Agenda

Session Filters

Day 1 Tuesday, October 24

  • October 24
  • 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
Show Session Description

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access, Premium & Platinum Passes, upgrade required for Conference Passes
  • October 24
  • 8:30 am - 12:45 pm
  • Stage 2
  • Pre-Conference
  • Stay ahead of Google updates and prepare for SEO of today and tomorrow
  • List common technical problems that plague sites and how to fix them
  • Use persona data to attract targeted traffic
  • Take keyword research to a deeper level, including uncovering search intent
  • Build a search-engine friendly website structure
  • Get the most out of mobile and voice queries
  • Develop a content strategy based upon topical density that drives traffic
  • Identify high quality backlink opportunities
  • Put it all together— Create a customized, step-by-step SEO plan to get results
  • Use checklists, benchmarks and workflows to get your SEO work done
  • Report results and initiatives to key decision makers within the organization
Show Session Description
  • October 24
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • Tell bolder (and braver!) stories, using stronger, writing and a unique point of view
  • Create “best of breed” content to attract the people you want
  • Know when to be a little outrageous (and when to dial it back)
  • Understand the secrets to inspire the best work out of writers and content creators
Show Session Description
  • October 24
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Cite the latest data on the state of marketing and sales alignment
  • Understand key attributes and activities of the modern B2B seller
  • Investigate the most innovative enablement technologies
  • Incorporate knowledge of current and future B2B buyer trends and preferences into your marketing
  • Identify buyer-centric initiatives that create cohesion between teams
  • Use an action plan to operationalize a 21st-century partnership
Show Session Description
  • October 24
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Quickly assess your audiences data needs
  • Audit existing visualizations
  • Choose and format visualizations to reinforce your message
  • Craft a compelling data narrative to encourage action
Show Session Description
  • October 24
  • 4:00 pm - 4:30 pm
  • Stage 3
  • Understand how data is used in the social sector and how you can leverage those techniques to improve your own digital marketing
  • Identify new data points that reflect people's daily lives (not just their likelihood of buying your product), and how you can successfully leverage these
  • Apply new data science solutions from social sector to similar challenges in your digital marketing
Show Session Description
  • October 24
  • 4:40 pm - 5:30 pm
  • Keynote
Show Session Description
  • October 24
  • 5:30 pm - 6:30 pm

Opening Reception

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Day 2 Wednesday, October 25

  • October 25
  • 8:30 am - 9:00 am
  • Stage 1
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
Show Session Description
  • October 25
  • 8:30 am - 9:00 am
  • Stage 2
  • Understand how the most meaningful innovation is often powered by the concept of adjacency
  • Replicate examples of how adjacent innovation led to world-changing inventions
  • Apply adjacent innovation to every day problem solving
Show Session Description
  • October 25
  • 9:15 am - 9:45 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
Show Session Description
  • October 25
  • 9:15 am - 9:45 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
Show Session Description
  • October 25
  • 10:00 am - 10:30 am
  • Stage 1
  • What changes Google has made that can make a material impact on your business goals.
  • What are the upcoming trends in Organic Search that you need to prepare for
  • How to strategically execute modern SEO
  • How to effectively measure SEO results for business impact
  • How to make the right SEO hire
  • How to find the right SEO partner
  • What tools your team should be using to do effective enterprise-level SEO
Show Session Description
  • October 25
  • 10:00 am - 10:30 am
  • Stage 3
  • 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
Show Session Description
  • October 25
  • 11:00 am - 11:30 am
  • Stage 3
  • Define the DataScienceStein approach to implementing a data science function
  • Articulate the benefits digital marketers can gain by building a DataScienceStein
  • Identify the skills needed to build a DataScienceStein team
  • Translate the skills needed to actual job functions required for a DataScienceStein team
  • Justify why a DataScienceStein could be the preferred method to implementing a data science function
Show Session Description
  • October 25
  • 11:00 am - 11:30 am
  • Stage 1
  • Advanced tips for performing deep content topic ideation to capture organic traffic
  • Techniques to shift your strategy to adopt agile methodologies (I think we are going with lower case on this)
  • Learn an amazing Hub & Spoke content model to drive results
  • Interactive discussions about why search engine optimization is more critical than ever
Show Session Description
  • October 25
  • 11:45 am - 12:15 pm
  • Stage 3
  • 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
Show Session Description
  • October 25
  • 11:45 am - 12:15 pm
  • Stage 2
  • Understanding of why accessibility within the digital ecosystem is so important
  • Discuss how disabilities impact digital experiences
  • Make simple HTML code enhancements that will drastically improve email and landing page accessibility
  • Use best practices on designing creative for those with visual impairments
  • Know how not to be a jerk about accessibility
Show Session Description
  • October 25
  • 12:30 pm - 1:25 pm
  • Lunch Keynote
  • 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
  • Enjoy some of Sasha Fierce's favorite jams along the way
Show Session Description
  • October 25
  • 3:00 pm - 3:30 pm
  • Stage 3
  • Better understand how ad fraud works in the digital advertising ecosystem (including real life examples).
  • Be current on what Google is doing to defend advertisers, publishers, and users from ad fraud.
  • Take action in defending back against ad fraud.
Show Session Description
  • October 25
  • 3:00 pm - 3:30 pm
  • Stage 2
It's hard to turn your content distribution strategy on a dime, but the social media landscape is changing. Fast. A handful of apps-mostly ad free-monopolize the consumer's time. The Onion will share three approaches helping us (and our advertisers) weather the coming storm and maximize the value we get from our content.
Show Session Description
  • October 25
  • 3:40 pm - 4:10 pm
  • Stage 1
  • How to use analog activities help enhance your digital marketing results ("moments in time" aka "insta syndrome")
  • Why engagement doesn't matter even though most social media "gurus" says it does
  • Understanding and leveraging the value of a "like"
  • Why reach is more important than performance marketers realize
  • How to understand and use culture jamming in your marketing strategy
  • How to use bots and voice commands to create experiences for both humans and robots based on an “internet of actions”
Show Session Description
  • October 25
  • 3:40 pm - 4:10 pm
  • Stage 2
  • Translate employee engagement goals into KPIs
  • Identify channels and tactics best suited for their goals
  • Build a storytelling strategy around employee engagement
Show Session Description
  • October 25
  • 3:40 pm - 4:10 pm
  • Stage 3
  • Create a distinct competitive advantage using UX design
  • Understand the UX Maturity Model, and identify your organization's maturity model
  • Use experience design to market inexpensively and effectively, create a sense of loyalty, and influence purchase decision
Show Session Description
  • October 25
  • 4:20 pm - 4:50 pm
  • Stage 1
  • Use specific techniques to begin the brainstorming process
  • Determine how to approach your own brand or products identity in order to properly assess the direction of your content
  • Address the positive and negatives of your content in order to drive towards being funnier
Show Session Description
  • October 25
  • 4:50 pm - 6:00 pm

Closing Reception

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