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Agenda

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Masterclass Day Tuesday, May 15

Full Day Interactive Workshops

With deep dives into your choice of:

Day 1 Wednesday, May 16

  • May 16
  • 8:30 am - 12:30 pm
  • Stage 1
  • AM Workshop
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Know where, when and how to amplify your content in a way that encourages engagement and progression through the customer journey
  • Combine and leverage traditional and digital marketing to increase your audience reach and engagement
  • Use content marketing as a business asset and create revenue with your audience
  • May 16
  • 8:30 am - 12:30 pm
  • Stage 2
  • AM Workshop
  • Identify technical issues on your website that are hurting rankings and/or performance
  • Prepare for site migrations (including https) and re-designs
  • Uncover hidden gems in Google Analytics and Google Search Console
  • Find and pursue additional SERP opportunities, such as rich snippets, image and video results
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure the website to create themes
  • Develop a content strategy based upon topical density that drives traffic
  • Increase online publicity and brand awareness through SEO techniques
  • Create an SEO strategy that can be implemented in prioritized steps
  • Win over key executives with the right data and reporting
  • May 16
  • 2:30 pm - 3:00 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 16
  • 2:30 pm - 3:00 pm
  • Stage 4
  • 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 16
  • 2:30 pm - 3:00 pm
  • Stage 3
  • 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/li>
  • Get to the gut - craft emotional narratives that resonate with diverse audiences
  • May 16
  • 3:15 pm - 3:45 pm
  • Stage 1
  • 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 16
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Build unstoppable story engines, stories told by people through people
  • Create personalized moments throughout their customer journey to be present when matters
  • Understand which social algorithms are best for your audience relevancy
  • May 16
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Ask questions that result in constructive input from clients about project requirements
  • Utilize client feedback in a productive and positive way
  • Execute a seamless four-step design process resulting in beautiful, useful work
  • Make the most of client relationships and keep them coming back for more
  • May 16
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Understand why it's no longer about being the ""best"" digital marketer - that time has passed
  • Add three essential best practices for embracing the post-digital mindset to your toolkit
  • More adeptly address your customers' digital and physical needs all at once
  • May 16
  • 4:00 pm - 4:30 pm
  • Stage 1
  • 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
  • May 16
  • 4:45 pm - 5:15 pm
  • Stage 2
  • Show management the benefits of design to the organization, and how design should influence product strategy
  • Write concise, communicable vision statements that set the organization’s sights high
  • Scale design’s influence across different teams and into the C-suite
  • Identify & promote the champions and advocates who will help you on your journey to empower a design-enabled culture
  • May 16
  • 4:45 pm - 5:15 pm
  • Stage 4
  • 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

Day 2 Thursday, May 17

  • May 17
  • 8:30 am - 9:00 am
  • Stage 1
  • Speak eloquently about the importance of SEO initiatives to executives and other marketers
  • Identify your company's biggest opportunities with SEO around website content, keyword research, and external links
  • Identify your company's traffic and revenue potential if you invest in SEO
  • Understand how SEO ties into the broader marketing funnel
  • May 17
  • 8:30 am - 9:00 am
  • Stage 3
  • Identify key areas in your organization that can build up, strengthen and support a user centered project life cycle
  • Foster a proven UI and UX process and strategy
  • Act upon a comprehensive list of collaboration tools and available resources that small teams can use to achieve big results
  • Replicate examples of an effective UI and UX strategy at work in the field
  • May 17
  • 9:15 am - 9:45 am
  • Stage 4
  • Use the provided roadmap to consistently create remarkable marketing
  • Go into your next creative brainstorm ready to ask the right questions
  • Understand how even ""boring industries"" can create remarkable work
  • May 17
  • 9:15 am - 9:45 am
  • Stage 1
  • 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 17
  • 10:00 am - 10:30 am
  • Stage 3
  • Implement a social selling program to improve prospecting and customer engagement
  • Develop a community-based approach to curating content
  • Determine the best communication strategies to launch and promote internally
  • Create customized trainings on core social selling best practices
  • Leverage program as another channel for marketing campaigns to increase reach and engagement with audiences you care about
  • May 17
  • 10:00 am - 10:30 am
  • Stage 1
  • Develop a more targeted and relevant message to your audience
  • Design more impactful marketing campaigns that trigger the right areas in the brain
  • Critique and review your digital efforts with a better sense of what works and what doesn’t
  • Use design and imagery that connects emotionally on a subconscious level
  • May 17
  • 10:00 am - 10:30 am
  • Stage 4
  • Set and maintain deadlines that your creatives meet
  • Motivate creatives to produce great work
  • Better understand and utilize the creative mindset and skillset
  • May 17
  • 11:00 am - 11:30 am
  • Stage 4
  • 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 17
  • 11:00 am - 11:30 am
  • 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 17
  • 11:45 am - 12:15 pm
  • Stage 4
  • 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 17
  • 11:45 am - 12:15 pm
  • Stage 3
  • 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 17
  • 12:30 pm - 1:25 pm
  • Lunch Keynote
  • May 17
  • 1:40 pm - 2:10 pm
  • Stage 1
  • Execute an effective customer experience discovery
  • Employ data to identify cross-channel opportunities
  • Expand your digital blueprint to evolve towards 1:1 customer journeys
  • Apply advanced learnings from to grow engagement and ROI
  • May 17
  • 1:40 pm - 2:10 pm
  • Stage 2
  • 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 17
  • 1:40 pm - 2:10 pm
  • Stage 4
  • 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 17
  • 2:20 pm - 2:50 pm
  • Stage 2
  • 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 17
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Deliver criticism to your team without harming morale
  • Apply the science and skills of improv to boost creativity
  • Put time-efficient strategies in place to hold regular performance conversations
  • Create a coaching culture that aligns with business strategy and industry trends
  • May 17
  • 3:00 pm - 3:30 pm
  • Stage 2
  • Understand the massive change SEO is going through
  • Know what moves the needle in SEO and what doesn't
  • Create content that gets organic traffic
  • Comprehend the central role user behavior plays in SEO
  • May 17
  • 3:00 pm - 3:30 pm
  • Stage 4
  • 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 17
  • 3:40 pm - 4:10 pm
  • 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 17
  • 3:40 pm - 4:10 pm
  • Stage 2
  • Create impactful new marketing strategies that integrates all elements of your customer engagement and customer interactions spectrum
  • Identify new measurements to utilize to determine return-on-investment for new engagement platforms
  • Adeptly determine when to make changes to your strategies to account for new, emerging technologies
  • May 17
  • 3:40 pm - 4:10 pm
  • Stage 3
  • Create a checklist to evaluate if content has an unexpected element to capture attention
  • Balance data-driven best practices with artful rule bending
  • Sell a framework and approach for content creation within the organization to allow for boldness in experimentation
  • May 17
  • 4:20 pm - 4:50 pm
  • Stage 1
  • Understand the role of podcasts in content marketing strategy
  • Determine metrics for success
  • Learn what you should be podcasting about (and what to avoid)
  • Be prepared for the investment you’ll need to make in order to be successful

Join us at Digital Summit Kansas City 2018