7:30 AM - 9:00 AM
1 hour 30 minutes
Italian Foyer

Lab participants will learn how to tie any domain’s keywords to transactions – an SEO expert’s nirvana! In a hands-on lab where you will see real results, Jumpshot will explain how to identify actual keyword clicks and tie those clicks to conversion.

· Which actual keywords are users searching for the most on any domain?

· Which keywords have the highest conversion rate?

· What competitors have the most effective SEO strategies and how are they driving conversion?

· How can you take this beyond keywords and identify the most influential source of traffic?

· Finally, how can you identify any purchase or checkout point on the web?

8:00 AM - 8:45 AM
45 minutes
Elizabethan D

Did you know that Majestic operates one of the largest crawlers in the world, indexing 7 billion new pages on the web every day to create a powerful index of backlink information? That index helps search marketers understand the backlinks affecting their own and their competitors’ websites and rankings.

The Majestic Master Class will give you hands-on access to Majestic.com and help you to develop a methodology for developing insights about your own business and positioning that you never knew were accessible.

Find out:

  • Which web pages are linking to your competition and find out exactly why just a few pages might be having an exponential influence on their businesses online.
  • The influencers that are SERP movers, shakers, and makers in your industry. Find these sites and then easily rank them based on the proximity to your own business verticals.
  • Learn how to build white hat backlinks that will build traffic and trust flow to drive search rankings.

The Majestic Master Class will be overseen by search veteran, @Dixon_Jones, Majestic's Marketing Director, and all attendees who are not already active Majestic users will have the opportunity to leave with a trial Gold Majestic subscription.

8:00 AM - 8:45 AM
45 minutes
Elizabethan C
8:00 AM - 9:00 AM
1 hour
Colonial Room
8:00 AM - 8:45 AM
45 minutes

Content marketing is an important and agile mean of delivering value to customers. However, to drive maximum efficiency from your content, it is important to differentiate between the good and bad. According to the BrightEdge Content Performance Marketing Survey, over 93 percent of search marketers said that they would increase content budgets by at least 10 percent if they could identify what content is the most effective for engaging their audience. In order to succeed on the content marketing battleground, marketers must first master how to target demand, understand user intent and then built content for multiple personas.

In this session, learn how web wide data can be leveraged so marketers can see what types of content are performing best. Leading content marketers will share insights as to how they create content – built for multiple audiences - that resonates, engages and converts.

Session topics include:

  • Understand your target audience, identify what is working, and maximize conversion
  • Utilize all data at your disposal to understand your target audience
  • How best to create content for multiple persona types
  • Build and share engaging content that educates, resonates and converts
10:15 AM - 11:30 AM
1 hour 15 minutes
California West

Paid, Owned and Earned Digital Marketing – Digital disruption and convergence

As content marketing fuels the growth of digital media adoption and brands become publishers, owned media is a key strategy that allows marketers to have complete control over their websites, blogs, communities and social media. Today’s modern day digital marketers build holistic ‘converged media strategies’ that combine earned media – public relations, field marketing, influencer marketing and content – within their owned and paid media channels. Paid media strategies include ‘paid for’ campaigns such as paid search and display advertising.

In this session, learn from leading digital marketers, brands and vendors on how best to build paid, owned and earned strategies (converged media) that allow all digital channels to work in unison. This will enable you to reach customers across multiple channels and mediums in a manner and format that captures their attention and moves them through the purchase funnel.

Session topics include:

  • Paid, Owned and Earned Media touch points
  • User intent, content mix and mobile
  • How content and SEO fuel the convergence of media
  • How to launch a new brand across multiple media channels
10:15 AM - 11:30 AM
1 hour 15 minutes
Elizabethan A/B

2015 is the year of the mobile opportunity. With over 1.5 billion mobile internet users worldwide and roughly 80% of internet users owning a smartphone, there has never been a better time to optimize your sites for mobile; according to emarketer, Global mobile ad spend will climb to $100 billion in 2016. On April 21, Google mobile search engine results pages (SERPs) began to be impacted by the mobile-friendliness of a website. What’s more mobile apps are on the rise and App store optimization is on the rise.

In this session, learn how optimizing for mobile device types positively impacts conversions and revenue. BrightEdge 2014 mobile research has found that 62% of search results vary from mobile to desktop, and that tablets and smartphones make up 35% of organic search traffic. More importantly, misconfigured websites lost 68% of smartphone traffic.

Session topics include:

  • The new mobile-friendly approach – techniques to master
  • How to measure mobile success
  • Understanding your brand’s mobile share of voice in market
  • Mobile and App Store optimization
  • Accurate reporting and measurement of mobile performance
10:15 AM - 11:30 AM
1 hour 15 minutes
California East

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10:15 AM - 11:30 AM
1 hour 15 minutes

In this discussion forum, attendees will explore together how combining information gained from SEO research with content marketing campaigns can lead to greater success. We will ask participants about their approaches and real-world results, particularly in those cases where SEO is used to target long-tailed but relevant search terms with the aim of advancing prospects along the sales funnel. If you are interested in this especially fruitful area, then attend, share and learn from your peers.

