Don't leave your marketing skills to chance, go pro with 10 expert marketing speakers at Pubcon Pro Las Vegas and their advice on SEO, Customer Experience, AI and more. Conference ebook created by TopRank Marketing.

1. 10 Experts Share Their Best Advice

2. Being a professional in any industry represents a
combination of characteristics including:
• Specialized knowledge
• Competency
• Honesty and Integrity
• Accountability
• Self-Regulation
Marketing professionals represent these things and more:
• Creativity
• Analytical Skills
• Social Skills
• Problem Solving Skills
If you want more success, it’s time to focus on “Going Pro”
in Marketing.
Amateur or Pro?

3. Leaving your marketing expertise to chance is no winning strategy.
Pubcon Pro enables marketers of all experience levels to connect with and learn from
experts, peers and industry thought leaders. Learning and having fun doing it isn’t a gamble, it’s
a sure thing at Pubcon Pro in Las Vegas.
Now in it’s 18th year, Pubcon has a rich history of providing winning marketing learning and
networking opportunities that can take you from amateur to “pro” status.
Get started going pro right now with 10 Pubcon Pro keynote and main stage speakers who
share their top presentation takeaways in this guide. From AI to Customer Experience to SEO,
you’ll find practical advice from some of the top people in the industry.
You’ll find even more expertise at the Pubcon conference in Las Vegas October 16-18. With
over 100 speakers covering search, social, and omnichannel marketing topics, you’ll be informed,
inspired and connected to some of the best in the marketing industry.
Go Pro in Marketing

4. Search & Digital Marketing Experts
@joepulizzi @DebraJasper @aleyda @leeodden @purnavirji
@rogerdooley @billhunt @stonetemple @jlaratro @sco:monty

5. Pro Tip: Build a Loyal Audience
Even with the advent of social media and new ways to communicate, the
formula for building and then monetizing an audience hasn't changed. After
analyzing the best content marketing examples from around the world,
here’s the process to building a loyal audience:
• Identify your company's sweet spot (the intersection of your expertise
and your audiences' pain point)
• Find your content tilt (your content home with little to no competition)
• Build your base (start with one content type in one main channel)
• Harvest your audience (build a minimum viable audience, mainly
through email)
• Diversification (once you build your audience, adopt other channels in
your tilt)
• Monetization (be open to up to 10 different ways to make money from
your audience)
Joe Pulizzi
@joepulizzi
Founder / Co-Founder:
Content Marketing Institute
The Orange Effect Foundation

6. Keynote Presentation:
Wednesday, October 17
9am-10am
Keynote Area – South Hall
“Meet the Future of Content Marketing: The Content Brand”
In this fast-paced keynote, the godfather of content marketing, Joe Pulizzi,
will introduce you to the content brand and discuss:
• Why a content brand may be right for your company (and why you
should treat your content like a product).
• How to start your own content brand (and get over yourself).
• Why the audience of a content brand is a company asset.
• Tips and tricks on how to find revenue and keep it flowing (turning
marketing expenses into financial assets).
Joe Pulizzi
@joepulizzi
Founder / Co-Founder:
Content Marketing Institute
The Orange Effect Foundation

7. Pro Tip: 8 Seconds to Win
Today’s clients and colleagues have an eight second attention span. Eight
seconds. To break through the noise, you must communicate with more
power, clarity and impact. How?
• Write for mobile (over 50% of all emails on read on mobile devices)
• Embrace an SOS (short, organized, skimmable) approach to text
messages, email campaigns, reports and data
• Save time and drive action with ARC (clear calls to action, clear
recommendations, clear context)
• Shift from reluctant to relevant with powerful micro stories
• Stand out with a compelling personal profile
In a world where we’re bogged down by 147 emails a day, meetings,
messages and posts, it’s time to reimagine how we communicate. You can
save a day a week, and bring a little bit of sanity back to your work life.
Debra Jasper
@DebraJasper
Founder & CEO
Mindset Digital

8. Keynote Presentation:
Wednesday, October 17
1:30pm-2:30pm
Keynote Area – South Hall
“You Have 8 Seconds – GO!”
Dr. Debra Jasper will show you not just what is now, but what is next –
including AI, charming chatbots, emotion analytics and more.
Today’s professional has an eight-second attention span. Eight seconds. It
is easy to get a message out; what is tough is getting your message in –
getting your hyper-distracted clients and colleagues to slow down and
tune in. In this high energy keynote, Dr. Debra Jasper will show you how
to break through the noise and communicate with clarity and impact.
Debra Jasper
@DebraJasper
Founder & CEO
Mindset Digital

