TopRank In Chicago – Content Marketing and Social Media – #SESCHI

Chicago SkyscrapersIt’s hard to believe it’s already been a year since the last SES Chicago.  The conference is quickly approaching and you can’t afford to miss out on the 3 days of education and practical application that SES Chicago has in store.

TopRank Online Marketing is happy to announce that we have not one, but three team members participating as speakers and/or moderators for this exciting upcoming event. TopRank CEO Lee Odden, as well as Thom Craver and Miranda Miller will all be sharing their first hand online marketing knowledge with attendees.

Additionally, Jolina Pettice, Alexis Hall, and Evan Prokop will be providing live coverage of SES Chicago on TopRank Online Marketing Blog.

If you’d like a sneak peak into the exciting topics that the team at TopRank will be covering, take a glance below.

See TopRank at SES Chicago

Lee Odden

Lee Odden

Optimizing B2B Content Across the Sales Cycle
Solo Session
Wednesday, November 14th, 2012
3:15pm-4:15pm

With today’s fast moving search and social web, content flows in every direction throughout a variety of platforms, formats, and devices. The mass adoption of social platforms has brought about a revolution of B2B information access, sharing, and publishing. Now more than ever, guiding business customers on their journey through the sales cycle requires an integrated approach to content, optimization, and social media marketing. This session will help meet that challenge by providing:

  • A framework for sales funnel optimization for specific customer segments.
  • Case studies on developing content, optimization, promotion, and measurement for search and social media.
  • Practical examples for optimizing awareness, interest, consideration, purchase, retention, and advocacy.
  • Key performance indicators that lead to business outcomes with an integrated approach.

Integrated Marketing: What Does That Really Mean?
Panel Discussion
Thursday, November 15th, 2012
9:30am-10:30am

As the debate on what to call SEO continues, and much is made of the terms “content marketing” and “inbound marketing,” many in the industry cite integrated marketing as the answer. But what exactly does this mean? This leading panel of experts will discuss the meaning of the term and the merits of a fully fledged integrated marketing strategy. From case studies of high-profile brands, you’ll learn how to plan, create, execute, and measure cross-channel tactics for advanced digital marketing initiatives.

Sell Without Selling: The Real Secret to Content Marketing Success
Moderator
Thursday, November 15th, 2012
1:30pm-2:30pm

A truly effective content marketing strategy centers around creating compelling content that gives people a reason to return to your site or engage with you in some way. The secret is to stop focusing on the ‘sale’. Selling online means taking every opportunity to bring potential customers closer to your brand in an engaged way. Great content can do this better than any banner ad or pushy sales collateral ever will. Changing the way you not only view content, but also how you create it, will help you increase conversions. Learn how to use great content to create multiple opportunities to potentially sell to your audience.

Thom Craver

Thom Craver

Introduction to Analytics
Solo Presentation
Tuesday, November 13th, 2012
11:45am-12:45pm

You’ve researched your keywords, optimized your site, and created your campaigns. But did these steps work? Analytics is more than just page views and visitors. You must measure and analyze your site visitors and how they consume your content. This introductory session will cover:

  • How to decipher common web metrics and apply them to your business objectives.
  • How to properly track campaign performance, regardless of medium.
  • How to set goals and measure conversions in terms of dollars and sense. 

Web Analytics Deep Dive
Solo Presentation
Thursday, November 15th, 2012
12:15pm-1:15pm

Go beyond page views and other basic metrics. This session will show you how to determine more common-sense information from the visitor data that you have collected. When done right, web analytics information can help you to meet business objectives and to determine future strategy decisions. In the end, your skills will improve your organization’s bottom line and prove your worth to the executives and management teams.

This session will cover:

  • Ideas for how to segment your visitors into meaningful groupings.
  • How to use the groupings to tell a story from the visitor data.
  • How to interpret results in terms of your organization’s needs and objectives.

Miranda Miller

Miranda Miller

Leveraging Twitter and Facebook Ads
Moderator
Thursday, November 15th, 2012
10:45am-11:45am

Facebook and Twitter have become platforms many advertisers just can’t ignore – understanding paid media can amplify your social strategy and build a strong, engaged community. This session will inspire attendees to develop or enhance existing campaign assets and provide proven strategies & tools to conquer Facebook and Twitter Ads. Attendees will learn:

  • Workflow & organization tactics
  • How to Map Search to Social inventory
  • Tools to Identify Social Synonyms & Other Segment Targeting Tools
  • What images work & how to develop excellent image assets
  • Winning FB ad strategies that WORK for B2B & B2C brands
  • How to track FB Ad success with Google Analytics
  • A case study on the B2B FB ad win over Search & LinkedIn ads
  • A case study example on how Twitter can be used for creating brand awareness and generate new customers
  • A deep dive to understand the advertising, analytics and targeting options on Twitter’s advertising platform.

Event Details

SES Chicago
November 13-15, 2012

Hyatt Regency
151 E. Wacker Dr.
Chicago, IL 60601

We look forward to seeing you at the upcoming SES Conference in Chicago.  Be sure to follow the conference buzz on Twitter under the hashtag: #SESCHI.  If you’re interested in learning more about the specific sessions be sure to visit the schedule page on the meshmarketing website.  Also, be sure to check out @TopRank for those of you who do not already follow us.

Chicago image provided by Shutterstock.