{"id":4562,"date":"2026-04-01T14:00:00","date_gmt":"2026-04-01T14:00:00","guid":{"rendered":"https:\/\/frontlinenewsng.org\/?p=4562"},"modified":"2026-04-01T14:00:00","modified_gmt":"2026-04-01T14:00:00","slug":"wptavern-211-elliott-richmond-on-wordpress-content-creation-education-and-pizza-plugins","status":"publish","type":"post","link":"https:\/\/frontlinenewsng.org\/?p=4562","title":{"rendered":"WPTavern: #211 \u2013 Elliott Richmond on WordPress Content Creation, Education, and Pizza Plugins"},"content":{"rendered":"
Transcript\n
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[00:00:19] Nathan Wrigley:<\/strong> Welcome to the Jukebox Podcast from WP Tavern. My name is Nathan Wrigley.<\/p>\n

Jukebox is a podcast which is dedicated to all things WordPress, the people, the events, the plugins, the blocks, the themes, and in this case, WordPress content creation, education, and the unexpected diversion into a pizza plugin.<\/p>\n

If you\u2019d like to subscribe to the podcast, you can do that by searching for WP Tavern in your podcast player of choice, or by going to wptavern.com\/feed\/podcast, and you can copy that URL into most podcast players.<\/p>\n

If you have a topic that you\u2019d like us to feature on the podcast, I\u2019m keen to hear from you and hopefully get you, or your idea, featured on the show. Head to wptavern.com\/contact\/jukebox, and use the form there.<\/p>\n

So on the podcast today we have Elliott Richmond. Elliott\u2019s been deep in the WordPress community for over 20 years, developing since the early days, back when WordPress was yet to be forked from b2. He\u2019s freelanced, built with multiple CMS systems, and has contributed creatively to the community, including releasing a WordPress advent calendar way back in 2013.<\/p>\n

He is an active WordPress developer, content creator on YouTube, and unexpectedly a part-time pizza vendor running a thriving pizza business powered entirely by WordPress tools.<\/p>\n

Many listeners will know Elliott for his technical videos, but today we discuss how WordPress has served as the glue for unexpected ventures, like scaling a local pizza business during lockdown, using WooCommerce, Jetpack, and custom plugins. Elliott\u2019s experience showcases just how flexible WordPress can be, whether for websites, unique ordering systems, or even streamlining business processes for other niches.<\/p>\n

Recently, Elliott has been asked by Automattic to create content around wordpress.com, giving him early access to features, and allowing him to share his workflow and insights with a broader audience. He talks about his approach to content creation, balancing scripting versus improvisation, and details his low tech kit from iPhone cameras to DIY lighting.<\/p>\n

Throughout the episode, Elliott shares how community connections and feedback loops, especially via YouTube comments, shape his work, and he discusses the new opportunities for content creators within the WordPress ecosystem.<\/p>\n

If you\u2019re interested in WordPress beyond websites, curious about how to turn technical, know-how into educational video content, or just want to hear about WordPress powered pizza, and who doesn\u2019t, this episode is for you.<\/p>\n

If you\u2019d like to find out more, you can find all of the links in the show notes by heading to wptavern.com\/podcast, where you\u2019ll find all the other episodes as well.<\/p>\n

And so without further delay, I bring you Elliott Richmond.<\/p>\n

I am joined on the podcast by Elliott Richmond. Hello Elliott.<\/p>\n

[00:03:35] Elliott Richmond:<\/strong> Hello. How you doing? Thanks for having me.<\/p>\n

[00:03:37] Nathan Wrigley:<\/strong> You\u2019re so welcome. Elliott and I have had a little bit of a chat prior to hitting the record button.<\/p>\n

Elliott\u2019s one of those people who has been in my world for many years, because I\u2019ve been vicariously watching what, this is going to sound a rather sinister. I\u2019ve been watching what Elliott\u2019s been doing for several years. And we\u2019ll get into some of that in a moment. It\u2019s a pleasure to have you on the podcast anyway. I feel like I know more about you than you will do about me, that\u2019s for sure anyway. But welcome to the podcast.<\/p>\n

[00:04:08] Elliott Richmond:<\/strong> Thank you. Yeah, thank you for having me. I think if you put yourself out there, you are bound to attract stalking of some form.<\/p>\n

[00:04:14] Nathan Wrigley:<\/strong> That\u2019s right. Okay. I hope it doesn\u2019t come across as that.<\/p>\n

[00:04:18] Elliott Richmond:<\/strong> No, not at all. Not at all.<\/p>\n

[00:04:19] Nathan Wrigley:<\/strong> But will you just give us a little bit of your background? Obviously this is a WordPress specific podcast, so you can dip into your early childhood if you like, but maybe if we constrain it to WordPressy things.<\/p>\n

How long have you been using WordPress? What do you do at the moment? And then we can get into some of the fun things you\u2019re going to be doing.<\/p>\n

[00:04:36] Elliott Richmond:<\/strong> Yeah, sure. So I\u2019ve been using, or developing with, wordPress for over 20 years. So pretty much as old as WordPress is, but I was developing before that, building stuff. I\u2019m self-taught developer, but I was building stuff in the early nineties for bands and stuff that I was in, creating music and just putting stuff out on the web.<\/p>\n

But then I realised, when I was working at an agency, it was a design agency, that there was definitely a market for the web effectively, but the company I was working for didn\u2019t really want to get into it. So eventually when I went freelance, I was able to sort of self-teach myself all of the things I was interested in, which was web development. So I used all of the kind of CMSs like Joomla, Drupal, and eventually found b2 which was forked, ended up being WordPress.<\/p>\n

So, yeah, started seeing lots of communities popping up, meetups and I just reached out to people. And I\u2019ve actually featured on WP Tavern before because of releasing an advent calendar I think it was, back in 2013, I think it was Christmas time. And it was basically just reaching out to other developers and asking them for code snippets. It was back in the day when WordPress was kind of, it was a blog but developers were using it in really creative ways like portfolios, and product databases where you had to use the category and tagging system to actually make things work, and then manipulate the templates.<\/p>\n

So there was lots of code snippets sort of flying about. So yeah, I just reached out to community and got about 30 developers submitting code, and then just released them as advent calendars.<\/p>\n

