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Day 1 Monday, March 27

  • March 27
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | The major questions you must answer when creating or revamping your strategy
  • Ideation | How to come up with hundreds of topic ideas painlessly that people are actually searching for
  • Content Creation | A dive into the content formats that are most effective for different goals
  • Optimization | SEO fundamentals are vital, yet often forgotten by even seasoned marketers
  • Promotion | Gain momentum with social media platforms by using paid promotional strategies
  • 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 marketing strategy that keeps your relationships alive
  • Measurement | Learn how to decipher your metrics so your data will tell the story of your results
  • March 27
  • 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

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access & Platinum Passes, upgrade required for Conference Passes
  • March 27
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • Tell bolder (and braver!) stories, using stronger, writing and a unique point of view
  • Create “best of breed” content to attract the people you want
  • Know when to be a little outrageous (and when to dial it back)
  • Understand the secrets to inspire the best work out of writers and content creators
  • March 27
  • 2:30 pm - 3:00 pm
  • Stage 1
  • Better understand why context replaces attention as the method of breaking through the noise
  • Create context via a scalable framework
  • Apply these strategies throught specific email, web, and social tactics
  • March 27
  • 2:30 pm - 3:00 pm
  • Stage 3
  • Create digital ads that consumers will engage with across devices
  • Tailor digital creative based on marketing objectives
  • Understand what different generations of consumers would like from digital ad creative
  • March 27
  • 2:30 pm - 3:00 pm
  • Stage 2
  • Better understand the role of user behavior and interests when creating content strategies
  • Leverage platform insights to unlock lighthouse creative ideas
  • Build a content strategy for your brand utilizing Pinterest’s Workbench content framework
  • See how other Fortune 500 brands are leveraging Workbench to create compelling creative, inform merchandising and impact offline marketing
  • March 27
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Improve the clarity of your value proposition through qualitative experimentation
  • Combine data insights and user experience to create marketing experiences that are both delightful, and high converting
  • Use attention-driven design to focus your visitors on the conversion goal of your pages
  • Create a high-converting lead generation form
  • Hack your way to conversion insights with no technical help or stakeholder permission
  • March 27
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Version your content to appeal to disparate groups such as, lines of business, industries, net new vs customers
  • Design content to be consumed in multiple formats
  • Create a content plan that will appeal to how prospects choose to consume information
  • March 27
  • 3:15 pm - 3:45 pm
  • Stage 2
  • Understand the difference between reporting and analytics
  • Walk away with our actionable 3 pillars of success
  • Learn how to break down different solution models
  • Be able to establish the right analytics and reporting approach for your organization
  • Equip your team for long-term analytics success
  • March 27
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Avoid falling for generational stereotypes
  • Stay attuned to the next generation's consumption trends
  • Create content that connects with millennials
  • Use big data to your advantage
  • Leverage the biggest emerging trends in marketing
  • March 27
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Create videos that connect emotionally with your audience
  • Successfully get your videos approved by management
  • Avoid the small mistakes that kill a video’s chance of getting shared
  • March 27
  • 4:00 pm - 4:30 pm
  • Stage 3
  • Step away from a constant state of worry
  • Operate in a place where creativity has room to express itself
  • Manage high-pressure situations with grace
  • March 27
  • 4:45 pm - 5:15 pm
  • Stage 2
Geoffrey Colon, Microsoft
Christi Olson, Microsoft
  • Understand why owning everything on your digital properties and websites isn’t customer-centric or a best practice anymore
  • Hack the rules to come up with innovative and creative marketing that drives more results
  • Understand why branded content is an oxymoron and why it’s best to design your content like customers for better immersion
  • Think about how people live and behave in the world and use it as the starting point of all modern marketing strategy--a total inversion from how marketing has been taught and executed for the last 50 years
  • March 27
  • 5:30 pm - 6:00 pm
  • Closing Keynote
With over 1000 apps submitted every day to iOS and Android, another 1000 new ideas and products are ready to take on Brands that we think are established players. With the small fast now eating the large slow, the level of market disruption has shifted the average life expectancy of a Fortune 500 company from 67 to 15 years, and forced many industries to re-think what it means to be relevant and successful with today’s fickle consumers. Facebook’s Paul Peterman outlines the dynamics causing this disruption, and suggests ways in which a company can adopt a Hacker mentality when it comes to an organization’s culture, products, and marketing innovations.
  • March 27
  • 6:00 pm - 7:00 pm

