November 5, 2015Chicago, IL


SAVE THE DATE: Content Jam, a one-day content marketing conference on November 5th, 2015. Experts in content strategy, SEO, analytics, promotion, conversion, and measurement will share their smartest tools and techniques. You’ll learn how to create, promote, share, and measure your content marketing efforts.

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Listen up, y'all.

Web Strategist and Co-Founder of Orbit Media Studios

Andy Crestodina


Andy Crestodina is a co-founder and the Strategic Director of Orbit Media, an award-winning 35-person web design company in Chicago. 

Andy loves this stuff. It’s fun to translate complex content marketing tactics into simple, practical content marketing advice that anyone can understand.

Andy writes Orbit’s beloved, bi-weekly marketing newsletter. He's also the author of Content Chemistry a handbook for content marketing and he’s written hundreds articles for many of the top sites in the industry.

Writing is nice, but face-to-face is better. Andy teaches and speaks at conferences around the country on topics including content strategy, Analytics, social media, SEO and email marketing. He’s also provided web strategy and advice to more than 1000 businesses in Chicago and around the country.

Art and science. The best web marketing is a combination of both. Style and substance. The best teachers combine them. It’s that clarity and passion that Andy hopes to bring to every conversation.

Owner, StoryStudio Chicago

Jill Pollack


Jill Pollack is the founder and director of StoryStudio Chicago, overseeing writing and storytelling training for more than 1,200 students each year. She is a presenter on using stories in our personal and professionals lives and was again included in the Newcity Lit Top 50 list of literary leaders in Chicago. 

As an award-winning communications consultant, writer, and editor, Jill has helped Fortune 1000 companies, higher education institutions, and not-for-profits take advantage of changing technology to deepen their connections to customers, employees, and other stakeholders.

Principal, Mightybytes

Tim Frick


Tim is the owner of Mightybytes, a web design and digital marketing company located in Chicago. Mightybytes is a full service creative firm for conscious companies and an Illinois B Corp to boot.

Tim is the author of several books on media and marketing, including "Return on Engagement: Content, Strategy and Design Techniques for Digital Marketing" from Focal Press and "Managing Interactive Media Projects," an interactive media process guide from Delmar-Cengage Learning.

Tim’s books are used at higher learning institutions across the U.S. and Europe, including Johns Hopkins University, the Art Institutes, and Full Sail University, among others. He regularly presents at conferences, offering workshops on various aspects of marketing, digital media, social responsibility, and entrepreneurship.

Tim has contributed to a variety of publications, including Spin Sucks, Marketing Profs, and Business Insider. He also sits on the board of Climate Ride, a national charity bike ride for sustainable solutions, as well as the advisory council for Eco-Andersonville.

Founder/CEO, Arment Dietrich

Gini Dietrich


Gini Dietrich is the founder and CEO of Arment Dietrich, a Chicago-based integrated marketing communication firm. She also is the founder of the professional development site for PR and marketing pros, Spin Sucks Pro, and co-author of Marketing In the Round

Gini is the author of the PR and marketing blogSpin Sucks, which is a 2012 Cision Top 100 Blog, the 2010 and 2011 Readers Choice Blog of the Year, a Top 42 Content Marketing Blog from Junta42, a top 10 social media blog from Social Media Examiner, and an AdAge Power 150 blog. And she is co-host of Inside PR, a weekly podcast about communications, social media, and where they all meet and intersect. 

She delivers numerous keynotes, panel discussions, coaching sessions, and workshops across North America and Europe on the subject of using online technology in communication, marketing, sales, and HR.

Marketing Scientist, Moz

DR. Pete Meyers

“Dr. Pete” Meyers is Marketing Scientist for Moz, where he works with the marketing and data science teams on product research and data-driven content. He has spent the past year building research tools to monitor Google, including the MozCast Project, and he curates the Google Algorithm History, a chronicle of Google updates back to 2003.
Dr. Pete is a cognitive psychologist and computer scientist by training. He spent eight years building a web-based event start-up (eventually as Executive VP) before starting his own SEO and CRO consultancy. After chronic indigestion from a steady diet of Alta Vista keyword stuffing led him to flee SEO in the late 90s, he fell back into the community in 2006 and joined Moz full-time in 2012.


Founder, SquarePlanet

Brian Burkhart

Brian believes nothing in business is more powerful than communications. It’s the backbone of every industry and operation. Based on principles found in science and psychology, Brian and his team at SquarePlanet Presentations & Strategy help individuals and organizations connect with audiences at a deeper level, with real authenticity, to drive growth.
Brian’s method may seem simple, but it’s not necessarily easy. Weaving together elements of social interaction, storytelling, and cognitive theory, Brian challenges the norm by raising ”the ugly truth”– that most of the time we miss the opportunity to connect when we communicate. Through his keynote speeches and workshops, he will challenge your thought process and strategy while providing a fool-proof method for effective communications.
The founder and principle force behind SquarePlanet, Brian is also an adjunct lecturer at Northwestern University’s NUvention program through the Farley Center for Entreprenuership & Innovation.
Active in the midwest’s exploding entrepreneur culture, Brian provides content development and presentations skills seminars to technology start-ups every month at Chicago’s Technori pitch competition and regularly coaches TED speakers across the globe. Additionally, he’s very proud to be the highest-rated faculty member of the prestigious Junto Institute of Entrepreneurship. 
Brian and his wife Shawna live in Chicago’s Old Town neighborhood where the commute to SquarePlanet’s River North office is no more than an 8 minute bike ride, weather permitting of course. 
Founder, Feldman Creative

