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Day 1 Wednesday, September 12

8:30 am - 12:45 pm

How to Create, Optimize and Amplify Content That Converts

AM Workshop
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content
  • Strategy

SEO of Today: What Really Moves the Needle

AM Workshop
  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton
  • Identify technical issues on your website that are hurting rankings and/or performance
  • Prepare for site migrations (including https) and re-designs
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Find and pursue additional SERP opportunities, such as rich snippets, image and video results
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure the website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
  • Win over key executives with the right data and reporting
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
  • B2B
  • B2C
  • Email
  • Strategy

1:15 pm - 2:15 pm

Opening Keynote

Keynote
  • Chelsea Handler, Comedian, Author, Producer
  • Chelsea Handler

Main Conference

2:35 pm - 3:05 pm

The Future of B2B Marketing: Think Like Disney and 6 Other Trends

  • Peter Weinberg, LinkedIn
  • Peter Weinberg
  • 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
  • B2B
  • Emerging
  • Strategy

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

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
  • Emerging
  • Search

3:20 pm - 3:50 pm

Managing and Marketing to Millennials

  • Attract, hire and retain Millennials that will surprise and delight you
  • Better understand what millennials want from their workplace leaders
  • Create marketing messages that resonate with millennials
  • Choose marketing platforms that millennials will respond to
  • B2B
  • Social
  • Strategy

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

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

4:05 pm - 4:35 pm

12 Principles of Viral Content

  • Nadya Khoja, Venngage Infographics
  • Nadya Khoja
  • 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.
  • Use the same framework that helped grow Venngage’s traffic and revenue by over 800% in less than a year
  • B2B
  • B2C
  • Content
  • Social
  • Strategy

Rich Snippets: What Are They, and How Can I Get One?

  • Know which types of structured data should be used where on a site, and tips on scaling schema over a large website
  • Understand the positive impact rich snippets can have on paid search ads and organic results
  • Write content that makes your site the answer Google wants to highlight in an answer box
  • B2B
  • B2C
  • Content
  • Search

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

  • 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

4:50 pm - 5:20 pm

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)
  • Search

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

Original Research: Mistakes to Avoid with this Unexplored Opportunity

  • Michele Linn, Mantis Research
  • Michele Linn
  • Understand common mistakes both new and seasoned marketers make when publishing their own research
  • Use easy-to-understand solutions to simplify the process—and get better results from your research
  • Replicate many examples we’ll show you for your own research efforts
  • B2B
  • B2C
  • Content
  • Strategy

5:20 pm - 6:30 pm

Opening Reception

Day 2 Thursday, September 13

8:30 am - 9:00 am

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

  • Eric Thomas, SAGA MKTG
  • Eric Thomas

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

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

9:15 am - 9:45 am

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
  • Search

Build Better Digital Experiences with Design Sprints

  • Arielle Benjoya, Discover Financial Services
  • Arielle Benjoya
  • Provide teams with a repeatable way to innovate
  • Promote productive interdisciplinary collaboration
  • Suggest creative alternatives to traditional brainstorming that can be applied immediately
  • Test a big idea in just 5 days
  • B2B
  • B2C
  • Strategy
  • UX/Design

Data Download: The Big Deal On Big Data From Those Who Use it Best

  • Utilize turnkey solutions through innovative targeting tactics and technology
  • Identify the data most vital to marketers and their businesses (1st, 2nd, 3rd, declared data and inferred data, etc.)
  • Understand how to best collect, capture and harness that data for smarter marketing
  • Create a thoughtful data strategy
  • B2B
  • B2C
  • Data
  • Measurement
  • Strategy

10:00 am - 10:30 am

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

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
  • Audit your site top to bottom for quick SEO wins
  • Search

11:00 am - 11:30 am

Combine Paid & SEO Strategies to Increase Your Bottom Line

  • 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

Death to Boring B2B Marketing, Part 2: Jobs to be Done

  • Cliff Seal, Salesforce Pardot
  • Cliff Seal
  • Understand jobs-to-be-done theory and how it can (and should) be applied to marketing
  • Uncover what your customers “hire” your product or service to do
  • Implement your discoveries at any scale that works for you
  • B2B
  • B2C
  • Data
  • Strategy

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

Obviously Awesome: How to Use Context to Unlock Growth in Noisy Markets

  • April Dunford, Rocket Launch Marketing
  • April Dunford
  • List the common warning signs of weak positioning
  • Understand how context setting can completely change the way customers perceive a product.
  • Use a simple method to find the best market context for your product
  • Replicate case study examples of companies that achieved breakthrough success through a shift in market context
  • B2B
  • Branding
  • Strategy

11:45 am - 12:15 pm

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

It’s a Pay to Play World: Finding Real Value in Social Media

  • Understand when organic social media can work – and when you will need to leverage paid social media
  • Move past the “boosted post” to targeted social media campaigns that provide results
  • Better measure the results of paid social media campaigns.
  • More expertly dissect winning Facebook and Instagram ad strategies
  • Measurement
  • Paid Advertising
  • Social

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

12:30 pm - 1:40 pm

Lunch Keynote

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

2:00 pm - 2:30 pm

Why Being Human Wins: Strategies for More Authentic, Original Content

  • Discover the identity problems that most commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Lead others in transforming creative ideas into truly original ones
  • B2B
  • B2C
  • Content
  • 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

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
  • Video

2:40 pm - 3:10 pm

SEO and Content Unite

  • Garth O’Brien, GoDaddy
  • Garth O’Brien
  • Identify how and what your audience is seeking online
  • Ensure your content efforts will pay off and maximize your ROI
  • Open your eyes to new content opportunities giving you an edge over your competitors
  • Content
  • SEO

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

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

3:20 pm - 3:50 pm

Connecting Consumers, Igniting Brands via Interactive Storytelling

  • Steve Ramos, Steve Ramos Media
  • Steve Ramos
  • Develop an actionable and compelling interactive storytelling framework
  • Better understand the frontier tech available to today’s marketing teams and how to best utilize it for customers
  • Add impact and profitability to your marketing services using interactive storytelling and design
  • Implement interactive measurement models for improved reporting of both online and offline assets
  • Content
  • Conversion
  • Emerging
  • Social

Automate, Improve and Optimize your Lead Generation

  • Dave Meyer, BizzyWeb
  • Dave Meyer
  • Build a new blueprint to map out your current lead-gen process and decide what’s working
  • Understand which audiences matter most to your business
  • Set follow-ups designed to convert (without being annoying)
  • Set better measurable, achievable goals for your lead funnels
  • B2B
  • Strategy

4:00 pm - 4:30 pm

Closing Keynote

Keynote
  • Andrew Malcolm, Evernote
  • Andrew Malcolm

4:30 pm - 5:30 pm

Closing Reception

Join us at Digital Summit Detroit 2018

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