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
Results 1-5 of 47
... % 1 of all web browsing is done on providing an intuitive experience for users mobile devices. Following a “mobile first” conversion track audience actions, like shares and purchases, rather than. CHAPTER ONE: STRATEGY BASICS 5.
... conversion track audience actions, like shares and purchases, rather than passive • Measuring Content Popularity and Performance. Keeping track of things like traffic, bounce rate, and shares can give you insight into what types of ...
... conversion rate for the past six months is 25%. Is that good or bad? If the target was 15%, it's terrific, but if the target was 60%, it's not. The best way to set targets is to review historical performance and then establish a ...
... conversion goals? This can range from signing up for a newsletter to purchasing a product. Figure 1.18 Web analytics software services provide a range of default segments and options for creating custom segments. This is a screen shot ...
You have reached your viewing limit for this book.
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 |