So, today I am still a developer and develop for WordPress, very passionate about WordPress. I\u2019m a content creator, create stuff on YouTube, and I\u2019m also a part-time Pizzaiolo. And if you don\u2019t know what that is, that\u2019s basically somebody who makes pizzas.<\/p>\n

[00:06:22] Nathan Wrigley:<\/strong> I can\u2019t ignore that, and we\u2019re going to get into that in a moment. But I\u2019ve been having people on a variety of different podcasts for over a decade now, and you are the first, actually, that\u2019s not true. I was about to say that you are the only person that I\u2019ve ever interviewed who\u2019s actually used b2 prior to it becoming WordPress. You are not, because I interviewed Matt Mullenweg once, and of course he, along with Mike Little, definitely used b2 because they forked it to become WordPress.<\/p>\n

But that really does give me an illustration of, you are right at the beginning. So you were one of the kind of founding members of the community, if you like, and goodness only knows, I\u2019m sure you had no anticipation of what it was going to become.<\/p>\n

[00:07:02] Elliott Richmond:<\/strong> No, not at all. Yeah, Kubrick.<\/p>\n

[00:07:05] Nathan Wrigley:<\/strong> Old school. If you know what Elliott\u2019s talking about, you can join the, what\u2019s the word for somebody who\u2019s been around in the community for a really long time? Well, anyway, one of those.<\/p>\n

So tell us a little bit about the pizza thing. I don\u2019t want to dwell on it for too long, if you don\u2019t mind, but this is such an interesting little story. And curiously, it does have a WordPress spin at the end. So yeah, make sure to get that in as well because that\u2019s fascinating.<\/p>\n

[00:07:28] Elliott Richmond:<\/strong> Yeah, so during COVID, during lockdown, my wife and I just started a pizza delivery thing. Because all the kind of delivery shops were closing down and we have a community in our village and it was like, they\u2019ve tried my pizzas before. So we thought, well, we\u2019ll just roll it out and set it up. And people were saying, yeah, send me a pizza. So we thought, okay, well we can sell them to the rest of the community as well. And it was just going to be a temporary thing. Five years later, we employ five staff and it\u2019s still going strong and we sell it as a licence to other people.<\/p>\n

But the WordPress thing is, I mean in a million years I wouldn\u2019t know that I\u2019d be doing this five years later, but it\u2019s all because of WordPress that has allowed me to do this. You know, it uses all WordPress products, it\u2019s WooCommerce, WordPress itself, and some Jetpack stuff with the WooCommerce app. It glues everything together and it helps us to run a sort of micro business like that. And what has turned into a weekend, temporary thing has turned into a full-time business. So, yeah, it\u2019s a, I don\u2019t know if I can tell you any more about it really.<\/p>\n

[00:08:28] Nathan Wrigley:<\/strong> Well, you can, you mentioned that you\u2019ve got a plugin that\u2019s coming out fairly soon, aligned with people who wish to replicate your pizza business, but in their own locale.<\/p>\n

[00:08:40] Elliott Richmond:<\/strong> Yeah, so to just give you the bigger picture, my wife is kind of like a bit of a marketing guru, and she sees opportunities where I can\u2019t see them. She sees all the blind spots. So this whole model can be replicated by anybody. She didn\u2019t force me, I was willing to do it, but she made me film all of my steps to make pizzas. So if you don\u2019t know how to make pizza, there\u2019s a full course to make it. There\u2019s a whole module of the marketing that we use. There\u2019s all secret little tips in there about doing stuff on social media, which I don\u2019t do. My wife does all that.<\/p>\n

But I\u2019ve developed a plugin that works with WordPress and WooCommerce and it stitches everything together. So it\u2019s got an ordering system, it\u2019s got a slot system, it\u2019s got a time-based system, so you can only put certain slots within certain times, and then it\u2019s got a radius distance. So if you were outside of that radius based on your postcode, you can\u2019t order pizzas, but you can collect them. And we do get people collecting from miles away that were passing last year, and they\u2019ve driven a hundred miles to come down for the weekend because they\u2019re passing to pick up a pizza. Honestly, you wouldn\u2019t believe it. But I think the furthest somebody\u2019s come is something like 120 miles. It\u2019s crazy.<\/p>\n

Yeah, so people have been in touch with me like from, last chap was in Norway asking about his, could he use it for his brother\u2019s bakery? And I said, yeah, absolutely. So anything that\u2019s got like a restricted delivery zone, and maybe you want to just do it at certain times, you can do it. But you don\u2019t even need to use the slot system, but you can set the radius distance. So if you want to do local deliveries, you can set a four mile radius, five mile, ten mile, whatever you want to set. Anything is doable really. Yeah, you can use the plugin.<\/p>\n

So that\u2019s kind of like the freemium Pizza Pilot. And then there\u2019s a Pro version that we actually will bundle with our licensees. And we\u2019ve got, it\u2019s not like a franchise, it\u2019s, you know, they buy the whole model once, and then they get the plugin bundled in. And, yeah, I\u2019m just kind of like fine tuning it so that I can manage it. So if pizza does take over my life, I\u2019m still, got my foot in WordPress and developing this product. So I\u2019m happy about that.<\/p>\n

[00:10:37] Nathan Wrigley:<\/strong> That\u2019s so interesting that you have WordPress as the sort of fulcrum of this entirely different side of your life, really. And it feels like it\u2019s more than like a hobby project at the moment. It feels like it\u2019s the underpinnings of a lot of what you do, albeit maybe the WordPress community don\u2019t know about it.<\/p>\n

But also curious that, and again, I might be reading between the lines, maybe you launch the pizza business and then kind of retrofit your procedures into your own dog fooding plugin, which now you are deciding to sell.<\/p>\n

But the fact that the technology stack that you knew inside out was able to facilitate that, you know, and a website can handle things like geolocation, that a website can handle things like payment, and the ability to add ingredients and things like that. All of that enabled you to launch that business, which is just so interesting.<\/p>\n

Because most people who use WordPress, I doubt ever have that experience in life. You know, maybe they\u2019re building things for clients, or they try a little hobby project. But you\u2019ve got, I don\u2019t know, it just sort of perfectly slotted in and, well, serendipity seems like the right word. Everything just sort of seems to slot in perfectly, and how wonderful.<\/p>\n

