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

Ultimate Social Media Marketing

Masterclass
  • Carlos Gil, Gil Media Co.
  • Carlos Gil

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

  • Perform a quick, simple and action-oriented social media audit to prioritize your content, community management, and conversion strategies
  • Design a winning social media game plan that will not break the bank
  • Create an engaged community of fans and content that converts
  • Manage a posting schedule and decide what – and where – you should post
  • Apply simple tricks for making your processes smooth and easy including tools to use
  • Engage employees to become social media advocates for your company
  • Regain organic reach on platforms such as Facebook by knowing what the algorithms show preferential treatment to
Included with Platinum Passes, upgrade required for Main Event Passes
  • Social Media

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

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

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

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

3:15pm - 3:45pm

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

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

  • Brittany Ward, Create Collabs
  • 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

Get the HiPPO Out of the Room! How to Build a Culture of Experimentation

Sponsored by Optimizely
  • Michael Thompson, Optimizely
  • Michael Thompson

After this session, you’ll be able to:

  • Foster an environment for experimentation and structure your team appropriately
  • Use processes, data, and insights to drive experimentation within your company
  • Apply five marketing experimentations for your website today
  • Marketing Operations

4:00pm - 4:30pm

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

Sponsored by Bruce Clay
  • 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

By having your badge scanned at this session, you are opting to have your contact information shared with the presenting sponsor.

  • SEO & Search

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

Master Your Instagram Reels Strategy

  • Natasha Samuel, Shine With Natasha
  • 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

4:45pm - 5:15pm

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

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

Purpose-Driven SEO: A Modern SEO Strategy that Any Company Can Apply

  • Dale Bertrand, Fire&Spark
  • Dale Bertrand

After this session, you’ll be able to:

  • Capitalize on Google’s AI which is tuned to amplify brands that resonate with online consumers
  • Craft a purpose-driven strategy that resonates with search engines
  • Apply lessons learned from case studies of leading brands with a purpose purpose-driven approach to SEO
  • SEO & Search
  • Website

5:15pm - 6:00pm

Opening Reception hosted by Metric Marketing

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

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

Cutting through the Noise: 5 Tactics to Elevate Your Digital Strategy

  • 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

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

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

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

10:00am - 10:30am

Negative Nancy: Turning the Bad into Funny in Otherwise Unfunny Times

New Session
  • Michael Albanese, Comedian, Writer & Producer
  • Michael Albanese

After this session, you’ll be able to:

  • Apply clear techniques on how to approach funny content as we leave a lockdown weary world
  • Understand how to approach your own brand or product identity to properly assess the direction of your content
  • Implement tactics to best address the positive and spin the negatives of your brand to create a funny voice
  • Branding
  • Content Marketing
  • Storytelling

Standout Brand Storytelling: Using the Science of Story to Captivate Customers

  • Nick Westergaard, Brand Driven Digital
  • Nick Westergaard

After this session, you’ll be able to:

  • Define the key elements of brand story including protagonist, antagonist, and world building
  • Capture attention by creating empathetic stories based on customer challenges
  • Craft captivating stories that drive profitable actions and long-term brand loyalty
  • Consumer Behavior
  • Customer Experience
  • Storytelling

How to Parent Different Marketing Channels and Hold Them Accountable with Data

  • Kenzie Dahnert, Rambunctious Rhino
  • Kenzie Dahnert

After this session, you’ll be able to:

  • Identify clear goals and metrics for each of your marketing channels
  • Place all channels into an attribution model for your business
  • Use deeper data to track channel accountability
  • Map the customer stages to create an even standard
  • Data & Analytics

10:30am - 11:00am

Networking Break

11:00am - 11:30am

Going Back to the Office Doesn’t Have To Suck

New Session
  • Matt Ingwalson, Heinrich Marketing
  • Matt Ingwalson

After this session, you’ll be able to:

  • Understand the surprising drivers of creative thinking and apply it to your work life
  • Apply best practices from from some of the most creative workspaces in history
  • Have nine realistic to-dos that will make people come to work because they want to
  • Culture, Impact & Leadership

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

Content SEO Big Wins for Ecommerce Brands: 20% of Actions for 80% Results

New Session
  • Matthew Capala, Alphametic
  • Matthew Capala

After this session, you will be able to:

  • Adapt to the recent Google changes to position your strategy ahead of the evolving algorithm (and the competition)
  • Identify and focus on the 20% of the strategies that will drive 80% business results for your ecommerce website
  • Perform a quick and action-oriented SEO audit to prioritize your content, backlink, and technical strategies
  • Develop an actionable content SEO Roadmap that reduces complexity and breaks down the most impactful tasks into digestible strategies you’ll be able to implement right away
  • Content Marketing
  • SEO & Search

11:45am - 12:15pm

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

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 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

12:15pm - 12:45pm

Lunch Pickup & Break, box lunches sponsored by Bruce Clay

12:45pm - 1:45pm

How Empathy Can Level Up Your Social Content

Keynote
  • Carmen Collins, Cisco
  • Carmen Collins

After this session, you’ll be able to:

  • Better understand how empathy is a skill, not a trait
  • Define empathy as “walk beside”
  • Practice empathy (in fun ways!)
  • Immediately implement actionable, practical tips for your social media content – and get better results
  • Content Marketing
  • Social Media

2:00pm - 2:30pm

Quality and Quantity: How to Scale Your Marketing by Creating a “Content Machine”

  • Rachel Hernandez, FreeUp
  • Rachel Hernandez

After this session, you’ll be able to:

  • Turn your current content strategy into a scalable model
  • Determine what you can automate or outsource without sacrificing quality or results
  • Easily manage large content teams and high-volume initiatives
  • Content Marketing

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

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

2:45pm - 3:15pm

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

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

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

3:30pm - 4:00pm

Refresh Your Marketing Career: Apply These 5 Approaches They Won’t Teach You

  • Jacob Brown, Element5 Digital
  • Jacob Brown

After this session, you’ll be able to:

  • Identify when to take risks and execute them to give you the best chance of success
  • Stop allowing the fear of failure to hold you back in your career and life
  • Adequately lead your team, colleagues, and family to a more positive outlook
  • Culture, Impact & Leadership

eCommerce Marketing: The Revenue Recipe

  • James Clark, The Coca-Cola Company
  • James Clark

After this session, you’ll be able to:

  • Implement marketing tactics that will lift your eCommerce revenue
  • Put the right metrics strategy in place that will positively influence your eCommerce
  • Take steps to improve your business’ overall “”revenue recipe””
  • Ecommerce

How to Enhance the Customer Experience by Improving Your Customer Journey

  • Victoria Shepherd, Yes.Fit
  • Victoria Shepherd

After this session, you’ll be able to:

  • Identify and implement customer service improvements to enhance your customer experience
  • Use audience listening techniques to develop a more well-rounded customer journey that gives your consumers what they want and need
  • Use tactics to retain and upsell your existing customers
  • Customer Experience

4:00pm - 5:00pm

Closing Reception