11:45 AM - 1:00 PM
1 hour 15 minutes

In this forum, we will discuss how to recognize your digital touchpoints, review the process of measuring your audience's actions, and provide real-world examples to demonstrate how they all work together to create a cohesive consumer journey. Which parts of your digital presence - organic, SEM, social, display, referral, and email - will work together in the most effective and efficient way?

We would like to hear input and questions about your customer’s journey and your multi-channel outreach: What challenges do you face? What have you tried and how did it work? What are effective ways to collect and understand data? What technologies and services have marketers tried and how were the results?

11:45 AM - 1:00 PM
1 hour 15 minutes
Georgian Room
11:45 AM - 1:00 PM
1 hour 15 minutes
11:45 AM - 1:00 PM
1 hour 15 minutes
Grand Ballroom

Connecting the dots between your content marketing activity and your overall organizational objectives requires understanding how to attribute the success (or failure) of your content marketing initiatives toward genuine business objectives. Whilst 86% of organizations use content marketing, only 21% say they are successful at tracking the ROI of its content (source: CMI).

In this session, learn how marketers and brands forecast score and measure content to help them align content production and content performance.

Session topics include:

  • Build a quantifiable marketing operation process
  • Define targets and build KPIs
  • Understand, track, and measure conversion rates
  • Utilize content mapping and scoring methodology
  • Establish and build your ideal content marketing mix based on various business goals and metrics
1:15 PM - 2:30 PM
1 hour 15 minutes
California East

Email Marketing and Automation – High impact, efficiency and results

Over 60 percent of marketers say that email marketing produces ROI for their organization, demonstrating the continued value of this mature digital channel. This is especially true for B2B marketers according to Marketing Sherpa. By 2017, an estimated 206 billion e-mails will be sent every day to 4.9 billion e-mail accounts.

In a Forbes survey, 64 percent of marketers list increasing email open rates and click-throughs as their top priorities this year. And 67 percent of marketers say that email is valuable for attracting and engaging prospects and an effective path to increase marketing ROI.

In this session, leading digital marketers will share insights into how a well-executed email, behavioral and display programs provide a highly cost-effective way of targeting both your prospects and established customers. Learn how email marketing can be automated and scaled quickly to deliver immediate results and impact most stages of the sales funnel.

Session topics include:

  • Using email as linchpin for your modern-day marketing program
  • Automating and integrating email across digital channels
  • Behavioral marketing best practices
  • How to simplify digital complexity
  • Email and the marketing and sales funnel
1:15 PM - 2:30 PM
1 hour 15 minutes
Elizabethan A/B

Did you know that Majestic operates one of the largest crawlers in the world, indexing 7 billion new pages on the web every day to create a powerful index of backlink information? That index helps search marketers understand the backlinks affecting their own and their competitors’ websites and rankings.

The Majestic Master Class will give you hands-on access to Majestic.com and help you to develop a methodology for developing insights about your own business and positioning that you never knew were accessible.

Find out:

  • Which web pages are linking to your competition and find out exactly why just a few pages might be having an exponential influence on their businesses online.
  • The influencers that are SERP movers, shakers, and makers in your industry. Find these sites and then easily rank them based on the proximity to your own business verticals.
  • Learn how to build white hat backlinks that will build traffic and trust flow to drive search rankings.

The Majestic Master Class will be overseen by search veteran, @Dixon_Jones, Majestic's Marketing Director, and all attendees who are not already active Majestic users will have the opportunity to leave with a trial Gold Majestic subscription.

1:15 PM - 2:30 PM
1 hour 15 minutes
Elizabethan C

2014 signified an important shift in the search marketing industry where content relevancy and quality became the key factors that drove search engine algorithmic change. As marketers navigated the shift to secure search, Panda 4.1 targeted low quality web content. Furthermore, as mobile growth skyrocketed, Google rolled out its new mobile friendliness algorithm.

In this session, you will learn how optimizing for the customer has become the key driver of organic search success and how 2015 technical components of ‘organic content optimization’ focus on site structure, design, user experience and much more.

Session topics include:

  • The what, why, how and when of the changing algorithmic landscape
  • Implementation of site structure strategies
  • Site migration best practices and case studies
  • Optimizing sites for content and user experiences, not just algorithms
1:15 PM - 2:30 PM
1 hour 15 minutes
California West

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1:15 PM - 2:30 PM
1 hour 15 minutes

Content marketing is not only central to digital marketing success, it is also a key to overall organizational success. For many marketers, content is now central to organizational, business and inter-departmental efficiency. According to data from the CMI, 60% of organizations with a documented content marketing strategy consider their organization to be “effective” at content marketing. As organizations become more content savvy and produce content at mass, scale and efficiency becomes a challenge. The solution lies within the heart of a business – its culture – and how it builds efficient content marketing strategy and processes.

