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Day 1 Monday, August 27

8:30 am - 12:30 pm

Creating Foolproof Content Marketing that Customers Love

AM Workshop
  • Leigh George, Freedom
  • Leigh George
  • Understand best practices and the latest trends driving content marketing success
  • Audit your current content strategy and approach to message development to undercover common problems and easy fixes
  • Develop audience insights quickly to create personas that help you understand your business from your customers’ perspective
  • Use your personas to create a framework for messaging that gives customers a reason to care about and listen to you.
  • Create a unique voice for your brand that helps your content stand out from competitors
  • Develop a map that gives you a high-level view of your content, cadence and ensures your communication across any channel is coordinated
  • Leverage the best tools for collaboration and efficiency
  • Simplify measurement to analyze only the most essential metrics defining success
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Email
  • Strategy

Winning at SEO in 2018

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Understand the difference between indexing and ranking
  • Know what the Mobile-First Index is and how to prepare
  • Choose the right keywords
  • Determine if linking still matters
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Solve the most common SEO pitfalls
  • Maximize your SEO investment
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Search
  • Strategy

45 Tactics to Take Your Email from Zero to Hero

AM Workshop
  • Michael Barber, Godfrey
  • Michael Barber
  • Understand why email still matters to you and the people you’re trying to reach
  • Ensure your campaigns are making it to the Inbox
  • Learn how Internet Service Providers (ISPs) might be treating your campaigns
  • Know the similarities and differences for how B2B and B2C audiences consume email, convert from it, and how different design choices impact those conversions
  • Perform regular email audits which are crucial to email success
  • Make sure you’re tracking the metrics you should be and discover those you may not be or may not know about
  • Have some insight into what the future of email might look like
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes

Main Conference

1:15 pm - 2:15 pm

Opening Keynote

Keynote
  • Dan Pink, Best Selling Author
  • Dan Pink

2:30 pm - 3:00 pm

Audience Engagement Through Storytelling and Comedy

  • Justine Davie, Marine Corps Veteran
  • Justine Davie
  • Break down the components of effective storytelling to enrich your content
  • Understand the happy chemicals that impact and capture your audience
  • Develop concrete methods to provide an interactive and engaging experience
  • Content
  • Strategy

Get More from the Emails You’re Already Sending and Modernize Your Email Marketing Playbook

  • Bart Thornburg, Email Experience Council
  • Bart Thornburg
  • Activate customer data and personalization
  • Optimize the emails you’re already sending
  • Use email KPIs that value long term relationships
  • B2B
  • B2C
  • Content
  • Strategy

B2B is Dead (or is it?!)

  • Charlie Reverte, Oracle
  • Charlie Reverte
  • Create emotional interest in your brand
  • Optimize discovery in today’s personalized and content-filled environment
  • Empower the customer journey by building more intimate and trusted relationships
  • B2B
  • Strategy

How To Prepare Digital Campaigns for Voice Search

  • Sterling McKinley, Sterling
  • Sterling McKinley
  • Develop campaigns to target hyper local search queries
  • Break down natural language queries to determine user intent
  • Mine customer data to find commonly asked questions surrounding your brand
  • Adjust your remarketing strategy for voice search queries
  • B2B
  • B2C
  • Emerging
  • Search

3:15 pm - 3:45 pm

Make Your Messages Count: Using Consumer Insights for Compelling Content

  • Brad Perry, Authentic
  • Brad Perry
  • Identify the common business process pitfalls that lead to boring content and how to avoid them
  • Understand the importance of tying business needs and brand truths to consumer passion points and platform expectations
  • Describe how deep consumer insight methodologies such as digital ethnography and in-context interviewing lead to rock-solid content strategy
  • Describe how strategic planning techniques such as narrative mapping and agile creative briefs lead to compelling content
  • Create their own process for developing effective, consumer-centered digital and social content
  • B2B
  • B2C
  • Content
  • Conversion
  • Data

Behind the Scenes: How LinkedIn Marketers Master B2B

  • Megan Golden, LinkedIn
  • Megan Golden
  • Future proof their B2B content planning
  • Activate a spectacular content strategy with both organic and paid tools
  • Take the lessons learned from LinkedIn’s very own A/B tests and apply them to their digital campaigns
  • Content
  • Social
  • Strategy

