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Agenda

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Day 1 Tuesday, April 17

Intensive AM Workshops

Included with Plus, Premium & Platinum Passes, upgrade required for Conference Passes
  • April 17
  • 8:30 am - 12:35 pm
  • Stage 2
  • AM Workshop
  • 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
  • April 17
  • 8:30 am - 12:35 pm
  • Stage 1
  • AM Workshop
  • Understand why it’s vital to create content that resonates with your audience at different parts of the customer journey
  • Strategize, ideate and create user-focused content infused with SEO best practices that beats the competition in search and beyond
  • Amplify your content to your audience in a way that encourages engagement and customer journey progression
  • Combine and leverage traditional and digital marketing to work better together
  • April 17
  • 2:30 pm - 3:00 pm
  • Stage 3
  • Set priorities for digital copy based on your brand’s voice
  • Turn your SEO strategy into a key tool for building brand value
  • Balance two distinct skill sets: writing for search, and writing for brand
  • Create more cohesion between the terms people search for and the way you talk about what you offer
  • April 17
  • 3:15 pm - 3:45 pm
  • Stage 1
  • Know where to start for attribution modeling and omni-channel analytics
  • Be aware of the political, legal, and data wrangling roadblocks
  • Understand the landscape of vendors and effort for building internally
  • Use statistical models and analytics for actioning upon omni-channel data
  • April 17
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Create impactful new marketing strategies that integrate all elements of your customer engagement and customer interactions spectrum
  • Identify new measurements to utilize to determine return-on-investment for new engagement platforms
  • Adeptly determine when to make changes to your strategies to account for new, emerging technologies
  • April 17
  • 4:00 pm - 4:30 pm
  • Stage 3
  • Identify the common business process pitfalls that lead to boring content and how to avoid them
  • Understand the importance of tying business needs and brand truths to consumer passion points and platform expectations
  • Describe how deep consumer insight methodologies such as digital ethnography and in-context interviewing lead to rock-solid content strategy
  • Describe how strategic planning techniques such as narrative mapping and agile creative briefs lead to compelling content
  • Create their own process for developing effective, consumer-centered digital and social content
  • April 17
  • 4:45 pm - 5:15 pm
  • Stage 1
  • Understand how progressive businesses leverage stretch budgets for marketing wins
  • Re-think marketing budgets based on growth stages of your business
  • Use the power of agile workflows for content and email marketing
  • April 17
  • 4:45 pm - 5:15 pm
  • Stage 2
  • Develop a deeper appreciation for the thoughtfulness that should go into the design and marketing of an IoT experience.
  • Leverage traditional UX/CX research techniques to gather market data relevant to the IoT consumer experience
  • Add more agile design and marketing techniques for marketing and marketing IOT products/experiences
  • April 17
  • 4:45 pm - 5:15 pm
  • Stage 3
  • Build unstoppable story engines, stories told by people through people
  • Create personalized moments throughout their customer journey to be present when matters
  • Understand which social algorithms are best for your audience relevancy
  • April 17
  • 5:15 pm - 6:15 pm
  • Opening Reception

