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Agenda

Session Filters

Day 1 Wednesday, September 6

  • September 6
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play ""content Moneyball"" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes
  • September 6
  • 8:30 am - 12:45 pm
  • Stage 2
  • Pre-Conference
  • Understand what RankBrain is
  • Choose the right keywords
  • Determine if linking still matters
  • List content factors that really make a difference. Is it quality, quantity or both?
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Define AMP, and it’s importance
  • Solve the most common SEO pitfalls
  • Maximize your SEO investment

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access, Premium & Platinum Passes, upgrade required for Conference Passes.
  • September 6
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • September 6
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Mine ""unclassified intelligence"" to use as content
  • Maximize ""preapproved"" content from partners
  • Master the art of the retweet
  • Minimize the chance of getting fired for an ill-conceived post
  • September 6
  • 3:15 pm - 3:45 pm
  • Stage 4
  • Look at visual and interactive signals to build trust in the experience and product
  • Assess designs for how the viewer will trust their visual and interactive messages
  • Look at a products long term success based on trust, rather than short-term profit gains
  • September 6
  • 4:00 pm - 4:30 pm
  • Stage 3
  • New processes and strategies for implementing predictive analytics in your business
  • Real world cases and results of Predictive Analytics to shape your strategic roadmap
  • Current trends of adoption of Predictive Analytics, by industry vertical
  • A peek at the role of Predictive Analytics and AI in the digital world
  • September 6
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Understand why the Bee is such an important framework for your marketing decisions
  • Take the Beyoncé approach to your marketing efforts
  • Approach how you keep you and your organization aligned to your customer's needs, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
  • September 6
  • 4:45 pm - 5:15 pm
  • Stage 4
  • How machine learning/AI technologies will be used to improve marketing processes and decision making
  • Which marketing roles and functions are at risk of being ""automated""
  • How to prepare yourself and your team for the future through a ""center-brain marketing"" approach
  • September 6
  • 4:45 pm - 5:15 pm
  • Stage 1
  • Appreciate the true value of thought leadership
  • Apply the Disney model of ""total merchandising"" to your marketing
  • Scale your brand through your most valuable touchpoint: your employees
  • Understanding how to structure a ""60/40"" brand and why it'll lead to more growth
  • September 6
  • 4:45 pm - 5:15 pm
  • Stage 3
  • Understand key AI trends driving change and innovation in marketing, and train your team to work with AI
  • Identify which facets of your marketing strategy and business will be affected by AI
  • Develop and implement disruptive strategies to stay afloat during the AI revolution
  • Learn what the future of marketing looks like with AI and which companies to partner with to help you become AI-enabled
  • September 6
  • 4:45 pm - 5:15 pm
  • Stage 2
  • Better understand how to incorporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
  • September 6
  • 5:15 pm - 6:30 pm

