IN THIS CHAPTER
Building corporate web pages
Publishing on the web, in Facebook, and in mobile apps
Analyzing content performance
Without a web presence, your business might as well not exist to the potential clients who are looking for your products or services online. The days when you could count on prospects walking past your door are long gone; nowadays, even prospects just down the street want to be able to find you virtually. Today, your corporate website is as essential as your yellow pages listing was a generation ago.
About 10 years ago, Salesforce Marketing Cloud (then ExactTarget) introduced microsites — its tool for publishing web pages — to help online marketers be more responsive. Back then, the processes for getting pages published required a lot of time and deep technical knowledge. Without the microsites feature, even creating a single page to promote a limited-time-only event might take months of planning to negotiate the policies that made sure that the text was right, the visual design was on-brand, and the site was secure.
Corporate policies have become simpler and processes have become faster since that time, but the demand for web content ...