Website Design: Orbit Media Studios
Photo credit: michaelcourier.com
Content Jam is a one-day content marketing conference on October 2, 2014. Experts in content strategy and creation, SEO, analytics, promotion, conversion, and measurement will share their smartest tools and techniques. You’ll learn how to create, manage, promote, share, and measure your content marketing efforts.
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.
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.
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.
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 blog, Spin 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.
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.
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 EnMast.com, 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, 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
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.
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.
Russ Henneberry is a content marketing and analytics professional.
Russ has worked in a content marketing and analytics capacity for companies like CrazyEgg, Salesforce.com and Network Solutions. He is currently Director of Editorial at Digital Marketer.
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.
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.
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 Twitter, Google+, Medium, and his personal blog.
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.
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.
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!
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.
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.
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).
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 nbcchicago.com’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.
Film Row Cinema Building, 8th Floor
1104 South Wabash, Chicago, IL 60605
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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.
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.
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.
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.
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.
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:
Recommended for professionals with 2-5 years of experience in lead generation and content marketing.
“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:
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
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 EnMast.com, 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.)
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:
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.
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!
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:
Whether you're an established brand or just getting off the ground, you're probably under the gun to produce content quickly and efficiently.
If you plan too much, you’ll miss out on the benefits of an iterative / metrics based approach to content… but avoid having a plan at all and you’ll simply be wasting time and money.
In this session we’ll touch on:
Participants are encouraged to bring a concrete example / problem, and those that do can expect to leave with a practical framework for getting started with or tweaking their content creation efforts.
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:
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.
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.
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:
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.
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.
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.
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:
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.
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!
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?
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.
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:
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.
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:
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:
Let’s make grumpy cat work harder for you.
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.