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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Strategic Planning: Getting buy-in Planning around this framework builds a
shared understanding across the team on: • Defining “good performance” •
Choosing Key Performance Indicators • The Process for analyzing metrics to
Key Performance Indicators KPIs, or key performance indicators, live up to their
name: they indicate whether or not an initiative is succeeding in its goal. You can
and should measure a range of things for your website and digital campaigns, ...
... Goals Find research to inform/support policy proposals Content Hypothesis
White papers Key Performance Indicators # of links to each white papaer # of
downloads of each white papaer RoadShare Chicago We create healthy
... helps you tailor messages to their needs and interests and then measure the
performance of your tailored messages. ... to inform/support policy proposals
Promote research Content Hypothesis White papers Key Performance Indicators
# of ...
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