2nd Edition

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

By Tim Frick, Kate Eyler-Werve Copyright 2015
    266 Pages
    by Routledge

    266 Pages
    by Routledge

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    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.

    Chapter 1: Digital Marketing Strategy Basics Chapter 2: Content Strategy Chapter 3: Design Strategy Chapter 4: Measurement Strategy Chapter 5: Content Creation Chapter 6: Producing Web Video Chapter 7: Social Media: Adapting nd Promoting Content Chapter 8: Digital Design Chapter 9: Configuring Web, Email and Social Analytics Software Chapter 10: Interpreting Metrics and Iterating Content Chapter 11: Climate Ride's Pedal Power


    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.

    "Return on Engagement is that everything-under-the-sun book that you need to get you up and running in all things content-related. Packed with real-world examples and powerful testimonials to help you jumpstart execution against a plan, it's a must-have for your book shelf!"--Russ Unger, Co-Author: A Project Guide to UX Design, Designing the Conversation, & Speaker Camp

    "Intelligent and insightful, Return on Engagement is a comprehensive guide for creating effective marketing strategies. If you want your content to reach a wide-ranging audience effectively and quickly, this book is a must-read."-- Professor Janell Baxter, Interactive Arts and Media, Columbia College Chicago

    "Tim Frick and Kate Eyler Werve have put together a handbook for true strategy here. It's the big picture approach to digital with enough detail to make it extremely practical. A lot of books that claim to provide a strategic approach. This one truly does."--Andy Crestodina, Strategic Director, Orbit Media