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

Tim Frick, Kate Eyler-Werve

September 2, 2014 by Focal Press
Reference - 258 Pages
ISBN 9780415844611 - CAT# 118472

USD$34.95

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Features

Learn from the masters! Features profiles of industry leaders, explaining how they got to where they were and how what techniques they implement in their practice.

Watch a project in action! Provides case studies in which the author explores how a campaign strategized and mobilized based off of content strategy techniques.

Go forth and prosper! Whether new to the game or just sharpening skills, this title features techniques to help readers start their digital marketing career or advance it.

Summary

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.

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