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Agenda

Join us for the official DS Kansas City Pre-Party. We’ll be gathering at VML for local craft beers & networking with Kansas City’s diverse community of business builders and innovators.
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Session Filters

Day 1 Wednesday, July 26

  • July 26
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play ""content Moneyball"" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • Distribution | How you can get more eyes on your content through targeted, off-site channels
  • Lead Nurture | Email is a vital component of a content strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access & Platinum Passes, upgrade required for Conference Passes
  • July 26
  • 8:30 am - 12:45 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
  • July 26
  • 1:15 pm - 2:15 pm
  • Opening Keynote
The need to be a better marketer is apparent, but what makes you better? Brand new research from 7,000 marketers from around the world answers this very question. For the first time, we now know the difference between a high performer and an underperformer. To find out, listen to Mathew Sweezey as he shares the 5 key traits of high-performing marketing organizations such as what is a best in class budget, how many and what tools are high performers using, and even what are their winning tactics. Plus, you'll discover how to implement them in your organization.
  • July 26
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Identify and leverage the assets you need to deliver a better customer-centric experience and sales
  • Strategize a new, exciting business model in the age of digital disruption
  • Anticipate and manage common pitfalls associated with digital transformation
  • July 26
  • 2:30 pm - 3:00 pm
  • Stage 3
  • Understand the difference between reporting and analytics
  • Walk away with 3 key actionable pillars of success
  • Learn how to break down different analytics solution models
  • Establish the right analytics and reporting approach for your organization
  • Equip your team for long-term analytics success
  • July 26
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Make the case for the importance of uncovering customer insights
  • Create a common definition of an insight
  • Find inspiration in examples where insights generated successful outcomes
  • Consider affordable methods for generating insight fodder at your organization
  • July 26
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Reorient you around more audacious goals and higher levels of creativity
  • Uncover opportunities to experiment bravely
  • Enhance collaboration, conversation, ideation, and validation
  • Refine your goals to be more trackable and attainable
  • July 26
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Create an early warning system to identify customer pain points & resolve them quickly
  • Develop a holistic view of your customers’ behavior, including how changes in digital trends impacts other servicing channels
  • Bolster loyalty with powerful "in the moment" customer care tactics
  • July 26
  • 4:45 pm - 5:15 pm
  • Stage 2
  • Identify and test assumptions about your own customers quickly and easily.
  • Understand methods to separate the signal from the noise in building meaningful consumer insight with data.
  • Turn an understanding of consumer behavior into a competitive weapon in building marketing campaigns.
  • Expertly analyze data to close the empathy gap in your organization.
  • July 26
  • 5:15 pm - 6:30 pm

Opening Reception

Day 2 Thursday, July 27

  • July 27
  • 8:30 am - 9:00 am
  • Stage 1
  • Develop new, simpler messaging strategies for your marketing, to hold people’s attention longer
  • Design more impactful websites and emails that trigger the right areas in the brain
  • Employ new design strategies that connect with your users on a subconscious level, and more effectively move them through the customer journey
  • July 27
  • 8:30 am - 9:00 am
  • Stage 2
  • Survive and thrive as a customer-obsessed business
  • Utilize data to track your audience’s digital footprint
  • Personalize the customer experience
  • July 27
  • 9:15 am - 9:45 am
  • Stage 1
  • How to perform deep content topic ideation to capture organic traffic
  • Ways to shift your strategy to adopt agile methodologies (I think we are going with lower case on this)
  • Magical of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • July 27
  • 9:15 am - 9:45 am
  • Stage 3
  • Understand what makes an effective question
  • Use customer data and feedback to determine your metrics
  • Prioritize your metrics into three buckets that keep you in the know
  • Measure marketing success based on metrics that came from customer data
  • Walk into your next executive meeting with a story, not just numbers
  • July 27
  • 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
  • July 27
  • 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
  • July 27
  • 11:45 am - 12:15 pm
  • Stage 3
  • Understand how emerging technologies are changing the mobile engagement landscape
  • Study customer behavior to help predict what users will do next
  • Future-proof your mobile strategies
  • July 27
  • 11:45 am - 12:15 pm
  • Stage 2
  • Develop a construct of "sticky" customer touch points
  • Better understand why there's more to retargeting than what you are currently doing
  • Think outside of the box in the ways that your customer data is gathered and used
  • Build communities based on customer insights that reinforce buying habits and invite others to join
  • July 27
  • 12:30 pm - 1:25 pm
  • Lunch Keynote
  • July 27
  • 1:40 pm - 2:10 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
  • July 27
  • 1:40 pm - 2:10 pm
  • Stage 3
  • Use a simple, highly successful creative formula for video content
  • Balance the relationship between entertainment and utility in your content
  • Gain insight into how to gauge video production costs and ideal video lengths
  • July 27
  • 2:20 pm - 2:50 pm
  • Stage 2
  • Create automated email campaigns based on the data you’re collecting in CRM
  • Generate variable content that matches your audience’s interests
  • Better understand your true campaign ROI
  • Foster friendships with both your Sales and Accounting Departments
  • July 27
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Go beyond simple event tagging to more expertly understand your customers' behaviors
  • Discover data layers you can add to your tag manager solutions
  • Use your existing site data and the userid variable to track actual people, not anonymous sessions
  • July 27
  • 2:20 pm - 2:50 pm
  • Stage 1
  • Understand how media fragmentation is changing the customer journey
  • Drive demand through all points of customer consideration
  • Identify key ad tech investments for customer insight and activation
  • Leverage onsite personalization to drive conversion lift
  • July 27
  • 3:00 pm - 3:30 pm
  • Stage 2
  • 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
  • July 27
  • 3:00 pm - 3:30 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
  • July 27
  • 3:00 pm - 3:30 pm
  • Stage 1
  • Use specific techniques to begin the brainstorming process
  • Determine how to approach your own brand or products identity in order to properly assess the direction of your content
  • Address the positive and negatives of your content in order to drive towards being funnier
  • July 27
  • 3:40 pm - 4:10 pm
  • Stage 1
  • Understand the value of a good story
  • Incorporate images, video, and the power of recall
  • Use recipes for most clickable headlines
  • List tools that help along the way
  • July 27
  • 3:40 pm - 4:10 pm
  • Stage 2
  • Know what content works best for the B2B client and why
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Be the go-to source of content for executives in your org
  • Develop a new distribution, format and cadence framework to reach your target audience
  • July 27
  • 4:20 pm - 4:50 pm
  • Stage 1
  • Align user experience and design with overall business strategy
  • Drive increased revenue and customer engagement
  • July 27
  • 4:20 pm - 4:50 pm
  • Stage 2
  • Capture user feedback to increase your conversion rate
  • Identify the best tools and methods to find your website’s pain-points
  • Maximize a visitor’s first impression and see more users turn into returning customers
  • Eliminate guesswork for unbiased insight into the user’s experience
  • July 27
  • 4:50 pm - 5:50 pm

Closing Reception

Join us at DS Kansas City 2018

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