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Pre-event Tuesday, September 10

10:00 am - 4:00 pm

Influencer Masterclass: Cultivating a Powerful Network for Link Building, Social Media Evangelism, and PR​

Masterclass
  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross

We’ll cover topics including:

  • Influencer Audit: Learn how to quickly and quantifiably evaluate existing backlinks, web and press mentions, social mentions, and referral traffic for business value and growth opportunity.​
  • Identify and Qualify: Learn to identify potential influencers for link building, social media, and news media and how to sort, qualify, and prioritize each for outreach.​
  • Influencer Resources: Learn how and when to either pivot existing content and resources or create brand new resources for influencers across various disciplines. This section will include evaluating when to get involved in paid influencer engagements.​
  • Outreach: Learn how to work with Email, Social and Paid Placements to develop and cultivate long term influencer/press relationships.​
  • Tools: Learn more about the tools featured during this workshop and how to use them to get organized, streamline your influencer management processes, and boost results​
  • Case Studies: See how best practices work in real marketing situations and gain insight on how to integrate with your business needs.​

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

  • Assess your current influencer programs and resulting traffic
  • Determine current business value and growth from your influencer programs and set future goals
  • Identify additional opportunities to build relationships with new sites and influencers in your industries
  • Evaluate what content and resources you have or need to develop in order to support your programs
  • Grow your long term press/influencer relationships
  • Know when to get involved with paid influencer engagements​
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes
  • B2B
  • B2C
  • Content
  • Measurement
  • Search
  • SEO
  • Social

How to Hack Facebook’s New Algorithm Changes

Masterclass
  • Carlos Gil, BMC Software
  • Carlos Gil
  • List types of content Facebook gives preferential treatment to
  • Explore Facebook features & tools to help improve reach
  • Implement strategies for boosting organic Facebook reach and engagement
  • Create a valuable checklist to help you reclaim your fans on Facebook
  • Replicate engagement secrets implemented by the world’s leading brands & creators
  • Use proven storytelling strategies for Live Video and Facebook Stories
  • Go outside of the box with advanced tactics for engaging advocates & employees
  • Dig into insights for creating custom audiences with Facebook Ads
  • Build a Messenger chatbot in under two minutes
  • Learn from demonstrations featuring fellow colleagues – including you!
Included with Platinum Passes, upgrade required for Conference, Plus, & Premium Passes
  • Content
  • Search
  • SEO
  • Social

Day 1 Wednesday, September 11

8:30 am - 12:30 pm

How to Create Irresistible Content Marketing

AM Workshop
  • Leigh George, Freedom
  • Leigh George
  • Understand how the latest content marketing stats impact your organizational goals
  • Evaluate the effectiveness of your current approach to content marketing
  • Develop a deep understanding of your business from your customer’s point of view
  • Create and customize content to customers’ needs at each phase of their interactions with you from awareness to advocacy
  • Efficiently organize content promotion to help you achieve more with less work
  • Measure the impact of content marketing on your business goals
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Content
  • Measurement

Advanced SEO Tactics for 2019

AM Workshop
  • Janet Driscoll Miller, Marketing Mojo
  • Janet Driscoll Miller
  • Fix core indexing issues
  • Identify inbound links and deal with spammy links
  • Choose the right internal links to maximize PageRank
  • Use schema code
  • Add multiple languages to your website
  • Address mobile-specific SEO challenges
  • Avoid pitfalls during a redesign process
  • Improve conversion from organic search
  • Identify and address lead generation holes in your SEO execution
  • Accurately report SEO results and how they contribute to ROI

Plus, you’ll receive an online interactive workbook to use during the workshop which will allow you to walk through exercises to help improve specific advanced SEO issues your site may be facing.

Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • B2B
  • B2C
  • Conversion
  • Measurement
  • Mobile
  • Search

Forget Everything You Know About Email Marketing

AM Workshop
  • Jen Capstraw, Iterable
  • Jen Capstraw
  • List the components of a complete email program
  • Determine email best practices worth busting
  • Implement The Goldilocks Zone: A practical path to personalization
  • Break free of batch ‘n blast
  • Know when to just say no to A/B testing
  • Name the essential components of preference centers that work
  • Use the feng shui approach to email design
  • Understand the future of email
Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • Email
  • Measurement
  • Strategy
  • UX/Design

