1
,Inhoud
Chapter 1: The basics ................................................................................................................. 3
1. The Digital Revolution ..................................................................................................... 3
Chapter 2: User friendly websites .............................................................................................. 9
1. User Experience UX ......................................................................................................... 9
2. User Interface (UI) ......................................................................................................... 14
3. To measure is to know, tracking software .................................................................... 16
4. How to build a website .................................................................................................. 16
Chapter 3: Content marketing ................................................................................................. 17
1. What is content marketing ............................................................................................ 17
2. How to start with content marketing? .......................................................................... 19
3. Which content? 3H model............................................................................................. 20
EXAMPLE OF A CONTENT CALENDAR................................................................................................... 24
Chapter 4: SEO.......................................................................................................................... 24
1. Introduction................................................................................................................... 24
2. How does a search engine work.................................................................................... 29
3. Technique ...................................................................................................................... 31
4. Content .......................................................................................................................... 34
5. Links ............................................................................................................................... 38
Chapter 5: social media marketing .......................................................................................... 39
1. Introduction................................................................................................................... 39
How to start ? ......................................................................................................................... 2
2. How to start? ................................................................................................................... 2
3. Discoverability – how will people find me....................................................................... 5
4. To measure is to know – KPI Dashboard ......................................................................... 6
5. Conversation management – how to handle .................................................................. 7
2
, Chapter 1: The basics
1. Evolution of the web
2. Generational marketing / Persona
Inhoud
3. The customer journey
4. Micro Moments / Intents
5. Digital marketing mix (PESO)
“Instead of one-way interruption, Web marketing is about delivering useful
content at just the right moment that a buyer needs it.”
-David Meerman Scott
→ David Meerman Scott is an American online marketing strategist and author of several
books on marketing, including The New Rules of Marketing and PR.
1. The Digital Revolution
= the shift from mechanical and analog electronic technology to digital technology and
computer technology.
= example Pizza Hut
1995: Opening Pizza Hut Restaurants
2000: Possible to order some pizzas online
2019: You can compose your own pizza online
3
, 1.1 Evolution of the web
• Syntactic Web
• World Wide Web = gigantic library
• Static information
Web 1.0 • Reading only: consult and download
• 1-way communication
• Social Web
• Connect people
• Arrival of blogs, social media and streaming
Web 2.0 • Next to reading, you could also answer = 'read-write interaction'
• Interaction and user empowerment
• Semantic Web
• Driven by technological changes
•'Read-write-execute'
• Connects media, profiles, content and databases
Web 3.0 • You can give feedback, can talk, buy
• Huge and drastic improvement to 1.0
• Symbiotic Web
• Internet of Things (IoT)
• Adapted to a mobile environment
• Connects all data and devices in the ‘real’ and virtual world in real-time
Web 4.0 • Communication becomes very fast and relevant
• The web becomes your personal assistent
• Alexa, Google Home
• The 'Next' Web
• Interaction between humans and computers
Web 5.0 • Recognizes feelings and emotions of the user
4
,Inhoud
Chapter 1: The basics ................................................................................................................. 3
1. The Digital Revolution ..................................................................................................... 3
Chapter 2: User friendly websites .............................................................................................. 9
1. User Experience UX ......................................................................................................... 9
2. User Interface (UI) ......................................................................................................... 14
3. To measure is to know, tracking software .................................................................... 16
4. How to build a website .................................................................................................. 16
Chapter 3: Content marketing ................................................................................................. 17
1. What is content marketing ............................................................................................ 17
2. How to start with content marketing? .......................................................................... 19
3. Which content? 3H model............................................................................................. 20
EXAMPLE OF A CONTENT CALENDAR................................................................................................... 24
Chapter 4: SEO.......................................................................................................................... 24
1. Introduction................................................................................................................... 24
2. How does a search engine work.................................................................................... 29
3. Technique ...................................................................................................................... 31
4. Content .......................................................................................................................... 34
5. Links ............................................................................................................................... 38
Chapter 5: social media marketing .......................................................................................... 39
1. Introduction................................................................................................................... 39
How to start ? ......................................................................................................................... 2
2. How to start? ................................................................................................................... 2
3. Discoverability – how will people find me....................................................................... 5
4. To measure is to know – KPI Dashboard ......................................................................... 6
5. Conversation management – how to handle .................................................................. 7
2
, Chapter 1: The basics
1. Evolution of the web
2. Generational marketing / Persona
Inhoud
3. The customer journey
4. Micro Moments / Intents
5. Digital marketing mix (PESO)
“Instead of one-way interruption, Web marketing is about delivering useful
content at just the right moment that a buyer needs it.”
-David Meerman Scott
→ David Meerman Scott is an American online marketing strategist and author of several
books on marketing, including The New Rules of Marketing and PR.
1. The Digital Revolution
= the shift from mechanical and analog electronic technology to digital technology and
computer technology.
= example Pizza Hut
1995: Opening Pizza Hut Restaurants
2000: Possible to order some pizzas online
2019: You can compose your own pizza online
3
, 1.1 Evolution of the web
• Syntactic Web
• World Wide Web = gigantic library
• Static information
Web 1.0 • Reading only: consult and download
• 1-way communication
• Social Web
• Connect people
• Arrival of blogs, social media and streaming
Web 2.0 • Next to reading, you could also answer = 'read-write interaction'
• Interaction and user empowerment
• Semantic Web
• Driven by technological changes
•'Read-write-execute'
• Connects media, profiles, content and databases
Web 3.0 • You can give feedback, can talk, buy
• Huge and drastic improvement to 1.0
• Symbiotic Web
• Internet of Things (IoT)
• Adapted to a mobile environment
• Connects all data and devices in the ‘real’ and virtual world in real-time
Web 4.0 • Communication becomes very fast and relevant
• The web becomes your personal assistent
• Alexa, Google Home
• The 'Next' Web
• Interaction between humans and computers
Web 5.0 • Recognizes feelings and emotions of the user
4