[00:11:46] Elliott Richmond:<\/strong> Yeah, I think it all kind of happened at the same time, because I just mentioned to Rachel about, you know, during lockdown these businesses are shutting down and people are going to pivot. Because I was talking to the WordPress community and they were talking about how their businesses were pivoting, like their restaurants. And I said, I could set this up as a website. So it all came together kind of all at once really.<\/p>\n

One thing I\u2019d have to say is that I like doing complex things with WordPress, and I\u2019m really interested in the way that people do stuff with WordPress. So we have somebody that comes to our Meetup that is a gardener, and they come religiously to our Meetup. You\u2019d think, well, why is a gardener coming to the Meetup? Well, it\u2019s because they run their whole invoicing system and business, the gardening business, through WordPress.<\/p>\n

So it\u2019s like, oh, that\u2019s interesting. So there\u2019s so many different things you can do with WordPress. So the one thing I\u2019m grateful for is all of my experience that WordPress has given me and the opportunities in terms of my career, being able to sell, you know, development packages to clients, and picking up complex jobs in that sense. Because without, it wouldn\u2019t be the glue for the pizza thing, and it wouldn\u2019t have happened that easily.<\/p>\n

[00:12:49] Nathan Wrigley:<\/strong> Right. Genuinely, absolutely fascinating. I think we could probably do the entire podcast about that, but there is another story to tell. As I said, I\u2019ve been looking at Elliott online for quite a while and then, I don\u2019t know when it was, but it was certainly quite recently, we are recording this in March, 2026, quite recently that I learned that you are going to be working with Automattic. I don\u2019t know if it\u2019s for Automattic, but certainly for the wordpress.com side of things. I could spoil what you are doing and misrepresent what it is. Probably best to just hand it over to you, and tell us what this gig is, this project that you\u2019ve got running through 2026.<\/p>\n

[00:13:27] Elliott Richmond:<\/strong> Yeah, so I have to shout out to Michelle Frechette because she basically reached out to me and suggested an introduction with Stacey Carlson, who is Automattic\u2019s Affiliate and Influencer Director. And she\u2019s obviously picked up some of my videos and she just said to me that, do you fancy us sponsoring a video or two about wordpress.com and how I felt about Automattic products? I said, yeah, why not? I use them all the time, every day. So it\u2019s definitely up my street.<\/p>\n

So I put some stuff together and she basically just told me that the Automattic leadership team, which directly is Matt down, were broadly supporting content creators. So yeah, I was on board with it.<\/p>\n

And my mind just went on overdrive. Basically, Stacey said to me, would you like to do this thing? And I was like, yeah. She said, okay, well, we\u2019ll have a chat in a couple of days or whatever. And I was like, I put concepts together and I sent about three or four different ideas. And it was like, yeah, okay, let\u2019s do this. And it\u2019s basically how I use WordPress, what I did, the whole pizza thing, what I do from day to day.<\/p>\n

And I put these videos together and then it created another opportunity and another introduction to a lady called Brit Solata, who\u2019s head of Influence Marketing. Big inspiration for me is another guy called Jamie Marsland, who\u2019s actually the head of the wordpress.com YouTube channel, because he basically raised his profile by using WordPress and turning hard concepts like using the Block Editor into really easy to understand videos.<\/p>\n

And he had the genius idea of creating the speed challenge, which was kind of viral. Again, he lives down the road from me, believe it or not, less than five, six miles away. So there\u2019s a funny story behind that. We\u2019ve known each other for like 15 years, connected through social media and whatever channels there are that we used to use. And we actually met for the first time, face to face, at WordCamp Europe in Greece. And it always tickles me because the first thing he said is like, we\u2019ve known each other for years, but this is the first time we\u2019ve met, and we have to come over the other side of Europe. So it\u2019s not great for our carbon footprint, which always makes me chuckle.<\/p>\n

Yeah, he was a great inspiration. And since then we went out for a coffee or two and he inspired me really to start doing my YouTube stuff. And I think that\u2019s really what got me recognised through Michelle, Stacy, and Brit. And then Britt suggested that we do something for the rest of this year. So I\u2019m going to be doing videos about wordpress.com, what\u2019s coming up.<\/p>\n

WordPress has always been a moving target. It uses multiple different types of technology, right? So there\u2019s always different things happening and changing. And with the advent of AI, there\u2019s a lot of stuff coming into the whole project. So, yeah, that\u2019s kind of where we\u2019re at.<\/p>\n

[00:16:09] Nathan Wrigley:<\/strong> I have a lot of questions around that actually. So the first thing I\u2019m going to ask is, is the intention to make long form content, or are you hoping to make more short form content? And really behind that question is what you just said about the fact that WordPress is in a real period of flux. On the .org side, we\u2019ve got WordPress 7 coming around, which is going to be transformational, but I also feel that any video that gets made to coincide with 7 is quickly going to go out of date because we\u2019re in such a rapid period of flux.<\/p>\n

So just conscious about that, really, whether or not the content that you are going to be creating, and forgive me for using this word, is more disposable, if you know what I mean? So the kind of content that you\u2019ll throw together in the anticipation that in 4, 3, 2 months time, you might have to reshoot it again. So, yeah, just wondering what the constraints are on the kind of content that you\u2019re going to be making?<\/p>\n

[00:17:01] Elliott Richmond:<\/strong> There aren\u2019t really constraints in that sense, but I think the whole nature of WordPress is ideal for that kind of scenario. So we are going to do long form content and then spinoff of that is going to be the short form as well, because you can just do that with the modern tech that you can use today anyway.<\/p>\n

But yes, I think if you\u2019re working in the Core team and you\u2019re doing documentation, and it\u2019s always been a thing, getting documentation out has always been a problematic thing. And if you\u2019re working on something and you\u2019re deep into it, it\u2019s difficult to get that stuff out.<\/p>\n

I think over the years it\u2019s got better because you\u2019ve got prominent people in Core, in the team, working at Automattic that are pumping stuff out. Justin Tadlock and the other chaps and Birgit is putting stuff out with Gutenberg Times and things like that. So it has got a lot better, but definitely there is an opportunity for content creators to fill a gap in terms of new things that are coming, what\u2019s going to be changing.<\/p>\n

