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Agenda

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Masterclass Day Monday, December 4

Full Day Interactive Workshops

With deep dives into your choice of:

Day 1 Tuesday, December 5

PRE-CONFERENCE INTENSIVE WORKSHOPS

Included with All-Access, Premium & Platinum Passes, upgrade required for Conference Passes
  • December 5
  • 8:30 am - 12:45 pm
  • Stage 1
  • Pre-Conference
  • Strategy Development | How to create a plan that guides all your content efforts
  • Ideation | Ways to play "content Moneyball" and come up with hundreds of topic ideas painlessly
  • Content Creation | What types of content are out there and how each can be created
  • Optimization | Don’t press publish before you follow these simple, yet essential SEO best practices
  • Promotion | Get social and understand what platforms work best for you and if paid ads can help
  • 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 strategy that keeps your relationships alive
  • Measurement | Learn what core KPIs to look at to understand failures and successes
  • December 5
  • 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
  • December 5
  • 8:30 am - 12:45 pm
  • Stage 4
  • Pre-Conference
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
  • December 5
  • 2:40 pm - 3:10 pm
  • Stage 1
  • Create content with an end goal in mind
  • Take a single concept and customize it for multiple channels
  • Identify different types of content to develop a diverse editorial calendar
  • Understand what your audience wants in order to deliver the right message at the right time on the right channel
  • December 5
  • 2:40 pm - 3:10 pm
  • Stage 5
  • Define the team’s Connected Ecosystem and Connected Design strategy.
  • Inform the teams on the design process of their Connected Ecosystem.
  • Design application for popular streaming media devices like Smart TV’s, Gaming Consoles and devices like Apple TV and Roku.
  • Understand the ways that emerging technologies like VR+AR can be included in the connected strategy.
  • December 5
  • 4:10 pm - 4:40 pm
  • Stage 4
  • Develop a better understanding of your audience, its needs, and its behaviors
  • Launch campaigns with greater understanding and precision
  • Use and understand the data from your results more efficiently for future tests
  • December 5
  • 4:55 pm - 5:35 pm
  • Closing Keynote
  • December 5
  • 5:35 pm - 6:35 pm

Opening Reception

Day 2 Wednesday, December 6

  • December 6
  • 8:30 am - 9:00 am
  • Stage 1
  • Develop genuinely useful personas
  • Incorporate user roles more strategically into your integrated marketing plans
  • Create Customer Journey Maps that are actually usable
  • Introduce Experience Maps into your digital strategy
  • Develop better, more advanced A/B Testing methodologies
  • December 6
  • 8:30 am - 9:00 am
  • Stage 4
  • Create impactful new marketing strategies that integrates 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
  • December 6
  • 9:15 am - 9:45 am
  • Stage 1
  • Determine voice search's impact on your business for today and the future
  • Better understand how IAs are "indexing" content to searchers
  • Take those learnings and apply them to your customer acquisition strategy
  • December 6
  • 9:15 am - 9:45 am
  • Stage 2
  • 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
  • December 6
  • 9:15 am - 9:45 am
  • Stage 3
  • Leverage keyword data to unite your UX, SEO, and content efforts
  • Avoid classic marketing mistakes that stem from fractured strategies and disconnected teams
  • Holistically optimize your digital presence across the web with practical, real-world approaches
  • December 6
  • 9:15 am - 9:45 am
  • Stage 4
  • Develop a simple customer journey map and better manage your customers’ expectations
  • Analyze the gaps in your current offers and campaigns, and where profits are leaking out
  • Apply advanced new techniques to reduce customer churn
  • December 6
  • 10:00 am - 10:30 am
  • Stage 1
  • Use the provided roadmap to consistently create remarkable marketing
  • Go into your next creative brainstorm ready to ask the right questions
  • Understand how even "boring industries" can create remarkable work
  • December 6
  • 10:00 am - 10:30 am
  • Stage 4
  • Learn how consumers today are searching for your business
  • Understand why they might be choosing your competitor over you
  • Increase your chances of being chosen by learning how to manage your presence across the web
  • Take control of your online presence with a comprehensive scan showing how your business appears across 60+ websites
  • December 6
  • 11:00 am - 11:30 am
  • Stage 1
  • Identify the key 20% of actions that drive 80% of results
  • Adapt to the recent Google changes and position your strategy ahead of the evolving algorithm
  • Use the most recent SEO tools, techniques and strategies that will not break the bank
  • Remove the complexity of tasks and streamline projects to move the needle
  • Collect actionable data to make the case for SEO budget and support
  • Design an agile and inclusive SEO process that works for everyone
  • Eliminate project downtime, reduce cost, and effect transformational change
  • December 6
  • 11:00 am - 11:30 am
  • Stage 2
  • 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
  • December 6
  • 11:00 am - 11:30 am
  • Stage 3
  • Understand what’s driving change in consumer and business buyers
  • List key metrics and their impact on your customers’ path to purchase
  • Determine investments you can make to gain competitive advantages
  • Explore potential impacts on your bottom line and the digital maturity of your organization
  • December 6
  • 11:00 am - 11:30 am
  • Stage 4
  • 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
  • December 6
  • 11:45 am - 12:15 pm
  • Stage 1
  • How to perform deep content topic ideation to capture organic traffic
  • Techniques to shift your strategy to adopt agile methodologies (I think we are going with lower case on this)
  • Learn an amazing Hub & Spoke content model to drive results
  • Discussions about why search engine optimization is more critical than ever
  • December 6
  • 11:45 am - 12:15 pm
  • Stage 2
  • 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.
  • December 6
  • 1:55 pm - 2:25 pm
  • Stage 1
  • 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
  • December 6
  • 1:55 pm - 2:25 pm
  • Stage 2
  • 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
  • December 6
  • 1:55 pm - 2:25 pm
  • Stage 3
  • Identify new, innovative sources of remarketing data you’re missing out on
  • Stop wasting ad budget on the wrong types of website visitors
  • Expand your remarketing reach to increase your marketing ROI.
  • Use remarketing to more effectively move prospects from Lead to Closed/Won.
  • December 6
  • 2:40 pm - 3:10 pm
  • Stage 5
  • Create and use events to understand user behavior
  • Use a tag manager to measure events, goals and other data points
  • Track people, not disjointed sessions, using existing site data
  • December 6
  • 2:40 pm - 3:10 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
  • December 6
  • 3:25 pm - 3:55 pm
  • 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
  • December 6
  • 3:25 pm - 3:55 pm
  • Stage 2
  • 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
  • December 6
  • 4:10 pm - 4:40 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
  • December 6
  • 4:55 pm - 5:55 pm
  • Closing Keynote
  • December 6
  • 5:55 pm - 6:55 pm

Closing Reception

Join us at DS Dallas 2017

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