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Day 1 Tuesday, May 22

  • May 22
  • 8:30 am - 12:30 pm
  • Stage 1
  • Pre conference
  • Understand best practices and the latest trends driving content marketing success
  • Audit your current content strategy and approach to message development to undercover common problems and easy fixes
  • Develop audience insights quickly to create personas that help you understand your business from your customers’ perspective
  • Use your personas to create a framework for messaging that gives customers a reason to care about and listen to you.
  • Create a unique voice for your brand that helps your content stand out from competitors
  • Develop a map that gives you a high-level view of your content, cadence and ensures your communication across any channel is coordinated
  • Leverage the best tools for collaboration and efficiency
  • Simplify measurement to analyze only the most essential metrics defining success
  • May 22
  • 8:30 am - 12:30 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
  • May 22
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • May 22
  • 2:30 pm - 3:00 pm
  • Stage 3
  • See how mobile has changed the way customers shop and what marketers can do about it
  • Understand the psychology to what makes mobile (and the content on it) so addictive
  • Add marketing tactics to your toolkit to help you better reach (and convert) your customers
  • Better position mobile media as a revenue-generating channel within your media mix
  • May 22
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Understand, recognize, and use five key elements of a story
  • Quickly judge the “story worthiness” of a concept or outline
  • Provide keen, more efficient strategic direction for producers, partners, sponsors
  • Get to the gut - craft emotional narratives that resonate with diverse audiences
  • May 22
  • 3:15 pm - 3:45 pm
  • Stage 2
  • 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
  • May 22
  • 3:15 pm - 3:45 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
  • May 22
  • 4:00 pm - 4:30 pm
  • Stage 1
  • 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
  • May 22
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Understand why inauthentic B2B content just doesn’t work
  • Coordinate your content marketing machine to leverage internal teams
  • Simplify the creation of content from internal experts so you get consistent, valuable material
  • May 22
  • 4:00 pm - 4:30 pm
  • Stage 3
  • Understand what works and what doesn't for modern SEO
  • Optimize your internal linking structure to improve rankings
  • Identify where Google is not crawling on your site
  • Use machine learning to speed up your link building efforts
  • May 22
  • 4:45 pm - 5:15 pm
  • Stage 4
  • 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!)
  • May 22
  • 4:45 pm - 5:15 pm
  • Stage 3
  • Create and use events to understand user behavior
  • Use a tag manager to measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • May 22
  • 5:15 pm - 6:15 pm
  • Opening reception