Opening Reception

Day 2 Thursday, September 7

  • September 7
  • 8:30 am - 9:00 am
  • Stage 1
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
  • September 7
  • 8:30 am - 9:00 am
  • Stage 2
  • Approach measurement of new products with a new perspective
  • Understand the importance of open communication in analytics
  • Learn about how you can best interpret qualitative and quantitative feedback
  • September 7
  • 9:15 am - 9:45 am
  • Stage 3
  • Understand what makes an effective question
  • Use customer data and feedback to determine your metrics
  • Prioritize your metrics into three buckets that keep you in the know
  • Measure marketing success based on metrics that came from customer data
  • Walk into your next executive meeting with a story, not just numbers
  • September 7
  • 9:15 am - 9:45 am
  • Stage 4
  • Combine digital experiences with customer data to predict what users are likely to respond to different messages
  • Discover new performance and touch-points data points to map content strategies
  • Understand how your content is working in support of your SEO efforts today and how to improve it
  • September 7
  • 10:00 am - 10:30 am
  • Stage 2
  • Advanced tips for performing deep content topic ideation to capture organic traffic
  • Techniques to shift your strategy to adopt agile methodologies
  • Learn an amazing Hub & Spoke content model to drive results
  • Interactive discussions about why search engine optimization is more critical than ever
  • September 7
  • 10:00 am - 10:30 am
  • Stage 4
  • Apply data science in marketing
  • Understand the limitations of data science
  • Think critically about data science -- even if you are not a data scientist!
  • September 7
  • 10:00 am - 10:30 am
  • Stage 1
  • More effectively conduct audience intelligence research
  • Craft a laser-focused content strategy using your new research skills
  • Leverage the same data to determine your paid media strategy
  • Create more relateable content to reach customers at the right time, in the right channel
  • Integrate employee driven storytelling into the brand experience
  • September 7
  • 11:00 am - 11:30 am
  • Stage 3
  • Learn 5 important traits of “digitally fit” organizations and brands
  • Get a framework to assess your organization’s digital fitness level
  • Discover how marketers are leading change and helping their brands get fit today
  • Learn how to make the case for changes in your organization, collaborate across teams, and exceed digital expectations
  • September 7
  • 11:00 am - 11:30 am
  • Stage 1
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
  • September 7
  • 11:00 am - 11:30 am
  • Stage 2
  • Version your content to appeal to disparate groups such as, lines of business, industries, net new vs. customers
  • Design content to be consumed in multiple formats
  • Create a content plan that will appeal to how prospects choose to consume information
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 2
  • White hat SEO strategies real brands can actually implement
  • Why your competitors are ranking pages with zero external backlinks
  • SEO skills every digital marketer needs to learn
  • What every PPC manager, developer, web designer, and business owner should know about SEO
  • Why brand search matters and how to protect it
  • Million dollar mistakes companies are making and how to avoid them
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 4
  • Change user behavior from “transactional” to “relational”
  • Discover new algorithms to drive content personalization in unique new directions
  • Implement workflow processes that augment staff labor with automatic data-surfacing
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 3
  • Understand the concept of life contexts
  • Use current platforms that act as agents to fulfill your very specific, contextual goals
  • Leverage life contexts to make your users have wow-moments!
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 1
  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • September 7
  • 12:45 pm - 1:45 pm
  • Lunch Keynote
  • September 7
  • 1:55 pm - 2:25 pm
  • Stage 4
  • Excavate the essential, intangible truth of your brand
  • Understand how to “read between the lines” of your audience research
  • Better align your organization to deliver a 360-degree brand experience
  • September 7
  • 2:35 pm - 3:05 pm
  • Stage 1
  • Use the provided roadmap to consistently create remarkable marketing
  • Go into your next creative brainstorm ready to ask the right questions
  • Understand how even "boring industries" can create remarkable work
  • September 7
  • 2:35 pm - 3:05 pm
  • Stage 3
  • Compare and test various attribution models and tools to determine the best fit for your business
  • Discover how call tracking drives multi-channel attribution
  • Run informed multi-channel marketing campaigns that perform across the board
  • Implement proper tagging strategies to ensure accurate data and reporting
  • September 7
  • 2:35 pm - 3:05 pm
  • Stage 4
  • Develop a simple customer journey map and better manage your customers’ expectations
  • Understand where there are gaps in your offer, and where profits are leaking out
  • Apply new techniques to reduce customer churn
  • September 7
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Create content with an end goal in mind
  • Take a single concept and customize it for multiple channels
  • Identify different types of content to develop a diverse editorial calendar
  • Understand what your audience wants in order to deliver the right message at the right time on the right channel
  • September 7
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Identify gaps in your current marketing capabilities and infrastructure
  • Understand how content trends will impact your need for end-to-end content strategy, production and measurement capabilities
  • Generate ideas about how to approach your content strategy both practically and creatively
  • Evaluate the connections between digital and physical marketing tactics to plan marketing opportunities that can bridge web and experiential
  • Take advantage of the latest technologies for optimization
  • September 7
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Create automated email campaigns based on the data you’re collecting in CRM
  • Generate variable content that matches your audience’s interests
  • Better understand your true campaign ROI
  • Foster friendships with both your Sales and Accounting Departments
  • September 7
  • 3:55 pm - 4:25 pm
  • Stage 2
  • Implement strategic location-focused CTAs and ad units
  • Adapt voice search to your paid media strategies
  • Increase engagement and conversions though social media
  • Optimize your mobile page speed and design for the thumb
  • September 7
  • 3:55 pm - 4:25 pm
  • Stage 1
  • Understand what agile content marketing is
  • Test and improve content marketing best practices for their organization no matter how ""dry"" their industry is
  • Iteratively improve their content marketing to improve conversions and long-lasting SEO benefits
  • September 7
  • 4:35 pm - 5:30 pm
  • Closing Keynote
  • September 7
  • 5:30 pm - 6:30 pm

Closing Reception

Join us at DS Washington DC 2017

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