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Pre-event Tuesday, October 01

8:30 am - 4:00 pm

Building Blocks for Content That Rocks

Masterclass
  • Tamsen Webster, The Red Thread
  • Tamsen Webster

We’ll cover topics including:

  • SITUATION – How to define your primary audience and its mindset: what they want, value, and struggle with
  • SUBSTANCE – How to define the big idea of the content; how to identify your content’s Red Thread® (the differentiating core message); how to determine the five key elements that serve as the minimum viable case for your idea
  • STRUCTURE – How to build a draft storyline for your content; how to anticipate and overcome objections; how to use structure to keep your audience interested and engaged
  • SUPPORT – How to make your content come alive; where and how should you use data, concepts, stories, and exercises
  • “STRETCHING” – How to adapt your core message for additional audiences and for various stages of the consumer journey; how to create a “message matrix” to brainstorm consistent, but compelling, content ideas
  • STYLE – How can you make this process, and your content, truly fit you? How can you make the most of your own individual style to engage and empower the audience?

After this workshop, you’ll be able to:

  • Clearly define the goals and objectives for every piece of content you create and implement a process to achieve them
  • Identify the five key concepts that create a Red Thread® (your content’s core message) and how to use them to title, structure, summarize, and write your content
  • Develop outlines for content anywhere from 100 to 10,000+ words
  • Explore and adopt the four Message Mindsets to add variety and interest to your content
  • Create a “swipe file” for endless inspiration
  • Apply a Message Matrix to help you adjust your message across audiences and applications, as well as to match the consumer journey

This session is for marketers and content creators:

  • Responsible for the day-to-day communication of company messages that convert current and potential clients and customers
  • Fluent in the company’s overall brand, vision, values, and mission
  • Well-versed in the goals, challenges, and behaviors of current and ideal customers and clients
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

How to Hack Facebook’s New Algorithm Changes

Masterclass
  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes

Day 1 Wednesday, October 02

8:30 am - 12:30 pm

Move Prospects Through the Customer Journey With a Solid Content and Digital Marketing Strategy

AM Workshop
  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • Create ‘your’ customer journey and gain the ROI benefits of mapping that journey
  • Understand why it’s vital to create content that resonates with your audience at different stages of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beat the competition in search and beyond
  • Know where, when and how to promote your content in a way that encourages engagement and moves your prospects through the customer journey
  • Build an audience that you own, not rent, and the prove the value it creates for your organization
  • Evaluate your return on investment (ROI) for your digital marketing efforts
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Advanced SEO Tactics for 2019

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Fix core indexing issues
  • Identify inbound links and deal with spammy links
  • Choose the right internal links to maximize PageRank
  • Use schema code
  • Add multiple languages to your website
  • Address mobile-specific SEO challenges
  • Avoid pitfalls during a redesign process
  • Improve conversion from organic search
  • Identify and address lead generation holes in your SEO execution
  • Accurately report SEO results and how they contribute to ROI
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Mobile Marketing
  • SEO & Search

Refresh Your Social Media Strategy with a Competitive Audit

AM Workshop
  • Lauren Teague, Convince & Convert
  • Lauren Teague

If you are working from a social media strategy that is more than a year old (or none at all), you are missing opportunities to shine in social. This workshop is designed to help anyone who uses social media to understand what to do more of — and what to stop doing.

In this hands-on session, we’ll go step-by-step through a competitive social media audit to uncover the truths of your social media activity, content performance and how to keep audiences engaged. Bring laptops and social media passwords, and be ready to do some investigating. We’ll discover where your competitors are succeeding, or missing the mark, so you can fill the gaps. By the end of the session, you’ll leave with a social media playbook and reporting you can implement immediately.