The Power of Purpose

  • Nina Mishkin, Twitter
  • Nina Mishkin
  • Amplify your company’s purpose-driven story
  • Use Twitter to spark movements and mobilize consumers
  • Learn and apply best practices from purpose-driven brands
  • Content
  • Social
  • Strategy

Sound, Search and Semantics

  • Upasna Gautam, Ziff Davis
  • Upasna Gautam
  • Understand the two fundamental parts of Google’s Automatic Speech Recognition (ASR): how sound is processed and how speech modeling is conducted
  • Know exactly what the four metrics Google uses to track the quality of the system are
  • Apply given tactics on how to target content by searcher need states to your own strategy
  • B2B
  • B2C
  • Emerging
  • Search

4:00 pm - 4:30 pm

SEO Quick Wins: 20% of Actions for 80% of Results

  • Matthew Capala, Alphametic
    • Execute on the 20% of transformative actions that lead to 80% of your organic search results
    • Perform a quick, simple and action-oriented SEO audit to prioritize your content, backlink and technical strategies
    • Design a winning SEO game plan that will not break the bank
    • Implement an agile and inclusive SEO process
    • Adapt to recent Google changes and position your strategy ahead of the evolving algorithm (and the competition)
    • B2B
    • B2C
    • Search

    Three Ways to Dramatically Improve Your Email Results

    • Nora Snoddy, Campaign Monitor
    • Nora Snoddy
    • Understand why email is still the center of the digital marketing universe
    • Use tools like segmentation to amp up your results long-term
    • Implement tactical ways to prove the effectiveness of your email marketing
    • Conversion
    • Data
    • Email
    • Strategy

    Lessons Learned from People-Based Marketing in Today’s Privacy Sensitive World

    • Lizzy Hanna, Engine Media
    • Lizzy Hanna
    • Determine if you are ready to launch or scale your people-based marketing campaigns and initiatives
    • Understand the potential upside of people-based marketing on your customer acquisition and customer retention goals
    • List the human and non-human resources and skills required for successful people-based marketing campaigns
    • Educate your internal teams, colleagues or your clients on how to avoid the pitfalls of people-based marketing
    • B2B
    • B2C
    • Conversion
    • Data
    • Strategy

    Competing in an Evolving E-Commerce Era

    • Brendan Walsh, Mole Street
    • Brendan Walsh
    • Define experiential marketing, as well as tactics and uses
    • Explain augmented reality and image recognition
    • Replicate how top brands use these powerful tools by viewing 4 video case studies
    • Integrate your team with strategic technology partners in this space
    • Conversion
    • Emerging
    • Strategy

    4:50 pm - 5:25 pm

    How to Find and Tell the Story of Your Ideas

    Keynote
    • Tamsen Webster, The Red Thread
    • Tamsen Webster
    • Understand why you’re wired to miss what your messages needs most
    • Use a simple tool for identifying the key concepts needed to drive understanding and action in any presentation or message
    • Turn those key concepts into messages that create the connections (and conversions) you need

    5:25 pm - 6:30 pm

    Opening Reception

    Day 2 Tuesday, August 28

    8:30 am - 9:00 am

    Tools, Tactics, and Algorithms For Game Changing Content

    • Paxton Gray, 97th Floor
    • Paxton Gray
    • Use data to produce content your audience already wants
    • Apply templates to improve/speed up keyword research specifically for content creation
    • Uncover more intimate sources of information to learn your audiences’ needs and desires
    • Examine the human algorithm and its effect on content marketing strategy
    • Content
    • Data

    Understand Your Audience – Become a Programmatic Rock Star

    • Diane Sidden, Cisco
      • Understand the programmatic process and the role of AI
      • Take advantage of key elements for identifying and understanding your audience
      • Know what to do and what not to do when implementing programmatic advertising
      • Use data and insights to optimize the programmatic experience
      • Data
      • Emerging
      • Paid Advertising

      Branded Entertainment or Entertainment Brand: Content As Franchise

      • David Tochterman, Canvas Media Studios
      • David Tochterman
      • Understand why brands need to be both marketers and entertainers
      • Navigate new marketing opportunities presented by the growth of SVOD and social platforms
      • Structure a diverse ROI around the marketing and distribution of original content
      • Extend your brand narrative to traditional storytelling and format creation
      • B2B
      • B2C
      • Branding
      • Content

