The $25M non-profit, open source platform taking on WordPress | John O'Nolan (Ghost)
Oct 15, 2024
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John O'Nolan, Founder of Ghost and former Deputy Head of UX at WordPress, shares his journey from WordPress to launching a successful non-profit, open-source platform for independent publishing. He discusses the challenges of traditional platforms like Medium and the importance of user-friendly alternatives. The conversation highlights innovative recommendation systems, audience growth strategies, and the benefits of decentralized networks like the Fediverse. O'Nolan also touches on Ghost's future and its mission to support independent journalism in a competitive landscape.
John O'Nolan's frustrations with WordPress's direction inspired him to create Ghost, a focused non-profit blogging platform launched in 2013.
Ghost distinguishes itself through a commitment to journalistic integrity and sustainability, with revenue reinvested into the platform rather than distributed as profit.
The incorporation of community tools and built-in optimizations in Ghost enhances the user experience for independent publishers.
Ghost aims to revolutionize decentralized publishing through Fediverse and ActivityPub technologies, promoting cross-platform interactions among independent media.
Deep dives
The Genesis of Ghost
The idea for Ghost emerged from a designer's experience with WordPress, where frustrations about its evolution led to the inception of a focused blogging platform. Initially doubted as another blogging service, the concept gained traction after a blog post about it went viral, attracting 30,000 interested subscribers quickly. This interest was sparked by a clear value proposition: Ghost aimed to provide a superior blogging experience centered solely on publishing, addressing the increasing complexity and technical debt of WordPress. Ghost sought to rejuvenate journalism by prioritizing quality content and sustainability over ad-driven clickbait.
Maintaining Non-Profit Viability
Ghost operates as a non-profit organization, which shapes its business model and operational ethos significantly. Revenue generated, approximately $7.5 million annually, is reinvested into the organization to support journalism and technology development, with no profits distributed to owners. The leadership structure promotes accountability, as decisions regarding expenses and salaries are made collectively to ensure transparency and alignment with the mission. This unique organizational model helps attract stakeholders committed to preserving the integrity and sustainability of journalism.
Publisher-Focused Features
Key features of Ghost are geared toward enhancing the publishing experience for users, with a strong focus on quality and differentiation. The platform prioritizes optimizations such as built-in SEO tools, sleek user interfaces, and seamless performance to create an efficient writing environment. Additionally, Ghost incorporates community-oriented tools that foster interaction, making it easier for independent publishers to engage with their audience and attract subscribers. The commitment to continuous improvement and addressing user needs helps Ghost stay relevant in a competitive market for content management systems.
The Impact of Decentralization
Ghost brings the conversation of decentralization to the forefront with its plans to implement Fediverse and ActivityPub technologies. These open standards promise to facilitate cross-platform interactions where independent websites can communicate, follow, and engage with one another. This innovation offers an alternative to traditional centralized platforms, allowing publishers greater control over their content and connections with their audience. Although still in development, this shift could fundamentally change how users engage with independent media and foster a diverse publishing ecosystem.
Navigating Competition and Growth
As a bootstrapped company, Ghost faces competition from established platforms and newer entrants in the market. Despite having a robust product, growth strategies involve leveraging word-of-mouth recommendations and organic interest, rather than traditional advertising. The success stems from creating a strong community around Ghost and hosting compelling discussions on journalism, emphasizing unique content rather than simply trying to replicate existing models. Recognizing changing behaviors in media consumption, Ghost continues to adapt while remaining committed to supporting quality content creation.
The Evolution of Content Consumption
The rise of various content consumption methods, including video and podcasts, has led to a more fragmented attention span among audiences. Despite this, blogging retains its significance as a viable medium for information and storytelling, especially for certain demographics. The challenge is to produce engaging, high-quality articles that can stand out amidst the noise of countless online voices while utilizing cross-platform strategies to reach broader audiences. By integrating various formats such as written articles, podcasts, and videos, Ghost aims to tap into different user preferences and learning styles.
Personal Branding and Company Visibility
Developing a personal brand can elevate a company's visibility and strengthen its connection with audiences, a strategy Ghost is considering as it grows. The organization recognizes the potential benefits of sharing individual stories and insights, enhancing its credibility and relatability. Despite the challenges of personal branding, including privacy concerns and managing external perceptions, establishing a recognized company advocate can help navigate competitive landscapes. This suggests that having a public face to convey the company's mission could complement Ghost's overall marketing strategy.
John O'Nolan worked as the Deputy Head of UX for WordPress for several years before he got fed up with the direction it was taking.
He decided to launch a non-profit, open source platform called Ghost in 2013, and the response was overwhelmingly positive.
With so much to unpack, there was a lot to discuss, including:
01:25 What it’s like to work for Wordpress
5:25 Launching a Wordpress competitor
10:37 Using non-profit and open source to create interest
12:06 Why Ghost is better than Wordpress
20:33 Using Recommendations and Web Mentions
30:01 Passive ways of acquiring an audience
39:40 How Ghost is different than Medium
45:16 The problem with Quora (and Medium)
53:06 Ghost’s major competitors and customer base
58:04 Ghost’s priorities for publishers
1:03:09 Journalists vs creators
1:08:56 The Fediverse/Activity Pub
1:31:21 The Fediverse vs media companies
1:37:07 How to become a top publisher
1:44:12 Marketing Ghost
1:47:33 Why a personal brand isn’t everything
1:53:04 Will Ghost ever go “for profit”?
We hope you enjoy our first in-person episode of Ahrefs Podcast! As always, be sure to like and subscribe (and tell a friend).
Where to find John:
X: @JohnONolan
LinkedIn: https://www.linkedin.com/in/johnonolan/
Website: https://john.onolan.org/
Where to find Tim:
LinkedIn: https://www.linkedin.com/in/timsoulo/
X: @timsoulo
Website: https://www.timsoulo.com/
_______________________________________________
Referenced in the episode:
Space campaign: https://space.paddle.com/
Anthony Kenneda: https://www.linkedin.com/in/akennada/
Goldenhour: https://www.goldenhour.net/
Adam Robinson: https://www.linkedin.com/in/retentionadam/
Marketing Against the Grain:
Resources:
Fediverse/Activity Pub: https://en.wikipedia.org/wiki/Fediverse
Ev Williams: https://en.wikipedia.org/wiki/Evan_Williams_(Internet_entrepreneur)
MKBHD: https://www.youtube.com/user/marquesbrownlee
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