And also the way that people consume that content because YouTube and all the social, other social platforms, not that they\u2019re great, TikToks and all that, but there\u2019s definitely an opportunity for that content to be absorbed by different people. So there\u2019s definitely a gap there for content creators to make people aware about those changes and new developments that are coming to WordPress.<\/p>\n

[00:18:22] Nathan Wrigley:<\/strong> I\u2019m in the lucky position in that for this podcast there isn\u2019t really a laundry list of things that I have to cover. It\u2019s very much up to me what I wish to have on the podcast. So you are an example, you know, decided to do this, and here we are doing it.<\/p>\n

But I did wonder if you were, you know, you mentioned some names there over at Automattic. I don\u2019t know if there\u2019s going to be some things that they will require you to do because that\u2019s in line with what .com has just released or what have you. Or if you really are, you know, the reins are off, do what you like Elliott and just make sure that you post us and tell us what\u2019s going on.<\/p>\n

I\u2019m imagining there will be some sort of guidance and, okay, this thing\u2019s about to launch, it would be really welcome if you produce the piece of content explaining why we\u2019ve done it, and how it works and so on.<\/p>\n

[00:19:03] Elliott Richmond:<\/strong> There\u2019s no guardrails in that sense. It feels very fluid and flexible. Yes, there are kind of like things, we\u2019d love you to do this, and I\u2019m more than happy to do that because it\u2019s definitely on my street anyway.<\/p>\n

The products that are sort of being talked about are products that I use every day, so it has synergy, you know? It\u2019s not like I\u2019m having to do something that I wouldn\u2019t be comfortable doing. It\u2019s stuff I love doing and I love teaching other people anyway. So in terms of that whole community thing, I think when communities come together, the most I get out of it is actually learning from other people, not just teaching them.<\/p>\n

And actually just by teaching somebody, or telling somebody about something, they give you feedback and the feedback loop there is super important, especially for a project like WordPress. Without that feedback loop, potentially, it\u2019s not going to be a thing that anyone will use anyway. So just by doing something with the community or publishing something is useful feedback.<\/p>\n

There may be something that is sort of created and developed that I don\u2019t necessarily agree with, but I can still put it out there, say whether I like it or don\u2019t like it, and then ask somebody, you know, what\u2019s your feeling? Have you used it? What\u2019s your feedback? Get some comments. That is feedback. And that\u2019s how you improve things.<\/p>\n

[00:20:14] Nathan Wrigley:<\/strong> YouTube is a phenomenal feedback loop actually. I mean, I know you\u2019ll probably be getting feedback from within Automttic and what have you as well, but I long for the comments on a WordPress blog to be like the comments on a YouTube video. It seems that everybody\u2019s quite willing to get the keyboard out and hammer out thousands of replies on a YouTube video. It really does capture that.<\/p>\n

And so, especially if during the content you provoke the audience to comment, and to give you feedback, because you may well be making another piece of content, which will be guided by the comments and what have you. I think it\u2019s amazing for that. And kind of like pretty, pretty untapped. Usually when you watch content, it is just, okay, I\u2019ve decided what I\u2019m going to do. There it is. It\u2019s an isolated, atomised piece of content. But the idea of going and asking for, what shall I do next? Or something akin to that is really great. And I hope that works out for you. I fully anticipate that it will, because like I said, the comments are usually fairly voluminous.<\/p>\n

[00:21:09] Elliott Richmond:<\/strong> Yeah, it\u2019s interesting because some of the comments actually inspire you to create your next piece of content. So it\u2019s always good. Sometimes it is difficult because you can see that it\u2019s negative feedback. But actually I think that negative feedback is a positive thing because you can respond in a positive way. Or you can just take that feedback and then feed it back into the ecosystem and that\u2019s how things get changed. So any negativity is a positivity in my book.<\/p>\n

[00:21:35] Nathan Wrigley:<\/strong> Yeah, nice. I think you have to armour yourself with things like that when you go on social media and post content, don\u2019t you? Because it doesn\u2019t matter how perfect it is, and how well aligned it is, there\u2019s always somebody lurking somewhere who is willing to derail your day with a comment like that.<\/p>\n

Are you going to be doing this then on official, so you\u2019ve made the content, you\u2019ve created the video, and yada yada. We can get into the process of that in a moment. I\u2019d be kind of interested to know what you do. Are you going to be posting this on official WordPress channels, or is this that you are being hired to create the content and then put it out on your own channels? Or is it, does it come with the official stamp of the wordpress.com YouTube channel or something like that?<\/p>\n

[00:22:13] Elliott Richmond:<\/strong> No, it\u2019s on my channel for my audience. So I\u2019m free to do whatever I want really. I can do my own stuff but there is a, kind of an agreement we have to meet certain months and content that will be aligned with whatever\u2019s happening at wordpress.com or at Automattic. But yeah, there\u2019s no restriction. It\u2019s kind of on my channel to my audience.<\/p>\n

[00:22:33] Nathan Wrigley:<\/strong> Is it very much then going to be YouTube, like screen shares of the kind of things that you\u2019ve been doing with a code editor or in the backend of WordPress, or a plugin that you\u2019ve installed and have played with or what have you? But obviously on the .com side of things as opposed to the .org side of things.<\/p>\n

[00:22:47] Elliott Richmond:<\/strong> I don\u2019t want to give too much away, but I\u2019m given kind of a little bit of early access to stuff that, I found it difficult to find it but it is available, you can get to it, but I needed some pointers. But it\u2019s going to be a mix of technical stuff. You\u2019ve seen my stuff, I\u2019d like to get technical content simplified and I use graphics. And, I mean, if I look at my first stuff, it was nowhere near as polished as it is today. but I like to use animation.<\/p>\n

There\u2019s difficult concepts to get over, especially with templating and patterns and template parts and things like that. And if you can simplify that to users, to use this stuff with more knowledge. But there\u2019s also stuff about AI that\u2019s, I mean it even confuses me today, like MCPs and, what\u2019s that? And it\u2019s like large language models and things like that.<\/p>\n

So there\u2019s complex stuff that I\u2019m really looking forward to getting my teeth into because I can try and simplify it. And that\u2019s what I like doing in terms of like graphics and analogies. And hopefully it makes sense to people.<\/p>\n

