by the buyer.

WP e-Commerce is just like any other plugin for the installation. Just unzip the files and upload the directory to your plugins directory, and activate it in the WordPress admin. You then get an extra menu for it, where you can set your shop settings, other preferences, and start adding categories, brands and product information. It can deal with physical products or digital products, the latter was what I was interested in. You can also easily select which fields to have in the form on the front end, and which of these fields to send PayPal so that they’re prefilled. As I’m only looking to sell digital products I took the address details out as these are not needed.

Marketers need to remember that a wordpress gives them the ability to leverage unique pieces of content across multiple sites while providing multi-lingual support and content, a critical factor for companies with an international reach and online presence.

WordPress as a Forum Website

WP-Forum is a WordPress plugin that enables you to have a forum directly attached to your WordPress installation. As one of the more popular forum software available today, SMF would be a good choice if you have no particular preference towards any forum solution. It’s still pretty bloated/bulky and can be difficult at times to customise (though less than many alternatives really), so I can’t say it’s my first choice solution at the moment. And while its backend integration with WordPress just requires the installation of a single WP plugin, I can’t seem to find a proper guide on layout integration yet. Here’s how you do it:

1.Install either one of two “bridge” plugins, i.e. WP SMF Bridge Plugin 1.0 or the CMS & SMF Plugin. While both provide user account integration (log into/register via WP = log into SMF/register into SMF), listing recent forum topics/messages on your blog, and etc., the latter plugin hooks WP to SMF via a portal CMS known as Enigma. This results in a more powerful setup, but also a more complicated one. So, for those who just want a forum to use with WP, I suggest using the former plugin.

2.Now that we have our backends integrated, layout is next. It’s a pity, however, that there doesn’t seem to be a step-by-step guide on how to do this. So, for now, you’re on your own on this. SMF does have documentation on how to create/edit its themes though.

More SEO For WordPress

The Meta-Description is used by Google and other search engines to provide the description of a page. This is quite important – particularly since WordPress by default does absolutely nothing about it. wpSEO can generate post descriptions in a variety of ways, however in most cases it makes sense to cite the actual postings – automatically. If you’d like to be more precise, you can also provide a brief summary for Meta-Description manually. The definition of used Meta-Keywords offers you more flexibility. If you are already using the plugins UT’W or STP, wpSEO can use your tags as keywords. Otherwise the keywords will be automatically generated from the article, which is not always a sound solution for efficient SEO. By default wpSEO generates keywords fully automatically, however you can let it extract text passages marked in bold or italics or in -tags. You can also use filters to ensure that only relevant data is being used

To install the plugin, it’s enough to upload it to the plugins directory (wp-content/plugins) and activate it in the WordPress engine. You should avoid using two or more plugins (as mentioned before) at the same time. Previously installed plugins can cause conflicts, just like manual entries in your header.php file. To make sure the wpSEO is working properly, you should at least deactivate similar tools; better – delete them.

A last useful feature you might never use, but would be happy to have available once you need it: you may export all your settings as an XML-file and use them for another blogs. Therefore it’s very easy to maintain the optimal configuration and adjust it to a number of blogs.

At it’s very core, WordPress content management is about reaching the right person, at the right time, with the right CONTENT. This creates an engaging user experience that drives demand. The dynamism of content management, and the re-purposing of relevant and engaging content, is an evolution in online strategy that will drive strong results for any organization.