Barry Feldman

Barry Feldman of Feldman Creative is a content marketing consultant, creative director, and copywriter. Barry contributes to many of the leading online marketing publications and has been recognized as a top digital strategist and named to LinkedIn’s “25 Social Media Marketing Experts You Need to Know.”  If you would like a piece of his mind, visit Feldman Creative and his blog, The Point.
President, The Founding Moms

Jill Salzman

Jill Salzman is currently growing her third entrepreneurial venture, The Founding Moms, the world’s first and only kid-friendly collective of offline meetups and online resources for mom entrepreneurs that was just named a  Top 10 Website for Women Entrepreneurs in 2013 by Forbes. She recently launched her fourth, The Founding Kit, which helps startups get started. 
A graduate of Brown University and law school, she started a music management firm and then launched a baby jewelry company before creating her current venture. Jill has been featured in national media outlets including People Magazine, The Chicago Tribune, Daily Candy Kids, NBC5 and WGN TV. She is the author of Found It: A Field Guide for Mom Entrepreneurs, one of the Best Chicago Marketing Speakers in 2014 (according to Orbit Media Studios,) a co-host of the entertaining business podcast, Breaking Down Your Businesshost of the Tip Top Tips for Entrepreneurs video series, gave her own TED talk on 11/11/11, and most recently was dubbed a “mommy mogul” by CNNMoney. In her spare time, Jill enjoys kloofing, baking, and erasing her daughters’ crayon artwork from the kitchen walls.
Founder, LightSpanDigital

Mana Ionescu


Mana Ionescu believes in purpose and storytelling as the keys to digital marketing success. Mana is the founder of Lightspan Digital where her team focuses on driving traffic to clients’ websites and building profitable connections through social media and content marketing.

From Techweek to CES, from Social Media Week to MPI TechCon, from 312Digital to DePaul University, Mana took the stage over 40 times in the past 2 years, busting social media myths and showing measurable results are possible.

Mana is a passionate SCUBA diver and opera lover and a … wannabe runner who took up half marathons a couple years ago. She was born and raised in communist Romania by her grandparents and lived in Bulgaria before moving to the United States. She is slowly forgetting four of the five languages she once spoke.

Digital Marketing Director, Sears Parts Direct

Sean McGinnis

By day, Sean McGinnis pulls double duty as the marketing team lead at Sears PartsDirect and the paid search & organic search lead for 7 different lines of business at Sears Home Services and Home Appliances. By night, he runs 312 Digital, a boutique web development and SEO agency based in the Chicago suburbs that serves the digital marketing needs of small and mid-sized businesses throughout the Midwest.
Sean is an actor and lawyer by training, and a digital marketer by instinct and experience. He launched his first web site (DVD Verdict) in April 1999 and has managed large and small SEO & PPC teams and served as General Manager of an online learning business. Recently, Sean served as an Adjunct Professer at Elmhurst College where he taught an MBA class on Social Media.
Principal, Anchor Advisors

Brad Farris


As principal advisor at Anchor Advisors, Ltd, Brad Farris guides business owners through the pitfalls and joys of growing their business. Brad is a speaker and author, co-host of the Breaking Down Your Business podcast, and also heads, an online business owner community. Brad is passionate about business and helping business owners find better ways to do things, make more money and enjoy life more.


Jeff Korhan


Jeff Korhan, MBA, is a sales and marketing expert, and the author of Built-In Social: Essential Social Marketing Practices for Every Small Business.

Korhan was a Fortune 50 Sales and Marketing Executive for the first decade of his career. He then founded a landscape services company that was twice named Small Business of the Year during its two decades of operation, with predigital content marketing contributing to that success.

Jeff now helps mainstream businesses adapt their traditional sales and marketing practices to a digital, social, and global business environment. He is a trainer and coach for small businesses, and a keynote speaker for the associations and member organizations that support them.

Korhan is a syndicated publisher and regular content contributor to leading business publications, with his own New Media and Small Business Marketing site ranking among the Top 100 Small Business blogs in the world.

He lives in suburban Chicago, IL

Digital Strategist, TMP Worldwide

James Ellis


These are some of the James Ellises on Google: Fitness model, Irish stage actor, Four-star US Navy Admiral, British cryptographer, Dean of USC Business School, British stationary store, Mayor of Ottowa, Australian politician, and Co-Inventor of the Usenet. This James Ellis is not them. He is taller and knows Google Analytics.