[00:23:46] Nathan Wrigley:<\/strong> So it\u2019s going to be, I guess the one word that maybe I would encapsulate it as is educational. The idea is that you come in, learn a thing, or multiple things, and then go away. It\u2019s not just that, oh look, here\u2019s the latest new feature that\u2019s shipping. It\u2019s more, look, here\u2019s the feature, but also here\u2019s how you get to it and how you navigate it and what it does. And if you want to implement it, you must do this, yada, yada, that kind of thing. So educational.<\/p>\n

[00:24:12] Elliott Richmond:<\/strong> Yeah, absolutely. There\u2019s lots of other things happening as well that are specifically for developers and not necessarily for wordpress.com. But yeah, engineering those things and putting those together to make something work in the way that you want it to, there is a technical barrier to that. So if I can simplify that and help others to get up and running, then great.<\/p>\n

But there\u2019s things like Xdebug that are not enabled by default in the Studio app that I think are really useful. Now I\u2019ve used Xdebug for debugging my code for many years and I honestly cannot do without it. And I didn\u2019t even know it was there, you know, that\u2019s how hidden it was, until I saw a tweet like the other day, and it was, I think it\u2019s recently been rolled out, but I\u2019m like, I am itching to do a video on that, so that I can just let people know how to use it and what it\u2019s beneficial for.<\/p>\n

[00:24:56] Nathan Wrigley:<\/strong> Yeah, you strike me as the kind of character that\u2019s not going to be short of things to do content about. It\u2019s more, which comes first. And I think that\u2019s such a nice gig for you as well, in that you\u2019re obviously a very curious individual. You know, you\u2019ve been making videos for, this is going to come out the wrong way, but, you know, for no reason, if you know what I mean? You know, there was nobody prodding you with a stick saying, Elliott, we need another video now because you\u2019ve been paid for it.<\/p>\n

You were doing it because that\u2019s something that you found enjoyable, and you like the experience of doing all of that. And then somebody comes along and says, you know what? I think we could well do with paying you for this. That must have been kind of, almost manna from heaven in a way.<\/p>\n

[00:25:34] Elliott Richmond:<\/strong> Absolutely. I mean, I feel so fortunate. I\u2019m so grateful to Michelle Frechette for reaching out to me and making that contact because, yeah, I mean, it\u2019s right up my street. You\u2019ve seen, I\u2019ve got guitars around the studio and I think it\u2019s like, I\u2019m the sort of person that I think it\u2019s good to learn something new every day, regardless of what it is. And yeah, you have to be intrigued by something.<\/p>\n

And particularly with code and technology, it\u2019s changing all the time. You can do things in different ways. Very much the same as just fingering around a fretboard and trying to find that lick, or that nice harmonic tone that you never found before. And you think, ah, I can do this. I\u2019m going to show my bass player that I can do this, or my guitar player, or whatever. You know, it\u2019s a bit like that.<\/p>\n

And you get excited about the littlest things that maybe are not so exciting to a lot of people, but they are to me, and that\u2019s why I do it. And if I can just impart that on somebody, that\u2019s a bonus to me. And I do get that feedback on YouTube. So I\u2019m always so grateful when I get positive feedback like that. So, yeah, long may it continue. And I\u2019m not going to stop doing it because I find it fascinating and I really enjoy it.<\/p>\n

There are many stages to doing a video. You have to figure out what you\u2019re going to talk about, the script, which I didn\u2019t used to do. It was just kind of like, I know this thing, so I\u2019m just going to jump on. But I now script things, break things down into concepts, and then know when I\u2019m going to do some motion graphics. Then I do the headshots, and then I do the editing.<\/p>\n

And when I\u2019m done editing, I\u2019m not done editing in like one day, I just do a couple of hours and I go back into the house and I just tell Rachael, I say, I absolutely love editing. It\u2019s just like, it just really excites me. So it is just these little things. Not necessarily about WordPress, but yeah, figuring out how to get a concept across. And then I\u2019ll sit and I\u2019ll bore the tears off Rachael, try and explain this stuff to her, and she\u2019s just patiently listening to me, you know, so I can get it out of my head.<\/p>\n

[00:27:19] Nathan Wrigley:<\/strong> No, I think that\u2019s the most credible way of getting to the perfect simulation of what it is you\u2019re trying to educate people with. Because you trip over yourself, don\u2019t you? And you realise, okay, that second point should have been the third. And the third should have been the second. And there was a better way of explaining that. I think it\u2019s great that you do it that way.<\/p>\n

And I\u2019m also, pleased is the wrong word, but I\u2019m curious that you script it as well. Because I know that the temptation is often easy, isn\u2019t it? It\u2019s just, okay, I know this stuff inside out, I\u2019ll just go for it. That extra hour, two hours, three hours, whatever it may be, of disciplining yourself to write it down, I think you go a million more miles with that content. You know, you refine it, you work it through, you cut out the additional words that are not needed, that just sort of demonstrates to me that you are really, really serious about it.<\/p>\n

[00:28:06] Elliott Richmond:<\/strong> I say scripted, loosely scripted. It\u2019s scripted not to the absolute T. It\u2019s kind of like flashcard prompts.<\/p>\n

[00:28:10] Nathan Wrigley:<\/strong> Oh, no. No, no, no. Sorry. Yeah.<\/p>\n

[00:28:13] Elliott Richmond:<\/strong> But there\u2019s the structure, let\u2019s say. And sometimes I do word for word. But if I go off piste, if I\u2019m recording, I\u2019m like, yeah, I\u2019m just going brush over that. It\u2019s not that important. It\u2019s just an um or an ah, or an and and a the that shouldn\u2019t be there, but whatever. I mean, if I watch back some of my stuff, I\u2019m like, oh, did I really say that? I\u2019m my worst critic, I guess.<\/p>\n

[00:28:31] Nathan Wrigley:<\/strong> The trick there is never to watch or listen to your own stuff.<\/p>\n

[00:28:35] Elliott Richmond:<\/strong> Yeah. Yes.<\/p>\n

[00:28:37] Nathan Wrigley:<\/strong> The problem is, if you are self editing, you have to listen to yourself, you know, for every hour that I record, I end up listening to myself for probably about four hours. It is purgatory. For example, the sentence that I\u2019ve just said, I will listen back to and I will be ruing the day that I said it. It\u2019s curious.<\/p>\n

