Index
A
about this book, ix–xi
accessibility of content, 66
accuracy of content, 54–55
Adlin, Tamra, 76
advertising
content analysis and, 72
developing content based on, 20
aggregated content, 23–24, 102–103
Allstate website, 8
Alltop website, 23
American Cancer Society website, 28
analysis of web content, 61–81
branding and, 69–70
communication ecosystem and, 68–73
competitor websites and, 78–80
content development and, 73–74
current events and, 81
getting oriented for, 62–64
importance of, 61–62
influencers and, 80–81
messaging and, 70–71
project objectives and, 65, 67–68
purposes clarified through, 64
questions answered by, 62
stakeholder suggestions and, 65–66
user goals and, 75–78
web analytics and, 76–78
approvers, 73, 119, 120, 160–161 ...
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