Agenda | Digital Summit Kansas City

Agenda

These great sessions have been confirmed so far, with more on the way. Keep checking back for updates!

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Day 1 Tuesday, August 17

8:30am - 12:30pm

Decoding SEO: How to Build Your Online Visibility – Without the Technical Jargon

Masterclass
  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

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

  • Evaluate your site’s SEO health
  • Identify, troubleshoot, and correct common technical errors
  • Utilize the most effective SEO tools
  • Perform keyword research and develop a data-driven content strategy
  • Audit your existing content to find hidden gems and problem areas
  • Analyze and deconstruct competitor’s sites
  • Reverse engineer the top-ranking pages to better compete in SERPs
  • Structure your website to enhance crawlability
  • Optimize on-site elements
  • Prepare for and execute site migrations and redesigns
  • Manage redirects
  • Find and pursue additional SERP opportunities, such as featured snippets and FAQs
  • Create and implement a prioritized SEO strategy
Included with Platinum Passes, upgrade required for Main Event Passes
  • SEO & Search

Secrets of the Email Marketing Strategist

Masterclass
  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Evaluate so-called best practices and industry advice through a critical lens
  • List the components of a complete email program
  • Understand the difference between vanity metrics and meaningful KPIs
  • Identify the key campaigns that drive customers toward loyalty
  • Know when A/B testing makes sense – and when it doesn’t
  • Clear the roadblocks that are hampering the maturity of your email program
  • Apply a prioritization methodology to zero in on strategies will move the needle
  • Impress the boss with an email program roadmap for 2022 and beyond
Included with Platinum Passes, upgrade required for Main Event Passes
  • Email Marketing

The Shift: The Digital Content Strategy To Transform Your Busine$$

Masterclass
  • Mike Huber, Investis Digital
  • Mike Huber

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

  • Properly evaluate your digital marketing efforts and find the topics and tactics you need to use in 2021
  • Strategize, ideate and create engaging user-focused content for each stage in the customer journey
  • Know where, when and how to publish content in the right digital channels
  • Understand what’s working, what’s not, and how to test with measurement and CRO
  • Manage your ‘connected’ audience and prove the value it creates for your organization
  • Evaluate your investment, ROI and how to communicate that with the C-Suite
Included with Platinum Passes, upgrade required for Main Event Passes
  • Email Marketing

1:15pm - 2:15pm

$0 Marketing Ideas: How To Market To Millions Without Breaking The Bank

Keynote
  • Jon Youshaei, Formerly of Instagram & YouTube
  • Jon Youshaei

After this session, you’ll be able to:

  • Easily find engaging content for your social media calendar
  • Reach more potential customers without spending as much of your budget
  • Predict which posts may drive the most engagement before publishing them
  • Social Media

2:30pm - 3:00pm

Mapping Your Content to the Buyer Journey to Achieve and Demonstrate Higher Marketing ROI

  • Michael Brenner, Marketing Insider Group
  • Michael Brenner
  • Map your content to the buyer journey for higher marketing ROI
  • Use tools to prove that marketing is a strategic business growth contributor to revenue
  • Measure and present the ROI of your marketing efforts to win executive support
  • Content Marketing
  • Marketing Operations
  • Marketing Strategy

It’s Not All Bad: How Shifts in Privacy Will Supercharge Your Email Strategy

  • Erik Dahlstrom, emfluence
  • Erik Dahlstrom

After this session, you’ll be able to:

  • Craft emails buyers want to receive
  • Create a holistic email strategy targeted to your buyer journey
  • Leverage email as a marketing tactic outside the inbox
  • Email Marketing

Why Organic Social Media Still Matters and How To Do It Right

  • Charles Gooch, Garmin
  • Charles Gooch

After this session, you’ll be able to:

  • Shift the purpose of your organic social to fit your consumers’ needs
  • Re-focus your efforts on putting the “”social”” back in social media
  • Build healthy relationships with your audience via active and responsive channels
  • Social Media

3:15pm - 3:45pm

Your Game Plan for Becoming a Data-Driven Marketer

  • Matt Hertig, Alight Analytics
  • Matt Hertig

After this session, you’ll be able to:

  • Use data to drive bottom-line business growth and prove marketing’s impact
  • Spend less time on basic reporting so you can devote more time to developing valuable insights
  • Put your team on the path to multi-touch attribution, marketing mix modeling and other advanced forms of analysis
  • Data & Analytics