Given that it\u2019s on the .com side of things, and if, dear listener, you\u2019re not familiar, we have sort of like this bifurcation, if you like, of WordPress. We have the .org side, which is the way you can go, wordpress.org, and you can download it and put it on a server and put it on your local machine and do what you like with it. And then the .com side, which is where Elliott\u2019s work is going to be mostly living I guess, is the hosted side. So you go and you pay a monthly fee and you have access to WordPress over there, so you don\u2019t have to think about the hosting or anything like that, that\u2019s just taken care of.<\/p>\n

Do you get a sense that there\u2019ll be like commercial pressure there? That\u2019s maybe getting to territory that you don\u2019t wish to get into, I don\u2019t know. But will, for example, you have to create content around certain features because it\u2019s shiny and new? So instead of it being educational, it might slip into the more promotional, and I\u2019m doing air quotes as I say that.<\/p>\n

[00:29:45] Elliott Richmond:<\/strong> In my experience, little experience working with the guys at the moment, there\u2019s been none of that. It\u2019s literally, you have the free reign, do what you want. There is a benefit of putting a script together in that sense, because you can iron things out if you need to. But in all honesty, of the 10, 15 scripts I\u2019ve already sent through, I\u2019ve only had minimal feedback. They said, great, it looks great. Let\u2019s go with it. And also, if it\u2019s a new shiny thing, show me. I want to know about it. I want to tell others about it as well, you know?<\/p>\n

[00:30:11] Nathan Wrigley:<\/strong> Right. So the overlap there is welcome to you, which is quite nice, isn\u2019t it? It\u2019s new, it\u2019s interesting. I would like to mention it anyway.<\/p>\n

[00:30:17] Elliott Richmond:<\/strong> There is also another point. I think there\u2019s a misconception between wordpress.com and WordPress, the standalone software. Because effectively it\u2019s the same thing. When you use something like the Studio app, you\u2019ve still got your local files and you can still develop your own stuff. You can get as complex as you want. You are just literally hosting it with the people that make this software. And you then know that you\u2019re going to get the performance, you\u2019re going to get all of the security stuff, you\u2019re going to get all the benefits of hosting with a, on a platform that know the software. So there\u2019s a win-win situation there in my opinion.<\/p>\n

[00:30:52] Nathan Wrigley:<\/strong> So you were mentioning earlier, Jamie Marsland, just down the road from you, who\u2019s the head of WordPress YouTube. Obviously kind of a prolific content creator himself, and then got taken on by Automattic to carry on that journey. There\u2019s obviously now you. I wonder if you\u2019ve got any thoughts on how WordPress, and you might read Automattic in here or .com or whatever the right word is. I wonder how you view the seriousness with which they\u2019re taking content creator content.<\/p>\n

Because again, if I rewind the clock three or four years ago, it felt that there really wasn\u2019t much coming out that had that kind of official stamp. We were kind of left to our own devices. We were going into Slack and reading comments, or we were going into GitHub queues for plugin developers and things like that.<\/p>\n

But it does seem that at some point in the last four or five years, somebody somewhere said, wait, no, video is it. We really have to invest in video. And it feels like you\u2019ve been caught up in that.<\/p>\n

There\u2019s no real question there. It\u2019s more just an observation that video content by people who obviously are out in the community doing this with a serious intention. It\u2019s more than just a hobby. It\u2019s something they\u2019ve got a track record of doing seriously. I wonder if you\u2019ve spotted that trend as well.<\/p>\n

[00:32:05] Elliott Richmond:<\/strong> Yeah, absolutely. I mean, I often look up stuff on YouTube. It used to be Google. How do I, I don\u2019t know, mitre some wood together? You can go to YouTube now and you can find all of this stuff. Or how do you make the perfect naan bread or the perfect pizza, let\u2019s say? So yeah, YouTube is definitely, in the last, I actually don\u2019t think it, it\u2019s always been there, but it\u2019s probably, it\u2019s only become sort of more prominent on my radar, I guess. So if that\u2019s a result of what\u2019s been happening organically, then yeah, I\u2019ve just been sucked into it. But, yeah, I think it\u2019s always been there.<\/p>\n

You always get from YouTube content creators about how much more difficult it is, I guess, because there\u2019s more people doing it, so they\u2019ve got less money to give people. But honestly, I\u2019m not in it for the financial reward anyway. I mean, I do get paid ads and stuff, but it\u2019s peanuts every three months, so I\u2019m not in it for that at all.<\/p>\n

So yeah, it\u2019s definitely on my radar basically. I mean, in terms of editing and software, I still look up stuff. You know, even whether it\u2019s WordPress or whether it\u2019s command line stuff. Particularly now, if you drop AI into the title, you\u2019re going to get loads of stuff.<\/p>\n

[00:33:10] Nathan Wrigley:<\/strong> Yeah, I mean, more and more if you go and ask a question of Google, you\u2019re going to get the AI answer first, but then you\u2019re just going to get like a big row of YouTube videos. You know, if you ask it a question beginning, how do I, or something along those lines, the AI often comes first.<\/p>\n

I\u2019m actually using a different search engine now. I use one called Kagi, which was actually by coincidence developed by the guy who used to run Manage WP, who then sold it and moved on to make this search engine. There\u2019s another success story coming from the WordPress space. But if you ask it a question, you get the AI generated sort of response over three or four lines, and then after that, just a cavalcade of YouTube videos. And it really, I think, has become the default.<\/p>\n

What I\u2019m finding interesting about that is, I think that wordpress.com in this case, but you could read Automattic, are kind of putting their money where their mouth is and doing it in an interesting way.<\/p>\n

So rather than, let\u2019s say, employing a team of content creators to do this, this, this, this, and this, they\u2019re asking people like you to just get on with it. Just do what you were doing. I think that\u2019s really interesting. And it\u2019s hard to encapsulate what I\u2019m saying there, but there\u2019s a real level of trust. You know that you\u2019ve got to do things, but nobody\u2019s micromanaging you to tell you what to do. It sounds like nobody\u2019s giving you, okay, we want this piece of exact content, and this one and this one and this one. It\u2019s more, Elliott, you\u2019ve got a track record, you\u2019ve proven yourself, now crack on, but we\u2019ll assist from the financial point of view. I think that\u2019s a really nice model of allowing people like you to do what you do, and the trust that you\u2019ve built up is all that was needed to get you started on that journey.<\/p>\n