Digital strategy is what I've been doing for more than ten years under a variety of job titles.

Specialties: Digital Channel Strategy and Content Marketing Strategy. Also: Web Marketing and Promotion, Brand Development and Repositioning, Web Analytics, Social Networking/Emergent Web Technology, Online Media Buying (SEO/SEM/PPC), Presentations, Training, and Metaphor Creation.

President, Riverside Marketing Strategies

Heidi Cohen


As president of Riverside Marketing Strategies, an actionable marketing consultancy, Heidi Cohen has over 20 years of experience simplifying the complex concepts behind evolving marketing challenges.

Heidi has held senior-level marketing positions at global businesses including The Economist, Bertelsmann/Bookspan and Citibank.

She has taught university-level marketing at New York University, Rutgers and CUNY. Additionally, she develops and delivers both online and corporate training.

Since 2004 Heidi has written for several marketing publications including a regular ClickZ column. Her blog, Actionable Marketing Guide, is a top ranked social media and content marketing resource.

Heidi Cohen has spoken and keynoted events in the US and globally.  Heidi has led tailored company workshops, keynotes, panel sessions, online conferences and webinars for a variety of organizations.

Director of Editorial, Digital Marketer

Russ Henneberry


Russ Henneberry is a content marketing and analytics professional.

Russ has worked in a content marketing and analytics capacity for companies like CrazyEgg, and Network Solutions. He is currently Director of Editorial at Digital Marketer.

President, Argentum Strategy Group

Susan Silver


Susan Silver is President of Argentum Strategy Group, a Chicago marketing strategy consulting firm.  After spending 10 years in Brand Management at Kraft Foods and additional time running marketing for Equal Sweetener, Susan started Argentum seven years ago.

Argentum specializes in working with small to mid-sized businesses and provides clients with team members who act like a Timeshare VP of Marketing®.  Clients have ranged from Power2Switch, a technology start up to Insight Promotions, a company that has automated the process of toy insertion into cereal boxes.  

As an active mentor in the Chicagoland entrepreneurial community, Susan teaches marketing at 1871, works with students at Booth’s Polsky Center, and is a TechStars mentor.  She is also on the advisory board for GiveForward and ZipFit.  In her free time, Susan is an intrepid traveler, passionate water skier and baker of tasty cookies.

Creative Technical Director / Founder, EDUCO

Chris Mickens


Chris Mickens is the Creative Technical Director and Co-founder of EDUCO Web Design, a Chicago-based web design firm that focuses on client-empowerment and education. She’s super excited that EDUCO was named one of Sourcing Line’s Top 10 Drupal Web Design Agencies in the nation as well as one of their Top 10 Web Design Companies in Chicago in 2014.

Chris has appeared on Fox News and various radio programs to discuss developments in technology and has participated in panels at the Chicago Chamber of Commerce, Techweek Chicago, and Social Media Week. She speaks passionately about open source technology; content management systems and governance; and building and maintaining client relationships.

Chris spends her spare time marathoning Netflix series and 80’s cartoons; trying to finish an illustration every now and again; and serving as Secretary on the board of West Suburban PADS to combat homelessness in Chicago and the Western suburbs. She doesn’t tweet as much as she should. She’s working on it.




Deputy Director, New Mexico Compass

Joe Cardillo


Joe is a former product/ops guy now doing content/growth/analytics, partnerships, and comms strategy for the New Mexico Compass, as well as moonlighting for startups in content/growth/analytics.

He digs media, design, startups, data, PR/marketing, rocanroll, anything science-y, and thinking about how to become a better human. You can find Joe on TwitterGoogle+, Medium, and his personal blog.



President, the e-tailing group, inc.

Lauren Freedman


Lauren is a seasoned 20–year e-commerce veteran, author of It’s Just Shopping as well as a recognized and respected figure in omni-channel retail, She has a passion for merchandising that she has parlayed as president of the e-tailing group, evangelists for merchandising and customer service best practices. Her company’s annual mystery shopping and merchant surveys provide a comprehensive overview of cross-channel commerce, setting industry standards while simultaneously highlighting best practices.

She founded the e-tailing group in 1993 after an extensive career as a buyer/merchandiser and her company has evolved to be one of the premier ecommerce consultancies. They advise retailers on merchandising, strategy and customer experience best practices while simultaneously developing thought leadership and go-to-market strategies for top technology companies.

Lauren’s subject matter expertise coupled with her candid and charismatic style make her a sought after speaker at conferences and a go-to-resource for the press.

Chief Strategist, Compass(x) Strategy

Nancy Goldstein


Nancy Goldstein founded Compass(x) Strategy with a mission to make marketing a Force for Good. As Chief Strategist, Nancy brings 20 years of experience growing businesses of all shapes and sizes. Her specialties include: marketing strategy development, value propositions and positioning, brand communications, new product launches and business model development.