2:30 pm - 3:00 pm

Advanced Content Marketing Measurement – Going Beyond the Campaign

  • Deana Goldasich, Well Planned Web
  • Deana Goldasich
  • Understand the difference between basic and advanced metrics
  • Measure content marketing’s impact on cross-functional business goals
  • Uncover metrics that reinforce content marketing as a critical business process, not a reactionary tool
  • B2B
  • B2C
  • Content
  • Measurement

Why Marketing Analytics Fails (and How to Do It Right)

  • Matt Hertig, ChannelMix
  • Matt Hertig
  • Correctly identify your team’s current needs and objectives using the 4 Levels of Marketing Analytics Performance
  • Understand the essential roles needed in a healthy analytics practice
  • Determine how to choose the right tools for data management and dashboards
  • Discover what you need to do to advance to the next level of performance
  • B2B
  • B2C
  • Data
  • Measurement

How to Use Structured Data for SEO

  • Adopt the benefits of structured data and schema.org markup.
  • Use best practices for technical implementation and validation.
  • Understand the key features that drive increased clicks and conversion.
  • Avoid common mistakes and penalties.
  • B2B
  • B2C
  • Conversion
  • Data
  • Search

3:15 pm - 3:45 pm

How to Leverage Digital & Strategic Partnerships to Reach New Audiences

  • Mike Epstein, Cinematic Music Group
  • Mike Epstein
  • Gain an understanding of three specific types of audiences you can reach out to for your business
  • Learn strategies for approaching brands you’re interested in partnering with
  • Use social media to find what audiences make sense for your business
  • B2B
  • B2C
  • Branding
  • Conversion
  • Social

Analytics and Attribution: Measuring the Success of Influencer Marketing

  • Michelle Stinson Ross, Apogee Results
  • Michelle Stinson Ross
  • Set the expectations for influencer deliverables
  • Define and track brand & traffic KPIs
  • Report on how influencers have impacted revenue
  • B2B
  • B2C
  • Data
  • Measurement
  • Social

Adjust Your Marketing Strategy to Fit in a Mobile-First World

  • 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
  • B2C
  • Mobile
  • Strategy

4:00 pm - 4:30 pm

Differentiating Messages and Content to Break Through the Noise

  • Dan Gilgoff, AARP
  • Dan Gilgoff
  • Apply a checklist for messages to connect deep and/or wide
  • Frame similar messages and content in distinct ways to showcase unique value
  • Reformat the same message to succeed on wildly different platforms, from Instagram to Apple News to email
  • B2B
  • B2C
  • Content
  • Strategy

Bridging Silos Between SEO, UX, and Content for Big Marketing Wins

  • Leverage keyword data to unite your UX, SEO, and content efforts
  • Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
  • Holistically optimize your digital presence across the web with practical, real-world approaches
  • B2B
  • B2C
  • Content
  • Design
  • UX/Design

Trigger Emails Made Simple

  • 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
  • B2B
  • B2C
  • Email
  • Strategy

4:45 pm - 5:15 pm

Data That Drives Email Marketing Relevance… and Revenue

  • Determine if/which of your data ready is to power your email marketing program.
  • Choose data to use in email that impacts the bottom line, a.k.a. bolsters email ROI.
  • Integrate multiple data sources, from easy plug-ins to robust data power tools.
  • B2B
  • B2C
  • Data
  • Email

Heart Over Art: Why Your Need For Social Content Perfection is Holding You Back

  • Carmen Collins, Cisco
  • Carmen Collins
  • Put yourself in your social media followers shoes – experience your content like they do
  • Recognize that what “looks” good from a marketing perspective may not be what looks good on social media
  • Better understand how content is consumed differently on different social media platforms
  • Learn how to customize content for how users consume it
  • Accept and get comfortable with embracing imperfect content to experience better results
  • B2B
  • B2C
  • Content
  • Social

Can I Trust These Numbers?! How to Build Trust in Your Data/Analytics

  • Alex Abell, Ashley Furniture
  • Alex Abell
  • Understand how marketing/IT/analytics teams can more effectively communicate with each other and build trust in the numbers
  • Establish a plan that integrates digital marketing around a single source of truth
  • Create more value out of your digital efforts by designing solutions that serve specific audiences
  • Set manageable objectives and KPIs to impress your C-Suite and get results like never before
  • B2B
  • B2C
  • Data
  • Measurement

5:15 pm - 6:15 pm

Opening Reception

Day 2 Thursday, September 12

8:30 am - 9:00 am

Website Migration: What to Do Pre, During and Post

  • Samantha Kermode, Vertical Measures
  • Samantha Kermode
  • 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
  • B2B
  • B2C
  • Search
  • Strategy
  • UX/Design