[00:34:47] Elliott Richmond:<\/strong> Yeah, there are kind of, who this is for, what\u2019s good to do, what isn\u2019t great to do. So there is, not guardrails as such, you\u2019re given complete flexibility, but you are given a kind of like a brief, not template, it\u2019s not template, it\u2019s a, what\u2019s this for? What\u2019s the target?<\/p>\n

[00:35:03] Nathan Wrigley:<\/strong> Like an avatar kind of, something like that.<\/p>\n

[00:35:05] Elliott Richmond:<\/strong> Yeah. Yeah, an avatar. I don\u2019t find that restrictive in any way. If I did, I wouldn\u2019t be doing it.<\/p>\n

[00:35:10] Nathan Wrigley:<\/strong> No, that\u2019s really helpful.<\/p>\n

[00:35:11] Elliott Richmond:<\/strong> Yeah, exactly.<\/p>\n

[00:35:12] Nathan Wrigley:<\/strong> Yeah. But you\u2019re given a lot of rope. It does sound like you\u2019ve got a lot of leeway to do what you like. I mean, maybe there\u2019s constraints around, you know, let\u2019s not make content about the UI of Wix or Squarespace or anything like that. You know, that\u2019s probably out remit.<\/p>\n

[00:35:28] Elliott Richmond:<\/strong> That goes without saying.<\/p>\n

[00:35:29] Nathan Wrigley:<\/strong> Yeah, yeah. But certainly from my point of view, doing this podcast, WP Tavern, I can\u2019t really sum it up, but I have that same freedom. I can have who I like on, nobody\u2019s telling me what I can do and when it should be done. It was just a case of, okay Nathan, you\u2019ve done podcasting, we would like you to do this one. And it sounds like a similar kind of offer was made to you, but on the video side. The trust behind that is hard to communicate, but it feels so nice.<\/p>\n

[00:35:57] Elliott Richmond:<\/strong> Yeah, absolutely. I mean, I\u2019ve always said, because I\u2019ve worked on my own for such a long time, since I was in my twenties, and I won\u2019t tell you how old I am, but it\u2019s been a few decades now, I literally am unemployable. I do work on a remote basis for a company, but it\u2019s on a very minimal tech lead responsibility kind of arrangement. But I could not go into an office. I\u2019m just conditioned not to be, someone breathing down my neck. I\u2019ve just been conditioned to have that freedom and creativity that I love. And definitely without a doubt, I\u2019ve been given this opportunity in the same respect. So I\u2019m absolutely stoked about it.<\/p>\n

[00:36:34] Nathan Wrigley:<\/strong> Yeah, I think that\u2019s really lovely. You\u2019ve got that history. And I think we see that in the community a lot. You know, you\u2019ve got a history, and it\u2019s your turn to shine, if you like.<\/p>\n

Okay, now the nerdy bit, right at the end. I want to know what your process is. Obviously being a content creator myself, I\u2019ve got a whole load of software that I use and I flit around, but I\u2019ve kind of stabilised on a few key pieces of software, which enabled me to do that journey.<\/p>\n

I\u2019m sure that there\u2019s going to be people listening to this who have thought to themselves, I too would like to make videos, and I\u2019m curious, what is your tech stack? I mean, we don\u2019t need to go into absolutely everything, but I\u2019m curious, what are the 3, 4, 5, whatever it may be, essential things that are either on your desk, or on your computer that make the whole thing easy and possible?<\/p>\n

[00:37:18] Elliott Richmond:<\/strong> My tech stack is so low key, it\u2019s unbelievable. My lights, if I explain my lights to you, I\u2019ve got basically a cat food pouch box, which is like six inches by four with a hole cut out of it, resting on an LED light with a bit of tissue paper over it. It\u2019s that low key, low tech.<\/p>\n

[00:37:34] Nathan Wrigley:<\/strong> So it\u2019s like a small shoebox with a hole cut in with tissue paper diffuse the light.<\/p>\n

[00:37:39] Elliott Richmond:<\/strong> Yeah.<\/p>\n

[00:37:40] Nathan Wrigley:<\/strong> That\u2019s so great. That\u2019s so cottage industry. I love that. Yeah, because you could of course buy the $150 equivalent, but you know, the cat food box is lying around. That\u2019s brilliant. Oh, I hope this keeps going. I hope you got more of these.<\/p>\n

[00:37:55] Elliott Richmond:<\/strong> If I could just turn the camera round. And the other thing is just an iPhone. I just use my iPhone. My iPhone is literally sitting on my computer now. So it\u2019s good enough to do what I need to do with it. At some point it will upgrade, but for anybody who wants to do this out there, you know, you don\u2019t need much kit.<\/p>\n

In terms of the software, I just use the Notes app and I just jot down my ideas. I actually use the accessibility keyboard shortcut. So I literally, what I do is tap the key and just speak into my mic about the idea that I want to get across. And then that\u2019s my brain dump. And then I\u2019ll take that, read it back, break it down. It\u2019s all in my own words, I then just get AI to polish it a little bit, so it kind of gives me the bare bones of my script. And then that gets me like 60, 70% there. But it\u2019s literally my brain dump that\u2019s polished, and then I repolish it again. So that\u2019s one key bit of legwork that gets me going quickly.<\/p>\n

I\u2019ve picked up a lot of kit over the years from just producing music. I\u2019ve got some NS-10s in front of me, studio monitors, so I can do all my sound balancing and stuff. The other key bit of software is DaVinci Resolve, which is, it\u2019s got all of the motion graphics in it. It is a bit of a head spinner to get into it, but there\u2019s lots of resources out there that can help you get to where you want to be.<\/p>\n

There\u2019s lots of stuff out there that you can, like library stuff that you can subscribe to and pull in. But I\u2019m always reluctant to do that because I\u2019m the sort of guy that, I want to, even if it\u2019s code, I want to get into it. I want to understand exactly how it works and do it myself. So working with nodes and animation in that sense has been, it\u2019s been a big learning curve, but I\u2019ve absolutely loved it.<\/p>\n