Prior to launching Compass(x) Strategy, Nancy was a Director of Consulting at Zyman Group, a boutique marketing strategy consulting firm founded by Sergio Zyman, the former CMO of Coca-Cola. While at Zyman Group, Nancy led projects for clients as varied as: beverages, not-for-profits, pet food, industrials and financial services.

Nancy honed her business building and marketing skills running some of the world’s most iconic brands, such as Pillsbury Baked Goods, Old El Paso Mexican Food and CorningWare.

Nancy earned an MBA from the Olin School at Washington University and a BA in Economics and Psychology from Tufts University.

In her free time, Nancy serves as Board Member for Climate Cycle, a Chicago non-profit whose mission is to “Inspire students to green our world.”  Please chat with her about music, film and all things Joss Whedon.


Project Manager, Mightybytes

Kate Eyler-Werve


Kate spent two years training Walmart associates throughout the United States and Canada on environmental and social sustainability. Along the way, she overhauled the structure and interface of the system Walmart used to measure the positive impact of their associate's efforts. The resulting system wound up being developed into a separate desktop product, although let's face it: it probably morphed into an app years ago!

As a project manager with Mightybytes, a web design and digital company located in Chicago, Kate ensures that her projects have goals and KPI's identified BEFORE the design and dev work is done.

Her biggest professional accomplishment is having O’Reilly Media put one of their iconic engraved animals on the cover of her book: The Civic Apps Competition Handbook. It’s a pheasant, y’all!

Founder, ONE80, LLC

Mark J. Carter


Carter started 15 years ago creating, teaching and training business networking and referral systems both online and offline. These were created through interviews with amazing people (from CEO’s and authors to multi-platinum musicians and sports figures).

The common thread? Constant curiosity and the need to discover and share genius.

Favorite projects and career highlights include: Running the book launch and tour for former CSO of Yahoo! and NY Times Bestselling Author Tim Sanders for “Today We Are Rich”, the social media campaign for Bestselling author Mark Sanborn’s launch of “Up, Down or Sideways”, events for the launch of Lou Imbriano’s (the former Chief Marketing Officer of the New England Patriots) book “Winning The Customer”  and working with Richard Saul Wurman (Founder of the TED Conferences) on 2013’s “The WWW Conference” from the planning stages through handling over 50 of the world class presenters. Carter helped refresh and relaunch Chicago’s Chapter (the world’s largest chapter) of Meeting Professionals International content marketing strategy and played a key role in creating their branding statement “Grow Your Career and Build Your Business”. 

In 2014, 15 years came together with the creation of Idea Climbing™ and EventCentric™ Marketing for events and mentoring programs.

COO & Conversion Optimization Expert, Conversion Scientist

Joel Harvey


Joel is a seasoned digital marketing executive and entrepreneur with an 11-year background in executing complex optimization engagements. As a Managing Partner at Conversion Sciences, he and his team design and run hundreds of tests per year. He asks why a lot, challenges assumptions, laughs loud, and constantly reaches for the next level of results. Oh, and he's from the future.

Co-founder, Listly

Nick Kellet


Nick is co-founder the social-list content platform Listly, combining crowdsourcing, content curation & embeddable lists to drive high-level community engagement, live inside your blog posts.

Nick sold his visual segmentation startup to Business Objects (now SAP) in ’99, the tool exploited our love of venn diagrams to discover and express the business questions people needed to ask.

Nick, a passionate innovator, self-published a board game instead of the predictable book. His game, GiftTRAP, gamifies the act of gift exchange is translated into 12 languages & won 20+ awards globally including a Spiel des Jahres prize (a gamer’s Oscar).

Area Director – Midwestern United States & Canada, Constant Contact

Steve Robinson


Steve Robinson is Constant Contact’s educational marketing expert in the Midwestern United States (IL, IN, KY, OH, & MI). He hasover30 years experience supporting small business, with a background in small business marketing, management & development.  

He has helped thousands of small businesses, associations, and nonprofits develop and implement effective email marketing, social media, online survey and engagement marketing strategies. Steve has twice been named to Crain’s Chicago Business’ Who’s Who in Non-Profit Management and currently writes a guest blog for’s Inc.well Blog. 

Steve draws from this experience to be a valuable resource to Midwestern small businesses, nonprofits, and associations. Steve has educated more than 40,000 small businesses on behalf of Constant Contact since joining the team in 2007 and has presented at @Midwest, Techweek Chicago, & for the City of Chicago Treasurer’s Office Online Marketing Contest to name just a few.

Prior to Constant Contact, Steve was the President of the Lake County, IL Chamber of Commerce, owned graphic design firm (Graphic Bytes for 17 years), and worked in the development field for a variety of non-profit organizations. 



Where the magic happens.


Columbia College Chicago

Film Row Cinema Building, 8th Floor
1104 South Wabash, Chicago, IL 60605
Get Directions › 




Time to get schooled.

Sessions at Content Jam are facilitated by industry leaders and are approximately 50 minutes long, including allotted time for attendee questions. Attendees will have 10 minutes in between to move from session to session. The sessions are separated into five tracks:

1) Strategy sessions cover the big picture: positioning, research, personas and best practices for content strategies.

