How Communication Professionals Can Best Leverage SEO in 2019 and Beyond

Justin Seibert, President, Direct Online Marketing

Quality content is more important than ever to search engines and how they rank websites. By understanding and implementing certain techniques to make content more attractive to Google, practitioners can increase their value to their organizations and the value of their content. In this presentation, participants will gain an understanding of search engine optimization (SEO) techniques and how SEO can be effectively used to boost websites, press releases and earned media results. By the end of this session, participants will be able to identify SEO tactics they can put into practice immediately to boost the value of their efforts.

 

Vulnerability in Today’s Digital World: A Case Study

Tina Kozak, President, Franco

The 24-hour news cycle and the growth of social media has enormous potential to spread inaccuracies about an organization’s ideas and its leaders. Tina Kozak shares a case study from the 2018 mid-term election in which the Michigan Chamber of Commerce filed a lawsuit opposing a ballot initiative. While the lawsuit sparked some attention, the negative print and social media campaign by a national advocacy group ignited opinions. This presentation looks at the Chamber’s response in the face of inaccuracies and unethical practices by the advocacy group and how they worked with the media and law enforcement during the crisis.

 

The Five Critical Components that Drive Social Media Success

Cyrus Mavalwala, ABC, MC; Founding Partner, Advantis Communications

Having a team implement social media tactics isn’t new.  But are their actions driving ROI? Are you or the C-Suite questioning the value of your social efforts? Based on social media audit findings from associations, not-for-profits, corporations and government departments, there are five critical components at the heart of every successful social media strategy. Learn from an IABC Canada Master Communicator how to stay ahead of the curve, lead with strategy and prove your worth in today’s digital first world. Fuel up at this high-octane session and propel your digital communication career into the fast lane.

 

Where Does Podcasting Fit into Your Media Mix?

Tracy Imm, ABC, APR; Founder & CEO, Tracy Imm Worldwide LLC

Podcasting has been around for years but it’s just starting to get traction  as a way to promote your organization’s products, services and thought leaders. Media outlets, entrepreneurs and large corporations are all entering the fray of the podcasting world in hopes of attracting new subscribers, clients and employees. This session will cover the podcasting landscape, what’s involved with pitching to podcasters and even how to launch a podcast. Learn where podcasting is headed and how to integrate it into your marketing mix.