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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... Twitter, Facebook, and so on. The goal here is to figure out what channels will help you best tell your story to a targeted audience. Channels that are most relevant to your audience will obviously bring the most measurable success. In ...
... Twitter account can't conduct investigative journalism. For the purposes of working on your digital platform strategy, identify goals for tasks the platform can do best. Drawing this distinction between organizational and digital ...
... white papers primarily through email and testimonials through Facebook and Twitter. Figure 1.14 Organizational Objectives Website Goals RoadShare Chicago We create healthy communities,. 12 CHAPTER ONE: STRATEGY BASICS.
... Twitter Printed pieces, blog posts White papers Figure 1.15 7. 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 ...
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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 |