At the end of this workshop, you’ll be able to:

  • Evaluate current social media performance across primary channels, including Instagram, Facebook, Twitter, YouTube & Pinterest
  • Identify landscape and competitive benchmarks for engagement & activity
  • Capture data on competitor social media activty & performance
  • Discover quick wins to optimize social media channels
  • Refresh social media reports for your organization
  • Dial in the social media best tools and processes for your team
  • Create a social media playbook that can be implemented immediately
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Measurement
  • Social Media

1:15 pm - 2:15 pm

Elevate Your Content Strategy: How to Scale and Produce Effective Consumer Conversations

Keynote
  • Beverly Jackson, MGM Resorts International
  • Beverly Jackson

Technology provides incredible new opportunities for our lives and our businesses. But it can also make us want to rip our hair out of our head with complication and confusion. In this insightful talk, Randi will give real world advice on how to make tech work for you and your business: recruiting, managing employees, marketing your business, engaging customers, and much more – in a talk that feels fun, lively, and fresh.

2:30 pm - 3:00 pm

Data That Drives Email Marketing Relevance… and Revenue

Technology provides incredible new opportunities for our lives and our businesses. But it can also make us want to rip our hair out of our head with complication and confusion. In this insightful talk, Randi will give real world advice on how to make tech work for you and your business: recruiting, managing employees, marketing your business, engaging customers, and much more – in a talk that feels fun, lively, and fresh.

  • B2B
  • B2C
  • Data
  • Email Marketing

Bridging Silos Between SEO, UX, and Content for Big Marketing Wins

  • Leverage keyword data to unite your UX, SEO, and content efforts
  • Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
  • Holistically optimize your digital presence across the web with practical, real-world approaches
  • B2B
  • B2C
  • Content Marketing
  • SEO & Search
  • UX & Design

Facebook Ads Mad Science: 7 Crazy Growth Hacks for Facebook Ads

  • Larry Kim, MobileMonkey
  • Larry Kim
  • Leverage creative new ad targeting strategies that double CTR
  • Try new Ad Formats like Click-to-Messenger ads which offer +70% open rates and +20% CTRs
  • Use Larry’s formulas for campaign budget allocation to increase campaign ROI
  • B2B
  • B2C
  • Paid Advertising
  • Social Media

3:15 pm - 3:45 pm

The Content Marketing Blueprint for Professional Services Companies

  • Andrew Stief, Prudential
  • Andrew Stief
  • Create an action plan to build and make the case for a content marketing strategy
  • Understand how to link your company’s business objectives with content marketing activities
  • Establish a list of important metrics to track (and examples for how to track them)
  • Content Marketing
  • Measurement

“Meh” to “Marvelous”: How to Market on Facebook Ads in the Era of Killer Competition

  • Understand what changed over the past year and how to adapt your selling strategy for it TODAY
  • Navigate the changes on Facebook Ads and go from media buyer to masterful marketer
  • Use smart scaling tactics to cast a wider net without emptying your wallet
  • B2B
  • B2C
  • Conversion
  • Paid Advertising
  • Social Media

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
  • Paid Advertising
  • Strategy
  • UX & Design

4:00 pm - 4:30 pm

Get More out of Every Email You Send

  • Ryan Crowley, ActiveCampaign
  • Ryan Crowley
  • Send more actionable emails
  • Easily segment for every stage of the customer lifecycle
  • Simplify your processes and improve reporting
  • Prove your value with better results
  • B2B
  • B2C
  • Conversion
  • Data
  • Email Marketing

How to Rock SEO in a Machine Learning World

  • Understand the massive changes SEO is going through, today (don’t blink!)
  • Know what AI capabilities are legitimately moving the needle in SEO and what are fantasy
  • Understand how to evolve your SEO strategy to include AI technologies
  • B2B
  • B2C
  • SEO & Search

Five Secrets to Creative Content From Your Favorite Songwriters

  • Sharpen your ability to craft strong images
  • Tighten your collaboration techniques
  • Use techniques for breaking through blocks
  • Expand your understanding of “writing”
  • B2B
  • B2C
  • Content Marketing
  • Strategy

4:45 pm - 5:15 pm

How Brands Can Harness the Power of Instagram Stories

  • Understand why you should create a unique Story strategy and how to do just that
  • Explore tools, formats, and Story engagement opportunities you should know
  • Employ strategies to drive conversions and generate leads right from Stories
  • Strategically plan your Instagram marketing editorial calendar
  • B2B
  • B2C
  • Content Marketing
  • Social Media
  • Video Marketing

