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Agenda

Session Filters

Day 1 Wednesday, October 16

9:00 am - 9:30 am

Death to Boring Marketing: Jobs-to-Be-Done

  • Understand the “jobs-to-be-done” theory & how it can (and should) be applied to content and experiences
  • Uncover the reason your customers “hire” or “subscribe” to your brand, product or service
  • Implement your discoveries at any scale that works for your company—from landing pages to campaigns
  • Content Marketing

Engaging Your Audience with Creative Social Strategies

  • Tylar Blueitt, Oculus Health
  • Tylar Blueitt
  • Create a dynamic spin on popular trends and hashtags to curate unique and engaging social marketing messaging and content
  • Invite your audience be part of your brand story with engaging user-generated content that audiences will want to share
  • Create influential and emotional social “cliffhangers” that will leave your audience charged – and wanting more
  • Content Marketing
  • Social Media

9:55 am - 10:40 am

Winning with a Channel-Specific Content Program

  • Develop personas to understand your audience and primary channels
  • Identify desired action prior to content creation
  • Use message maps to align content across channels
  • Use data to refine and optimize your growing program
  • Content Marketing
  • Strategy

I’m Not a Regular Brand YouTuber, I’m a COOL Brand YouTuber

  • Sonja Likness, Duke University
  • Sonja Likness
  • Use YouTube’s social media functionality to boost the efficacy of your video content
  • Curate your YouTube channel to take advantage of the subscription model
  • Reach a YouTube-native audience
  • Social Media
  • Video Marketing

10:50 am - 11:35 am

Designing Inclusive Digital Content & Enhancing the Online Experience

  • Audit your content for the most common inclusivity mistakes
  • Reframe content to speak to an inclusive audience without creating confusion
  • Generate brand loyalty through inclusive digital content
  • Content Marketing

Using Social Media and Content to Build Your Personal Brand and Land Your Next Job

  • Jeff Perkins, Parkmobile
  • Jeff Perkins
  • Develop your personal brand positioning
  • Build a content strategy for your personal brand
  • Leverage social media to build your personal brand
  • Balance your personal brand with your professional responsibilities
  • Branding
  • Content Marketing
  • Social Media

11:45 am - 12:30 pm

Where are the Jetpacks!? Culture, Content & the Digital Experience

  • Eric Shutt, SummitX
  • Eric Shutt
  • Understand how the core principles of cultural and experience marketing can guide digital content planning
  • Evaluate the fundamental value and purpose that people get from your brand and content marketing
  • Identify and understand current gaps in your strategic and tactical marketing approach
  • Apply different types of strategic thinking to content, creative, and campaign planning
  • Identify and become a true cultural experience brand performance
  • Content Marketing
  • Strategy

Enhancing the Customer Experience with Messaging Apps

  • Understand messenger app trends, and develop a coherent and actionable customer service journey
  • Learn and apply best practices from large-scale brands who are successfully using messenger bots
  • Incorporate messenger bots into your Facebook advertising strategies and improve customer service efforts
  • Customer Experience
  • Social Media

1:00 pm - 1:45 pm

Content as a Force of Transformation and Alignment in Your Organization

  • List 20 approaches for using content to drive change and alignment in your organization.
  • Build and leverage multi-layered transformational roadmaps to drive coherency across digital initiatives
  • Apply cross-functional collaboration methodologies and integrate them into existing routine business cycle activities
  • Employ best practices for where, who and how to integrate collaboration methods into the natural course of business processes
  • Align a holistic view of content ROI to roadmap phases and dependencies.
  • B2B
  • B2C
  • Content Marketing
  • Strategy

Creating Influencer Content that Converts!

  • Brittany Ward, CreateCollabs
  • Brittany Ward
  • Include five must-haves to ensure stellar content creation
  • Properly brief your influencers with outcomes in mind
  • Use practical tools to judge influencer/brand fit
  • B2B
  • B2C
  • Social Media
  • Strategy

1:55 pm - 2:40 pm

How to Increase Visibility & Generate Leads With Video Marketing

  • Generate endless sources of content
  • Understand how to start videos to ensure people will stay tuned
  • Shatter myths and bad habits with video marketing
  • Content Marketing
  • Video Marketing

Social Selling & LinkedIn for Sales

  • Know which social platforms are worth your time and which you should avoid
  • Understand the power of your own network and how to use it to turn leads into prospects
  • Have an easy to follow daily routine to make your sale activity more effective and trackable
  • B2B
  • Social Media

2:50 pm - 3:35 pm

Science It: How to Use Influence Theory to Craft Compelling Messages

  • Understand the basics of influence theory as outlined by Robert Cialdini
  • Test messages against each other with your research partners or online
  • Develop a content strategy framework based on your findings
  • B2C
  • Content Marketing
  • Conversion

Leveraging Social Care to Win Brand Loyalists (Even During a Crisis)

  • Apply a process for moving beyond social marketing to building brand advocates
  • Implement strategies for optimizing listening from a tool and operational perspective
  • Equip and train your team to be standouts in customer care, and treat employees as customers to build loyalty within
  • Uncover and amplify customer stories, and create memorable experiences that capture the media’s attention
  • Customer Experience
  • Social Media

3:45 pm - 4:30 pm

Using Less to Do More with Strategic Content Marketing

  • Identify key elements of the content marketing process that you can use in building an actionable strategy for your brand
  • Target customer personas aligned with your brand by creating & sharing original or repurposed content that they can relate to
  • Tap into buyer intent & customer behaviors in the process of optimizing your marketing content
  • Content Marketing
  • Strategy

The Attention Economy: Using Social Media Insights to Combat Short Attention Spans

  • Understand content trends to succeed in an instant
  • Apply a data-driven approach to laser-focused audience targeting
  • Discover measurement methodology to help understand a consumer’s hyper-speed journey
  • Social Media

4:30 pm - 5:00 pm

Closing Reception

Join us at Everything: Content & Social, 10/16/2019