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.
Table of Contents
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.
Please visit our companion website for additional support materials.