2) Creation sessions are about making content: writing, visuals, storytelling and all things related to generating compelling web content.

3) Promotion sessions are about driving traffic: keywords and search, email and social media, building connected communities.

4) Conversion sessions are about getting your audience to act. Learn to convert visitors into leads, subscribers and lifetime customers.

5) Measurement sessions bring everything together into metrics. Use Analytics to continually improve; make smarter decisions with greater impact.

Attendees can attend any track they wish in any order they want.

8:00 AM
9:00 AM
Opening Keynote | BE BOLD... Tell 'em What You Believe
Brian Burkhart

Brian will be explaining the importance of being bold by communicating what you believe. Using real-world and personal examples, Brian will have you thinking, laughing, and asking questions about how you communicate.

You’ll leave with practical insights about how to engage people and attract more clients. Learn how to look inside your normal actions to find out what you stand for, who you should work with, and what this means to your personal satisfaction.

In one hour you’ll have a far deeper understanding of authentic brand building and a road map for truly engaging communications strategy.

10:00 AM
Creation | Don't Be Boring: Learn the Secrets of Keeping your Audience Enthralled
Jill Pollack

It's one thing to have your content topics and strategy, but quite another to tell a great story each and every time you connect with your readers. If you want to truly engage your audience and have them read to the end of the email (or tweet or post or caption, etc.), then you need to understand The 5 Secrets of Not Being Boring.

Bring something to write with it as you'll practice these strategies in the workshop and walk out knowing how to keep those eyeballs focused down to the last exclamation point.

Conversion | How to Build a Lead Magnet
Russ Henneberry
That's the goal, right?  More leads.  More sales.  More happy customers.
A Lead Magnet is a small chunk of value given freely in exchange for permission to continue the conversation with a prospect.  You've seen them before.  They are the the free ebooks, white papers and courses promised in exchange for your email address.  

But all Lead Magnets are not created equally.  
In this session you'll discover,
  • 13 Lead Magnet types, at least one of which will be perfect for your business.
  • The dirty little secret that makes creating a Lead Magnet super simple. 
  • A 6-part checklist ensuring that you have the perfect Lead Magnet for your audience.
Strategy | Paradigm Shifts in the Matrix
Nick Kellet

Short Form, Short Lived & RealTime - Nothing is what it once was.

Welcome to the Content Strategist Living Hell.

Winners are grabbing your attention with less. Content is morphing, evolving. We need to become fast learners & frequent experimenters. Platforms are converging, attention is diverging.

We don't need more tools or platforms, we need more skills, more applied knowledge & more mastery.
Discover thought leaders, tools & techniques to master short-form media in the different digital trans-formats.

Words, videos, audio all have their long forms, but short and snappy wins today. Learn how to start short to earn longer bursts of attention.


Promotion | Kiss My Glass: How to Create Passionate Relationships Between Your Buyers and Brand
Barry Feldman

This presentation will dive into branding, social media, and writing strategies you can use to grow your business with online marketing. There will be a focus on the value of engagement and specific strategies for engaging prospects on your website, blog and across your social media networks.

Measurement | Advanced Blogging: Analytics, Optimization and Outreach
Andy Crestodina

You’ve been blogging for years, but traffic growth is slow and leads are flat. But your Analytics are telling you what to do next. Here’s how to listen.

This session covers blog optimization for experienced bloggers, including the tactics for traffic and conversions using social media, email marketing and search optimization. Learn specific actions using Analytics and research to improve lead generation.

Key Takeaways Include:

  • How to get more value from the same audience
  • Advanced Analytics for faster list grown and higher rankings
  • Tips for deeper engagement and collaboration
  • Find topics that connect, share content with a targeted audience

Recommended for professionals with 2-5 years of experience in lead generation and content marketing.

11:00 AM
Strategy | Who Are You? 5 Keys to Positioning Your Business
Susan Silver

“I still don’t know how I got Yanni on my home page.” – True quote from a CEO who didn’t position his company before investing in marketing.

Don’t let this very unhappy client be you! Most companies know that a positioning statement can help them, but oftentimes it’s low on the priority list. This workshop focuses on the 5 key things everyone should know when they talk about and write about their company – whether it’s to potential customers, investors, agencies or even employees.

In this workshop you'll learn:

  • The 5 key things everyone should know when they talk about their company
  • Using your positioning statement to create personas
  • How to refine and tighten existing positioning statements

Even if you already have a positioning statement and personas, we'll help you tighten your positioning and will give you some new ideas for painting a richer picture or your persona

Creation | The Breaking Down Your Business Podcast LIVE at ContentJam!
Brad Farris & Jill Salzman

Podcasting is a rapidly growing medium, seizing the attention of professionals, advertisers and marketers. Or so Jill & Brad think. If you’ve been thinking about podcasting, or just want to see something really LOUD and entertaining, stop by and watch as Jill & Brad record an episode of “Breaking Down Your Business” live and in person!

