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Agenda

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Day 1 Tuesday, April 4

  • April 4
  • 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
  • April 4
  • 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
  • April 4
  • 1:15 pm - 2:15 pm
  • Opening Keynote
  • April 4
  • 2:30 pm - 3:00 pm
  • Stage 3
  • Better understand how ad fraud works in the digital advertising ecosystem (including real life examples).
  • Be current on what Google is doing to defend advertisers, publishers, and users from ad fraud.
  • Take action in defending back against ad fraud.
  • April 4
  • 2:30 pm - 3:00 pm
  • Stage 2
  • A general overview of what personas are – and what they’re not – as well as how they can help in design work.
  • Tips on securing persona buy-in from your stakeholders, even when your business partners want you to design for a ridiculously large audience.
  • Creative ways you can share personas and help ensure they remain useful, compelling, and memorable, and how you can actively engage personas as members of your design team.
  • April 4
  • 3:15 pm - 3:45 pm
  • Stage 3
  • Create digital ads that consumers will engage with across devices
  • Tailor digital creative based on marketing objectives
  • Understand what different generations of consumers would like from digital ad creative
  • April 4
  • 4:00 pm - 4:30 pm
  • Stage 1
  • Understand the key role that forward thinking marketers play in social selling
  • Advanced social selling tactics to take that will blow away your sales team
  • Learn 3 critical question to ask you sales counterpart every month.
  • April 4
  • 4:00 pm - 4:30 pm
  • Stage 2
  • Tips for analyzing your consumers' behaviors and focus your digital strategies on the most enhanced overall customer experience
  • How to translate your brand's values adeptly into a digital content experience
  • Creating a connected ecosystem for your consumers with immersive and meaningful content, across multiple digital platforms
  • Exclusive insights into BET's digital strategy, as well as a sneak peek into original projects and web series
  • April 4
  • 4:45 pm - 5:15 pm
  • Stage 3
  • Understand ways that mobile and social content consumption are changing and converging
  • Use methods such as geotargeting to better reach your audience
  • Leverage native advertising to influence perception during the evaluation and purchase process
  • Envision what the future of mobile advertising looks like
  • April 4
  • 4:45 pm - 5:15 pm
  • Stage 1
  • Understand the difference between reporting and analytics
  • Walk away with our actionable 3 pillars of success
  • Learn how to break down different solution models
  • Be able to establish the right analytics and reporting approach for your organization
  • Equip your team for long-term analytics success
  • April 4
  • 5:15 pm - 6:15 pm

