Return on engagement: content strategy and web design techniques for digital marketing PDF
Preview Return on engagement: content strategy and web design techniques for digital marketing
Return on Engagement Return on Engagement Content Strategy and Web Design Techniques for Digital Marketing SECOND EDITION Tim Frick and Kate Eyler-Werve First published 2010 by Focal Press This edition published 2015 by Focal Press 70 Blanchard Road, Suite 402, Burlington, MA 01803 and by Focal Press 2 Park Square, Milton Park, Abingdon, Oxon OX14 4RN Focal Press is an imprint of the Taylor & Francis Group, an informa business © 2015 Taylor & Francis The right of Tim Frick and Kate Eyler-Werve to be identified as authors of this work has been asserted by them in accordance with sections 77 and 78 of the Copyright, Designs and Patents Act 1988. All rights reserved. No part of this book may be reprinted or reproduced or utilised in any form or by any electronic, mechanical, or other means, now known or hereafter invented, including photocopying and recording, or in any information storage or retrieval system, without permission in writing from the publishers. Notices Knowledge and best practice in this field are constantly changing. As new research and experience broaden our understanding, changes in research methods, professional practices, or medical treatment may become necessary. Practitioners and researchers must always rely on their own experience and knowledge in evaluating and using any information, methods, compounds, or experiments described herein. In using such information or methods they should be mindful of their own safety and the safety of others, including parties for whom they have a professional responsibility. Product or corporate names may be trademarks or registered trademarks, and are used only for identification and explanation without intent to infringe. Library of Congress Cataloging-in-Publication Data Frick, Tim. Return on engagement : content strategy and web design techniques for digital marketing / Tim Frick and Kate Eyler-Werve. – Second edition. pages cm Includes bibliographical references and index. 1. Internet marketing. 2. Social media–Marketing. 3. Strategic planning. I. Eyler-Werve, Kate. II. Title. HF5415.1265.F745 2014 658.8’72—dc23 2013051221 ISBN: 978-0-415-84461-1 (pbk) ISBN: 978-0-203-75181-7 (ebk) Typeset in Minion Pro by Apex CoVantage, LLC Contents 1. Digital Marketing Strategy Basics 2. Content Strategy 3. SEO and Content Strategy 4. Design Strategy: An Integrated Approach 5. Measurement Strategy 6. Writing for the Web 7. Producing Web Video 8. Content and Social Networks 9. Creating Usable Designs 10. Climate Ride’s Pedal Power Index Chapter One Digital Marketing Strategy Basics We’ll start and end this book with Climate Ride. This small, virtual organization, which produces multi-day endurance sporting events to raise money for environmental causes, has grown from an idea in 2008 to a vibrant fundraising community that has successfully used digital tools as a critical component of their growth strategy. With minimal resources, the co- founders set out to create a cycling event that could transform lives and raise money for a sustainable future. Figure 1.1 Climate Ride’s flagship event ends on the steps of the U.S. Capital, sending a clear message to politicians about the importance of environmentally-friendly legislation. Just five years after the idea’s inception, Climate Ride has granted over $1.5 million to their beneficiary organizations, which have a measurable impact on environmentally-friendly policy, nature conservation, triple bottom line business, bicycle and active transportation advocacy, and many other national programs committed to a sustainable future for people and planet. The organization has expanded their event offerings from a single multi-day cycling event from New York City to Washington, DC to similar events in California, the Midwest, and a five-day 50-mile hike through Glacier National Park, one of the areas in the United States hit hardest by climate change. Climate Ride relies on its community of avid cyclists and environmentalists to fill their events and raise critically needed funds for these organizations. And they do so mostly through the strategic use of digital tools. Figure 1.2 Climate Ride funds a sustainable future in several key areas. Climate Ride co-founders Caeli Quinn and Geraldine Carter didn’t have much of a marketing budget, but quickly found that digital tools like blogs, social media, online forums, photo sharing, mobile apps, and so on would play a key role in fundraising, outreach and organizational growth. Cost-effective with the “viral coefficient” potential to reach a vast audience very quickly, these tools and tactics are critical to Climate Ride’s success. The take-away here? With some knowledge, drive and resourcefulness, building a successful organization using primarily digital tools and strategy is within anyone’s reach. Climate Ride is just one example of many that have done this. It starts with a solid strategy: big picture stuff, setting tools aside and focusing on vision, mission and messaging. In this chapter, we’ll define what it takes to create a successful strategy, then apply that strategy to multiple disciplines: marketing strategy, digital strategy, and content strategy. Then, we’ll outline the steps you can take to begin building out your own organization’s digital strategy. We will cover Climate Ride’s digital strategy and execution of many tactics covered throughout the book in detail in the last chapter. Defining Digital Marketing Strategy The web is infinite, your budget and resources are not. A good digital marketing strategy should help you make decisions about how to use resources to achieve organizational goals on digital platforms. A digital marketing strategy should do two things: 1. Clearly connect digital platform goals to organizational objectives. 2. Define success, so you can make data-based decisions about when to persevere and when to pivot. Of course, “digital platforms” covers an ever-widening array of devices, services and channels, each one requiring specific skills and insights that often cross disciplines such as UX, content, development and marketing. As a result, two primary strategic challenges in the digital field are: 1. Integrating multiple disciplines, including content creation, user experience, web design, web development, analytics and marketing, into one coherent digital strategy. 2. Developing strategy-driven principles, guidelines, and goals that allow for flexibility and extensibility. Figure 1.3 It’s dangerous to go alone—take this book!
The list of books you might like