      9:15 am - 9:45 am

      10 Critical Factors for Success in Content Marketing

      • Arnie Kuenn, Vertical Measures
      • Arnie Kuenn
      • How to nail a short, yet effective strategy
      • How to perform deep content topic ideation to capture organic traffic
      • Magic of a Hub & Spoke content model
      • Why search engine optimization is more critical than ever
      • Content you are not producing but should
      • Learn how to move past pressing “Publish” on content that doesn’t move the needle, and learn strategies to catapult your results and see just how potent content marketing can be for your business.
      • B2B
      • B2C
      • Search

      (Art)ificial: How to Build a Brand in an A.I World

      • Anne Gherini, Affinity
      • Anne Gherini
      • Learn the AI advantage in building a great brand
      • See what work should be automated and what should be in human hands
      • Understand how to adopt some of these technologies without diluting humanity
      • Balance science and man in building better business relationships for you and your brand
      • B2B
      • B2C
      • Branding
      • Emerging
      • Strategy

      Designing for Turing: Voice, AI, and the Future of CX

      • Jason Snook, CapTech Consulting
      • Jason Snook
      • Understand the current industry trends around voice-enabled technology and artificial intelligence and how they impact yoru business.
      • Understand the the spectrum of design, adoption, privacy, security, accessibility implications of voice technologies and AI
      • Actively participate developing the future trends of voice and AI as part of your overall business and marketing strategies
      • B2C
      • Emerging
      • UX/Design

      How to Use Data to Drive Action and Achieve Your Digital Marketing Goals

      • Anthony J Calabrese, U.S. Census Bureau
      • Anthony J Calabrese
      • Use data to drive action and tie digital marketing outcomes to mission, vision, and strategic goals
      • Create a Welcome Campaign and Drip Campaigns to engage your new subscribers and keep the coming back
      • Develop a plan to grow your list and scale up your outreach to achieve your goals
      • B2B
      • B2C
      • Conversion
      • Data
      • Strategy

      10:00 am - 10:30 am

      Empathizing Your Way to Marketing Success

      • Leigh George, Freedom
      • Leigh George
      • Understand why making your customer a key member of your marketing team is critical
      • Get beyond the numbers to gain insights around the motivations of customers
      • Craft empathetic, audience-centric narratives that stand out and evoke emotional responses
      • Take an empathetic approach across various tactics and channels, from the most simple gesture to a coordinated campaign
      • B2B
      • B2C
      • Branding
      • Strategy

      How to Hack Facebook’s New Algorithm Changes

      • Carlos Gil, Gil Media Co.
      • Carlos Gil
      • Know the types of content Facebook gives preferential treatment to
      • Implement strategies for boosting organic Facebook reach and engagement
      • Go outside of the box with tips and tricks to optimize how you post on Facebook
      • Create a valuable checklist to help you reclaim your fans on Facebook
      • Social
      • Strategy

      Mission Possible: The Tom Cruise Guide to Building Your Brand for Search Success

      • Grant Simmons, Homes.com
      • Grant Simmons
      • Define your brand expertise for alignment with searcher intent
      • Markup your pages to gain additional visibility in search results
      • Know what Google thinks of you and what you can do about it!
      • Build a content plan to ensure your brand stays at the top of Google!
      • Appreciate Tom Cruise as a branding machine that keeps on running forever!
      • B2B
      • B2C
      • Branding
      • Content
      • Search
      • Strategy

      Data Visualization for the Modern Marketer

      • Midori Nediger, Venngage
      • Midori Nediger
      • Clean, organize, and find the message in your data
      • Design an effective visualization that’s tailored to your audience’s needs
      • Identify and avoid common data visualization mistakes
      • Data

      11:00 am - 11:30 am

      Bloody Hell! And Other Marketing Truths My British Mum Taught Me

      • Michael Barber, Godfrey
      • Michael Barber
      • Understand why we have to be more keenly focused than ever on customer experience and retention
      • Appreciate that we are often underserving our customer’s expectation of their experience
      • Learn a framework that will help ensure your products and services are more tuned to your customer’s needs and experience
      • Enjoy many of the equally amazing, applicable, and ridiculous lessons my British Mother taught me and how they apply to thinking through customer experience
      • Strategy