Five Secrets to Creative Content From Your Favorite Songwriters

  • Sharpen your ability to craft strong images
  • Tighten your collaboration techniques
  • Use techniques for breaking through blocks
  • Expand your understanding of “writing”
  • B2B
  • B2C
  • Content
  • Strategy

9:15 am - 9:45 am

Fyre Festival: 10 Marketing Lessons Your Business Can Leverage

  • Brian Fanzo, iSocialFanz
  • Brian Fanzo
  • Move beyond marketing your products/apps/services and focus on experience marketing
  • Empower today’s digitally connected consumer by capturing attention, maintaining attention and creating buzz
  • Understand why influencer marketing in 2019 requires much more than a celebrity posting an orange tile and how every business can leverage influencer marketing at scale
  • Spend more time understanding your customer while embracing the importance of transparency and authenticity in good times and when things go up in flames!
  • B2B
  • B2C
  • Content
  • Social
  • Strategy

How to Rock SEO in a Machine Learning World

  • Understand the massive changes SEO is going through, today (don’t blink!)
  • Know what AI capabilities are legitimately moving the needle in SEO and what are fantasy
  • Understand how to evolve your SEO strategy to include AI technologies
  • B2B
  • B2C
  • Search

Marketing Trends that Matter in 2019—and How to Leverage Them

  • Leigh George, Freedom
  • Leigh George
  • Overcome the biggest threat to your business that may not even be on your radar
  • Understand the five most importance changes in consumer behavior today and evaluate their implications for your brand and marketing
  • Replicate the approaches of top brands to these seismic changes successfully at your organization
  • Implement an approach to marketing that ensures your brand resonates with customers’ changing needs—no matter who they are
  • B2B
  • B2C
  • Conversion
  • Strategy

10:00 am - 10:30 am

Getting the Green Light: How to Build Content That People Say YES To

  • Tamsen Webster, The Red Thread
  • Tamsen Webster
  • Analyze your content for the “red lights” that lead to “NO”
  • Identify the five key concepts every piece of content needs to get a “YES” (and know how to find them in your own)
  • Organize your content so it feels like story, even if it isn’t one (and keeps your audience hanging on every word)
  • B2B
  • B2C
  • Content
  • Conversion

Six Data-Validated Tactics to Increase Marketers Qualified Lead Volume

  • Garrett Mehrguth, Directive Consulting
  • Garrett Mehrguth
  • Execute on six tactics that have been statistically proven to increase qualified lead volume
  • Avoid four widely implemented tactics that simply do not work
  • Analyze your current marketing efforts with a list of questions that will spark your journey towards repeatable and scalable growth
  • B2B
  • Conversion
  • Strategy

Trust by Design: Keeping Your Customer on Your Side

  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Look at a product’s long term success based on trust, rather than short-term profit gains
  • B2C
  • Strategy
  • UX/Design

11:00 am - 11:30 am

“Meh” to “Marvelous”: How to Market on Facebook Ads in the Era of Killer Competition

  • Understand what changed over the past year and how to adapt your selling strategy for it TODAY
  • Navigate the changes on Facebook Ads and go from media buyer to masterful marketer
  • Use smart scaling tactics to cast a wider net without emptying your wallet
  • B2B
  • B2C
  • Conversion
  • Paid Advertising
  • Social

How Brands Can Harness the Power of Instagram Stories

  • Understand why you should create a unique Story strategy and how to do just that
  • Explore tools, formats, and Story engagement opportunities you should know
  • Employ strategies to drive conversions and generate leads right from Stories
  • Strategically plan your Instagram marketing editorial calendar
  • B2B
  • B2C
  • Content
  • Social
  • Video

Funnels – What Are They? Why Use Them?

