Agenda | Digital Summit Tampa

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 Wednesday, October 13

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

Advanced Email Marketing: Tactics to Build Robust Email Programs

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

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

  • Explain why email still matters
  • Understand the difference between simple and robust email programs
  • Develop a roadmap for managing inactive subscribers
  • Leverage advanced design tactics for your templates
  • Make your emails more accessible
  • Better understand how the ISPs (internet service providers) score your campaigns
  • Move from “”batch and blast”” to segmented and personalized campaigns
  • Develop a robust email metrics dashboard
  • And, see what the future of email might look like
Included with Platinum Passes, upgrade required for Main Event Passes
  • B2B
  • B2C
  • Email Marketing

1:15pm - 2:15pm

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

Keynote
  • Jon Youshaei, Former 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

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

Content Strategy: A Framework for Executive Buy-in

  • Deana Goldasich, Well Planned Web
  • Deana Goldasich

After this session, you’ll be able to:

  • Understand the myths that executives still believe about content marketing (and how to bust them)
  • Create content marketing that directly impacts cross-functional business goals
  • Follow a structured framework for presenting results that will resonate most with specific executives

This session is for marketers who have several years’ experience with content strategy and want to understand how to win the support of executives more effectively and efficiently.

  • Content Marketing
  • Culture, Impact & Leadership
  • Marketing Operations

3:15pm - 3:45pm

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

Business Messaging: Meet Consumers Where They Are

  • Rob Lawson, Google
  • Rob Lawson

After this session, you’ll be able to:

  • Understand how Search is changing to include messaging
  • Increase customer engagement and personalization
  • Apply case studies from fortune 100 retailers, telcos, automotive, finance and other sectors that are successfully using business messaging
  • Prepare your brand for conversational commerce
  • Consumer Behavior
  • Customer Experience
  • MarTech
  • Mobile
  • SEO & Search

4:00pm - 4:30pm

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
  • B2B
  • Branding
  • Content Marketing
  • Customer Experience

The Declaration of SEO: 6 Fundamental SEO Truths to Live By and Apply to Your Own Efforts

  • Mike Weiner, Bruce Clay, Inc.
  • Mike Weiner

After this session, you’ll be able to:

  • Adapt to algorithm changes faster than your competitors
  • Arrange your website content in a hierarchy that increases relevance
  • Avoid SEO practices that could hurt your site in the long run
  • SEO & Search

3 Key Steps to Make Your Marketing Department of One Work Smarter, Not Harder

  • Brittany Ward, CreateCollabs
  • Brittany Ward

After this session, you’ll be able to:

  • Systemetize your Brand Calendar
  • Create More Content in Less Time
  • Use These Content Tools for Automation
  • Content Marketing
  • Marketing Operations

4:45pm - 5:15pm

How to Create B2B Content That Won’t Put Your Audience To Sleep

  • Paxton Gray, 97th Floor
  • Paxton Gray

After this session, you’ll be able to:

  • Beat your Goliath competitors using tactics they can’t deploy
  • Analyze your audience in more effective ways to increase content success
  • Apply tools, frameworks, and tips that you can take home and implement ASAP to improve your B2B content
  • B2B
  • Content Marketing

5:15pm - 6:00pm

Opening Reception

Day 2 Thursday, October 14

8:30am - 9:00am

More. Faster. Better. How to Empower Teams to Create Content at Scale

  • Tim Zack, Last Mile Media
  • Tim Zack

After this session, you’ll be able to:

  • Identify what’s preventing you from creating content at scale
  • Leverage your current marketing strategies to create more content in a scaled content model
  • Stop relying on generic marketing tactics and empower your teams to create strategic content that’s authentic and authoritative
  • Content Marketing
  • Omnichannel
  • Storytelling

Master Your Instagram Reels Strategy

  • Natasha Samuel, Sol Studio
  • Natasha Samuel

After this session, you’ll be able to:

  • Leverage the power of Instagram Reels to boost your reach, humanize your brand and provide value to your audience
  • Generate content ideas for your Reels strategy
  • Optimize your videos for the best results
  • Instagram
  • Social Media

The Psychology of a Website: Mastering Cognitive Biases, Conversion Triggers and Modern SEO

  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you’ll be able to:

  • Discover the key cognitive biases and conversion triggers that affect your website visitors’ decision making
  • Replicate examples from some of the most successful 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
  • Content Marketing
  • Data & Analytics
  • SEO & Search
  • Website

9:15am - 9:45am

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

Building the Pillars of Marketing Your Brand in the Digital Age

  • Mike Epstein, Cinematic Music Group
  • Mike Epstein

After this session you’ll be able to:

  • Build a blueprint to your brand’s marketing strategy
  • Learn simple, effective tools to reward your most loyal customers
  • Implement out of the box, creative marketing strategies to reach your target audience
  • Branding

Optimizing Operations to Increase Engagement

  • Emily Hendershot, Nova Strategies
  • Emily Hendershot

After this session, you’ll be able to:

  • Examine roadblocks impacting your audience’s experience with you and develop solutions to overcome them
  • Assess your tools and processes with questions designed to help you focus efforts to maximize growth
  • Learn strategies to operationalize engagement and create an action plan for implementation”
  • Marketing Operations