9. Pro Tip: Grow with SEO
Targeting to an international audience is a natural way to expand your Web
reach and diversify your online business, however the process can
become complex due to common challenges that can be avoided with an
effective international SEO Process! For example:
Launching in too many, non-profitable markets for which you don't have
resources to optimize for, which can be avoided with an early assessment
process to prioritize the markets to work on.
Choosing the wrong Web structure for your international markets, which
can be also avoided by identifying if you should go with a ccTLD,
subdirectory or subdomain based on each Website characteristics,
restrictions and competitors in the relevant markets to target.
Not effectively localizing and geolocating your international Web presence
and end-up with poor rankings in the wrong countries; which can be
avoided with a proper localization and geolocation configuration.
Aleyda Solis
@aleyda
Founder
Orainti

10. Main Stage Presentation:
Wednesday, October 17
11:35am-12:30pm
Salon A
“International Optimization”
Attendees will learn from real scenarios what they need to do to achieve
SEO success in competitive International markets: tools, criteria, common
issues, and how to avoid problems.
• How to understand your International audience search behavior.
• Ways to identify your International competitors.
• How to localize your content and web experience.
• Geolocating each of your Web versions to their relevant markets.
• Setting hreflang correctly, growing your international popularity
Aleyda Solis
@aleyda
Founder
Orainti

11. Pro Tip: Inspire Confidence & Trust
A study from Fournaise Group fond 73% of CEOs say “Marketers lack
business credibility and the ability to generate sufficient growth” and 80%
of CEOs simply don’t trust marketers at all. Ouch! Here are 5 ways
marketers can inspire more confidence in marketing:
• Accelerate the Internal and External Credibility of Marketing
• Double Down on Activating Customers
• Work with Influencers to Become Influential
• Create a Content Collaboration Ecosystem
• Optimize Measurement to Customer ROI
By following these steps from customer-centricity to more effective
measurement, Marketing can improve credibility, influence and trust.
Lee Odden
@leeodden
CEO
TopRank Marketing

12. Main Stage Presentation:
Wednesday, October 17
3:55pm-4:50pm
Salon A
“5 Secrets to Growing Influence in Marketing”
The credibility of marketing among customers and within companies is at
risk, so how can marketers improve trust, authority and credibility?
In this presentation, attendees will learn the five secrets to building greater
influence in marketing to win more budget, attract better talent and boost
the quantity and quality of their digital marketing.
Lee Odden
@leeodden
CEO
TopRank Marketing

13. Pro Tip: Optimize for Experience
Conversational interfaces are called the third digital revolution. But Alpine
AI’s research states when a voice app acquires a new user, there is only a
6% chance that user will be active in the 2nd week! Issues lie with the
customer experience where even simple tasks are painful via voice. A few
ways to optimize the customer experience are:
• Understand the science of customer experience and decision making.
• Design for conversation from the start. Remember, the most important
thing for the user is convenience.
• Embed empathy and persona into your bot, so the conversational- albeit
artificial- feels more natural and can build rapport.
• Understand that errors are inevitable, thus having a plan for handling
and correcting them is vital.
• Create a plan for testing the conversations before you roll out your bot.
Purna Virji
@purnavirji
Sr. Manager, Global Engagement
Microsoft

14. Main Stage Presentation:
Wednesday, October 17
2:55pm-3:50pm
Salon A
“Optimizing Customer Experience in the age of Conversational AI”
Voice search. Chatbots. Digital Assistants. Conversational AI is here to
stay in its many forms, and it’s bringing with it a massive change.
Marketers will need to adapt their strategies to keep up.
Smart marketers know they need to leverage advances in AI to make
customers’ problems go away, by providing relevant, personalized
solutions at scale. Focusing on customer experience is good for your
customers and your bottom line. Just how should marketers do this?
Attend this session to learn an actionable framework for designing
conversations that create exceptional customer experiences.
Purna Virji
@purnavirji
Sr. Manager, Global Engagement
Microsoft

15. Pro Tip: Make it Frictionless
Want to convert at a higher rate and build customer loyalty? The path to
doing so is easy. Literally.
Instead of focusing on more powerful incentives, more features and
benefits, or exceeding customer expectations, just make it easier to do
business with you. A survey of nearly 100,000 consumers showed that just
9% of customers who had a low effort experience were disloyal vs. 96%
who had a high effort experience.
Reducing friction in every interaction is the true path to getting and
keeping more customers. Twenty years ago, Jeff Bezos made "frictionless
shopping" the focus at Amazon. Today, they own half of all ecommerce.
Be like Jeff - fight friction and make it easy!
Roger Dooley
@rogerdooley
Founder
Dooley Direct

16. Main Stage Presentation:
Wednesday, October 17
10:30am-11:30am
Salon A
“Neuro-Conversion: Science-based Ways to Sell More and Spend
Less”
It is more difficult and expensive than ever to get traffic to your website, so
maximizing your results from every visitor is the only path to profitability.
Abandoned shopping carts? Clicks that don’t convert into leads?
Roger Dooley, author of the acclaimed best-seller Brainfluence, will show
you how to use simple techniques to appeal to the 95% of your visitors’
decision-making that is driven by non-conscious processes and
preferences.
Roger Dooley
@rogerdooley
Founder
Dooley Direct

