Return on Engagement: Content Strategy and Web Design Techniques for Digital MarketingIn 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. |
From inside the book
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... Performance. Keeping track of things like traffic, bounce rate, and shares can give you insight into what types of ... Key Performance Indicators (KPIs), Targets, and Objectives. Relevant performance metrics for both engagement and ...
... key performance indicators metrics are aligned with your promotion strategy 4. Analysis: Identifying actionable insights Set the stage for effective analysis by choosing Key Performance Indicators, targets, and segments before you begin ...
... 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 ...
... studies on RoadShare Chicago's impact Key Performance Indicators Average donation value Figure 1.16 What metric best tells you if your content hypothesis is correct? 8. Targets KPIs should be paired with targets and timeframes.
... performance and then establish a reasonable next step. If you don't have ... Key Performance Indicators Conduct and promote research on the benefits of ... Key PerformanceIndicators # of people who sign each petition % of visitors who ...
Contents
1 | |
2 Content Strategy | 23 |
3 SEO and Content Strategy | 49 |
An Integrated Approach | 64 |
5 Measurement Strategy | 90 |
6 Writing for the Web | 113 |
7 Producing Web Video | 131 |
8 Content and Social Networks | 147 |
9 Creating Usable Designs | 171 |
10 Climate Rides Pedal Power | 202 |
Index | 249 |
Other editions - View all
Return on Engagement: Content, Strategy and Design Techniques for Digital ... Tim Frick Limited preview - 2013 |
Return on Engagement: Content, Strategy and Design Techniques for Digital ... Tim Frick Limited preview - 2013 |