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In Online Marketing Fundamentals, Lorrie Thomas Ross introduces web marketers, web designers, business owners, and executives to the world of online marketing. The course takes a look at the basis of any online marketing effort—a business's web site—and reviews how the different components of the site can support the business's goals, from SEO and SEM to social media, online PR, and content marketing.
Last but not least, content marketing can be put to work with strategic messaging on your Web site, or to your opt-in e-mail list. We will cover more in e-mail in a future chapter, but start thinking now about how to tie e-mail into your content marketing. Here is a helpful tip when working on content marketing onsite: Web surfers scan more than they read, so when you can say something succinctly, especially in bullet points, do it. In this example, Two Trees environmental is starting to design an e-mail newsletter to send to their customers who have opted in to the list from the sign-up box on their Web site.
Like the e-mail newsletter sign-up box promises registrants, the e-mail newsletter will share environmental news, articles, and case studies. Content on a Web site for online marketing can include things like testimonials, a frequently asked questions page, and e-mail content, and the best part; content marketing the lives of the World Wide Web can multitask to support search engine marketing, which we will cover in the next chapter. Let's keep putting the online marketing puzzle pieces together.
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