What I Learned at CTA Conference 2018

2 days filled with 20+ speakers, action items, takeaways, popsicles! What more could you ask for in a marketing conference? Food trucks? Yeah, it had that too. Here’s what I got from my two days at CTA Conference:


Day 1

Oli Gardner (Slides)

Content is more than just blog posts, it’s everything you create. When you’re creating content you should follow a Marketing Optimization Map.

Rob Bucci (Slides)

Google is serving different search results depending on where a user is searching from and the modifiers they use in the search.

Ellie Mirman (Slides)

Identify and track what your competitors are doing in terms of PR and Marketing. Create campaigns that highlight the differences between you and your competitors.

Veronica Romney (Slides)

When creating a Facebook Audience focus on demographics first. Then you can drill down into Behaviors and then Interests.

Andrew Miller (Slides)

There is more to phone calls than just call length. Fix callers problems the first time to limit frustrated call-backs.

Andre Morys (Slides)

Try to discover the reason behind your work and focus on that when growing. Stay humble, be open and curious.

Todd Saunders (Slides)

Google Ads can provide more information behind the clicks by using advanced attribution. Enable auto-tracking and track conversions for Marketing Qualified Leads and Sales Qualified Leads.

Lisa Pierson (Slides)

Make sure all of your branding is consistent and that you’re looking at it from your customers’ point of view.

Becky Davis (Slides)

Optimize conversion rates by simplifying the conversion process and using language your customers can understand.

Ainara Sainz (Slides)

Design based on data not just on your own ideas.

Christi Olson (Slides)

Voice is playing a bigger role in search and AI technologies such as chatbots can help improve your content reach.

Andy Crestodina (Slides)

Blogging should be either original research that you’ve done or a¬†strong opinion. Never waste a conversation by having it in private.


Day 2

Hana Abaza (Slides)

Positioning is just as important in branding as your logo, verbiage, and fonts. Don’t abstract your messaging to the point that it’s meaningless but don’t make it overly specific.

Els Aerts (Slides)

Getting video of customers using your product can help you identify struggles, benefits, and opportunities.

Krista Seiden (Slides)

All marketing campaigns should have a “north star” metric by which they identify success (sign-ups, sales, clicks, etc.)

Cyrus Shepard (Slides)

Your landing page’s load time can have an impact on your search ranking.

Bethany Singer-Baefsky (Slides)

Use the passing of the GDPR to show your customers that you care about their privacy.

Carl Schmidt (Slides)

Artificial Intelligence has been used to analyze landing pages and now it’s being used with dynamic text to help improve conversion rates.

Sean Kennedy (Slides)

Make sure your emails are about the reader and think about the value your giving to the reader. Before you send, ask yourself “Would I want to receive this email?”

Momoko Price (Slides)

When copywriting for new products follow this strategy: Hypothesis what you think the users want, validate with surveys, and then take verbiage from reviews and interviews.

Ross Simmonds (Slides)

Content doesn’t stop when you press publish. Distribution is the key to getting the most life out of your content.

April Dunford (Slides)

If you’re not finding success with your product/service, it may be that you’re thinking about it in the wrong market category.


Action Items

  • Blog more and with a clear purpose (strong opinions and original research). Once the content is created, promote it across multiple platforms by using it to answer people’s questions (Facebook, Twitter, Reddit, Quora) and drive traffic with online advertising.
  • Leverage good performing content by added lead generation forms.
  • Turn my best performing social media posts into blogs. Turn my best-performing blogs into white papers. Turn my best-performing whitepapers into eBooks. Etc.
  • Create a chatbot from FAQs.
  • Create a mission statement using the formula: [Business name] is where [target audience] finds [my topic] for [benefit].
  • Determine North Star Metrics for all campaigns.
  • Use Google Tag Manager on every page to easily manage tracking code.
  • Improve website load time by reducing image sizes and cashing.
  • Read competitors’ reviews to see how customers are describing them and identify opportunities.
  • Sign up to answer questions on Quora.

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