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Agenda

Session Filters

Day 1 Monday, October 2

  • October 2
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • An editorial content calendar and other actionable worksheets and guides
  • Tactics on how to convince your boss to invest in content marketing
  • How to align your processes, priorities, and people to drive new business
  • A background on the history and philosophy that drives content marketing
  • Ways to jumpstart your strategy with simple ""hacks"" that actually work
  • Inspirational advice to align your team and create a content marketing culture
  • October 2
  • 8:30 am - 12:45 pm
  • Stage 2
  • Pre-Conference
  • Understand what RankBrain is
  • Choose the right keywords
  • Determine if linking still matters
  • List content factors that really make a difference. Is it quality, quantity or both?
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Define AMP, and it’s importance
  • Solve the most common SEO pitfalls
  • Maximize your SEO investment
  • October 2
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • October 2
  • 2:30 pm - 3:00 pm
  • Stage 3
  • Look at visual and interactive signals to build trust in the experience and product
  • Assess 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
  • October 2
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Understand what the gig-economy and startup ecosystem are
  • Leverage the gig-economy and startup ecosystem to spark innovations
  • Replicate how organizations have developed collaborative resourcing models to access hard-to-find skills and deploy initiatives at startup speed
  • October 2
  • 3:15 pm - 3:45 pm
  • 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
  • October 2
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Create dynamic, targeted, predictive & measurable experiences
  • Discuss the shifting focus from campaigns to content marketing
  • Use new approaches to experience creation that are cheaper, faster, and more impactful.
  • October 2
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Identify actionable steps to begin your holiday planning
  • Have an understanding of ways to improve your strategy
  • Develop a customer-centric approach to your holiday marketing plan
  • October 2
  • 4:45 pm - 5:15 pm
  • Stage 3
  • Combine the art & design of user experience with the data science & technology of data analytics to move the needle forward
  • Get hardcore about your priorities. Learn how to focus on the right things to measure and leave everything else on the backlog for later
  • Align your Marketing and Digital teams to build and deliver superior customer experiences
  • October 2
  • 4:45 pm - 5:15 pm
  • Stage 1
  • Allocate existing marketing budget to grow your digital capabilities
  • Use free tools and browser extensions to get higher ROI
  • Make small digital marketing tweaks to maximize your success
  • Optimize digital content assets for search engines and all devices
  • October 2
  • 6:15 pm - 7:00 pm

Day 2 Tuesday, October 3

  • October 3
  • 8:30 am - 9:00 am
  • Stage 2
  • Calculate annual test impacts in a more accurate manner than past models.
  • Organize test results to show value in key areas
  • Design auto-calculating spreadsheets
  • Show leadership testing’s impact in a language they understand
  • October 3
  • 9:15 am - 9:45 am
  • Stage 1
  • Define the team’s Connected Ecosystem and Connected Design strategy.
  • Inform the teams on the design process of their Connected Ecosystem.
  • Design application for popular streaming media devices like Smart TV’s, Gaming Consoles and devices like Apple TV and Roku.
  • Understand the ways that emerging technologies like VR+AR can be included in the connected strategy.
  • October 3
  • 9:15 am - 9:45 am
  • Stage 3
  • Explore the ancient history of the Customer Decision Journey
  • Visit the modern ruins of the Accelerated Loyalty Model
  • Welcome the future of Broken Loyalty Journeys
  • October 3
  • 9:15 am - 9:45 am
  • Stage 2
  • Unravel what innovation really means for effective, customer centric organizations through a series of examples showing both success and failure
  • Use methods for making innovation a daily practice
  • Apply a new modern marketing framework to ensure your organization is doing enough to foster and nurture true innovative thinking
  • Adopt a framework for evaluating innovative ideas
  • October 3
  • 10:00 am - 10:30 am
  • Stage 1
  • Create effective content that resonates with digital natives
  • Understand which platforms to focus on to engage with Gen Z
  • Identify trends that are smart investments of time and budget to reach younger consumers
  • October 3
  • 10:00 am - 10:30 am
  • Stage 2
  • Understand trends in online video consumption and how live video has created a new paradigm for customer interaction
  • Get started with live video campaigns and measure ROI
  • Explore effective examples of live video digital marketing from top brands
  • Discover why “canned/ scripted” content is antithetical to a growing consumer desire for authenticity
  • October 3
  • 11:00 am - 11:30 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
  • October 3
  • 11:00 am - 11:30 am
  • Stage 1
  • Understand what is content amplification is
  • Identify content gaps and distribution gaps
  • Craft a holistic amplification strategy
  • Measure amplification ROI
  • October 3
  • 11:45 am - 12:15 pm
  • Stage 1
  • 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, and
  • Enjoy some of Sasha Fierce's favorite jams along the way
  • October 3
  • 12:30 pm - 1:25 pm
  • Lunch Keynote
  • Understand why you're wired to miss what your messages needs most
  • Use a simple tool for identifying the key concepts needed to drive understanding and action in any presentation or message
  • Turn those key concepts into messages that create the connections (and conversions) you need
  • October 3
  • 1:40 pm - 2:10 pm
  • Stage 3
  • Combine digital experiences with customer data to predict what users are likely to respond to different messages
  • Use performance and touch-points data to map content strategies
  • Understand how your content is working in support of your SEO efforts today and how to improve it
  • October 3
  • 1:40 pm - 2:10 pm
  • Stage 2
  • Create a data-driven culture, and bring along everyone on your team
  • Use data to define your marketing strategy
  • Design game-changing dashboards to focus everyone on what is really important
  • October 3
  • 2:20 pm - 2:50 pm
  • Stage 2
  • 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
  • October 3
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Develop a customer purchase journey map in three general stages
  • Align your company’s content to the three main stages of a customer purchase journey
  • Identify where customers are in purchase journey based on content consumption and responses to triggers
  • Map content sequences to help identify “next best offers” to put in front of consumers
  • October 3
  • 2:20 pm - 2:50 pm
  • 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
  • October 3
  • 3:00 pm - 3:30 pm
  • Stage 3
  • Understand the importance of "UXing" your environment
  • Create a strategic roadmap for your department
  • Identify a measurable opportunity to utilize for validation
  • Identify and utilize the best metrics that validate the ROI of UX
  • October 3
  • 3:00 pm - 3:30 pm
  • Stage 2
  • 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
  • October 3
  • 3:40 pm - 4:20 pm
  • Stage 1
  • Identify the common business process pitfalls that lead to boring content and how to avoid them
  • Understand the importance of tying business needs and brand truths to consumer passion points and platform expectations
  • Describe how deep consumer insight methodologies such as digital ethnography and in-context interviewing lead to rock-solid content strategy
  • Describe how strategic planning techniques such as narrative mapping and agile creative briefs lead to compelling content
  • Create their own process for developing effective, consumer-centered digital and social content
  • October 3
  • 4:20 pm - 5:30 pm

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