mbo15 digital marketing conference - event guide 1

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Stedman Graham has built a strong reputation for helping corporations, organizations, and individuals succeed. As an educator and speaker, Graham lectures and conducts seminars for businesses and educational organizations worldwide on the topics of identity development and leadership. Graham considers it his mission to transform followers into leaders.

SPEAKERSPOTLIGHT

Author, Educator and CEO of S. Graham & Associates

Stedman Graham

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MBO15 Digital Marketing Conference | mboindy.com

“The opportunity to reach millions of people around the world with the Identity message is exciting. The scale and speed of technology in the 21st century is unbelievable.”- Stedman Graham



Read any good books lately? If not, you might be missing out on one of the easiest ways to improve your chances at content marketing success.Most of us living through the technical revolution of the 21st century don’t think that it’s important to read books. In fact, 42% of recent college graduates will never read a book again. After all, they get the information they need from blogs, news, social media and email, right?

Although we may get more than enough information from the digital world, neuroscience has demonstrated that no activity mimics the complex brain chemistry stimulated by reading books.

One of the most fascinating and useful results of a book reading practice is that we actually become better at reading minds. As we read a description of the actions and words of a character, we imagine different ideas about what the character might be thinking, activating the parts of our brain that work to enhance empathy, communication skills and perceptive thought organization. We also improve our descriptive capabilities through the absorption of new vocabulary.

If we read that a character firmly shakes hands as she walks into a crowded room, our minds might automatically conclude that she is confident, overbearing, or masking shyness. We silently decide her motivations depending on the background context provided by the story.

Stedman Graham speaks about leadership and how it impacts our digital community.

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MBO15 SNEAK PREVIEW“CONTENT MATTERS”

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This kind of background context is not present in real life, and it is even less likely to occur in the digital world. We might not know anything about a woman firmly shaking hands as she walks into a room. A disciplined reading practice allows us to see past the obvious and consider different motivations for the hand shaking. We are more likely to withhold a snap judgment, and it is easier for us to assess possible motivations and impacts.

In addition to a mastery of motivation and impact discernment, reading improves our vocabulary in myriad ways. In 15 minutes of daily book reading for one year, we are exposed to one million words, many of which are rarely found in the digital or speaking world. This wide exposure to new words enables us to communicate more effectively and construct empowering contexts for all of our experiences.

If improving your communication, mind-reading, and story-telling skills is not enough to get you to read a book, then how about becoming better at content marketing in the digital world?Remember, book readers naturally develop an elevated capability for discerning the reasons that individuals make the choices they make; in essence, you become an expert at the potential reception and impact of your content.

You also develop a talent for assessing your own motivations and telling your own story. By enhancing your vocabulary, your understanding and your story-telling capabilities, reading books helps you to know and tell more about yourself and your company.

In his theory of the golden circles, Simon Sinek tells us that companies miss the mark when they start by telling us what they are selling, then how they make it, and finally why we should buy it.

Most organizations never even understand why they make what they are selling.

“People don’t buy what you are selling. They buy why you are selling.” Simon Sinek, Author, “Start With Why: How Great Leaders Inspire Everyone to Take Action”

High performance workplaces know that the why is the most important part of any brand story.Nike has a full time employee whose sole occupation is to tell the story of Nike to new hires so that all employees are engaged with the story of Nike. Apple is famous for engaging consumers in an experience and a story rather than the product itself.

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So, why do you make what you are selling? What’s your story?

Effective answers to these questions generate content that attracts the attention of popular search engines. As search engines evolve into increasingly sophisticated algorithms that comb through more than 30 trillion pages, 100 billion times a month, to provide answers to more than 40 thousand inquiries every second, it is critical that you work on your ability to stand out from the crowd. One of the most important parameters used in search rankings is the quality of the content.People, not machines, judge your content quality. Feedback from human analysts following a site ranking system is used to invent search algorithms.

The newest search algorithms make it tougher than ever to get away with sloppy research, regurgitated articles or hidden sales pitches. Only 6% of the searches on Google lead a user to a sales site; the algorithms are intentionally biased towards useful content. Ad words are not only judged by the amount of money bid per click. A more expensive click rate can be lower in

rank if the site is not providing relevant, quality content.

Even with all the sophisticated technical wizardry in the world, it still comes down to human evaluation.

Your content must be solid or you will be lost in the crowd.The simple act of reading books is not just a pleasant pastime. It is an essential practice for generating effective, profitable, discoverable content.

- Stedman Graham

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The MBO15 Digital Marketing Conference gathers thought leaders and change makers to help attendees navigate the chaos of modern marketing technology.

Wednesday, April 29, 2015The Indianapolis Museum of Art

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AGENDA9:00-10:00

Continental Breakfast & RegistrationSponsored by Visit Indy

10:00-10:15

Welcome Jim Brown, emcee

10:15-11:00

Keynote: “Technology Trends Disrupting Consumer Behavior”Kyle Lacy, Head of Marketing Strategy, OpenView Ventures

11:00-11:30

Executive Marketing Panel: “Growing Indianapolis’ Digital Marketing Revolution Beyond Indiana”Moderator:Melissa Davis, Account Director, nimblejackPanelists:Kevin Bailey, Co-Founder, RelevanceKelley Gay, VP, Corporate Marketing & Communications, OneAmerica Financial PartnersCarolyn Mosby, President/CEO, Mid-States Minority Supplier Development CouncilSteven Schreibman, CMO, Independent ConsultantShawn Schwegman, Co-Founder & Chief Strategy Officer, DemandJump

11:30-12:00

Multivariate Testing: How to Streamline Variable Testing for Digital Marketing ChannelsJeff Carl, Email Marketing Manager, Angie’s List

12:00-1:15

Lunch: plus Marketplace GiveawaySponsored by IABC Indianapolis

1:15-2:00

Keynote: The Evolution of Media: How Technology & Content Can Impact a Brand & the Bottom LineShane Snow, Chief Creative Officer, Contently2:00-2:20

Blitz: Big Data & Beyond: How to Engineer State-of-the-Art Interactive Marketing SolutionsMatt Rogers, President, RocketBuild

2:20-2:40

Blitz: Culture Shift: Fostering a Culture of Subject Matter ExpertsJosh Miles, Founder/Principal, Miles Design2:40-3:00

Blitz: LinkedIn: Work It!Nikki Lewallen, Executive Director, Rainmakers3:00-3:20

Blitz: Three Fundamentals to Meaningful Brand ActivationBenjamin Cox, VP Client Services, xiik3:20-3:40Break: Coffee & PopcornSponsored by Just Pop In!3:40-4:10Content Strategy: The Research & Data Behind Successful Content MarketingHalie Vining, Client Success Director, Relevance4:10-5:15Special Guest & Closing Keynote: Identity LeadershipStedman Graham – Author, Educator and Entrepreneur5:15-7:00Networking ReceptionSponsored by nimblejack

Wednesday, April 29, 2015

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