Creating Conversion Rate Optimization Experts Across Your Organization

  • Sarah Bond, Lucky Orange
  • Sarah Bond

After this session, you’ll be able to:

  • Understand the components needed to build a strong CRO program
  • Identify ten roles in your company that can become CRO experts
  • Incorporate CRO practices into your daily role
  • Lead Gen / Conversion / Retention

“Why” Into “We:” Building Brand Affinity by Understanding Your True Brand Identity

  • Chad Reynolds, Sporting Kansas City
  • Chad Reynolds

After this session, you’ll be able to:

  • Understand the importance of positioning your true brand identity as your product
  • Focus on the experiences that will keep your fans coming back again and again
  • Create strong brand affinity and get your audience to start saying “we” about your brand
  • Branding
  • Consumer Behavior
  • Customer Experience

4:00pm - 4:30pm

Must-Have Automated Email Campaigns for Every Organization

  • Michael Barber, Brand Consultant and Marketing Strategist
  • Michael Barber

After this session, you’ll be able:

  • Apply tactics to improve existing automated email campaigns
  • Develop new automated email campaigns to build for your subscribers
  • Determine what analytics/metrics to use for automated email campaigns
  • Email Marketing

Marketing in a Post-Pandemic Society

  • Carlos Gil, Gil Media Co.
  • Carlos Gil

After this session, you’ll be able to:

  • Apply framework to help you reclaim organic engagement in today’s noisy, algorithm-driven ecosystem
  • Develop industry-leading strategies for engaging customers as a “”marketing savage””
  • Create content that converts without going for the sale right away
  • Know how to use TikTok effectively to build community and brand awareness
  • Implement best practices from notable organizations, including Wendy’s and others
  • B2C
  • Branding
  • Content Marketing
  • Customer Experience

Create Testimonial Videos that Connect with Your Target Audience

  • Tom Martin, Let It Fly Media
  • Tom Martin

After this session, you’ll be able to:

  • Apply narrative and content tactics that make a video appealing and not too ‘salesy.’
  • Develop video content that stands out in today’s noisy world
  • Effectively communicate to your video team (in-house or outsourced) on what enhances your branded content vs. what hurts it
  • Video

4:45pm - 5:15pm

Preparing Your SEO Strategy for 2022 and Beyond!

  • Taylor Kurtz, Crush the Rankings
  • Taylor Kurtz

After this session, you’ll be able to:

  • Understand the recent changes by Google and how to be compliant with these new standards
  • Create a targeted content strategy aimed at driving relevant organic traffic, as well as improve your authority and trust within Search Engines
  • Improve your overall user experience and core vitals to thrive with the ongoing 2021 Page Experience Update
  • Customer Acquisition
  • SEO & Search

How to Build a Winning Influencer Marketing Strategy

  • Tyler Farnsworth, Built By Gamers
  • Tyler Farnsworth

After this session, you’ll be able to:

  • Have a focused structure for augmenting your influencer marketing program
  • Follow a three-act structure of Plan, Activate, Measure
  • Expand your vision for what influencer campaigns can accomplish
  • More efficiently measure the outcomes of your influencer programs
  • Influencer Marketing
  • Social Media

Frameworks for Filling Funnels

  • Justin Watkins, Native Digital
  • Justin Watkins

After this session, you’ll be able to:

  • Diagnose wastage in media spend and duds in messaging
  • Justify marketing budgets by reverse-engineering optimal customer acquisition costs
  • Implement a message/market fit framework for all stages of your customers’ journey
  • Lead Gen / Conversion / Retention

5:15pm - 6:00pm

Opening Reception

Day 2 Wednesday, August 18

8:30am - 9:00am

Tactics for Leveraging Influencer Marketing: Shifting to a Post-Pandemic World and What Lies Ahead

  • Thea Neal, Royal Caribbean
  • Thea Neal

After this session, you’ll be able to:

  • Effectively use influencer content and understand its importance in your business
  • Maximize your influencer dollar spend and feel confident in your investment
  • Differentiate between influencer agencies and individual creators, and decide which is best for you
  • Influencer Marketing

The Swiss Army Knife Approach: How to Become a Utility Player to Break Down Silos, Build Value and Strengthen Your Team

  • Kristi Widmar, Burns & McDonnell
  • Kristi Widmar

After this session, you’ll be able to:

  • Break down silos by leveraging your team to create master classes and cross-train colleagues
  • Achieve efficiencies by utilizing concepts like C.O.R.T. (Create Once Repurpose Thoughtfully) content
  • Create consistencies to build value and improve your client experience
  • Culture, Impact & Leadership
  • Marketing Operations