And then just the editing is like DaVinci Resolve. And it has everything in it. I pay a licence for it because I want all the whistles and bells, but you can use the free version and I just cannot believe what you can get away with, with the free version. You get all of the motion graphics, you get all of the audio, you get the colour correction, plus all of the editing suite. It\u2019s incredible.<\/p>\n

I\u2019m just looking around to see what other stuff I\u2019ve got, but yeah, that is literally about it.<\/p>\n

[00:39:52] Nathan Wrigley:<\/strong> I think you\u2019ve encapsulated perfectly. I mean, really you need a computer with a bit of editing software, and there\u2019s many. Some free, some much more expensive. You can certainly pay a fortune for some editing software. But also camera, a little bit of lighting, I guess a backdrop and a quiet room would help. But that\u2019s kind of really all that it takes. The key bit, of course, the bit that you are not mentioning of course is that script bit. That\u2019s where the magic happens.<\/p>\n

And people like you are able to turn difficult things into easy to consume things. For people like me who consume it, it all just looks so straightforward and easy. But I\u2019m well aware that in the background there\u2019s probably quite a lot of soul searching and rehashing and rethinking and you were saying, explaining to your wife and re-explaining to your wife and so on.<\/p>\n

And so whilst the software and the iPhone camera and all of that are necessary to make it happen, I think the bit which makes your stuff, and people of your calibre\u2019s stuff, stand out is that bit inside your head. The bit which only you can do in the way that you do it, you know? I\u2019m grateful for all the stuff that you\u2019ve done for many years, and long may it continue. You\u2019re carrying on throughout 2026, I think is how it\u2019s framed at the moment.<\/p>\n

[00:41:02] Elliott Richmond:<\/strong> Yep, or up to December at least that\u2019s the arrangement. But I\u2019m also allowed to do whatever, you know, my own stuff as well. So if you spot a video about me making pizza or preparing dough, somehow I can thread WordPress into that, I will. I probably can actually because I\u2019ve got a dough calculator.<\/p>\n

[00:41:20] Nathan Wrigley:<\/strong> With your pizza plugin, I\u2019m sure that there\u2019ll be ways of getting those messages across. I think we\u2019ll knock it on the head there, as we say in the UK. Best of luck. I\u2019m sure luck is not the thing that you need, but I hope it goes well, and I hope that you enjoy it and that obviously the crowd of people who come along gain a lot of knowledge from everything that you\u2019ve done.<\/p>\n

Just before we go, I think we should probably say where we find you online, where that YouTube channel is, or your website, whichever you prefer. Both if you like.<\/p>\n

[00:41:46] Elliott Richmond:<\/strong> Yeah, you\u2019ll find me on YouTube, which is elliottrichmondwp. I do have an Elliott Richmond, which is all of my personal stuff, so don\u2019t get that confused with the WordPress stuff. It\u2019s elliottrichmondwp. And you can find my blogs and my brain dumps on elliottrichmond.co.uk. And that is double L, double T by the way.<\/p>\n

[00:42:07] Nathan Wrigley:<\/strong> Yeah, as I was typing your name in, subconsciously it always ended up with one T. I don\u2019t know what was going on there. But all the Elliots in my life have got a single T. E-L-L-I-O-T-T, and then Richmond, as you might imagine.<\/p>\n

If you go to wptavern.com and you look for the Elliott Richmond episode using the search functionality, then you\u2019ll get that episode, I\u2019m sure. And all of the links for anything that we have mentioned, so the YouTube channel and the website, what have you, that will all be in there, one click. Along with a transcript of everything that we\u2019ve talked about as well. So Elliott Richmond, thank you. Good luck with 2026 and thanks for coming on the podcast.<\/p>\n

[00:42:46] Elliott Richmond:<\/strong> You\u2019re welcome and thank you so much for having me.<\/p>\n

[00:42:48] Nathan Wrigley:<\/strong> You\u2019re very welcome.<\/p>\n<\/div>\n<\/details>\n

On the podcast today we have Elliott Richmond<\/a>.<\/p>\n

Elliott\u2019s been deep in the WordPress community for over twenty years, developing since the early days, back when WordPress was yet to be forked from b2. He\u2019s freelanced, built with multiple CMS systems, and has contributed creatively to the community, including releasing a WordPress advent calendar way back in 2013. He\u2019s an active WordPress developer, content creator on YouTube, and, unexpectedly, a part-time pizza vendor, running a thriving pizza business powered entirely by WordPress tools.<\/p>\n

Many listeners will know Elliott for his technical videos, but today we discuss how WordPress has served as the glue for unexpected ventures, like scaling a local pizza business during lockdown using WooCommerce, Jetpack, and custom plugins. Elliott\u2019s experience showcases just how flexible WordPress can be, whether for websites, unique ordering systems, or even streamlining business processes for other niches.<\/p>\n

Recently, Elliott has been asked by Automattic to create educational content around WordPress.com, giving him early access to features and allowing him to share his workflow and insights with a broader audience. He talks about his approach to content creation, balancing scripting versus improvisation, and details his low-tech kit, from iPhone cameras to DIY lighting.<\/p>\n

Throughout the episode, Elliott shares how community connections and feedback loops, especially via YouTube comments, shape his work, and he discusses the new opportunities for content creators within the WordPress ecosystem.<\/p>\n

If you\u2019re interested in WordPress beyond websites, curious about how to turn technical know-how into educational video content, or just want to hear about WordPress-powered pizza (and who doesn\u2019t), this episode is for you.<\/p>\n

Useful links<\/h2>\n

Elliott featured in WP Tavern before: 24 WordPress Snippets \u2019til Christmas, Submissions Open for 2019<\/a><\/p>\n

\u200aJamie Marsland on YouTube<\/a><\/p>\n

\u200aGutenberg Times<\/a><\/p>\n

\u200aXdebug<\/a><\/p>\n

Kagi Search Engine<\/a><\/p>\n

\u200aDaVinci Resolve<\/a><\/p>\n

Elliott\u2019s YouTube channel<\/a><\/p>\n

Elliott\u2019s website<\/a><\/p>","protected":false},"excerpt":{"rendered":"

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