      Streamlined: Creating an Editorial Calendar to Optimize Customer Journey

      • Marcela De Vivo, SEMrush
      • Marcela De Vivo
      • Create content that seals the deal and leads to conversions & ROI
      • Identify clear buying personas across the market for your customer from top-of-funnel to the bottom
      • Develop strategic content that aims to build web traffic, brand authority, and higher CTRs site-wide
      • Construct a multi-month calendar that uses a mix of keyword content, pillar pages, and more to build more value into blogs
      • Track your efforts with multi-channel attribution and the right KPI’s
      • B2B
      • B2C
      • Data
      • Measurement
      • Strategy

      Why 80% of Marketers are Failing with Display, and How to Fix it Fast!

      • Jeremy Hudgens, Genius Monkey
      • Jeremy Hudgens
      • Better understand your customers’ journeys, and how they should be applied to your strategy
      • Recognize how display advertising fits into your overall marketing strategy
      • Utilize Google Analytics and other tools to measure the metrics that matter
      • Optimize your ad spend and improve your ROI
      • Paid Advertising
      • Strategy

      Three Actionable Ways to Amplify Video Marketing Success on Social Media

      • Jason Hsiao, Animoto
      • Jason Hsiao
      • Incorporate a data-centric approach to amplifying social & brand marketing initiatives with video
      • Understand the strategy behind creating thumb-stopping video content for Facebook, Instagram and YouTube
      • Develop a daily video marketing strategy that reaches specific audiences, and creates measurable impact
      • Walk away with a playbook full of fresh insights on video marketing and the platforms on which you should focus
      • B2B
      • B2C
      • Data
      • Social
      • Video

      11:45 am - 12:15 pm

      Content Creation – Art or Science?

      • Finola Austin, Refinery29
      • Finola Austin
      • Make your research practices more nimble and suited to a fast-paced, digital-first world
      • Approach data with empathy and a creative lens
      • Implement research and measurement best practices at each stage of the content journey
      • Move to a more insights-driven model without limiting your creative possibilities
      • B2B
      • B2C
      • Content
      • Data
      • Measurement

      Think Like A Fan: Create Relatable Content, Insight Meaningful Interactions and Activate Your Community of Fans

      • Brian Fanzo, iSocialFanz
      • Brian Fanzo
      • Understand how the latest news feed changes impacts organic reach and Facebook Ad spend
      • Build a content strategy from the fans perspective focusing on creating “participatory content” targeted at an active audience rather than social spectators
      • Implement employee advocacy and influencer relation programs that create social media conversations and drive organic reach of content on social media
      • Content
      • Social
      • Video

      Search Engine Optimization in a User First World

      • Jake Finkelstein, Method Savvy
      • Jake Finkelstein
      • Evaluate your website’s current user experience through the lens of search engine optimization.
      • Utilize user experience design principles to improve SEO performance.
      • Build better audience personas to align exceptional user experiences with searcher intent.
      • B2B
      • B2C
      • Conversion
      • Data
      • Search

      Driving Better Performance with Insights: The Many Whys of Consumer Marketing

      • Jason Schneider, Resonate
      • Jason Schneider
      • Understand how to draw meaningful insights from your vast data stores
      • Define why a holistic person-centric understanding is better than specific criteria or behavior alone
      • Focusing on the why at multiple levels to increase revenue and loyalty
      • Use an insight-driven approach to direct media strategy, creative and messaging to ensure success
      • B2C
      • Conversion
      • Data

      12:45 pm - 1:45 pm

      Lunch Keynote

      Keynote
      • Scott Dikkers, The Onion
      • Scott Dikkers

      2:00 pm - 2:30 pm

      How to Engage and Build Trust Among Millennials and Gen Z

      • Eric Asche, Truth Initiative
      • Eric Asche
      • Build brand relevancy and authenticity with a multifaceted approach
      • Leverage the power of intelligent data and optimizing experiences across both digital and onsite channels
      • Associate your message with the things Millennials and Gen-Z care about
      • Branding
      • Strategy