9:15am - 9:45am

Website Migration: What to Do Pre, During and Post

  • Mike Huber, Investis Digital
  • Mike Huber

After this session, you’ll be able to:

  • 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
  • Branding
  • SEO & Search

Create a Winning Customer Experience: How to Be More Effective by Being Less Efficient

  • Matt Baysinger, Swell Spark
  • Matt Baysinger

After this session, you’ll be able to:

  • Design a better system for creating and managing effective customer relationships
  • Effectively prepare for customer relationships by making it easy to know people and be known
  • Improve efficiency with marketing tools and effectiveness with people
  • B2C
  • Consumer Behavior
  • Customer Experience

(Re)launching in the New Normal

  • Justin Watkins, Native Digital
  • Justin Watkins

After this session, you’ll be able to:

  • Articulate principles of communicating quickly (i.e. naming, design, messaging, pricing)
  • Implement techniques for community participation, grassroots rollouts and brand activation
  • Frame strategy for winning over influential audiences and proving performance-based metrics
  • Branding

10:00am - 10:30am

Customer Generation: Delivering on the Promise that Demand Generation Forgot About

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth

After this session, you’ll be able to:

  • Perfectly understand and compare channel level performance using the Customer Lifetime Value to Customer Acquisition (LTV:CAC) formula
  • Boldly identify and emotionally connect with your exact persona at your ideal accounts
  • Correctly leverage 1st party data for campaign success
  • Aggressively grow pipeline revenue via gift giving and psychology
  • Lead Gen / Conversion / Retention

How to Make Influencers Your Brand’s Best Friend

  • Sami Cintron, Kansas City Power & Light District
  • Sami Cintron

After this session, you’ll be able to:

  • Develop and plan strategic influencer experiences and know how to find them
  • Create a brand community that lives and breathes for your business
  • Effectively monitor and prove ROI from these efforts
  • Influencer Marketing

Branded Podcast Explosion: 5 Strategies to Stand Out and Deliver Brand ROI

  • Brooke Chonko, Cerner
  • Brooke Chonko

After this session, you’ll be able to:

  • Understand the purpose and nuances of a branded podcast
  • Decide if a podcast is a good fit for your brand
  • Implement the steps necessary to set your brand up for success with podcasting

This session is for digital marketers in charge of owned channels and developing content strategies, or anyone looking to explore emerging digital marketing channels.

  • Branding
  • Podcast

10:30am - 11:00am

Networking Break

11:00am - 11:30am

The Feng Shui of Modern Email

  • Jen Capstraw, Women of Email
  • Jen Capstraw

After this session, you’ll be able to:

  • Recognize trends that prioritize engagement and accommodate a range of rendering environments
  • Better align messaging and calls to action with campaign objectives
  • Boost ROI with personalization that moves the needle
  • Leverage Jen’s #1 strategy secret for getting the click
  • Email Marketing

Create “Word-Of-Mouse Advantage” through Purpose & Sustainability

  • Jennifer Cawley, Barkley
  • Jennifer Cawley

After this session, you’ll be able to:

  • Create cultural conversations that drive word-of-mouth and “”word-of-mouse”” growth for brands
  • Connect your brand purpose to key financial drivers using the Purpose-Profit Loop™
  • Build a purpose and sustainability strategy that fuels your brand growth
  • Branding

Social Storytelling in an “Unsexy” Industry: How to Craft Attractive, Authentic Content

  • Valerie Morrow, Dairy Farmers of America
  • Valerie Morrow

After this session, you’ll be able to:

  • Identify the keys to becoming attractive to your social audience
  • Create sustainable categories to fuel content calendars
  • Use data to define if your plan is working
  • Content Marketing
  • Social Media
  • Storytelling

11:45am - 12:15pm

The Keys to Building a Successful Brand and Loyal Following: A Conversation with HGTV’s Tamara Day

  • Tamara Day, HGTV’s Bargain Mansions
  • Tamara Day

After this session, you’ll be able to:

  • Put Tamara’s branding and business tips into action to build and strengthen your brand
  • Grow a more loyal following by focusing on how you can provide your customers with what they want and need
  • Tell better stories through your work to create lasting connections with your audience
  • Branding

The Modern Marketer’s Guide to Gaming, AR & NFTs

  • Joe Cox, The Pop-Marketer
  • Joe Cox

After this session, you’ll be able to:

