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Agenda

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Day 1 Tuesday, September 12

  • September 12
  • 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 12
  • 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
  • September 12
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • September 12
  • 2:35 pm - 3:05 pm
  • Stage 1
  • Optimize your digital brand to increase conversions
  • Connect with the right customers and users in the flow of their day and be relevant to the context you find them
  • Align your digital brand with the digital trail people take to explore their interests
  • Get the latest tools to leverage for your digital brand
  • September 12
  • 3:20 pm - 3:50 pm
  • Stage 1
  • Understand what usability testing is and why it’s important
  • Implement usability testing instead of relying on UX professionals
  • Use basic techniques of conducting usability tests
  • Identify tools to conduct usability study cheaply and quickly
  • September 12
  • 3:20 pm - 3:50 pm
  • Stage 2
  • Understand what’s driving change in traditional digital channels
  • Define what is means to “become digital” and not merely “do digital”
  • Explore direct actions you can take today to become more customer centric
  • Discuss the ongoing adoption model for new processes, tools and behaviors that will allow you maintain pace with change
  • September 12
  • 3:20 pm - 3:50 pm
  • Stage 3
  • Better understand what it takes to create a great end to end experience with connected products
  • Effectively strategize for every touchpoint with the customer and make sure they all tell the same story.
  • Connect emotionally with your users by telling stories with data
  • Embrace design constraints and use them to your advantage
  • September 12
  • 4:05 pm - 4:35 pm
  • Stage 4
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
  • September 12
  • 4:50 pm - 5:20 pm
  • Stage 3
  • Better understand why web performance matters, and not just to mobile users
  • Share with co-workers real-world examples of where time equals money
  • Measure your site's performance and compare it to your competitors (with videos!)
  • Influence, and improve, the performance of your company's website for bigger sales
  • September 12
  • 4:50 pm - 5:20 pm
  • Stage 2
  • Ask yourself five questions to see if your content meets your ethical standards
  • Improve your organizations existing content
  • Determine if your content is meeting your customers’ needs
  • Educate your organization on what content appeals to customers, and get your stakeholders aligned
  • September 12
  • 5:20 pm - 6:30 pm

Opening Reception

Day 2 Wednesday, September 13

  • September 13
  • 8:30 am - 9:00 am
  • Stage 3
  • Apply tools that can enhance your team’s creative culture
  • Understand how to cultivate environments of creativity at a company, team, and individual level
  • Give empowering feedback in brainstorming sessions
  • Build trust with coworkers
  • September 13
  • 8:30 am - 9:00 am
  • Stage 2
  • Understand the #1 reason content doesn't convert for most companies
  • Launch a content marketing program with no budget
  • Measure the success of your content strategy the right way
  • September 13
  • 9:15 am - 9:45 am
  • Stage 2
  • 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 13
  • 9:15 am - 9:45 am
  • Stage 4
  • Find and hire freelancers who are capable of creating authoritative content
  • Understand what freelancers need from you to execute projects successfully
  • Use specific strategies for creating expert-level content when your freelancers aren't industry experts
  • Stop wasting money on generic, entry-level content that doesn't support your marketing and business goals
  • September 13
  • 9:15 am - 9:45 am
  • Stage 1
  • Change the company culture and awareness of SEO so you can acquire more organic traffic
  • Learn from real life examples of disastrous decisions that could have been avoided
  • Use evangelism methods and tactics that have worked for companies like Microsoft, Hallmark and GoDaddy
  • Educate all teams that produce websites so you don’t miss out on traffic and revenue opportunities
  • September 13
  • 10:00 am - 10:30 am
  • Stage 4
  • 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
  • September 13
  • 10:00 am - 10:30 am
  • 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 13
  • 10:00 am - 10:30 am
  • Stage 3
  • Build your and your team's content missteps into a framework for success
  • Create a culture where everyone adopts a "fail fast" philosophy
  • Immediately implement critical content marketing survival techniques
  • Turn cringe-worthy content moments into valuable lessons learned
  • September 13
  • 11:00 am - 11:30 am
  • Stage 3
  • Define what identity resolution is and why it matters so much
  • Utilize people-based marketing to recognize consumers across channels
  • Enable more effective targeting, measurement, and personalization use cases
  • September 13
  • 11:45 am - 12:15 pm
  • Stage 4
  • Communicate the value in an influencer outreach program to your organization/brand
  • Understand how many influencers are needed to be impactful
  • Determine metrics that should be used to measure success for your business outcome
  • Use a formula for benchmarking influencer performance to measure realistic success
  • September 13
  • 11:45 am - 12:15 pm
  • Stage 1
  • How to perform deep content topic ideation to capture organic traffic
  • Ways to shift your strategy to adopt agile methodologies
  • Magic of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • September 13
  • 12:30 pm - 1:40 pm
  • Lunch Keynote
  • September 13
  • 2:00 pm - 2:30 pm
  • Stage 1
  • What changes Google has made that can make a material impact on your business goals.
  • 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
  • September 13
  • 2:00 pm - 2:30 pm
  • Stage 4
  • Develop a simple customer journey map and better manage your customers’ expectations
  • Understand where there are gaps in your offer, and where profits are leaking out
  • Apply new techniques to reduce customer churn
  • September 13
  • 2:40 pm - 3:10 pm
  • Stage 1
  • Be prepared to learn and test before you get a great ROI
  • Use your web audience to inform your segmentation strategy
  • Have a MECE approach to creating segments
  • September 13
  • 2:40 pm - 3:10 pm
  • Stage 3
  • Learn how consumers today are searching for your business
  • Understand why they might be choosing your competitor over you
  • Increase your chances of being chosen by learning how to manage your presence across the web
  • Take control of your online presence with a comprehensive scan showing how your business appears across 60+ websites
  • September 13
  • 3:20 pm - 3:50 pm
  • Stage 1
  • Probe for the key information that can evolve a design, not just utilize user feedback for validation and gut checks
  • Understand how to best incorporate user feedback into the way your team works with each other, especially during early product development
  • Add all of this while moving fast and hitting your deadlines
  • September 13
  • 3:20 pm - 3:50 pm
  • Stage 3
  • White hat SEO strategies real brands can actually implement
  • Why your competitors are ranking pages with zero external backlinks
  • SEO skills every digital marketer needs to learn
  • What every PPC manager, developer, web designer, and business owner should know about SEO
  • Why brand search matters and how to protect it
  • Million dollar mistakes companies are making and how to avoid them
  • September 13
  • 3:20 pm - 3:50 pm
  • Stage 2
Technology has changed almost everything about how we live and work. But even today’s best designed products force us to make hundreds of distracting and tedious decisions every day. The future of design lies in freeing people up for more meaningful decisions and experiences by creating products and services that use artificial intelligence and machine learning to make decisions on our behalf, according to our goals and preferences.
  • September 13
  • 4:00 pm - 4:30 pm
  • Stage 3
  • 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
  • September 13
  • 4:40 pm - 5:10 pm
  • Stage 3
  • Create automated email campaigns based on the data you’re collecting in CRM
  • Generate variable content that matches your audience’s interests
  • Better understand your true campaign ROI
  • Foster friendships with both your Sales and Accounting Departments
  • September 13
  • 5:10 pm - 6:10 pm

Closing Reception

Join us at DS Detroit 2017

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