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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