Keyword stuffing is an extinct, dead and buried, defunct and out-of-date strategy. Yet writing for search engines like Google—and for searchability within one’s own website—still matters. How can communicators structure their writing so that humans and search engines can easily find and consume what they have to offer? In this session, Laura Creekmore, director of taxonomy and content strategy at Syndigo, presents strategies for structuring information for ease of use by people and machines. You’ll learn how to think like an algorithm and classify information so it can be found online and easily consumed by your audience.

Attendees will learn:

• How to write content that works with algorithms to deliver better search rankings
• Strategic ways to structure content for a digital environment
• Writing exercises to force yourself to think about information structure
• Ways to tag and classify content for readability by humans and machines

Content is increasingly the first contact your audience has with your organization. With greater competition for eyeballs, creating content that stops scrolling and inspires action is more difficult —and more important—than ever. How can small teams with limited budgets create a content team within their own walls that makes masterful blog posts, video, visuals and infographics with flying colors? In this session our panel of creators and communicators address the challenge of creating powerful content that does more with less.

Participants will learn:

• Simple tools and inexpensive equipment for creating more with less
• How to find brand ambassadors and inspire user-generated content
• How to make the most of evergreen content
• How to produce and distribute video, podcasts and infographics without limitless resources

Infographics are powerful communication tools that should be in every marketer’s toolbox; however, most are poorly designed and never fulfill their potential. Engaging infographic designs that capture your audience’s attention employ best practices from both design and storytelling. Compelling design is just half the battle, though; next you must publish, promote and share your infographics across your key communications channels—including your website, social media, blogs and mainstream media. This session will walk you through the best practices for infographics design and the techniques for optimizing your infographics for SEO and social media.

In this session, you'll learn:

• The process for infographics design
• Best practices for infographics design (and some common mistakes)
• Common tools used for data visualization and infographics design
• Crucial design decisions for creating successful infographics
• Key steps to publishing and promoting your infographics

Journalists receive dozens, if not hundreds, of pitches every day. Employees are preoccupied with the many tasks at hand. How can PR and internal communications professionals cut through the noise and tell stories that are timely, surprising and human? In this session, Trish Hall, a veteran features and op-ed editor at both The New York Times and The Wall Street Journal, will show attendees how to bring stories to life in ways that influence action.

You’ll learn how to:

• Be succinct, truthful and efficient
• Be surprising and say a lot in email subject lines
• Know your audience and speak directly to them
• Play on feelings to earn trust and inspire action
• Write conversationally—but not so casually that you look sloppy

There is no lack of great content on social media. More organizations are producing more content and putting more of a budget behind their work. How can organizations find the audiences they want and persuade them to engage with, click and consume their content? How can social media professionals go from engagement to action in ways that promote business objectives? In this session, our esteemed panel of social media professionals addresses some of the biggest challenges in social media content creation and distribution.

Participants will learn:

• Content that flourishes on Facebook, Instagram, LinkedIn, Twitter and more
• The most important metrics for success on each platform
• How to break through the boredom barrier and achieve real engagement
• Ways to use content to achieve greater organizational goals
• Tips and tricks for maximizing paid social media spend—while complementing organic content

It's no secret that today's consumers seek brands who are transparent and authentic in their messaging. From the services they offer to the products manufactured, each organization has a story to tell and a consumer to engage. Yet, what happens when your client demands a story in Refinery29 and Forbes? How do you successfully engage both a consumer and business audience with the same offering? The power of authentic storytelling. Sabrina Browne will share how to develop a winning story to move the needle with target audiences and drive success in today's PR landscape.

You’ll learn:

• Storytelling best practices to apply to your PR and omnichannel campaigns
• Tips to amplify your organization's and clients' stories in media
• Ways to produce content that reaches target audiences
• How to identify influential voices to champion your client story
• The "four truths" every PR professional should use to develop a story

Creating sincere content to engage your community can be difficult as more consumers look to draw meaningful connections with the brands they choose to support. Yet in many cases, organizations need look no further than their own customers to find some of the most compelling stories to connect with and grow their community. Jonathan Fine, head of global brand communications for Spartan Race, will illustrate how the company identifies, creates and shares content around the inspirational stories of its community across owned channels, and how it maximizes the content for regional, national and global earned media exposure.

You’ll learn:

• How to uncover powerful stories within your community
• How to share inspirational stories that engage, empower and grow your community
• How to harness the passion of your customers and use it to generate earned media coverage that drives your mission forward

Today's marketers are charged with generating not only leads but bottom-line revenue growth. When combining smart digital marketing strategies with a thorough understanding of your audience, content is the vehicle in which marketers can build conversations and relationships with their audience, which ultimately lead to opportunities, pipeline and revenue.  But in order to do so, a marketer must build a strategic content marketing program that is relevant, targeted and on brand. Through real-world examples, Courtney Beasley, vice president of marketing at Walker Sands, will share her team's proven methodology for creating content that generates revenue.

You'll learn:

• How to apply an understanding of your business and audiences to building a successful content program
• How to create purposeful content
• How to maximize efforts through multi-channel promotion