In this session, hear how smart content marketers and organizations build strong content cultures. Strong cultures and clear processes make scaling quality content an achievable and enjoyable process for everyone involved.

Session topics include:

  • Build and fine-tune your content marketing machine
  • Build clear processes for content production that involve cross-department and customer collaboration
  • Identify key content creators and performers in your organization
  • Build content marketing plans that are made to last and scale efficiently
  • Foster a culture of content throughout your whole organization
2:45 PM - 4:00 PM
1 hour 15 minutes
California West

Channel Marketing – Understanding impact and the digital marketing mix

Gartner predicts that by 2017, CMOs will spend more on IT than their counterpart CIOs. This presents a great opportunity for digital marketers, but also a challenge. Many people involved in a brand’s digital marketing often work in silos with competing goals. This can weaken campaigns, dilute the efficiency of the marketing investment, and undermine scalability. Before implementing an integrated digital marketing strategy, agencies and brands must understand which channels provide maximum business impact. From there, digital marketers can build strategies based around the highest performing channels.

In this session, learn how marketers are utilizing data and analytics to build effective cross-channel digital marketing mix strategies that yield maximum cross-channel marketing ROI.

Session topics include:

  • Understand your target audience and paths to revenue
  • Identify multi-channel metrics that matter most to marketers
  • Utilize the pivotal role of search, social and content in the digital mix
  • Learn how cross-channel attribution models can help you optimize ROI across all digital channels
  • Build, fine tune and execute on your integrated digital marketing mix
2:45 PM - 4:00 PM
1 hour 15 minutes
Elizabethan A/B

Lab participants will learn how to tie any domain’s keywords to transactions – an SEO expert’s nirvana! In a hands-on lab where you will see real results, Jumpshot will explain how to identify actual keyword clicks and tie those clicks to conversion.

· Which actual keywords are users searching for the most on any domain?

· Which keywords have the highest conversion rate?

· What competitors have the most effective SEO strategies and how are they driving conversion?

· How can you take this beyond keywords and identify the most influential source of traffic?

· Finally, how can you identify any purchase or checkout point on the web?

2:45 PM - 4:00 PM
1 hour 15 minutes
Elizabethan D

Breaking Borders – International SEO and localization

Targeting greater content performance from global search engines is a top priority for enterprise search marketers since it is a gateway to increase leads, conversions and revenue. However, marketers seeking greater returns on global marketing investments in 2015 need to implement strategies - and build operational functions across regions -that maintain brand consistency worldwide. This includes building strategies that accommodate for language, local nuances and global search engine compliance and governance.

In this session, hear how successful global optimization can translate to even greater organic growth and marketing ROI. In the US Google and Bing reign supreme, but in other countries like Russia (Yandex), China (Baidu) and South Korea (Naver) many other leading engines (over 600) dominate the landscape. Understanding how each search engine operates and building content and organic strategies for global and niche audiences is essential to global search success.

Session topics include:

  • Differentiating between localization and translation across regions
  • Global site and microsite pros and cons
  • Global team growth, collaboration, workflow and processes
  • Migration and multiple stakeholders
2:45 PM - 4:00 PM
1 hour 15 minutes
California East

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2:45 PM - 4:00 PM
1 hour 15 minutes
4:00 PM - 4:15 PM
15 minutes
Italian Foyer

Today, everyone is a publisher; brands of every industry and sector create content on a daily basis because they know that it works. But with this opportunity comes the harsh reality of the content battleground. With thousands of brands competing for consumer attention there is a new impetus in the market for brands to be more strategic. In order to win on the competitive content battleground, brands must understand what types of content create results, map content to multiple business funnels and prove measurable business impact. In this general session, luminaries from technology titans and leading brands (including search, social and content marketing pioneers) will discuss and share insights on how to build the blueprint for content performance marketing success.

4:15 PM - 5:15 PM
1 hour
Grand Ballroom

In this discussion forum, attendees will explore together how combining information gained from SEO research with content marketing campaigns can lead to greater success. We will ask participants about their approaches and real-world results, particularly in those cases where SEO is used to target long-tailed but relevant search terms with the aim of advancing prospects along the sales funnel. If you are interested in this especially fruitful area, then attend, share and learn from your peers.

5:15 PM - 6:30 PM
1 hour 15 minutes

In this forum, we will discuss:

What are the main challenges you face in global, cross-channel marketing campaigns? How do you approach it now? What tools, platforms, and service providers have you tried and what were the results? How do you track progress and optimize the results? What are key points of success and failure in internationalizing and translating your content?

5:15 PM - 6:30 PM
1 hour 15 minutes
Georgian Room
5:15 PM - 6:45 PM
1 hour 30 minutes
Grand Ballroom
5:15 PM - 6:45 PM
1 hour 30 minutes
5:15 PM - 6:45 PM
1 hour 30 minutes
Colonial Room
7:00 PM - 10:00 PM
3 hours
Imperial Room, 32nd Floor Tower Building