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
  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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

12:45pm - 1:45pm

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

Keynote
  • Jon Youshaei, Instagram
  • Jon Youshaei

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

  • Natalie Jackson, emfluence
  • Natalie Jackson

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

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

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

From Insight to Inspiration: How to Fuel Great Creative

  • Lauren Cochran, H&R Block
  • Lauren Cochran

After this session, you’ll be able to:

  • Infuse creative practices in your everyday work
  • Implement creative thinking strategies and exercises into your team
  • Inspire and energize your team and peers to push boundaries and think bigger
  • Branding
  • Creative
  • Marketing Operations

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

5:15pm - 6:30pm

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

Content and Communication Tactics You Need for a Successful Rebrand

  • Tessa Shull, Evergy
  • Tessa Shull

After this session, you’ll be able to:

  • Define the most important pieces of your rebrand to communicate (from both a customer and company perspective)
  • Understand how to get in the mindset of your customers to communicate what they need to hear, when, where and how they need to hear it
  • Implement clear tactics for surround sound communication that work with each other, instead of against each other
  • Branding
  • Content Marketing

9:15am - 9:45am

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Investis Digital
  • Samantha Kermode

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

The Bridgerton Effect: Lessons in Inclusive Storytelling

  • Myisha Boyd, Black & Veatch
  • Myisha Boyd

After this session, you’ll be able to:

  • Understand each component of diversity, equity and inclusion and how it relates to your role as marketers
  • Utilize the power of authentic and inclusive storytelling to amplify your DE&I brand and content
  • Implement internal and external tactics to build advocacy and affinity for your company’s commitment to DE&I
  • Branding
  • Diversity & Inclusion
  • Storytelling

10:00am - 10:30am

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

10:30am - 11:00am

Networking Break

11:00am - 11:30am

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 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

Lunch Keynote: The Power of Sound and Silence: How to Create Audio Worth Listening To

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

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

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

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

3:15pm - 3:45pm

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

3:30pm - 4:00pm

Are Your Emails Effective? Probably Not! Here’s Why and How to Fix Them

  • Yosef Silver, Fusion Inbound
  • Yosef Silver

After this session, you’ll be able to:

  • Identify why your email marketing efforts aren’t effective so you can begin turning things around today
  • Apply proven tactics and processes to increase your open rates and boost revenue
  • Better utilize your email marketing software and implement effective automation strategy
  • Email Marketing

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

4:15pm - 4:45pm

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

4:45pm - 5:30pm

Closing Reception