OPENING RECEPTION

Day 2 Wednesday, May 23

  • May 23
  • 8:30 am - 9:00 am
  • Stage 1
  • Better understand the ROI and impact testing can have to your business and web experiences
  • Develop a comprehensive a/b testing and optimization plan
  • Understand how to leverage tools and methods for identifying high ROI areas for web optimization
  • Leverage and use data-driven decision making through the power of testing and learning
  • Be an optimization hero for your organization – taking the good, and making it great
  • May 23
  • 8:30 am - 9:00 am
  • Stage 2
  • 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
  • May 23
  • 9:15 am - 9:45 am
  • Stage 2
  • 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
  • May 23
  • 9:15 am - 9:45 am
  • Stage 4
  • 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
  • May 23
  • 10:00 am - 10:30 am
  • Stage 1
  • Understand why making your customer a key member of your marketing team is critical
  • Get beyond the numbers to gain insights around the motivations of customers
  • Craft empathetic, audience-centric narratives that stand out and evoke emotional responses
  • Take an empathetic approach across various tactics and channels, from the most simple gesture to a coordinated campaign
  • May 23
  • 10:00 am - 10:30 am
  • Stage 3
  • Convince senior leadership to start using social media if they aren’t already.
  • Turn senior leaders into brand ambassadors by creating an internal brand ambassador program.
  • Kickstart a social media coaching program for internal influencers.
  • May 23
  • 10:00 am - 10:30 am
  • Stage 2
  • Understand the key ingredients and see examples of successful innovation projects
  • Evaluate your consumer-facing technology stack
  • Develop practices to constantly discover and infuse innovation nto your business strategy
  • Measure the ROI of current and prospective tech investments driving innovation in your business
  • May 23
  • 10:00 am - 10:30 am
  • Stage 4
  • 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
  • May 23
  • 11:00 am - 11:30 am
  • Stage 1
  • Develop a plan to apply location data to understand consumer audiences
  • Better understand how location data can mix with other data sources (1st party CRM data, TV viewership, CPG purchases, auto ownership) to build better audiences
  • Implement practical best practices highlighted in work from Urban Outfitters and Shinola
  • May 23
  • 11:00 am - 11:30 am
  • Stage 2
  • Interpret performance metrics for stronger signals about what’s working and what’s not
  • Translate metrics to staff to make data actionable
  • Leverage new ways to Use real-time analytics to deepen engagement with your content
  • May 23
  • 11:00 am - 11:30 am
  • Stage 3
  • 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
  • May 23
  • 11:45 am - 12:15 pm
  • Stage 1
  • Uncover identity problems that 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
  • May 23
  • 11:45 am - 12:15 pm
  • Stage 2
  • 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 accessibility
  • Use best practices to design creative in which key messages are not missed
  • May 23
  • 11:45 am - 12:15 pm
  • Stage 3
  • Learn and implement many of the best hacks and tricks used by top performers to optimize their spend
  • Deploy campaigns that lean into, take advantage of, and enhance your existing marketing efforts
  • Identify the signs of mis-managed campaigns, and avoid them in your own
  • Move to an agile, high-performance, digital media culture of excellence
  • May 23
  • 11:45 am - 12:15 pm
  • Stage 4
  • Discuss current content marketing challenges
  • Talk about what makes an idea or campaign valuable
  • Uncover how poetry can rewire our brains to create better ideas
  • Review 3 poetic rules that can help us become better marketers, business owners, and human beings
  • May 23
  • 12:30 pm - 1:30 pm
  • Lunch Keynote
  • May 23
  • 1:45 pm - 2:15 pm
  • 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
  • May 23
  • 1:45 pm - 2:15 pm
  • Stage 3
  • 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
  • May 23
  • 2:30 pm - 3:00 pm
  • Stage 1
  • Understand how progressive businesses leverage stretch budgets for marketing wins
  • Re-think marketing budgets based on growth stages of your business
  • Use the power of agile workflows for content and email marketing
  • May 23
  • 2:30 pm - 3:00 pm
  • Stage 2
  • 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
  • May 23
  • 2:30 pm - 3:00 pm
  • 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
  • May 23
  • 3:15 pm - 3:45 pm
  • Stage 1
  • 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
  • May 23
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Understand the relationship between your brand positioning and organizational culture
  • Determine what your customer data reveals about how customers view your brand
  • Do what it takes to shift your brand position for good
  • Employ new tips to build a global community with social media
  • May 23
  • 3:15 pm - 3:45 pm
  • Stage 4
  • Truly understand the value of making decisions based on data
  • Stop needing to trust your gut during decision-making processes
  • Start taking a data-centric approach to creative problems
  • Implement analytical techniques into your creative workflow
  • May 23
  • 3:15 pm - 3:45 pm
  • Stage 2
  • 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
  • May 23
  • 3:55 pm - 4:25 pm
  • Stage 1
  • 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
  • May 23
  • 3:55 pm - 4:25 pm
  • Stage 2
  • 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
  • May 23
  • 3:55 pm - 4:25 pm
  • Stage 3
  • Better understand the value of SMS messaging for customer retention
  • Utilize data to inform segmentation of your lists and create effective user journeys
  • Develop a concise and actionable long term engagement strategy
  • Learn about messaging tools that you can use to put your plan into action
  • May 23
  • 4:35 pm - 5:20 pm
  • Closing Keynote
  • May 23
  • 5:20 pm - 6:00 pm
  • Closing Reception

Closing Reception

Join us at DS Atlanta 2018

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