Three Keys to Mastering B2B Email Like a Jazz Musician

  • Cliff Seal, Salesforce
  • Cliff Seal
  • See how high performing marketers use testing for benchmarks (not for a free metrics boost)
  • Understand how segmenting and personalized content work together
  • Leverage real-time behavioral triggers that drive results
  • Multiply efforts across your organization—without losing brand consistency
  • B2B
  • Data
  • Email Marketing

Seven Psychological Triggers Every Marketer Should Master

  • Effectively wield seven of the most powerful psychological triggers to influence your audiences
  • Identify specific ways to improve your messaging to be more effective and impactful
  • Quickly build trust with existing and potential customers
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Strategy

5:15 pm - 6:15 pm

Opening Reception

Get your networking on. The opening reception is a great opportunity to make new industry connections and reconnect with old friends too. Hoist a beverage or two while you reflect on today’s awesome content. Mingle with onsite exhibitors, speakers, and fellow attendees to talk shop about your biggest marketing challenges, while having some fun in the process.

Day 2 Thursday, October 03

8:30 am - 9:00 am

How To Prepare For Voice Search To Change Customer Discovery

  • 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
  • SEO & Search
  • Strategy

Creating a Podcast Content Strategy for Your Brand

  • Kent Lewis, Anvil Media Inc
  • Kent Lewis
  • Develop a podcast format and frequency that meets your objectives and listener needs
  • Leverage competitive research, industry insights and partners to uplevel your podcast content
  • Incorporate elements that maximize visibility for your content
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Strategy

9:15 am - 9:45 am

Getting the Green Light: How to Build Content That People Say YES To

  • Tamsen Webster, The Red Thread
  • Tamsen Webster
  • Analyze your content for the “red lights” that lead to “NO”
  • Identify the five key concepts every piece of content needs to get a “YES” (and know how to find them in your own)
  • Organize your content so it feels like story, even if it isn’t one (and keeps your audience hanging on every word)
  • B2B
  • B2C
  • Content Marketing
  • Conversion

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 Marketing

How to Use Structured Data for SEO

  • Adopt the benefits of structured data and schema.org markup.
  • Use best practices for technical implementation and validation.
  • Understand the key features that drive increased clicks and conversion.
  • Avoid common mistakes and penalties.
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Data

10:00 am - 10:30 am

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 Marketing
  • Strategy

Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Execute on six tactics that have been statistically proven to increase qualified lead volume
  • Avoid four widely implemented tactics that simply do not work
  • Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
  • B2B
  • Content Marketing
  • 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
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

11:00 am - 11:30 am

Rehearse for Real Time: Preparing for the Moments That Make Content Great

  • Lauren Teague, Convince & Convert
  • Lauren Teague
  • Scale a team of one to many for live content coverage
  • Identify which channels align with the right content to tell your story
  • Plan your content playbook for cohesive storytelling across any event
  • Effectively practice and rehearse your playbook ahead of going live
  • B2B
  • B2C
  • Content Marketing
  • Social Media

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 Marketing
  • Strategy

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • List reasons why you should migrate (there are plenty)
  • Take advantage of opportunities to make your new website SEO friendly
  • Use best practices presented to prepare for your migration
  • Find out what to expect during migration day
  • Know what you need to monitor in post-migration
  • B2B
  • B2C
  • SEO & Search
  • Strategy
  • UX & Design

11:45 am - 12:15 pm

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, Gil Media Co.
  • Carlos Gil
  • Tap into new storytelling features on Snapchat and Instagram Stories
  • Create an employee advocacy strategy to boost organic social media reach
  • Leverage social listening effectively to find and engage potential customers
  • Build relatable, real-time moments like an A-list celebrity for your brand
  • List the types of content given preferential treatment by Facebook and Instagram
  • B2B
  • B2C
  • Branding
  • Content Marketing
  • Conversion
  • Social Media

Extend Your Reach through Content & Influence Marketing

  • Juanika Cuthbertson, Ladypreneur® Academy
  • Juanika Cuthbertson
  • Identify the voice of the brand you represent, and how to communicate it effectively
  • Develop marketing strategies that are both flexible and connectable
  • Create accountability within your target
  • Measure techniques through digital and responsive analytics
  • B2B
  • B2C
  • Content Marketing
  • Measurement
  • Social Media