Breaking Down your Business, created by Brad Farris, the hilarious founder of Anchor Advisors and, and Jill Salzman, the wise-cracking founder of The Founding Moms, tackles the most complex small business questions of our day: How do I make more money without driving myself nuts? Why am I not a billionaire yet? How long is *that* going to take? And is it possible to take over the world armed with nothing but a smart phone and a credit card swiper?

They get to the bottom of these mysteries with help from guests who are business owners just like you! The soothsayers of success have arrived, and you don’t want to miss the priceless insights of these prophets of profit. Because they’re the most entertaining podcast hosts in the world. (It's mademade the "New & Noteworthy" list 3 times on iTunes since its inception, gets 1,000+ downloads per week, has 29,436 5-star reviews, and the interviewees featured on each episode have offered gems of invaluable small business advice.)

Check it out on iTunes here: or on the website here:
Promotion | Email Marketing Campaigns That Drive Action – Featuring Email & Social Engagements
Steve Robinson

At the heart of small business marketing are the campaigns that drive action – collections of marketing activities that help a small business or organization to achieve its goals and objectives. Newsletters and Announcements have become a core component of those campaign choices.

Email is more important than ever – to the communication efforts of businesses and nonprofits everywhere; and to the customer, donor, client or supporter of those organizations. This session will reveal some simple but effective best practices and considerations for the small business or nonprofit seeking to make their email newsletters more effective.

Attendees of this presentation will learn:

  • The different types of newsletters
  • What to write about in your newsletter or announcement and how to consider using images
  • Subject line best practices, and when to send your newsletter
  • The importance of understanding how connected email and social media are…they have to be done together.
  • What types of additional tools might be useful

Learn some great new strategies to help your email and social media efforts be more effective components of one of the core campaign types, newsletters and announcements.

Measurement | Analytics Without Fear
James 'ContentHam' Ellis

Studies show that after dying and public speaking, Americans' biggest fear is analytics, even more than mutant spiders that talk or Gary Busey*. But unlike monsters or Mr. Busey, understanding your analytics helps you make smarter web and business decisions with confidence. It can show you who your most valuable audiences are, how they find you, and how to grow them. But you can only do that if you get past your fear. That's where I come in.

While I can't turn you into a Google analytics nerd in an hour, I can give you three smart rules to give you a far better grasp of your analytics and actionable items for your to-do list, all without having to do any real math. Understanding these rules will help you shake your fear, feel smarter, and make better decisions.

*Mr. Busey will not be attending. They made me say that. Because you never know where Gary Busey will be!

Conversion | Best Practices Are Killing Your Conversion Rate
Joel Harvey

A "Best Practice" is something that conventional wisdom says you should do on your website without testing. And that's what many people do. The problem is that there really is no such thing as a "Best Practice." For every test where a responsive design or removal of a slider drives more revenue, there are 10 more instances where they don't.

In this session, you'll learn:

  • The most dangerous "Best Practices" and see examples of tests where they failed.
  • Why "ugly" designs often outperform "attractive" designs
  • How to write counter-intuitive calls to action and copy that drive results
12:00 PM
Break | Lunch and Networking
1:10 PM
Creation | Visual Content That People Actually Want
Joe Cardillo

Whether you're an established brand or just getting off the ground, you're probably hearing how important visuals are. We’re constantly told things like “photos get more engagement”, and that more visuals make everything better.

But the web is rapidly filling with junk content, and the boring, problematic 500 word blog post titled "5 Things Lady Gaga Can Teach You About Marketing" is coming to visual content, too. When that happens you'll need more than a pile of shiny objects to get people to pay attention to what you do.

In this session we’ll take a rapid fire look at dozens of examples of visual content - including stock photos, infographics, web design, presentations, and social channels. We'll talk openly and honestly about what's working and what's not.

Note: This session may contain strong language. We'll give you an email address at the start to send in examples from your brand, if you choose to do so please be prepared for both brutal honesty and constructive advice.

Measurement | What's the ROI? Setting Benchmarks and Measuring Social Media and Content Marketing Results
Mana ionescu

Most companies believe that successful marketing starts with creativity and pretty designs. In the social media space too much attention is being placed on fuzzy concepts such as “likes” and “engagement,” and the burning “ROI” question is often ignored.

But the BEST marketing starts with data. From understanding who your customer are, and where they hang out online, to evaluating and evolving your current marketing activities, data will be your best marketing ally.