  • Discover specific ways marketers can join in on the fun of the gaming future
  • Apply examples & tips to take advantage of AR experiences before Apple Glass gets here
  • Understand the marketing value of NFTs and what action steps to take in this space
  • Voice / AR / VR

Craft Compelling Messages Using the Power of Influence Theory

  • Rita Arens, H&R Block
  • Rita Arens

After this session, you’ll be able to:

  • Understand and apply the foundations of influence theory to your content
  • Use content testing to build a library of useful words and phrases specific to your audience
  • Identify skillsets to look for when hiring writers and content strategists
  • Consumer Behavior
  • Content Marketing

12:45pm - 1:45pm

How to Write Funny: The 11 Tools of Humor and How to Use Them to Connect with Consumers

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

Drawing from decades as a professional, award-winning humorist and New York Times bestselling author of “”How to Write Funny,”” Scott Dikkers shares his secrets for generating humor that gets big laughs. Audiences will walk away with practical tools, pitfalls to avoid, and a simple, 3-step process they can start using immediately to generate hilarious copy in their own unique voice.

  • Content Marketing

2:00pm - 2:30pm

How to Write Content That Ranks

  • Hannah McNaughton, Metric Marketing
  • Hannah McNaughton

After this session, you’ll be able to:

  • Create content outlines that include data-driven topics, keywords, word counts and more
  • Utilize insights and tools to successfully draft content that ranks
  • Save time by being strategic with your content creation strategy
  • Content Marketing
  • SEO & Search

How to Turn Your Inner Critic from an Enemy to a Creative Ally

  • Cami Travis-Groves, Coach Cami
  • Cami Travis-Groves

After this session, you’ll be able to:

  • More easily identify your inner critic’s voice
  • Pinpoint and combat self-limiting stories coming from your inner critic
  • Use tools to tame that inner critic beast and make it your creative ally!
  • Culture, Impact & Leadership

Branded Entertainment: Creating, Implementing and Measuring a Strategy that Works

  • Megan Weissenstein, T-Mobile
  • Megan Weissenstein

After this session, you’ll be able to:

  • Understand how to find your brand’s story and determine if branded entertainment is right for you
  • Implement a branded entertainment strategy that will amplify your brand promise
  • Define ways to measure success for your branded content
  • Branding
  • Content Marketing

2:45pm - 3:15pm

Top Three Google Analytics Mistakes You’re Probably Making – and How to Fix Them

  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller

After this session, you’ll be able to:

  • Identify the three most common Google Analytics mistakes marketers make and learn how to avoid them
  • Take clear steps to fix your Google Analytics errors to ensure your analytics tracking is accurate
  • Improve the accuracy of your metrics for more sound strategic planning and measurement
  • Data & Analytics

#FeelingsMatter: Creating Emotional Customer Connections

  • Michelle Stinson Ross, Mindful Appy
  • Michelle Stinson Ross

After this session, you’ll be able to:

  • Understand how emotion impacts purchase decisions, sales, and customer loyalty
  • Implement emotional awareness into your brand strategy
  • Define and track KPIs related to emotional brand messaging
  • Branding
  • Consumer Behavior

How to Mitigate SEO Risks for Website Launches

  • Corey Morris, Voltage
  • Corey Morris

After this session, you’ll be able to:

  • Know the specific risks to avoid and steps to take to factor SEO into your website relaunch
  • Customize SEO steps and plan for your specific stakeholders and technology needs
  • Understand how SEO and other disciplines need to work together pre and post-site launch
  • SEO & Search
  • Website

3:30pm - 4:00pm

A Step-by-Step Framework for Adding Website UX to Your Brand Guidelines Before It’s Too Late

  • Trevor Calabro, Aten Design Group
  • Trevor Calabro

After this session, you’ll be able to:

  • Effectively audit your current brand guidelines based on research
  • Identify new opportunities to inject your brand’s personality via UX methods
  • Track Brand Book improvements with KPIs that resonate with key stakeholders
  • Branding
  • Customer Experience
  • Website

How to Quickly Generate Better Content with Strategic Brainstorming

  • Caroline Slavin, The University of Kansas
  • Caroline Slavin

After this session, you’ll be able to:

  • Quickly generate a list of research-driven content topics that will move the needle with your audience
  • Lead a variety of effective content brainstorming exercises with your team
  • Promote a constantly collaborative environment among strategic and creative thinkers that results in better content
  • Content Marketing

4:00pm - 5:00pm

Closing Reception