  • Ken Countess, The Countess Group
  • Ken Countess
  • Describe what marketing funnels are and how they should be used
  • Recognize the differences from other marketing tools
  • Understand how they help a business make more money
  • Explain why all businesses should use them
  • Formulate a successful marketing funnel
  • B2B
  • B2C
  • Conversion

11:45 am - 12:15 pm

What Marketers Can Learn About Social Media from DJ Khaled and Drake

  • Carlos Gil, BMC Software
  • Carlos Gil
  • Tap into new storytelling features on Snapchat and Instagram Stories
  • Create an employee advocacy strategy to boost organic social media reach
  • Leverage social listening effectively to find and engage potential customers
  • Build relatable, real-time moments like an A-list celebrity for your brand
  • List the types of content given preferential treatment by Facebook and Instagram
  • B2B
  • B2C
  • Branding
  • Content
  • Conversion
  • Social

The Next Frontier of Search

  • Classify queries not only as belonging to a certain keyword group, but also by what result type the query “wants”
  • Understand what content type works best for each kind of query—local, informational, actionable, or supporting
  • Make the most of your existing assets and driving increased revenue
  • B2B
  • B2C
  • Content
  • Search

Experiential Marketing and Influencing the Consumer Journey

  • 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
  • Branding
  • Content

12:30 pm - 1:30 pm

Building A Brand with Outrageous Marketing

Keynote
  • Scott Dikkers, The Onion
  • Scott Dikkers

The Onion’s co-founder and longest-serving editor-in-chief tells the story of how a scrappy group of college dropouts with no marketing budget created a worldwide comedy brand. He introduces the colorful characters behind The Onion’s success, shares insights about “outrageous marketing” that can apply to any organization, and reveals the pro tip for effectively “crossing the line” by using edgy content to offend everyone yet no one.

1:40 pm - 2:10 pm

Crisis Communications: How To Do It Right

  • Tatiana Kuzmowycz, ClassPass
  • Tatiana Kuzmowycz
  • Develop a communication playbook that spans all areas of the business, from press to customer service to your executive team
  • Communicate change with an empathetic customer-first approach
  • Understand ways to preserve your brand and retain customer loyalty
  • Plan for the unexpected with toolkits and plans for the moments you don’t expect
  • B2B
  • B2C
  • Branding
  • Social

The Psychology of a Website: Optimize for Cognitive Biases, Conversion Triggers, and Google’s RankBrain

  • Matthew Capala, Alphametic
  • Matthew Capala
  • Discover the key cognitive psychological biases and conversion triggers that affect your website visitors’ decision making
  • Replicate dozens of examples from some of the biggest brands to master the key principles of website persuasion
  • Upgrade your SEO game by optimizing for Google’s RankBrain, which uses AI and machine learning to better understand basic human instincts and behaviors
  • Use content to position your brand as a trusted authority in your field to reduce friction
  • B2B
  • B2C
  • Branding
  • Conversion
  • Emerging
  • Search

Prospect Experience Design: How the Right Design Will Turn Researchers Into Buyers

  • 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
  • Conversion
  • Data
  • UX/Design

2:20 pm - 2:50 pm

Re-Engagement that Rocks: Strategies & Tips from Simple to Sophisticated

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Understand the steps in the lifecycle that warrant re-engagement campaigns
  • Replicate best-in-class examples of re-engagement in action
  • Implement can’t-miss tips that get clicks among disengaged subscribers
  • Conversion
  • Email
  • Mobile
  • Strategy

Get More out of Every Email You Send

  • Shay Howe, ActiveCampaign
  • Shay Howe
  • Send more actionable emails
  • Easily segment for every stage of the customer lifecycle
  • Simplify your processes and improve reporting
  • Prove your value with better results
  • B2B
  • B2C
  • Conversion
  • Data
  • Email

Cognitive Technology: The End of Marketers and Marketing As We Know It?

  • Understand how machine learning/AI technologies will be used to improve marketing processes and decision making
  • Know which marketing roles and functions are at risk of being “automated”
  • Prepare yourself and your team for the future through a “center-brain marketing” approach
  • B2B
  • B2C
  • Conversion
  • Emerging
  • Strategy

3:00 pm - 3:30 pm

The Power of Deep Content: Articulating Your Brand Story in a Noisy Environment

  • 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
  • B2C
  • Content
  • Strategy

How To Prepare For Voice Search To Change Customer Discovery

  • 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
  • Search
  • Strategy

3:40 pm - 4:10 pm

Measuring the Moment: Pro tips for Monitoring User Behavior

  • 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
  • B2B
  • B2C
  • Content
  • Measurement
  • Search

Winning the Local Search Game

  • Better understand your customers’ local search tendencies
  • Break down Google’s local rankings factors: Relevance, Distance & Prominence
  • Take your website and Google My Business (GMB) pages to the next level
  • Keep your eyes on the prize
  • B2C
  • Data
  • Search

4:10 pm - 5:00 pm

Closing Reception

Join us at Digital Summit Tampa 2019