      Inbound Video and the Death of Impersonal Marketing

      • Ian Servin, Animus Studios
      • Ian Servin
      • Understand how different video formats connect to different marketing objectives and campaign types.
      • Produce your own in-house content with minimal effort and maximum impact.
      • Collaborate with video experts to tackle larger campaigns that are seamlessly integrated into your strategy
      • B2B
      • B2C
      • Content
      • Video

      Your Users Will Reward You For Using Accelerated Mobile Pages (AMP)

      • Matt Ludwig, Google
      • Matt Ludwig
      • Understand why AMP was created and why it’s effective
      • Debunk common myths about AMP
      • Discover the power of AMP to create full-featured, beautiful websites
      • Define how AMP can be used well and used poorly
      • Incorporate AMP into your site, saving time and improving retention
      • Design
      • Mobile
      • UX/Design

      How To Prepare For Voice Search To Change Customer Discovery

      • Collin Colburn, Forrester
      • Collin Colburn
      • Determine voice search’s impact on your business for today and the future
      • Better understand how IAs are “”indexing”” content to searchers
      • Take those learnings and apply them to your customer acquisition strategy
      • Search
      • Strategy

      2:40 pm - 3:10 pm

      The Art and Strategy Behind An Effective Instagram Account

      • Quinn Tempest, Digital Strategy & Design Consultant
      • Quinn Tempest
      • List questions you need to answer in order to formulate an Instagram strategy
      • Use visual planning tips and tools to create your perfect grid
      • Research hashtags that will boost your engagement
      • Use Instagram stories to bring your brand to life
      • Implement strategies to convert your followers to leads and customers off of Instagram

      Think Like a Designer

      • Diamond Ho, Facebook
      • Diamond Ho
      • Apply design thinking to your workstream
      • Design products from a user perspective
      • Work better with product challenges to generate effective solutions
      • Identify opportunities to collaborate with team mates
      • B2B
      • B2C
      • Strategy
      • UX/Design

      Achieving Change with Digital: Transforming Online Action into Offline Results

      • Rachael Siefert, APCO Worldwide
      • Rachael Siefert
      • Better understand how stakeholder expectations have shifted
      • Integrate advocacy into your digital strategy using data and audience analysis
      • Build effective communication campaigns that educate, influence and mobilize stakeholders
      • Align success metrics to your business goals and bottom line
      • B2C
      • Conversion
      • Data
      • Measurement
      • Strategy

      Wrong Turn: How Marketers Are Missing Out By Not Using Location Intelligence

      • Alba Serrano, UberMedia
      • Alba Serrano
      • Understand how location intelligence matters for personalized 1:1 marketing
      • Analyze geographical factors and key trends that couldn’t be measured before
      • Build location-based campaigns that have a lasting and positive ROI impact
      • Identify and actively meet expectations of your customers in real-time
      • Branding
      • Content

      3:20 pm - 3:50 pm

      The Future Of B2B Marketing: Trends For The Contrarian Marketer

      • Jon Lombardo, LinkedIn
      • Jon Lombardo
      • Understand why you should always stick with your old creative
      • Not be fooled by cheap media buys that are actually expensive
      • Explain why “Brand Newsrooms” are a horrible approach to content
      • Define why real-time marketing is one of the worst ideas in marketing
      • Strategy

      Using Data to Find Your Brand’s Best Advocates

      • Lucy Caldwell, Crowdskout
      • Lucy Caldwell
      • Identify what types of data are useful to your organization’s goals
      • Understand the difference between first and third party data and why it matters
      • Develop tailored, fun ways to get to know your advocates/customers better
      • B2B
      • B2C
      • Branding
      • Data
      • Social

      Where are the Jetpacks!? Real Life Experience and the Digital Revolution

      • Eric Shutt, SummitX
      • Eric Shutt
      • Understand how the core principles of Cultural and Experience Marketing can guide digital planning
      • Evaluate the fundamental value and purpose that people get from your Brand
      • Identify and understand current gaps in your strategic and tactical marketing approach
      • Apply different types of strategic thinking to content, creative, and campaign planning
      • Identify and become a true Cultural Experience brand
      • Branding
      • Conversion
      • Emerging
      • Strategy

      4:05 pm - 4:45 pm

      Closing Keynote

      Keynote
      • Jason Townsend, NASA
      • Jason Townsend

      4:45 pm - 5:45 pm

      Closing Reception

      Join us at Digital Summit Washington DC 2018