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Agenda

Session Filters

Day 1 Wednesday, March 27

9:00 am - 9:45 am

Filling the Funnel: How to Build a Modern Content Marketing Strategy

  • 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

9:55 am - 10:40 am

Getting Executive Buy-In for Content Marketing

  • Deana Goldasich, Well Planned Web
  • Deana Goldasich
  • Assess where your executive team stands on understanding content marketing
  • Understand what will resonate most with your executives — the “light bulb” moments
  • Tackle the inevitable ROI discussion
  • Ensure continued buy-in over time
  • Determine the fears and motives that often blur executives’ view of content marketing
  • B2B
  • B2C
  • Content
  • Strategy

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

10:50 am - 11:35 am

Tips, Tools, and Tactics For More Successful Content

  • Paxton Gray, 97th Floor
  • Paxton Gray
  • 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

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

11:45 am - 12:30 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

12:30 pm - 1:00 pm

Lunch Break

1:00 pm - 1:45 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

Five Email Programs You Think You’re Doing Well, But Aren’t

  • Ryan Phelan, Origin Email
  • Ryan Phelan
  • Understand how tweaks to Acquisition, Attrition, Segmentation, Transactional and Marketing Automation can close the revenue gap
  • Avoid common mistakes some of the world’s top brands have made
  • Work smarter with some of the advanced features that exist in nearly all Email Service Providers
  • B2B
  • B2C
  • Email

1:55 pm - 2:40 pm

Creating Content That Moves, Sings And Smiles

  • Lauren Teague, Convince & Convert
  • Lauren Teague
  • Understand the differences between social media posts and stories, and when to use them to reach your intended audience.
  • Use different types of content to capture attention and drive engagement with your audience.
  • Know which tools you can start using immediately to create videos, audio-based content and personalized stickers from your phone or computer
  • Content
  • Conversion
  • Social
  • Video

Better Than The Newsletter: Eight Ways to Deliver Relevance with Email Marketing

  • Chris Sietsema, Teach to Fish Digital
  • Chris Sietsema
  • Utilize email marketing to fortify customer relationships with timely announcements, meaningful introductions, cross-sell opportunities and win-back campaigns
  • Implement a self-segmentation strategy in which subscribers convey what’s most important to them
  • Reap the benefits of a well-planned educational on-boarding series
  • Understand where to start when crafting effective email nurture campaigns
  • B2B
  • B2C
  • Content
  • Email

2:50 pm - 3:35 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

How to Build a Great Email Subscriber Experience (ESX) and Maximize Engagement

  • John Thies, Email on Acid
  • John Thies
  • Implement tips on how to avoid Spam filters
  • Effectively use the Subject line and Preheader text to encourage a subscriber to open your email
  • Use Personalization and Segmentation to enhance the subscriber experience
  • Understand why having an Accessibility strategy is critical to a campaigns success
  • Comprehend how Voice Assistance technologies (Google Home, Amazon Alexa, SIRI, etc.) are going to change the way subscribers interact with email
  • Data
  • Email
  • UX/Design

3:45 pm - 4:30 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

Optimizing Email Response Through Testing and AI

  • 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

Join us at Everything: Content & Email, 3/27/2019