9 Effective Strategies for Managing a Multi-Site Web Publishing Business

Operating a web publishing business with a diverse portfolio of over 20 websites is a significant undertaking. I can attest to this as I’ve been managing such a venture for the past few years. While it may seem daunting, it’s crucial to note that not all websites in our portfolio carry the same weight. We strategically focus our efforts on six key sites, which serve as our primary revenue generators and offer substantial growth potential. However, even managing these six sites on a daily basis can feel like a juggling act. Many successful online sites like fansly concentrate on a single site for years and may be apprehensive about managing more than two sites simultaneously.

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Each of our websites caters to different niches and audiences, presenting the challenge of providing each site with the attention it deserves while maintaining operational efficiency across the company. To address this challenge, I’ve developed and implemented nine tried-and-true best practices that have proven invaluable in managing our multi-site web publishing business.

1. Establish Brand Guidelines

One fundamental step we’ve taken is to establish clear and comprehensive brand guidelines for each of our websites. These guidelines serve as a roadmap for our content creators, ensuring consistent language and the expression of core values across all our sites.

For instance, our brand guidelines for a cat-focused site emphasize responsible pet ownership values, advocating practices like spaying and neutering while discouraging declawing. This unified messaging not only enhances each site’s credibility but also simplifies the content creation process for our teams.

2. Centralize Key Tasks

Efficiency in our operations is crucial, and we’ve achieved this by centralizing key tasks. Much like an assembly line, our team operates with specialization in mind, with dedicated teams handling specific tasks.

For example, we’ve established a media team solely dedicated to image optimization across all our websites. These media specialists excel in selecting the right stock photos, optimizing and editing them, and seamlessly incorporating them into our articles. This specialization streamlines our workflow and maintains the quality of content across different websites.

3. Leverage Shared Databases and Online Tools

Our choice of technology stack plays a pivotal role in our operational efficiency. To foster collaboration among the same group of individuals managing multiple websites, we rely on centralized task management platforms and shared databases like Google Suite.

We utilize tools like Google Classroom to create training routines that benefit teams working across various websites. All essential information is stored in a company-wide Google Drive, with team roles determining access, facilitating seamless information sharing and collaboration.

4. Automate Where Possible

Automation is a cornerstone of our operations. We leverage platforms such as ClickUp to automate task routing across our various teams. Each article follows a uniform workflow, reflected in automated changes in status, assignees, and deadlines.

Each of our sites has its dedicated space within ClickUp, allowing us to implement the same automation processes and maintain a unified, streamlined workflow for all content production operations.

5. Foster Open Communication

In a remote work environment like ours, maintaining open lines of communication is paramount. We conduct weekly Zoom check-ins and have dedicated Google Chat channels for different project streams, ensuring that everyone stays informed and connected.

These communication channels empower our team members to continuously learn from one another. Successful strategies or lessons learned from one site can be readily shared and implemented on other sites, promoting a culture of continuous improvement.

6. Create Detailed Strategies

One-size-fits-all strategies are ineffective when managing a diverse portfolio of websites. We prioritize the creation of unique strategy playbooks for each site, tailored to their specific audiences and content themes.

Strategies range from aggressive SEO tactics for our tech blogs to user engagement strategies for our lifestyle websites. A visually-oriented niche may benefit from Pinterest promotion, while a community-centric site may thrive on shareable content across multiple social media platforms. Tailoring the strategy to each site’s unique characteristics is paramount for success in managing a large portfolio.

7. Have Dedicated Site Operators

To ensure that each site receives individual attention, we’ve organized our operations into “pods.” Each pod is responsible for managing a cluster of websites, and these sites aren’t necessarily thematically related.

The concept behind this structure is to balance the workload, allowing each pod manager to effectively act as a site operator for one or more of our sites. These site operators serve as mini-CEOs with a focus on micro-goals that contribute to our macro-objectives.

8. Stay Organized

With multiple websites in play, organization is not just a virtue but a necessity. We employ task management software where each site follows the same structural format, facilitating seamless transitions for team members working on different projects.

The key here is to ensure that nothing critical is overlooked across all our websites, maintaining the quality and consistency of our content and operations.

9. Remain Flexible

In the ever-evolving digital landscape, flexibility is paramount. We don’t just adapt to new technologies; we wholeheartedly embrace them. From AI-generated content to emerging social media platforms, our agility allows us to stay ahead of the curve.

This flexibility is not only essential when managing a single website but becomes even more crucial when juggling multiple websites. Embracing change and being open to new tools and strategies are key elements of our approach.

Meeting the Challenges

Running a multi-site web publishing business presents its unique challenges, but implementing these best practices and maintaining adaptability in your approach can help mitigate risks and reap the rewards. The digital landscape evolves rapidly, and new tools that enhance efficiency are constantly emerging. We eagerly anticipate the opportunity to test management AI solutions and other emerging technologies as they become viable options for our multi-site operations.

By remaining agile and keeping a vigilant eye on the latest developments in web publishing, we can continue to optimize our processes. While the platforms may change, the core principles of organization, automation, and effective communication will remain foundational to our ongoing success.

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