10:00am - 10:30am

Driving Equity and Inclusion through Marketing

  • Cherise Bernard, McCann New York
  • Cherise Bernard

After this session, you’ll be able to:

  • Understand key concepts of equity for audiences
  • Apply practical strategies to differentiate your content marketing strategy towards inclusivity
  • Gleam from key examples of brand campaigns who are “doing it well”
  • Content Marketing
  • Culture, Impact & Leadership
  • Customer Experience

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

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Marketing in The New Normal: 5 Ways to Readjust Your Content Marketing Plans for 2022

  • Juntae DeLane, DIGITAL DELANE
  • Juntae DeLane

After this session, you’ll be able to:

  • Understand what your adjusted marketing budget should look like in 2022
  • Evaluate content suggestions you can use for the new user’s journey
  • Learn how your competitors are dealing with the crisis and what new best practices you can apply to your content efforts
  • Reframe your thinking to engage better with consumers
  • Content Marketing
  • Marketing Operations

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

Creativity, Content and Whiplash: How to Build a Consistent Digital Voice

  • Matt Ingwalson, Heinrich Marketing
  • Matt Ingwalson

After this session, you’ll be able to:

  • Set up a new-model team that moves seamlessly between creative and content projects
  • Plan content-driven ecosystems that work for all audiences, even senior citizens
  • Find efficient ways to create consistency and accountability across channels
  • Branding
  • Content Marketing

11:45am - 12:15pm

The Holy Grail: Building Loyalty and a Brand Community

  • Brandon Raper, Footlocker
  • Brandon Raper

After this session, you’ll be able to:

  • Utilize specific tactics to increase brand & customer loyalty
  • Understand the psychology of why we are drawn to brand communities
  • Build a brand community or enhance a naturally occurring one
  • Branding
  • Consumer Behavior
  • Customer Experience

Nimble Influencer Marketing: Brand Safety at the Speed of Social

  • Jim Tobin, Ignite Social Media
  • Jim Tobin

After this session, you’ll be able to:

  • Understand new expectations consumers have when it comes to brands entering into conversations on social media, and how to meet those expectations without coming across as tone deaf
  • Apply tactics to move at social’s quick pace when utilizing influencer partnerships
  • Avoid common mistakes with your influencer program based on real-world lessons of sucess and failure
  • Influencer Marketing
  • Social Media

12:30pm - 1:30pm

Lunch Keynote – Carmen Collins, Cisco

Keynote
  • Carmen Collins, Cisco
  • Carmen Collins

1:45pm - 2:15pm

The Power of the Brand Trifecta: The Three Components for Building a Brand That Wins More Work

  • Kate DiLeo, Ennobble
  • Kate DiLeo

After this session, you’ll be able to:

  • Implement best practices for developing a strong brand that truly creates the path of least resistance to revenue for your company
  • Apply the three key brand components that provoke the prospect to have a conversation
  • Clarify how to organize your brand message for getting more prospects to the table, more users who click, and more customers who buy
  • Branding

Crossing the Sonic Color Line: Strategies for Sonic Diversity

  • Steve Keller, SiriusXM
  • Steve Keller

After this session, you’ll be able to:

  • Understand how sound shapes our perception and influences our behavior, and how technology and advertising have played a role in perpetuating sonic color lines
  • Gain insights from new research into how racialized listening can impact ad favorability and effectiveness
  • Take steps to cross the sonic color line, advocate for sonic diversity, and strengthen brand connections to all audiences
  • Audio
  • Diversity and Inclusion

2:30pm - 3:00pm

Accessibility and How It Impacts Your Social Media Presence

  • Alexa Heinrich, St. Petersburg College
  • Alexa Heinrich

After this session, you’ll be able to:

  • Understand the importance and impact of accessible social media content
  • Work accessible best practices into your content creation process
  • Identify and fix issues in your content that could be causing barriers for disabled users
  • Accessibility
  • Content Marketing
  • Diversity and Inclusion
  • Social Media

Humantics. Why Google Says Your Content Sucks and What to Do About It!

  • Grant Simmons, Homes.com
  • Grant Simmons

After this session, you’ll be able to:

  • Identify how search engines break content apart to better understand it (and help you write it)
  • Research entities, entity attributes, and connections (to write better content)
  • Create page copy within a website structure that facilitates machine learning algorithms and search visibility!
  • Content Marketing
  • SEO & Search
  • Website

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

How to Create a Monster Brand from the Ground Up

  • Amy Vernon, Kaiju Capital Management
  • Amy Vernon

After this session, you’ll be able to:

  • Apply tactics used to build a brand that straddles the line between light-hearted and all business, even in a legacy industry
  • Create a brand voice that stands out in an industry that is traditionally staid
  • Build and manage an external team that can bring all of the branding parts to life
  • Branding

4:00pm - 4:30pm

AI + Digital Marketing: Your Toolkit for Success

  • Nick Myers, RedFox AI
  • Nick Myers

After this session, you’ll be able to:

  • Understand the basics of Artificial Intelligence – What, why, and how AI works
  • Implement some of the AI-powered tools available today that can help enhance your social media strategy
  • Leave with a roadmap that can help you to determine where AI can best fit within your digital marketing strategy to yield the greatest ROI
  • Artificial Intelligence
  • Automation
  • Social Media

4:30pm - 5:30pm

Closing Reception