Opening Reception

Presented by IBM

Day 2 Tuesday, March 28

  • March 28
  • 8:30 am - 9:00 am
  • Stage 1
  • Identify your marketing funnel
  • Dissect growth tactics
  • Measure and evaluate performance
  • March 28
  • 9:15 am - 9:45 am
  • Stage 1
  • Use publishers and influencers to create branded content that's far more effective (and less BS-filled) than traditional online advertising (e.g. pre-roll ads).
  • Craft branded content for maximum impact on social media
  • Effectively use humor to connect with young audiences
  • Identify the cutting edge tools you need to interact with young audiences better — i.e. messenger bots, live streaming video, and interactive tech
  • March 28
  • 10:00 am - 10:30 am
  • Stage 1
  • Perform deep content topic ideation to capture organic traffic
  • Shift your strategy to adopt agile methodologies
  • Use a Hub & Spoke content model
  • Understand why search engine optimization is more critical than ever
  • March 28
  • 10:00 am - 10:30 am
  • Stage 3
  • Leverage mobile customers as a built-in focus group
  • Test and iterate on new features quickly by collecting feedback from thousands of customers within days
  • Make data-backed decisions about the direction of the company to ensure you’re building a brand in-line with customer expectations
  • March 28
  • 10:00 am - 10:30 am
  • 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
  • March 28
  • 11:00 am - 11:30 am
  • Stage 2
  • Take your marketing programs to the next level
  • Use new tactics and strategies for gathering and leveraging customer data
  • Deliver a more engaging mobile experience
  • Leverage social to increase engagement
  • March 28
  • 11:00 am - 11:30 am
  • Stage 3
  • Quickly identify gaps in your ability to measure your spend
  • Understand how technology can help or hurt your reporting process
  • List three distinct KPI classifications that every marketer should know
  • March 28
  • 11:45 am - 12:15 pm
  • Stage 1
  • Become a friction master, slaying it daily in your business
  • Understand how to work cross functionally to solve friction issues around your organization
  • Learn about the tools available to help you combat friction
  • And, understand why friction is so important to your organization
  • March 28
  • 11:45 am - 12:15 pm
  • Stage 2
  • Own your branded search engine results with a Google Knowledge Panel
  • Earn more search real estate and rich results using structured data
  • Help search engines better understand your website and content
  • Gain insight behind Google’s algorithm and apply SEO best practices
  • March 28
  • 11:45 am - 12:15 pm
  • Stage 3
  • Implement a wining ABM strategy at your organization
  • Design effective personalized campaigns
  • Create content to attract the right audience
  • March 28
  • 12:30 pm - 1:30 pm
  • Lunch Keynote
Enjoy hearing insights about the future of tech from the one and only Steve Wozniak. In this interview style presentation, listen to what Steve Wozniak thinks of the future of tech--specially mobile and wearable technology, AR, and VR; the advent of big data; the promise of tech yet to be delivered; advice he has for digital professionals; best practices for marketers and technologists working together; and much more.
  • March 28
  • 1:40 pm - 2:10 pm
  • Stage 2
  • Integrate attribution and profiling
  • Implement a full lifecycle marketing program
  • Use a four step roadmap to success: Attribution, Data Ownership, Customer Profiling, and Predictive Activation
  • March 28
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Choose between outsourced and in-house content providers
  • Put the best people in content development roles
  • Use proven ways to get your writers on the same page
  • Build a sustainable process that will keep you producing great content -- without going insane.
  • March 28
  • 2:20 pm - 2:50 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
  • March 28
  • 2:20 pm - 2:50 pm
  • Stage 2
  • Think about planning and executing an integrated digital campaign using all assets available
  • Understand how important storytelling is in getting a complex brand message across
  • Avoid mistakes when it comes to press and influencer outreach
  • March 28
  • 3:00 pm - 3:30 pm
  • Stage 1
  • Effectively position your brand around your purpose
  • Shape your content marketing strategy to attract the right audience
  • Leverage authenticity to build a durable, human brand
  • March 28
  • 3:00 pm - 3:30 pm
  • Stage 3
  • Understand ways that mobile and social content consumption are changing and converging
  • Use methods such as geotargeting to better reach your audience
  • Leverage native advertising to influence perception during the evaluation and purchase process
  • Envision what the future of mobile advertising looks like
  • March 28
  • 3:00 pm - 3:30 pm
  • Stage 2
  • Understand how a focus on outcomes makes us blind to obvious opportunities
  • Determine where our marketing energy is best expended, and why
  • Home in on the right inputs to deliver consistent results
  • March 28
  • 4:20 pm - 5:00 pm
  • Closing Keynote

Do you want to know the story behind the story of Microsoft? The launch of a new CEO, the world’s most high-wire demo and the story behind microsoft.com/stories. Steve Clayton has spent 10 years telling Microsoft stories as a hobby and 5 as a job.

  • March 28
  • 5:00 pm - 6:00 pm

Closing Reception

Presented by Emma

Join us at DS Seattle 2018

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