Opening Reception

Day 2 Wednesday, April 5

  • April 5
  • 8:30 am - 9:00 am
  • Stage 1
  • Optimize your digital brand to increase conversions
  • Connect with the right customers and users in the flow of their day and be relevant to the context you find them
  • Align your digital brand with the digital trail people take to explore their interests
  • Get the latest tools to leverage for your digital brand
  • April 5
  • 9:15 am - 9:45 am
  • Stage 3
  • The importance of Links to any SEO Campaign
  • How to Measure and Value Links
  • How to Create Trusted Content
  • How to Build Trusted Backlinks
  • How to Perform Broken Link Building
  • How to Harvest and Reap Competitor Backlinks
  • How to get Links and Social Shares through Creative Efforts
  • Tools which can Assist your Link Building
  • April 5
  • 9:15 am - 9:45 am
  • Stage 1
  • Know what content works and why
  • Reframe your content strategy to make your organization a thought partner, rather than a thought leader
  • Better understand the B2B audience and their needs
  • Be the go-to source of content for executives
  • Innovate with distribution, format and cadence to reach your target audience
  • April 5
  • 9:15 am - 9:45 am
  • Stage 2
  • Understand why design and user experience matter when it comes to increasing both conversions and brand loyalty and how to drive this conversation with their team.
  • Implement a mobile strategy with a focus on design and usability all while avoiding the perils of Mobilegeddon.
  • Advocate for control of your website content and marketing efforts using a CMS that allows for updates in all areas of your website, not just content.
  • Use design and images to improve the speed and usability of your website to boost rankings and conversions.
  • April 5
  • 10:00 am - 10:30 am
  • Stage 3
  • How machine learning/AI technologies will be used to improve marketing processes and decision making
  • Which marketing roles and functions are at risk of being "automated"
  • How to prepare yourself and your team for the future through a "center-brain marketing" approach
  • April 5
  • 11:00 am - 11:30 am
  • Stage 2
  • Avoid falling for generational stereotypes
  • Stay attuned to the next generation's consumption trends
  • Create content that connects with millennials
  • Use big data to your advantage
  • Leverage the biggest emerging trends in marketing
  • April 5
  • 11:00 am - 11:30 am
  • Stage 1
  • Perform deep content topic ideation to capture organic traffic
  • Shift your strategy to adopt agile methodologies
  • Use a Hub & Spoke content model
  • Understand why search engine optimization is more critical than ever
  • April 5
  • 11:00 am - 11:30 am
  • Stage 3
  • 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 5
  • 11:45 am - 12:15 pm
  • Stage 1
  • Create an Actionable framework for measuring marketing performance
  • Update your strategy for calculating marketing ROI and attribution to various channels
  • Understand how Facebook addresses attribution across a wide customer portfolio
  • Apply lessons learned from managing multiple, global brands
  • April 5
  • 11:45 am - 12:15 pm
  • Stage 3
  • Own your branded search engine results with a Google Knowledge Panel
  • Earn more search real estate and rich results using structured data
  • Help search engines better understand your website and content
  • Gain insight behind Google’s algorithm and apply SEO best practices
  • April 5
  • 11:45 am - 12:15 pm
  • Stage 2
  • A better understanding of how to effectively brainstorm for humor
  • How to approach specifically targeted audiences appropriately
  • Which humor tools are best for what type of content
  • April 5
  • 12:30 pm - 1:30 pm
  • Lunch Keynote
Enjoy hearing insights about the future of tech from the one and only Steve Wozniak. In this interview style presentation, listen to what Steve Wozniak thinks of the future of tech--specially mobile and wearable technology, AR, and VR; the advent of big data; the promise of tech yet to be delivered; advice he has for digital professionals; best practices for marketers and technologists working together; and much more.
  • April 5
  • 1:40 pm - 2:10 pm
  • Stage 1
  • Become a friction master, slaying it daily in your business
  • Understand how to work cross functionally to solve friction issues around your organization
  • Learn about the tools available to help you combat friction
  • And, understand why friction is so important to your organization
  • April 5
  • 1:40 pm - 2:10 pm
  • Stage 3
  • How to truly determine the ROI of campaigns
  • Use Remarketing to Generate Reviews
  • Find customer active on Yelp to avoid filters
  • Build custom landing pages for every campaign
  • Utilize a new approach based on user acquisition and SERP market share instead of worrying only about keyword rankings
  • April 5
  • 1:40 pm - 2:10 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
  • April 5
  • 2:20 pm - 2:50 pm
  • Stage 1
  • What changes Google has made that can make a material impact on your business goals.
  • 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
  • April 5
  • 2:20 pm - 2:50 pm
  • Stage 3
  • Probe for the key information that can evolve a design, not just utilize user feedback for validation and gut checks
  • Understand how to best incorporate user feedback into the way your team works with each other, especially during early product development
  • Add all of this while moving fast and hitting your deadlines
  • April 5
  • 2:20 pm - 2:50 pm
  • Stage 2
  • How to create a data-driven culture, and bring along everyone on your team
  • How to use data to define your marketing strategy
  • How to design game-changing dashboards to focus everyone on what is really important
  • April 5
  • 3:00 pm - 3:30 pm
  • Stage 3
  • General background on Experiential marketing techniques and how they intersect with a social/digital campaign
  • Profiles of some of the best known brands and how they use it effectively
  • Video examples for reference within the retail, hospitality, fmcg, tourism and entertainment space
  • Learn about new tools available to capture social information at events without hashtags
  • April 5
  • 3:00 pm - 3:30 pm
  • Stage 2
  • Create content that activates audiences, regardless of their learning style preference
  • Understand how to generate more media coverage with a media relation program reporters
  • Increase ROI-based social activity with aspirational messaging
  • April 5
  • 3:00 pm - 3:30 pm
  • Stage 1
  • How to spot the most important underlying issues and needs facing your customer
  • Ideas for embedding those needs into empathy-driven storytelling,
  • An integrated program strategy that will help your brand better resonate with customers and break through growing apathy
  • April 5
  • 3:40 pm - 4:10 pm
  • Stage 2
  • Learn how to prioritize your segments of your audience to maximize your ROI.
  • See how to drive engagement through focusing on content and data.
  • Learn how to pick the right technologies to help you build your custom marketing stack.
  • Hear how other marketers like you are using these strategies to achieve their goals.
  • April 5
  • 4:20 pm - 5:00 pm
  • Closing Keynote

Content is both king and kingdom in the marketing world but what good is great content if no one sees it? Confronted by information overload, distrust in advertising and the growth of ad blocking,

  • April 5
  • 4:20 pm - 5:00 pm
  • Closing Keynote
  • Identify where your core audience is within the digital landscape.
  • Understand the key types of influential content.
  • Develop a content strategy to find and grow your audience online.
  • Recognize what metrics make your content successful.
  • April 5
  • 5:00 pm - 6:00 pm

Closing Reception

Join us at DS Los Angeles 2018

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