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Agenda

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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 1
  • 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
  • 2:30 pm - 3:30 pm
  • Stage 2
  • Understand how 95% of marketers approach conversion & why it’s not working
  • Discuss the conversion mechanism of the future & why it works so much better
  • Do 3 simple things to boost conversion rates every time
  • Define the core tenet of human psychology that everyone’s overlooking
  • Replicate 7 examples of fantastically futuristic funnels that convert like crazy
  • September 6
  • 3:15 pm - 3:45 pm
  • Stage 2
  • 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
  • 3:15 pm - 3:45 pm
  • Stage 4
  • Understand the various attribution models and which might be right for you
  • Identify and correct common pitfalls in your ROI tracking
  • Compile and calculate ROI data from digital channels
  • September 6
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Identify key team players in your company and propose a game plan that speaks to them
  • Get focused on quick wins: build the target accounts and key personas, eliminate inefficient practices, orchestrate marketing and sales efforts
  • Set up metrics and reporting that measure account penetration and overall ABM performance
  • 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
  • 4:00 pm - 4:30 pm
  • Stage 4
  • Use a 10 point strategy to add voice to your marketing
  • Understand the challenges and expectations in this nascent market
  • Take advantage of the evolving space and complexities of multiple voice assistants
  • Plan and implement a voice platform
  • September 6
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Understand the difference between narratives and stories
  • How you can measure your narrative
  • Build a great narrative for your business, and use it to drive a better website, content strategy, and more
  • September 6
  • 4:45 pm - 5:15 pm
  • Stage 2
  • Understand how emerging technologies are changing the mobile engagement landscape
  • Study customer behavior to help predict what users will do next
  • Future-proof your mobile strategies
  • 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 4
  • 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 3
  • Understand millennials in less abstract, more pragmatic terms
  • Decipher the consumer behaviors of millennials
  • Develop a relevant millennial marketing approach
  • Connect your brand with millennials on a deeper, social level
  • Learn from Cadillac and other top brands’ success
  • 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 3
  • 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
  • 8:30 am - 9:00 am
  • Stage 2
  • Survive and thrive as a customer-obsessed business
  • Utilize data to track your audience’s digital footprint
  • Personalize the customer experience
  • September 7
  • 9:15 am - 9:45 am
  • Stage 2
  • 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
  • 9:15 am - 9:45 am
  • Stage 1
  • 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
  • 9:15 am - 9:45 am
  • Stage 4
  • Leverage important principles for experience design each illustrated with a quote from the good doctor
  • Use practical methods for getting to better products with some simple ideas
  • Have fun with product design again
  • September 7
  • 10:00 am - 10:30 am
  • Stage 2
  • 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
  • 10:00 am - 10:30 am
  • Stage 4
  • Identify website issues affecting performance
  • Make the right choice for hosting
  • Optimize images and video
  • Prioritize the use of smart coding techniques
  • Know when to use responsive design, AMP, or an app for mobile users
  • September 7
  • 10:00 am - 10:30 am
  • Stage 1
  • Understand what separates a great story from the great mass of storytelling
  • Know how to shape an organization to deliver great stories
  • Measure successful storytelling
  • And target and improve stories not living up to their potential
  • September 7
  • 11:00 am - 11:30 am
  • Stage 3
  • 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
  • 11:00 am - 11:30 am
  • Stage 2
  • Unravel what innovation really means for effective, customer centric organizations through a series of examples showing both success and failure
  • Use methods for making innovation a daily practice
  • Apply a new modern marketing framework to ensure your organization is doing enough to foster and nurture true innovative thinking
  • Adopt a framework for evaluating innovative ideas
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 4
  • Break out of your “digital strategist” mentality and produce results people understand and crave
  • Differentiate between worthwhile ROI focused digital jobs and snake oil
  • Translate your digital skills into valuable organizational leadership
  • Persuade non-digital executives to see the value in your proposals, allocate budget, and green light projects
  • September 7
  • 11:45 am - 12:15 pm
  • Stage 2
  • 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 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
  • 1:55 pm - 2:25 pm
  • Stage 3
  • 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!)
  • September 7
  • 1:55 pm - 2:25 pm
  • Stage 2
  • 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
  • 1:55 pm - 2:25 pm
  • Stage 4
  • Reorient you around more audacious goals and higher levels of creativity
  • Uncover opportunities to experiment bravely
  • Enhance collaboration, conversation, ideation, and validation
  • Refine your goals to be more trackable and attainable
  • 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 4
  • 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 2
  • Develop a strategy to work with the ad blocking audience – one that is young, well-educated and spends money online – on their terms
  • Leverage ad blocking to make you more profit by reaching out to this otherwise “lost” audience
  • Understand where ad blocking fits into digital advertising
  • Play an active part in advertising’s great (unwanted) adventure
  • September 7
  • 2:35 pm - 3:05 pm
  • Stage 3
  • Develop new, simpler messaging strategies for your marketing, to hold people’s attention longer
  • Design more impactful websites and emails that trigger the right areas in the brain
  • Employ new design strategies that connect with your users on a subconscious level, and more effectively move them through the customer journey
  • September 7
  • 3:15 pm - 3:45 pm
  • Stage 2
  • 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
  • 3:55 pm - 4:25 pm
  • Stage 3
  • Identify what stage of maturity your marketing organization is in, and how close you are to profit-driven marketing.
  • Develop strategic goals to drive your next steps towards a mature, profit-driven marketing organization
  • Plan and implement key tactics at each phase of maturity
  • 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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