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Agenda

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Day 1 Wednesday, November 15

  • November 15
  • 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
  • November 15
  • 8:30 am - 12:45 pm
  • Stage 2
  • Pre-Conference
  • Understand what RankBrain is
  • Choose the right keywords
  • Determine if linking still matters
  • List content factors that really make a difference. Is it quality, quantity or both?
  • Measure SEO ROI, and the impact it has on your business
  • Justify your investment in SEO
  • Define AMP, and it’s importance
  • Solve the most common SEO pitfalls
  • Maximize your SEO investment
  • November 15
  • 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
  • November 15
  • 8:30 am - 10:30 am
  • Stage 5
  • Pre-Conference
  • Set-up and diagnose issues with goal funnels
  • Use advanced segmentation techniques for fine-tuning your KPIs
  • Interpret KPI data to make business decisions
  • How to A/B test content for optimizing conversions
  • Track email, social, and other inbound marketing campaigns
  • Understand and utilize attribution modeling methods
  • Track offline conversion measurement tactics
  • How to dashboard and report your results
  • November 15
  • 1:15 pm - 2:25 pm
  • Opening Keynote
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 2
  • Develop personalized content to drive sales via social
  • Create personalized moments throughout their customer journey to be present when matters
  • Understand how algorithms work across all the social platforms to be more relevant to your audiences
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 3
  • Deploy social listening tactics to monitor online conversations about specific topics for your business
  • Develop a customer persona to understand how to approach your audience with the right message
  • Allocate resources wisely to the most appropriate content and channels
  • Analyze results to assess performance
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 1
  • Understand how an “open sourced” brand experience comes to life in the world
  • Design a marketing project applying open source principles
  • Translate the benefits of this approach to your consumers and your team
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 4
  • 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
  • November 15
  • 2:40 pm - 3:10 pm
  • Stage 6
  • Define what GDPR is
  • Make your data management GDPR compliant
  • Make your processes for gathering customer data GDPR compliant
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 1
  • Cite the latest data on the state of marketing and sales alignment
  • Understand key attributes and activities of the modern B2B seller
  • Investigate the most innovative enablement technologies
  • Incorporate knowledge of current and future B2B buyer trends and preferences into your marketing
  • Identify buyer-centric initiatives that create cohesion between teams
  • Use an action plan to operationalize a 21st-century partnership
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 2
  • Uncover identity problems that commonly lead to marketing failures
  • Refocus your marketing efforts to tell more authentic stories
  • Make small tweaks immediately to boost engagement, trust and reputation
  • Lead others in transforming creative ideas into truly original ones
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 5
  • Survive and thrive as a customer-obsessed business
  • Utilize data to track your audience’s digital footprint
  • Personalize the customer experience
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 7
  • Better understand the ROI and impact testing can have to your business and web experiences
  • Develop a comprehensive a/b testing and optimization plan
  • Understand how to leverage tools and methods for identifying high ROI areas for web optimization
  • Leverage and use data-driven decision making through the power of testing and learning
  • Be an optimization hero for your organization – taking the good, and making it great
  • November 15
  • 3:25 pm - 3:55 pm
  • Stage 4
  • Determine if your website is accessible
  • Understand the many tools available for audiences who are blind or visually impaired
  • Identify new ways to better reach audiences who are blind or visually impaired
  • Avoid litigation as ADA and regulations become better defined
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 1
  • Create more engaging content to keep your audience engaged to consume more and return
  • Implement a repeatable process for crafting story-based content
  • Uncover customer insights to develop meaningful stories based on personas and buyer journeys
  • Map brand attributes to a distinctive brand voice
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 2
  • Showcase the best in class budgets and how they are utilized
  • Make the case for increased paid social media budgets
  • Show the true value of your marketing efforts and the impact on business results
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 4
  • Understand the importance of "UXing" your environment
  • Create a strategic roadmap for your department
  • Identify a measurable opportunity to utilize for validation
  • Identify and utilize the best metrics that validate the ROI of UX
  • November 15
  • 4:10 pm - 4:40 pm
  • Stage 6
  • 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
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 2
  • Understand how changes the Search and Social landscape are impacting your business
  • Craft winning integrating paid Search and Social campaigns
  • Apply the latest research on the impact combining paid Search and Social efforts
  • Employ paid Social direct response tactics that complement and supplement paid Search campaigns (e.g. Dynamic Product Ads)
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 3
  • 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
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 1
  • Leverage the bridge of death sketch to provide the core of a Google-dominating strategy.
  • Understand why Mr. Creosote is a perfect example of what not to do with your optimization.
  • Appreciate the fact that while content may be king, King Arthur-type content is ‘kingier’
  • Never be surprised again by search engine updates and the Spanish Inquisition
  • Quote the Dead Parrot Sketch by heart.
  • November 15
  • 4:55 pm - 5:25 pm
  • Stage 6
  • Develop a deeper appreciation for the thoughtfulness that should go into the design and marketing of an IoT experience.
  • Leverage traditional UX/CX research techniques to gather market data relevant to the IoT consumer experience
  • Add more agile design and marketing techniques for marketing and marketing IOT products/experiences
  • November 15
  • 5:25 pm - 6:30 pm

