Return on Engagement: Content Strategy and Web Design Techniques for Digital Marketing
In the world of web design, if one wants to create a successful web site, one needs an effective content strategy. Return on Engagement shows web designers and developers how to implement an effective content strategy and how to stay ahead in the rapidly changing industry of web design. It presents best practices in terms of web design through a marketing function: content strategy, SEO, social media marketing, and success measurement to help web designers implement a strategy that ensures success for the site they are building. Return on Engagement shows web designers and developers how to not just design an aesthetically pleasing, functional website. This book shows those professionals how to implement marketing strategies and analysis into their website, thus ensuring its success.
Nearly 3 years since the previous edition published, new best practices have been formed. Tools in which web developers use to analyze website metrics have advanced. New social media networks and communities have cropped up. New research in how audiences read and receive content has been done, subsequently refining best digital marketing practices.
Return on Engagement features a step-by-step breakdown of how to use new tools, techniques, and technologies. The new edition also includes updated case studies of industry leaders who implement best practices on projects. Return on Engagement also features a regularly updated companion site that offers readers sample content, easy sharing tools, and web-based resources to help measure marketing viability of web properties.
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Creating a specific space for the mission statement makes it necessary to tease
out organizational objectives and website/campaign goals later on. We«ve
created a splendid mission statement for our imaginary company, Roadshare
And so on. Identifying these objectives will inform content, design, UX and
measurement strategies. Roadshare Chicago«s three organizational objectives
are: Figure 1.10 What does your organization do to deliver against your mission?
is critical to keeping digital strategy in its proper place: in service of the overall
organizational goals. Digital platform goals are measurable, specific, and have a
clear roadmap for improvement. Examples of some good digital platform goals ...
Now that you«ve identified digital platform goals, the next step is to identify the
audience goals that overlap with organizational objectives. People come to your
site for a reason: they want to learn something or buy something or do something.
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