Return on Engagement: Content Strategy and Web Design Techniques for Digital Marketing

Front Cover
CRC Press, Jul 17, 2014 - Computers - 266 pages
0 Reviews

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.

 

What people are saying - Write a review

We haven't found any reviews in the usual places.

Contents

1 Digital Marketing Strategy Basics
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
Copyright

Other editions - View all

Common terms and phrases

About the author (2014)

Tim Frick is Principal at Mightybytes, a company focused on creating design-driven media solutions for a wide variety of corporate, education, arts, and non-profit clients since 1998. Mightybytes is a triple bottom line-friendly B Corp in Chicago. Tim is the author of media and marketing books that are used for professional development and by higher learning institutions in the U.S. and Europe. He is an avid environmentalist and cyclist.

Kate is a project manager with Mightybytes.  Previous to working at Mightybytes, she spent two years training Walmart employees on environmental and social sustainability. She’s the co-author of The Civic Apps Competition Handbook. 

Bibliographic information