Day 2 Wednesday, April 18

  • April 18
  • 9:15 am - 9:45 am
  • Stage 1
  • Add the 5 verbs that are the necessary building blocks for deep content to your strategic mindset
  • Unlock the power of pain points in your creative copy and customer journey
  • Know how and when to use Storytelling vs storyselling
  • Understand and implement deep content’s triple win into your own content game plan
  • April 18
  • 9:15 am - 9:45 am
  • Stage 2
  • Effectively use data and anaytics to improve Customer Experience.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • April 18
  • 9:15 am - 9:45 am
  • Stage 3
  • Better understand how to incorporate augmented reality into consumer activations
  • Use your existing content in new immersive environments
  • Understand the design and consumer interfaces can make or break your marketing campaign
  • April 18
  • 10:00 am - 10:30 am
  • Stage 2
  • Appreciate the true value of thought leadership
  • Apply the Disney model of ""total merchandising"" to your marketing
  • Scale your brand through your most valuable touchpoint: your employees
  • Understanding how to structure a ""60/40"" brand and why it'll lead to more growth
  • April 18
  • 10:00 am - 10:30 am
  • Stage 3
  • Uncover identity problems that commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Lead others in transforming creative ideas into truly original ones
  • April 18
  • 11:00 am - 11:30 am
  • 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
  • April 18
  • 11:00 am - 11:30 am
  • Stage 2
  • Create and use events to better understand user behavior
  • Utilize new tag manager tips and tactics to measure events, goals and other data points
  • Use your data to more expertly track your users and prospects, not a collection of disjointed sessions
  • April 18
  • 11:00 am - 11:30 am
  • Stage 3
  • Implement and track advanced engagement metrics
  • Find and analyze new data in Google Analytics
  • Add enriched data code snippets to improve SERP results and CTR
  • April 18
  • 11:45 am - 12:15 pm
  • Stage 1
  • Identify website issues affecting performance
  • Make the right choice for hosting
  • Optimize images and video
  • Prioritize the use of smart coding techniques
  • Know when to use responsive design, AMP, or an app for mobile users
  • April 18
  • 11:45 am - 12:15 pm
  • Stage 2
  • 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
  • April 18
  • 11:45 am - 12:15 pm
  • Stage 3
  • How to create dynamic, targeted, predictive & measurable experiences
  • Discussion about the shifting focus from campaigns to content marketing
  • New approaches to experience creation that are cheaper, faster, and more impactful.
  • April 18
  • 12:30 pm - 1:30 pm
  • Lunch Keynote
  • April 18
  • 1:40 pm - 2:10 pm
  • Stage 1
  • White hat SEO strategies real brands can actually implement
  • Why your competitors are ranking pages with zero external backlinks
  • SEO skills every digital marketer needs to learn
  • What every PPC manager, developer, web designer, and business owner should know about SEO
  • Why brand search matters and how to protect it
  • Million dollar mistakes companies are making and how to avoid them
  • April 18
  • 2:20 pm - 2:50 pm
  • Stage 1
  • Uncover how poetry can rewire our brains to create better ideas
  • Review 3 poetic rules that can help us become better marketers, business owners, and human beings
  • Expand your creativity limitlessly to solve your current content marketing challenges
  • April 18
  • 2:20 pm - 2:50 pm
  • Stage 2
  • Understand how to set your marketing team up for success with the right marketing tools
  • Know how to get the right data you need about your audience
  • Leverage that data to personalize the experience for every individual.
  • Optimize how and when you send emails based on your marketing goals to maximize your results.
  • April 18
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Determine if your website is accessible
  • Understand the many tools available for audiences who are blind or visually impaired
  • Identify new ways to better reach audiences who are blind or visually impaired
  • Avoid litigation as ADA and regulations become better defined
  • April 18
  • 3:00 pm - 3:30 pm
  • Stage 1
  • Understand the key ingredients and see examples of successful innovation projects
  • Evaluate your consumer-facing technology stack
  • Develop practices to constantly discover and infuse innovation nto your business strategy
  • Measure the ROI of current and prospective tech investments driving innovation in your business
  • April 18
  • 3:40 pm - 4:10 pm
  • Stage 1
  • Execute an effective customer experience discovery
  • Employ data to identify cross-channel opportunities
  • Expand your digital blueprint to evolve towards 1:1 customer journeys
  • Apply advanced learnings from to grow engagement and ROI
  • April 18
  • 3:40 pm - 4:10 pm
  • Stage 2
  • Learn 5 important traits of “digitally fit” organizations and brands
  • Get a framework to assess your organization’s digital fitness level
  • Discover how marketers are leading change and helping their brands get fit today
  • Learn how to make the case for changes in your organization, collaborate across teams, and exceed digital expectations
  • April 18
  • 4:20 pm - 5:00 pm
  • Closing Keynote
  • April 18
  • 5:00 pm - 6:00 pm
  • Closing Reception

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