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Agenda

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Day 1 Monday, August 27

8:30 am - 12:45 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

Using Storytelling to Magnify Content Strategy

  • Understand, recognize, and use five key elements of a story
  • Quickly judge the “story worthiness” of a concept or outline for each of your content pieces
  • Provide keen, more efficient strategic direction for producers, partners, sponsors
  • Get to the gut – craft emotional narratives every time that resonate with diverse audiences
  • B2B
  • B2C
  • Content
  • Strategy

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

  • Matthew Capala, Alphametic
  • Matthew Capala
  • 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

Social Media Matters: Developing and Sustaining Audience Engagement

  • Apply data-centric approaches to connect with your audience in ways that your competitors are not
  • Blueprint a social strategy to increase audience interactions by 160% or more
  • Increase traffic to your website through targeted, data-driven measures
  • Analyze and report on the Return on Investment (ROI) of your social media efforts
  • Data
  • Measurement
  • Social
  • Strategy

Audience Engagement Beyond the Screen

  • Justine Davies, Marine Corps Veteran
  • Justine Davies
  • Break down the components of effective and efficient content production
  • Better understand how to strengthen your storytelling skills to capture your audience
  • Develop concrete methods to build an interactive and engaging experience whether in person or online
  • Be excited by not only the advancements in content creation, but the urge for more transparency and simply being honest as well
  • B2C
  • Content
  • Mobile
  • Strategy

3:15 pm - 3:45 pm

Hello “First Name”: How to Stay Human in an Artificial World

  • Understand the evolution of artificial intelligence and why a human’s role is now more important
  • Know what channels to optimize for building deeper relationships with your customers
  • Leverage AI and big data to build a human connection
  • Determine where a human can’t be replaced…and when they should (and how to do it)
  • Emerging
  • Strategy

The Feng Shui of Modern Email

  • Recognize design trends that prioritize engagement and accommodate mobile and desktop email clients
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Identify opportunities to streamline messaging and production processes
  • Leverage the CTA secret that gets the click—even among disengaged subscribers
  • B2C
  • Data
  • Email
  • UX/Design

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

4:00 pm - 4:30 pm

What? How? Why? Building Query Personas to Power Your Content Strategy

  • Understand Google’s drive to satisfy every query
  • Ideate & research your customer’s intent based needs
  • Produce content that both users and bots should love
  • Drive relevant organic & social traffic to engage your audience
  • Build a content strategy based on Question Personas (and success!)
  • B2B
  • B2C
  • Content
  • Strategy

Enhance Customer Experience Using Analytics and Experimentation

  • Use data and analytics better to improve every Customer Experience interaction.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • B2B
  • B2C
  • Conversion
  • Data

How to Masterfully Version Your Video Content for Unique Audiences

  • Version your video content to appeal to disparate groups such as, lines of business, industries, and net new vs. customers
  • Create video content that can be adapted to co-marketing with various groups such as, partners, ABM customers, and“Must Win” account pursuits
  • Distill video into both gated and ungated content
  • B2C
  • Content
  • Strategy
  • Video

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

4:50 pm - 5:25 pm

Afternoon Keynote: How to Tell the Story of Your Ideas

Keynote
  • Tamsen Webster, TEDxCambridge
  • 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

Measuring the Moment: Pro tips for Monitoring User Behavior

  • Create and use events to understand user behavior
  • Use a tag manager to more effectiely measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • B2B
  • B2C
  • Content
  • Measurement
  • Search

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

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

How to Create Data-Driven Strategies to Grow Your Visibility

  • Marcela De Vivo, SEMrush
  • Marcela De Vivo
  • Understand the best tools to gather competitive intelligence
  • Uncover your own data and build strategies out of it
  • Put data to use for cross-channel marketing strategies
  • Bring all this data together into unified reports
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

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

  • Jason Snook, CapTech Consulting
  • Jason Snook

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

10:00 am - 10:30 am

SEO vs. Brand Voice: Choosing the Right Words

  • Set priorities for digital copy based on your brand’s voice
  • Turn your SEO strategy into a key tool for building brand value
  • Balance two distinct skill sets: writing for search, and writing for brand
  • Create more cohesion between the terms people search for and the way you talk about what you offer
  • B2B
  • B2C
  • Content
  • Search
  • 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

Data Visualization for the Modern Marketer

  • Midori, Venngage
  • Midori
  • 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

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

Constructing a Website Architecture that Supports Search Demand

  • Lauren Polinsky, Kimpton Hotels & Restaurants
  • Lauren Polinsky
  • Use keyword data to develop a website architecture based on searchers’ interests
  • Work collaboratively with Analytics and Paid Search Teams to target concepts most important to the overall business
  • Successfully present complicated data concepts to your C-Level Executives
  • Conversion
  • Search
  • Strategy

Stop Blasting, Start Conversing! A Success Blueprint for Cultivating Lasting Relationships with Email Marketing

  • Understand the five “levels” of messaging that should be part of your email marketing program
  • Articulate and justify the value and purpose of each level and campaign type
  • Identify the automated email campaigns that best serve your business model and prioritize their importance
  • Content
  • Email
  • Strategy

How to Strengthen UX with Tactical and Strategic Involvement

  • Understand how organizations have prospered because they’ve adapted to Tactical-Strategic UX mindset
  • Advocate for and strengthen the concept of user experience within your company
  • Obtain strategic buy in for user experience from management
  • Bring UX practitioners and management together to further empower the concepts and advancement of user and customer experience
  • UX/Design

11:45 am - 12:15 pm

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

Facebook #LIVE: How to Engage Your Followers and Grow Your Audience in New Ways

  • Why Facebook Live? Learn how going live on Facebook provides the greatest return for your time spent
  • Recommended tools and resources to shoot a great Facebook #LIVE video on any budget
  • Planning and optimizing Facebook Live strategies and campaigns, with step-by-step, hands-on instruction
  • B2C
  • Social
  • 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

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

12:30 pm - 1:30 pm

Lunch Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

1:40 pm - 2:10 pm

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

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

2:20 pm - 2:50 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

Experiential Marketing and Influencing the Consumer Journey

  • Develop an actionable brand experience for your target demographic in order to drive conversion and brand loyalty
  • Better understand the importance of social media engagement vs social media following
  • Comprehend the importance of influencers to brand experiences and conversions
  • Recognize strategic brand partnerships that lead to great brand experience
  • Branding
  • Content

Achieving Change with Digital: Transforming Online Action into Offline Results

  • Stephanie Stouffer, APCO Worldwide
  • Stephanie Stouffer
  • 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

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

3:00 pm - 3:30 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

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

How to Rock SEO in a Machine Learning World

  • Understand the massive change SEO is going through
  • Know what moves the needle in SEO and what doesn’t
  • Create content that gets organic traffic
  • Comprehend the central role user behavior plays in SEO
  • B2B
  • B2C
  • Search

Trigger Emails Made Simple

3:45 pm - 4:30 pm

Closing Keynote

Keynote
  • John Yembrick, NASA
  • John Yembrick

4:30 pm - 5:30 pm

Closing Reception

Join us at Digital Summit Washington DC 2018

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