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Agenda

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Day 1 Monday, August 27

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 Elena, Marine Corps Veteran
  • Justine Elena
  • 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

The Power of Deep Content: Articulating Your Brand Story in a Noisy Environment

  • List 5 verbs that are the necessary building blocks for deep content
  • Unlock the power of pain points
  • Know how and when to use Storytelling vs storyselling
  • Understand and implement deep content’s triple win into your own content game plan
  • B2C
  • Content
  • 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

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

  • Anne Gherini, Affinity
  • Anne Gherini
  • 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

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

4:45 pm - 5:15 pm

Trigger Emails Made Simple

  • Understand, and recognize how trigger emails are different from your other marketing emails.
  • Collaborate with your development team more effectively to keep those emails updated
  • Use a specific strategy to organize your email workflow
  • Create a sense of order amongst the chaos
  • B2B
  • B2C
  • Email
  • Strategy

12 Principles of Viral Content

  • Define “viral” and understand why you’re struggling to get your content noticed and shared organically
  • Craft content that not only showcases your product, but that also EXCITES your audience.
  • Adopt a framework that that can help grow traffic and revenue by over 800% in less than a year
  • B2B
  • B2C
  • Content
  • Social
  • Strategy

What’s Technically Wrong With Your Website?

  • Diagnose common problems that can hurt your search rankings
  • Prioritize technical fixes based on the level of impact on the website
  • Communicate technical implementations to both the marketing and IT teams
  • Identify areas of quick wins
  • 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

Make Your Messages Count: Using Consumer Insights for Compelling Content

  • 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

Trust by Design: Keeping Your Customer on Your Side

  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Look at a product’s long term success based on trust, rather than short-term profit gains
  • B2C
  • Strategy
  • UX/Design

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

9:15 am - 9:45 am

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • Arnie Kuenn, Vertical Measures
  • Arnie Kuenn
  • Effectively optimize your site to combat Google’s ever-changing algorithm and land on top of the search results.
  • Understand how the popular opinion on paid media view has changed and how to beat your competitors for the bid
  • Get your SEO and Paid teams working together towards the same goal
  • Build and grow your own audience and leverage it for real revenue growth
  • 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

Accelerating Return: Making Paid Ads Your Most Viable Channel Through AI

  • Move beyond reach, frequency & CPM
  • Use Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, & impact the bottom line with AI
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2B
  • B2C
  • Content
  • Measurement
  • Social

Using Augmented Reality to Turn a Customer Experience into Factual Data

  • 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
  • B2C
  • Content
  • Design
  • Emerging
  • Mobile

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

Align Paid Search and Social Across the Customer Journey

  • B2C
  • Search
  • Social

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

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

Going Mobile: Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • 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
  • Mobile
  • Strategy

12:30 pm - 1:30 pm

Lunch Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

1:40 pm - 2:10 pm

How the Best Brands Use Augmented Reality and Image Recognition to Drive Engagement

  • 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

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

2:20 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

Take (Back) Control of Your Data

  • List the pros and cons of closed systems vs. open systems currently available to marketers
  • Know what to look for when evaluating mobile, native and open platforms, outside the biggest players
  • Understand the keys to refining custom data sets for use across multiple platforms
  • Use a new checklist for creating scalable media plans
  • Data
  • Paid Advertising

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

Mobile: Why Customers Are Addicted (And What Marketers Can Do About It)

  • Jon Lombardo, LinkedIn
  • Jon Lombardo
  • See how mobile has changed the way customers shop and what marketers can do about it
  • Understand the psychology to what makes mobile (and the content on it) so addictive
  • Add marketing tactics to your toolkit to help you better reach (and convert) your customers
  • Better position mobile media as a revenue-generating channel within your media mix
  • Mobile
  • Strategy

So Many Platforms, So Little Time: The Right Content for the Right Platform

  • Better understand the unique audiences on each of your social media marketing platforms
  • Develop a unique strategy for each of your channels
  • Learn to embrace new and existing features of the platforms to make them work for you
  • Maximize social media engagement by using “found time” to foster creativity
  • B2B
  • B2C
  • Social
  • Strategy

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 DS Digital Summit Washington DC 2017

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