Resource Listings

When everyone else zags, the winners zig. As winners, while your 101+ competitors are trying to automate 'til the cows come home and split test their way to greatness‚ you're zigging. Whether you're B2B or B2C, you're marketing to humans. Real people. Homo sapiens. But where is the human element in the game plan? Quite simply, it has gone missing, which provides a window of opportunity for the smartest marketers. In this talk, Ashley Greene will provide a framework of simple user interview and survey techniques to build customer empathy and your "voice of customer" playbook. Using real examples from companies like Slack, Pinterest, Intercom, and Airbnb, this talk will help you uncover your customers' biggest problems and pain points; know what, when, and how your customers research (and Google!) a need you solve; and find new sources of information and influencers so you can unearth distribution channels and partnerships.

Answer boxes, voice search and a reduction in the number of results displayed sometimes all result in users spending more time in the SERPs, and less on our websites. But does that mean we should stop investing in SEO? Hannah Thorpe will cover what metrics we should now care about, and how strategies need to change.

Whether you're an agency SEO representing several brands, work in-house managing multiple locations, or if you're a local business owner tasked with marketing your business, keeping on top of your local SEO tasks can be a hurdle. We created the SEO's Local Search Cheat Sheet to help you stay on track.

We’ve charted your path to Local SEO success — learn to craft a robust strategy for your business and harness the tools you’ll need to win results in this beginner's guide.

Everyone wants links and coverage from sites such as The New York Times, the Wall Street Journal, and the BBC, but very few achieve it. This is how we cracked it. Over and over.

Data-Driven Design (3D) is an actionable, evidence-based framework for creating websites and landing pages that will increase your leads, sales, and customers. In this session you’ll learn how to use the latest industry conversion data to inform copywriting and design decisions that impact conversions. Additionally, Oli Gardner will share a new methodology for prioritizing your marketing optimization that will show you which pages are awesome (leave them alone), which pages aren’t (massive ROI potential here), and help you develop a common language that your teams of marketers, designers, and copywriters can use to work better together to collectively increase your conversion rates.

If you want to write copy that converts, you need to get into your customers' heads. But how do you do that? How do you know which pain points you need to address, features customers care about, or benefits your audience need to hear? Marketers are sick and tired of hearing 'it depends.' Joel Klettke will give you a practical framework for writing customer-driven copy that any business can apply.

It almost seems too good to be true — online forums where people automatically segment themselves into different markets and demographics and then vote on what content they like best. These forums, including Reddit, are treasure troves of content ideas. Daniel Russell will share actionable insights from three case studies that demonstrate how your marketing can benefit from content on Reddit.

Feel the energy surge through your veins as you gain content creation powers THE LIKES OF WHICH YOU HAVE NEVER EXPERIENCED... Or, just learn a process for creating great content when it's just you and your little teeny team. Because when it comes to teams, size doesn't matter.