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Agenda

Session Filters

Day 1 Thursday, March 21

9:30 am - 10:10 am

Filling the Funnel: How to Build a Content Marketing Strategy for Growth

  • Kate Richling, MediaMonks
  • Kate Richling
  • Identify your organization’s whitespace and define talk tracks to target and align your content efforts
  • Flush out your content strategy by building user personas, picking a platform, creating a content calendar and setting goals
  • Work hand-in-hand ongoing with sales to fill the funnel, drive ROI and affect the bottom line
  • Create content for every layer of the funnel and across marketing activities – to accelerate demand gen, and lead nurture with more closed-won opportunities
  • Get a quick glimpse into what Netflix, Amazon and other global brands are doing at the cutting-edge of content
  • B2B
  • B2C
  • Content
  • Conversion

Three Ways to Dramatically Improve Your Email Results

  • Understand why email is still the center of the digital marketing universe
  • Use tools like segmentation to amp up your results long-term
  • Implement tactical ways to prove the effectiveness of your email marketing
  • Conversion
  • Data
  • Email
  • Strategy

10:20 am - 11:00 am

Tips, Tools, and Tactics For More Successful Content

  • Access free templates to improve/speed up keyword research specifically for content creation
  • Acquire new tools in the industry to help with content creation
  • Use data to produce content your audience will want
  • Examine the human algorithm and its effect on content marketing strategy
  • B2B
  • B2C
  • Content
  • Data

Better Automation Tactics to Optimize Your Email Marketing

  • Use marketing automation for segmentation purposes based on your subscriber’s behavior
  • Implement dynamic filters for building multi-purpose workflows
  • Work with time sensitive workflows based on custom field information
  • Data
  • Email

11:10 am - 11:50 am

Beyond Traffic Reports: Using Data, Organizational Messaging, and Passion to Reinvigorate Your Content Strategy

  • Anna McHugh, Red Hat
  • Anna McHugh
  • Discover your audience and discover your voice
  • Understand your audience’s needs and align around customer challengesUse metadata and taxonomy to understand content performance
  • Identify and use tools and techniques for reinvigorating content strategy by identifying, auditing, and promoting your best content
  • B2B
  • Content
  • Conversion
  • Data

Building Effective Email and List Building Programs in the Wake of GDPR

  • Cory LaGrange, BBR
  • Cory LaGrange
  • Understand how GDPR affects your organization and your marketing programs
  • Debunk the myths surrounding GDPR and marketers in the US
  • Audit your current email, messenger and remarketing lists for GDPR compliance
  • Evaluate your current list building practices for common pitfalls and make appropriate changes
  • B2B
  • Email

12:00 pm - 12:40 pm

Contagious Content: Turn Your Customers From Privately Placid to Publicly Passionate

  • Learn what marketing elements turn ordinary campaigns into contagious collateral
  • Understand the psychological triggers that continually remind consumers of your brand
  • Develop a playbook for turning ordinary products into social currency and emotional memories
  • Content
  • Social

Personalizing Emails and Notifications to Drive Customer Success

  • Understand how to move from manual content curation to automation
  • Develop strategies for leveraging customer data to personalize email and push notifications
  • Avoid the pitfalls of integrating automation into consumer marketing programs
  • Leverage new tactics in your day to day marketing programs regardless of scale
  • Conversion
  • Data
  • Email
  • Mobile

12:40 pm - 1:00 pm

Lunch Break

1:00 pm - 1:40 pm

Tales of the Digital Wild: Harnessing Data and Personalizing Content to Engage a Demanding Audience

  • Gain an understanding of the creative approaches companies are taking to leverage content that appeals to this new mindset
  • Learn how some of today’s leading brands have used creative content to engage consumers
  • Apply specific tips, tricks, and tactics to help you more deeply engage with your customers
  • Content
  • Data

Data That Drives Email Marketing Relevance… and Revenue

  • Determine if/which of your data ready is to power your email marketing program.
  • Choose data to use in email that impacts the bottom line, a.k.a. bolsters email ROI.
  • Integrate multiple data sources, from easy plug-ins to robust data power tools.
  • B2B
  • B2C
  • Data
  • Email

1:50 pm - 2:30 pm

Conflict, What is it Good For? Absolutely Everything

  • Leverage tensions to fuel creativity
  • Incorporate conflict into the structure of your next campaign
  • Share examples of healthy conflict from various industries
  • Understand pattern interrupts and use them to propel your brand
  • B2B
  • B2C
  • Strategy

Re-Engagement that Rocks: Strategies & Tips from Simple to Sophisticated

  • Jen Capstraw, Iterable
  • Jen Capstraw
  • Understand the steps in the lifecycle that warrant re-engagement campaigns
  • Replicate best-in-class examples of re-engagement in action
  • Implement can’t-miss tips that get clicks among disengaged subscribers
  • Conversion
  • Email
  • Mobile
  • Strategy

2:40 pm - 3:20 pm

Your Content Marketing Sucks (And Other Ways to Give Tough Feedback)

  • Deliver criticism to your team without harming morale
  • Apply the science and skills of improv to boost creativity
  • Put time-efficient strategies in place to hold regular performance conversations
  • Create a coaching culture that aligns with business strategy and industry trends
  • B2B
  • B2C
  • Strategy
  • UX/Design

Optimizing Email Response Through Testing and AI

  • Karen Talavera, Synchronicity Marketing
  • Karen Talavera
  • Identify rookie testing mistakes and how to avoid them
  • Developing and execute mathematically-significant email marketing tests
  • Understand how artificial intelligence and machine learning are shaping optimization opportunities today, and how testing can complement these tools
  • B2B
  • B2C
  • Conversion
  • Email
  • Emerging

3:30 pm - 4:00 pm

Content-able Content Strategies

  • Better understand how your brand fits into the content ecosystem
  • Leverage data from social, search and your website to inform content strategies
  • Pinpoint the weak points of competitors where your brand can “win”
  • Measure the effectiveness of your content with a data-centric approach
  • Content
  • Strategy

Irresistible Emails – Inject New Life Into Your Email Marketing

  • Cite new subject line data—how many words should you use and are emojis ok or not ok?
  • Use unique tests to run to get to know your recipients better
  • Replicate examples of emails that leave subscribers wanting more
  • Understand what’s on the email horizon and how to stay ahead of the curve
  • B2B
  • B2C
  • Email

Join us at Everything: Content & Email, 3/21/2019