This presentation will teach you how to:

  • make data-driven social media marketing decisions
  • establish benchmarks and KPIs
  • use the best tools and techniques to track campaign data
  • evaluate your social media marketing ROI
  • gain demographic and other insights from your social media work
Promotion | Going Rogue: Borrowing Ranking Power of Other Sites via Guest Posting
Sean McGinnis
Inbound links are still a critical ranking factor in modern search engines. One of the best ways to generate those links is to spread your knowledge across the web and write guest posts for other sites with authority. Despite their importance, many try to spam or abuse their way to search engine victory.
In this session we will learn:
  1. How to identify sites to approach.
  2. How to determine which sites to write what content for.
  3. A step by step guide to creating quality content for sites you don't own.
  4. What to do after your post goes live to maximise value.
  5. A method for following up that will ensure you are invited back to post again.
You'll leave this session with concrete ideas for how to build links to your property (or that of a client) that are bound to generate real results.
Conversion | Integrating Content Strategy and User Experience Design
Kate Eyler-Werve

Is Content Strategy siloed away from Design and Development at your company? Too often, the content we put on our websites is an afterthought, lumped in with marketing that happens after a site is built. But a great content strategy starts during the wireframing process and continues long after a site design is finished.

In this session, we outline a practical step-by-step process for integrating your content strategy work into the user experience design workflow. We'll show examples from two real projects: a brand new website build and updates to an existing website. You will leave with a host of practical proposals to bring back to your whole team for streamlining project workflow and minimizing expensive oversights.

Strategy | How To Energize Your Content Using Marketing Personae
Heidi Cohen

You need to see, hear, feel and touch your target buyers and influencers to have a visceral understanding of who they are and what they’re seeking from your company and your content

Customers continuously adopt new technologies. In the process, they discover how to use them to improve their lives faster than marketers can keep up with them.

You must work smartly to understand what your prospects, customers and the public are doing and where they’re doing it to provide useful information where and they need it.

Done well, a marketing persona energizes your entire team to brainstorm new ideas and to do their best work.

Marketing personae enable you to create marketing and related communications tailored to your audience’s needs. They enable your team to create content that breaks through and engages your potential market to build relationships that yield sales. Marketing personae also improve your ability to distribute your content effectively.

Take aways include:

  • Tailored marketing persona plan
  • Targeted content marketing plan based on your marketing persona
  • Content distribution plan based on your marketing persona
2:10 PM
Strategy | Content Governance: Planning for Success Throughout the Content Life Cycle
Chris Mickens

Content governance allows organizations to determine priorities, assign responsibility, and establish detailed guidelines for creating and managing consistent, high quality web content. Sure, it’s not the sexiest thing in the world, but a well thought out content governance plan provides a solid foundation for achieving short and long-term content goals while maintaining a smooth editorial workflow.

We will examine how a content governance plan provides guidance throughout the following stages of the content life cycle:

  1. Planning
  2. Development
  3. Revision
  4. Distribution
  5. Management/Archiving

We’ll wrap up with a look at some useful Drupal modules and WordPress plugins that help streamline the content management workflow, and attendees will leave with a sample content governance guide to help kick things off.

Conversion | Brain Science and Web Marketing
Andy Crestodina

Call it neuromarketing. Call it behavioral economics. Call it Jedi mind tricks. Whatever you call it: brain science and marketing go together. And anyone can learn how to do it.

In this session, Andy will review the research and then show how to create web marketing that works with natural, human behavioral tendencies.

  • Social proof: herds, halos and credibility
  • Fear, Loss and calls-to-action
  • How to write for busy minds
  • Context, contrast and the power of "anchors"

He'll reveal secrets of marketing masters with specific actions and outcomes based on brain science and behavioral marketing research. If there are humans in your target audience, this presentation is for you.

Creation | Creating Content With Conversations
Mark J. Carter

How interviews save time, build your network and triple your marketing reach

While content marketing can be an amazing tool it takes time, costs money, takes time and requires a LOT of creativity and knowledge on your part.  How can you build more content that creates measurable results without exchanging business development time for writing time?

You need more bandwidth and people to help increase your marketing reach that WANT to help and aren’t just doing you a favor.  You need a way to build marketing partnerships, create cross promotional opportunities and dramatically increase your online and offline reach.  During this interactive discussion you’ll learn how to do exactly that by examining:

  • Why metrics like page views, click throughs and follower counts are secondary to what every marketer should be measuring FIRST
  • How to increase the long-term value of every business interaction
  • Why showcasing other people’s genius is the smartest marketing move you can make this year and how to get more introductions
  • How the slight shift from “me” to “we” builds a support team and doubles the amount of content you can create each week
Measurement | Social Impact and Content Strategy: Building Brands with Purpose
Tim Frick + Panel Discussion

Successful purpose-driven brands use their mission to redefine marketing roles and create shared value for entire ecosystems, not just the brand itself. This means more than just measuring revenue growth. This means measuring impact. To do this, we must evolve standard marketing metrics and consider those that relate to social and environmental impact, employee and stakeholder engagement, business governance and community service. Does increased enthusiasm and engagement among employees, communities, and stakeholders count? Can it be measured? You bet!

This moderated panel will explore how four different organizations use mission and purpose to not only drive content marketing efforts, but to measure success. We’ll discuss frameworks for building and growing a purpose-driven brand and how the standard marketing conversion funnel needs to be reconfigured to fit with this new model.


Promotion | So You Think You Want to Podcast?
Brad Farris & Jill Salzman

There’s good reason for it too, while your blog, newsletter, ebook or other written content does a great job positioning your expertise, the intimacy of hearing your voice and getting to know your personality through having your audience listen to hours of audio recording builds trust and brings your “Superfans” that much closer.

