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 89
... organization, which produces multi-day endurance sporting events to raise money for environmental causes, has grown from an idea in 2008 to a vibrant fundraising community that has successfully used digital tools as a critical component ...
... organization has expanded their event offerings from a single multi-day cycling event from New York City to Washington, DC to similar events in California, the Midwest, and a five-day 50-mile hike through Glacier National Park, one of ...
... organizational goals on digital platforms. A digital marketing strategy should do two things: 1. Clearly connect digital platform goals to organizational objectives. 2. Define success, so you can make data-based decisions about when to ...
... organizations be clear on their mission, message, and values before diving into digital. Here is Nancy's advice: Marketing is ... organization, this book will lay out a set of foundational principles for understanding how to create a ...
... organization is mindful of a world beyond the customer conversion funnel. Plus, it's just the good thing to do. Here are some resources: Sustainability Check out Mightybytes' sustainable web design blog at http://mightybytes.com ...
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 |