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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

The Changing Face of Ethical Design: Why Responsible Intent Matters More Than Ever

  • Andy Vitale, Sun Trust Bank
  • Andy Vitale
  • Understand what it means to design ethical, inclusive, and sustainable solutions
  • Replicate real-world examples of how thinking responsibly could have improved design outcomes
  • Embed responsibility into the design process
  • Follow best practices for designing products with responsible intent
  • B2B
  • B2C
  • Branding
  • Strategy
  • UX & Design

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

Transform Your Video Marketing To Be More Actionable

  • Saina Shelton, YouTube
  • Saina Shelton

What does dating and advertising have in common? The pursuit of love and loyalty. Customers are actively seeking, passionate and engaged on YouTube. Using video, learn proven strategies about how you can transform your brand’s video marketing and content into ads that are love letters for your customers. After this session you will learn about digital video tactics, tools and strategies to: Understand how to transform video marketing campaigns to be more actionable and discoverable Use videos to initiate longer, more inclusive conversations, form deeper connections, and how to invite customers to take immediate, measurable next steps towards conversions Leverage YouTube creators for reach, trust and influence to align with your marketing goals. Utilize data for more insight driven content creation and to empower media strategies

  • Content Marketing
  • Strategy
  • Video Marketing

Marketing is Eating Sales: How to Thrive in This New Data-Driven World

  • Gary Schwake, Yield Group
  • Gary Schwake
  • Build the “Formula to Revenue” for your company, the foundation on which all decisions should be made
  • Understand key elements in the data layer required for full visibility on the customer lifecycle
  • Select the perfect set of tools to super-charge your growth
  • B2B
  • Conversion
  • Data
  • Strategy

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

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

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

4:45 pm - 5:15 pm

Business Messaging: Meet Consumers Where They Are

  • Rob Lawson, Google
  • Rob Lawson
  • Understand how RCS Business Messaging will change SMS
  • Increase customer engagement and personalization with RBM
  • Reach mobile customers more effectively
  • Prepare your brand for the future of messaging
  • B2B
  • B2C
  • Branding
  • Measurement
  • Mobile 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

Search Engine Experience is the New SEO

  • Sean Phaler, Ingersoll Rand
  • Sean Phaler
  • Understand what the search experience is going to look like in the future and how marketers need to prepare for it
  • Look beyond keywords on web pages and start optimizing for imagery, voice, videos, Q&A results, products, and more
  • Keep content fresh, relevant, and competitive in a new era of search engine marketing
  • B2B
  • B2C
  • Content Marketing
  • Emerging
  • SEO & Search

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 Disruptions in TV and Video Are Changing Marketing

  • Kenneth Kinney, Ai Media Group/ A Shark's Perspective Podcast
  • Kenneth Kinney
  • Plan and optimize an omni-channel campaign across all channels including TV (Advanced, Addressable, Connected, Linear, Programmatic, VOD, TV Everywhere, etc.) digital, email, voice, social, podcasts, influencers, and more
  • Leverage data-driven decisions to look at attribution and measurement
  • Optimize across channels for the best results of your spend and that of the customer
  • B2C
  • Data
  • Emerging
  • Measurement

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

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

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

10:00 am - 10:30 am

Pro Tips for Measuring User Behavior

  • Thom Craver, CBS Interactive
  • Thom Craver
  • Discover hidden nuggets data to measure the success of your business objectives
  • Understand how to track inbound links with more precision
  • Use next-level tag manager strategies to help measure faster and more effectively
  • B2B
  • B2C
  • Measurement
  • SEO & Search
  • Social Media

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

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

Programmatic Evolved: Advanced Targeting + Superior Tracking = Your Advantage

  • Brian Lahey, Genius Monkey
  • Brian Lahey
  • Move beyond reach, frequency & CPM
  • Benefit from data collection to reach your ideal customers
  • Leverage Artificial Intelligence (AI) to be a smarter marketer
  • Speak to the right now generation, understand your audience, and impact the bottom line
  • Create heavy competition among publishers & networks to stretch your ad dollars in real-time
  • B2B
  • B2C
  • Paid Advertising

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

How to Become a Thought Leader on LinkedIn

  • Ty Heath, LinkedIn
  • Ty Heath
  • Define the anatomy of a strong LinkedIn profile and summary
  • Invest in an effective content strategy to grow engagement around your thought leadership with a goal of generating leads
  • Amplify your voice and curate powerful conversations to guide prospects through the buyer’s journey
  • B2B
  • B2C
  • Content Marketing
  • Social Media

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

Content Evolved: Foolproof Micro-Content Strategies for the Future of Digital

  • Dev T. Smith, eBay Enterprise, Magento, Revolt TV
  • Dev T. Smith
  • Create content rooted in thought leadership, driven by authentic conversation.
  • Dissect content into consumable, shareable, and engaging micro-content
  • Tap into integrated ad opportunities without disrupting the consumer experience
  • B2B
  • B2C
  • Content Marketing
  • Conversion
  • Paid Advertising

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

A/B Testing & Optimization: How to Take Your Digital Web Efforts From Good to Great

  • Scott Calderwood, SAS Institute
  • Scott Calderwood
  • Understand the ROI and impact testing can have to your business and web experiences
  • Leverage tools and methods for identifying high ROI areas for web optimization
  • Use data-driven decision making through the power of testing and learning
  • B2B
  • B2C
  • Data
  • Measurement

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

Build a Culture of Experimentation (From Big Retail to Analytics Software)

  • Madi Palermo, Tresata
  • Madi Palermo
  • Develop a winning framework that ensures you are providing the right value, not simply building features
  • Execute on the transformative ideas 2x faster
  • Create an actionable customer feedback loop
  • B2B
  • B2C
  • Conversion
  • Strategy
  • UX & Design

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