In this session we will talk about how to plan your podcast and develop the “show”. Who’s your audience, and what do they want? What’s the role of interviews and guests? How do you get people to listen to this thing?

We are not going to be going over the nitty-gritty of amplifiers, microphones and editing software (we hire Lightning to do all that!)

There will be plenty of time for Q&A so bring your questions and we’ll make up answers!

3:10 PM
Creation | Content Curation: 7 Keys To Success
Heidi Cohen

Want a content marketing strategy that meets your audience’s insatiable information wants and needs and delivers business results?

Need to produce sales from your content while staying within cost and time budget constraints?

Who doesn’t?

The secret is an actionable content curation strategy integrated into your overall content and marketing plans. Many content creators consider curation as a poor substitute for their original work.

They neglect their own skills in terms of re-envisioning other people’s content. By presenting other people’s information in a different context you can broaden its audience while building your position as a thought leader.

90+% of marketers create original content BUT their target audience doesn’t listen to their business promotion. A quality content curation strategy cost-effectively overcomes this challenge by changing your information mix so curation accounts for 25% of your content.

To satisfy your market’s content needs and wants while avoiding potential problems. Content curation requires a different toolbox and skill set than your existing content creation.

This session provides the 7 keys to content curation success so that you can develop and implement an effective strategy and related tactics to deliver results without tarnishing your brand.

Take aways include:

  • Business examples to make your own.
  • Content curation templates to guide your content curation plans.
  • Content curation glossary to help you.
Conversion | Does Conversion Matter –or--So Why Is My Conversion Not as High as My Boss Thinks it Should be?
Lauren Freedman

Lauren will tackle the conundrum of conversion. As consumers connect via multiple channels, retailers face greater challenge in securing sales but ultimately measuring conversion behavior. Rather than focus on a “number,” her session will tackle how to trend conversion up sharing hard-learned  lessons from 20-years of retailer selling. Topics will include: 

  • Retail Conversion Trends-Industry Averages and KPI Highlights from the e-tailing group 2014 Merchant Survey
  • Conversion Challenges in the Age of Mobile
  • Tips to Drive Conversion up and Hazards to Avoid  that Cause Abandonment
Promotion | Relationship Selling in the Trust Economy
Jeff Korhan

Relationship selling these days takes a media first approach for creating exceptional customer experiences that build relationships and earn trust. The profitable outcomes that follow are a natural byproduct of a process that focuses on relationships, not transactions.

  • Learn why content marketing is blurring the lines between social marketing and relationship selling, and how to leverage this phenomenon.
  • Learn why a unique selling process is a tangible and marketable differentiator for increasing sales conversions, and how to get started building yours.
  • Learn why your media should never stop answering the question: What’s next?
Measurement | From Lag to Lead: Actionable Analytics
Dr. Pete Meyers

As content creators, it can feel like we spend most of our lives peering into the past, analyzing our successes and failures. We know how well we did, and we have many ways to measure success, but we’re often left empty-handed when it comes to what to do next.

This session will be a crash course in content analytics, from the basics of page-level analysis to more complex, aggregate metrics. It will take an honest look at where metrics serve us well, and where they fail us. You will learn how to:

  • Take a top-down view across a content campaign
  • Drill down into your successes
  • Learn from failure
  • Find the insights that will drive the next success
Strategy | The Creative Brief: The Secret Ingredient That Will Make All Your Content More Powerful and Effective
Nancy Goldstein

How do you make sure that every action you take, such as blog posts, videos, AdWords, is not only consistent with your brand, but brings in the customers you want for the work that you actually do? It starts with the creative brief - a one page roadmap that will make sure that everything you create is super-charged to get actions you want.  

In this session we will work through the key elements of a creative brief and how to write one to make your content more powerful. At the end of this session you will be able to design a creative brief that will: 

  • Articulate the specific thoughts, feelings and actions you want someone to take after engaging with your content
  • Describe why engaging with your brand will inspire people to have those thoughts, feelings or take action
  • Ensure that everything you create has a tone and language that matches both your brand and your desired audience

Let’s make grumpy cat work harder for you.

4:10 PM
Closing Keynote | Spin Sucks… How to Communicate in a World of Sex, Lies, and Big Butts
Gini Dietrich

We live in a world where big butts and sex tapes are what makes one famous, yet hard work, experience, and good deeds are rarely rewarded. Gini will provide some real-world examples of when sex sells, when whisper campaigns and astroturfing help an organization, and when it’s okay to lie.

You’ll leave inspired to say, “Stick it” to the next person who tells you to just spin the story or do whatever it takes to get results. Learn how to run a proverbial marathon, why a sprint is bad for your knees and your content, and how to properly engage through content marketing.

In about 45 minutes you’ll feel sick to your stomach, then you’ll be inspired to kick some butt, and you may even admit you like Mr. Dietrich better than you like Gini.



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