17. Pro Tip: Optimize From Inside & Out
One of the biggest challenges to SEO’s on the front lines is a failure to
adapt to and embrace the evolving landscape in both the SERPS and our
organizations. To be successful in SEO we must...
• Understand the context of the search query and ensure it is matched
with relevant content.
• Collaborate with the DevOps and Creative teams to ensure our content
is findable, indexable and scorable.
• Focus our limited resources on actions that can increase revenue and
customer satisfaction.
• Get heard by management so they understand the significant
opportunity and value of SEO.
Bill Hunt
@billhunt
President
Back Azimuth Consulting

18. Main Stage Presentation:
Thursday, October 18
1:00pm-2:00pm
Salon A
“Leading Topics from the SEO Front Lines”
Bill Hunt will cover top SEO mistakes being made and how to combat
them.
Bill Hunt
@billhunt
President
Back Azimuth Consulting

19. Pro Tip: SEO World of Opportunities
Each year we see a fresh batch of people declaring that "SEO is dead."
Yet, a Borrell Associates forecast pegs SEO spending increasing 10% to
$80B by 2020. Where is that money all going? Whole new worlds of
challenges and opportunities for exist for SEO because:
• Google's 2018 algorithm changes create a new landscape for content
optimization.
• Mobile's dominance fragments web site optimization.
• The need for speed only continues to grow.
• Voice is a new input paradigm that demands new skills to leverage.
With all these new areas emerging, the opportunities for SEO keep
emerging, and the demand for SEO is only growing.
Eric Enge
@stonetemple
General Manager
Perficient Digital

20. Main Stage Presentation:
Thursday, October 18
10:05am-11:05am
Salon A
“Technical SEO”
This session takes a look at the tech-oriented site audit, including topics
such as how to perform an audit of software issues, server configuration,
htaccess, and redirect issues
Eric Enge
@stonetemple
General Manager
Perficient Digital

21. Pro Tip: Go on the SEO Diet
With search engines constantly changing their algorithms, keeping your
site at the top of the SERPs requires constant work. To stay at the top, you
need not a quick fix, but a full lifestyle change like The SEO Diet.
Successful digital marketing plans include:
• Analytics for crucial data. Use analytics to identify what is and isn’t
working.
• Structure fixes. H1s, metas, alt tags, and other data determine what is
shown to users in SERPs.
• Optimization of content. Keyword stuffing is so 2000’s, learn new
techniques to naturally work keywords into your content.
• Link building. Links build a network of highways to drive relevant traffic
to your site.
• Top tools. Discover the top tools to monitor and gauge results.
Joe Laratro
@jlaratro
President
Tandem Interactive

22. Main Stage Presentation:
Thursday, October 18
2:30pm-3:30pm
Salon A
“SEO Diet”
Get fit to be found with the SEO Diet. This presentation is a full walk
through of the most important rules of today’s search engine optimization.
It then moves into the plan for ongoing efforts and success. The SEO diet
is all about commitment.
• Excellent session for beginners, do it yourselfers, and in-house teams.
• Coverage of the core: keywords, tags, content, and links.
• Leave with a routine to keep your site’s organic search traffic healthy.
Joe Laratro
@jlaratro
President
Tandem Interactive

23. Pro Tip: Data & Personalization
We're at a point where consumers expect more.
They want experiences that are more about them and their needs, and
they're poised to go elsewhere if their needs aren't met.
If marketers are paying attention, they can make sense of the data they
already have and deliver on more personal experiences for customers,
thus increasing customer retention. Scott Monty
@scottmonty
Principal
Scott Monty Strategies

24. Main Stage Presentation:
Thursday, October 18
11:10am-12:10pm
Salon A
“Social Media 2018 – This Time, It’s Personal”
As we chase the ever-evolving social media developments, one thing
remains constant: people still require personal interaction. Which is why
they want personalized communication.
But the challenge for the advertiser is that consumers don’t want to give
up too much information about themselves. In a post-GDPR world, where
personal data is (or should be) treated as sacred, how can marketers go
about doing what they need to do and still deliver on what people want?
It all comes down to building and maintaining trust, and delivering
something worthwhile.
Scott Monty
@scottmonty
Principal
Scott Monty Strategies

25. October 16-18, 2018
South Halls, Las Vegas Convention Center
100+ Speakers, Keynotes, Sessions, and
Workshops + networking opportunities
Register & Agenda: www.pubcon.com
Pubcon Pro Las Vegas 2018
Photo Credit: Pubcon

26. Connect with the professional marketers at
TopRank Marketing. We’ve been delivering
improved brand awareness, deeper customer
engagement and increased revenue for
enterprise brands for over 17 years.
Let’s see how much we can win together!
TopRankMarketing.com
pubcon@toprankmarketing.com
1-877-872-6628
Don’t Gamble with Your
Content Marketing