Prospect Experience Design: How the Right Design Will Turn Researchers Into Buyers

  • Effectively communicate your market position
  • Deliberately guide prospects through key pages and decision points to the right actions
  • Use a detailed, reliable system for holding all design decisions accountable to marketing goals
  • Conversion
  • Data
  • UX & Design

12:30 pm - 1:25 pm

Lunch Keynote: Reshma Saujania, Founder, Girls Who Code

Keynote
  • Reshma Saujani, Girls Who Code
  • Reshma Saujani

1:40 pm - 2:10 pm

LinkedIn on LinkedIn: How to Combine Account Based Marketing and Social Selling

  • Ty Heath, LinkedIn
  • Ty Heath
  • Explore insights on sales & marketing orchestration
  • Create effective content for ABM & social selling on LinkedIn
  • Use focused strategies to engage prospects on LinkedIn
  • B2B
  • Conversion
  • Strategy

Winning the Local Search Game

  • Better understand your customers’ local search tendencies
  • Break down Google’s local rankings factors: Relevance, Distance & Prominence
  • Take your website and Google My Business (GMB) pages to the next level
  • Keep your eyes on the prize
  • B2C
  • Data
  • SEO & Search

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 Marketing
  • Strategy

2:20 pm - 2:50 pm

Is Your Content Any Good? Ask Google.

  • Scott Spjut, Fifth Third Bank
  • Scott Spjut
  • Develop effective content that ranks well in Google
  • Assess the success of your content based on specific criteria (load speed, UX, etc.)
  • Create content quality reporting that supplements organic search results
  • Content Marketing
  • SEO & Search

The Future of Digital Marketing: AI, Analytics and Automation

  • Sterling McKinley, McKinley Media
  • Sterling McKinley
  • Integrate AI into your campaigns without losing the human element
  • Reduce Ad spend while increasing engagement
  • Create better-performing content while increasing productivity
  • B2B
  • B2C
  • Content Marketing
  • Emerging
  • Paid Advertising

Email Accessibility: How to Truly Captivate, Communicate and Connect with every Subscriber

  • Understanding of why accessibility within the digital ecosystem is so important
  • Discuss how temporary and permanent disabilities impact digital experiences
  • Make simple HTML code enhancements that will drastically improve email and landing page accessibilit
  • Use best practices to design creative in which key messages are not missed
  • Content Marketing
  • Email Marketing
  • Measurement
  • Mobile Marketing
  • UX & Design

3:00 pm - 3:30 pm

How CRM Predictive Models Improve Customer Experience

  • Effectively interpret predictive models to improve the customer experience
  • Apply metrics to evaluate your predictive models
  • Apply actionable learnings from Uber’s case studies on optimization and channel attribution
  • Conversion
  • Data
  • Strategy

Leveraging Publicly Available Information to Better Your Brand

  • Clem McDavid, Babel Street
  • Clem McDavid
  • Leverage PAI to inform smart business decisions and drive the overall mission of a business
  • Master how to efficiently gather and execute on PAI to better support brand management
  • Effectively create a proactive plan to prepare for crisis situations by harnessing PAI
  • B2B
  • B2C
  • Branding
  • Data

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
  • SEO & Search

3:40 pm - 4:10 pm

Reaching 1.2 Billion People

  • Jack Morgan, Duolingo
  • Jack Morgan
  • Understand what refugees can teach us about our responsibility as creatives, marketers, and business leaders
  • Recognize how as more of us got connected, we’ve become more disconnected
  • Comprehend why we need to start with People and work our way back to Technology – not the other way around
  • B2B
  • B2C
  • Strategy

Reimaging, Rediscovering and Reinventing Your Brand through Storytelling

  • Creating consistency and refreshing brand look and feel
  • Evolving the voice to be more conversational
  • Creating video content to share the ‘why’
  • Branding
  • Content Marketing
  • Strategy

4:10 pm - 5:10 pm

Closing Reception

Before you say adieu…join us for a last hurrah. Have a final toast to your new chums, and cheer each other on as you go out to use your new marketing powers and ideas for good. Sadly, Digital Summit Charlotte is over for this year, but applying all your new digital marketing knowledge and insight is only just beginning!

Join us at Digital Summit Charlotte 2019