Alex Volk
  Director of Traffic and Content Strategy
  Microsoft

Alex Volk, the Director of Traffic and Content Strategy at Microsoft, described a 4-step process for content optimization. 1. Assess key opportunities, consumer needs, and evaluate the competition. 2. Analyze the data needed to find key opportunities and current site stats. 3. Gain insights into traffic and content. 4. Execute and develop the core content needed.

  Jonathan Schmucler
  Global Expert, Branded Content Strategy
  YouTube

Jonathan Schmucler, Global Expert and Branded Content Strategist at YouTube, spoke about his framework for understanding how people digest content. Bite-sized material is only 5-6 seconds and reinforces a key message. Snack-length is 15-30 seconds and conveys a key message. Meal-length content is longer, but not traditionally available on TV, and builds equity for the brand. Each requires different storytelling methods. Understanding your goals can help you develop the best way to tell your story.

  David Langrock
  Sr. Director, Marketing Services
  Groupon

David Langrock, Senior Director of Marketing Services at Groupon, spoke about how content and ecommerce can work together. Content can be found in product descriptions, reviews, merchant tips, and details. You can use the BrightEdge Data Cube to find keywords and create engaging, useful content applicable to your unique customers.

 
  Jaimee Stauffer
  SEO and Content Marketing Strategist
  Citrix Systems, Inc.

Jaimee Stauffer, the SEO and Content Marketing Strategist at Citrix Systems, Inc, spoke about going from insight to action and using data to drive results. Realizing that users need different types of information at each funnel level, they were able to meet that need and produce a workable framework that led to success.

   Cindy Phan
   Sr. Manager, Digital Demand Strategy
   VMware

Cindy Phan, the Senior Manager of Digital Demand Strategy at VMware, delved into the idea of managing multiple digital channels. VMware has a personalized digital framework to help them understand the audience and segment them for more effective marketing. She spoke about the importance of using 1st Party Data as a means of validating statistics on conversion and campaign performance and always outlining the goals and KPIs of campaigns before they begin.

   Vicqui Chan
   Demand Generation and Digital Marketing Manager
   HPE
 

Vicqui Chan, the Demand Generation and Digital Marketing Manager at HPE, spoke about simplifying processes to see success in the digital space. People get overloaded with things, like too many tools, campaigns, and vendors. Creating clear and scalable processes can help with optimization and centralization.

  Amy Shipman
  Global Digital Go-to-Market Strategist
  HP
 

Amy Shipman, the Global Digital Go-to-Market Strategist at HP, spoke about the importance of problem solving in business success. She also emphasized the importance of taking a holistic view of marketing to reach digital goals.

 
  Michel Kant
  SEO Manager
  Staples Europe 

Michel Kant, the SEO Manager of Staples Europe, explained his 5-point plan for in-house SEO. He believes that increasing understanding in the business, making goals tangible, and sharing success make it possible to have a leap of faith and reach your goals.

  Jolene Pierangeli
  Associate Director, Digital Marketing
  Mylan
 

Jolene Pierangeli, the Associate Director of Digital Marketing at Mylan, described achieving SEO success with just one person or a small team. She elaborated on the importance of helping everyone understand SEO, elevating SEO in the organization, and building dashboards to manage the data.

     Dave Lloyd
     Principal Consultant, Optimization and Personalization
     Adobe
 

Dave Lloyd is the Principal Consultant of Optimization and Personalization at Adobe. He spoke about aligning personal goals with the company and team to help you grow both within your personal skill set and in your career. He addressed the importance of asking for feedback and being willing to revisit data. Lloyd also touched upon the importance of using creative storytelling to get buy-in from executives.