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Strategy + Trends

Sharpen your digital marketing strategy - Content, reputation management, social personalization, SEO, UX, and more

Looking at marketing and digital strategy from more of a bird’s eye, holistic viewpoint? There’s a number of offerings on the Digital Summit program to help stir your creative and strategic juices.

“The speakers all possessed very deep knowledge in their field. Very impressed with this conference. Outstanding value. Loved the DJ also!”

– 2016 Digital Summit attendee

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
  • 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
  • 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 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 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

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
  • 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 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

Join us at DS Washington DC 2017

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