Opening Reception

Day 2 Thursday, November 16

  • November 16
  • 8:30 am - 9:00 am
  • Stage 1
  • Understand, recognize, and use five key elements of a story
  • Quickly judge the “story worthiness” of a concept or outline
  • Provide keen, more efficient strategic direction for producers, partners, sponsors
  • Get to the gut - craft emotional narratives that resonate with diverse audiences
  • November 16
  • 8:30 am - 9:00 am
  • Stage 3
  • Effectively use data and anaytics to improve Customer Experience.
  • Draw from specific CX metrics use cases to make product improvement decisions.
  • Set up new technical integrations between various analytics tools to seamlessly analyze all relevant CX data
  • Effectively apply qualitative and quantitative data to analyze user behavior
  • November 16
  • 8:30 am - 9:00 am
  • Stage 7
  • Look at visual and interactive signals to build trust in the experience and product
  • Asses designs for how the viewer will trust their visual and interactive messages
  • Look at a product's long term success based on trust, rather than short-term profit gains
  • November 16
  • 9:15 am - 9:45 am
  • Stage 1
  • Earning Featured Snippets and occupy position zero in the SERPs
  • Deploying a smart review strategy, which can help local organic reach
  • Growing the audience for your brand with localized content
  • November 16
  • 9:15 am - 9:45 am
  • Stage 5
  • 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
  • November 16
  • 9:15 am - 9:45 am
  • Stage 7
  • 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
  • November 16
  • 10:00 am - 10:30 am
  • 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
  • November 16
  • 10:00 am - 10:30 am
  • Stage 2
  • Understand how emerging technologies are changing the mobile engagement landscape
  • Study customer behavior to help predict what users will do next
  • Future-proof your mobile strategies
  • November 16
  • 10:00 am - 10:30 am
  • Stage 6
  • 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
  • November 16
  • 10:00 am - 10:30 am
  • Stage 5
  • Change user behavior from “transactional” to “relational”
  • Use algorithms to drive content personalization, and when each works best
  • Implement workflow processes that augment staff labor with automatic data-surfacing
  • November 16
  • 11:00 am - 11:30 am
  • Stage 2
  • 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
  • November 16
  • 11:00 am - 11:30 am
  • Stage 4
  • 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.
  • November 16
  • 11:00 am - 11:30 am
  • Stage 6
  • Understand what makes an effective question
  • Use customer data and feedback to determine your metrics
  • Prioritize your metrics into three buckets that keep you in the know
  • Measure marketing success based on metrics that came from customer data
  • Walk into your next executive meeting with a story, not just numbers
  • November 16
  • 11:00 am - 11:30 am
  • Stage 5
  • Convince stakeholders that SEO recommendations must be implemented
  • Become best friends with your client’s development team in order to get your recommendations implemented
  • Identify and solve common SEO problems that large corporations frequently face (like keyword cannibalization)
  • Utilize unique workarounds to help push otherwise impossible SEO initiatives through
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 5
  • 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
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 7
  • 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
  • November 16
  • 11:45 am - 12:15 pm
  • Stage 7
  • 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
  • November 16
  • 12:35 pm - 1:15 pm
  • Lunch Keynote
  • November 16
  • 2:05 pm - 2:35 pm
  • Stage 3
  • Know the importance of bringing MarTech and AdTech together, and how it can actually be done
  • Synchronize your brand efforts across all digital touchpoints
  • Achieve better engagement and higher conversions
  • November 16
  • 2:05 pm - 2:35 pm
  • Stage 5
  • 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
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 1
  • 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.
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 2
  • How to perform deep content topic ideation to capture organic traffic
  • Ways to shift your strategy to adopt agile methodologies
  • Magic of a Hub & Spoke content model
  • Why search engine optimization is more critical than ever
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 6
  • 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.
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 3
  • Comprehend why it’s important to think mobile-first
  • Develop a cohesive strategy to making a mobile-first shift
  • Understand what areas still need desktop attention
  • Decide what marketing channels to ditch and which to double down
  • Discover new technologies that can help your company compete in a mobile landscape
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 5
  • Integrate all marketing channels into a single focus
  • Recognize the complexities behind your customer acquisition goals and how they relate to your sale
  • Determine levers you can you pull to motivate your customers to buy
  • Leverage your data to inform even the minutest details of your sales campaigns
  • November 16
  • 2:50 pm - 3:20 pm
  • Stage 7
  • 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
  • November 16
  • 3:35 pm - 4:05 pm
  • Stage 5
  • Understand core behavioral differences between millenials and other age cohorts
  • Better understand the complexities of consumers’ fragmented attention spans
  • Know where ad spend and user time growth is occurring across media, and how to use that to your advantage
  • November 16
  • 3:35 pm - 4:05 pm
  • Stage 2
  • 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
  • November 16
  • 3:35 pm - 4:05 pm
  • Stage 7
  • 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
  • November 16
  • 4:20 pm - 4:55 pm
  • Closing Keynote
  • November 16
  • 4:20 pm - 4:55 pm
  • Closing Keynote
  • November 16
  • 4:20 pm - 4:55 pm
  • Closing Keynote
  • November 16
  • 5:00 pm - 6:00 pm

Closing Reception

Join us at Internet Summit 2017

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