flyte school LIVE!

The Content

The Value of Ye Olde Content Marketing in the Age of AI – Presented by Izzy Sideman

To SEO or not to SEO—that is… a very good question.

We’re in a strange, shifting time where AI-generated answers are shrinking organic traffic, search results are unpredictable, and every self-proclaimed “SEO expert” is peddling their latest prophecy. If someone says they know exactly how to “rank first” in 2025, they’re probably more confident than correct.

In this session, SEO copywriter Izzy Siedman invites you to step off the hamster wheel and return to solid ground: the timeless principles of good, human-centered marketing. You’ll learn core tenets of audience clarity, value-driven communication, and brand building that are not only still relevant, but possibly your biggest advantage in the AI-saturated world ahead. We’ll cover:

• The current state of search (and why your traffic might be tanking through no fault of your own).
• The unshakeable power of knowing your people and meeting them where they are online and IRL.
• Simple writing techniques that serve both users and algorithms.
• Suggestions for building your brand touchpoints outside of Google.

SEO trends will shift and AI tools will change, but to thine own customers be true in your content generation and the results will follow.

About Izzy:
As resident copywriter, Izzy has written more than 300 web pages, blogs, emails and product descriptions for flyte’s clients. She delights in researching ideal customers, acquiring deep knowledge on unfamiliar industries and especially adopting and developing the brand voice for each unique business–no wonder Halloween is her favorite holiday. She’s also anti-Oxford comma, but don’t tell her boss, Rich. Every piece of content she writes considers the latest in search engine optimization and behavioral triggers. She’s excited to share her process with anyone and everyone who develops content for the web.

The Behavioral Triggers That Drive High-Converting Websites (CRO) – Presented by Rich Brooks

You’ve built a beautiful website. You’ve invested in SEO and digital ads. But people still aren’t converting—why?

It turns out that aesthetics and traffic only go so far. To really drive action, you need to tap into what makes people tick.

In this highly actionable session, you’ll discover the psychological tactics that help lead gen and e-commerce websites convince and convert. Drawing on insights from behavioral science, psychology, and real-world experience, you’ll learn how to turn browsers into buyers using tactics rooted in how people actually make decisions.

You’ll learn how to reduce friction, build trust, and guide visitors to take action—whether that’s filling out a form, making a purchase, or picking up the phone. These strategies aren’t about manipulation—they’re about clarity, alignment, and ethical influence.

Packed with examples and practical takeaways, this session will help you see your website through your visitors’ eyes—and give you the tools to turn that attention into results.

After attending, participants will be able to:

• Apply key psychological principles—like social proof, urgency, and cognitive ease—to improve website conversions
• Identify and eliminate points of friction on landing pages and forms
• Use behavioral triggers to guide visitors toward desired actions without resorting to manipulation
• Design website content and layout that align with the brain’s natural decision-making shortcuts
• Walk away with a checklist of proven conversion boosters to apply immediately

About Rich:
Rich Brooks is the founder and president of flyte new media, a digital agency in Portland, Maine, that’s been in business for over 28 years. He is a nationally recognized speaker on entrepreneurship, digital marketing, and social media. He founded The Agents of Change, an annual conference and weekly podcast that focuses on search, social & mobile marketing. Rich is the author of The Lead Machine: The Small Business Guide to Digital Marketing, a popular and well-received book that helps entrepreneurs and marketers reach more of their ideal customers online. He appears regularly as the “tech guru” on the evening news show, 207, which airs on the NBC affiliates in Maine. He has also appeared in Inc. Magazine, The Huffington Post, FastCompany.com, CNN.com, the Social Media Examiner, and many other news sources for stories on digital marketing.

Metrics That Matter: How to Measure What Drives Growth – Presented by John Paglio

Most businesses are drowning in data—but starving for clarity.

If your dashboards are packed with numbers but light on insight, this session is for you.

In this plain-language, practical workshop, we’ll explore how to focus on marketing measurement that truly matters—helping you move from “tracking everything” to leading with data-driven decisions.

You’ll Learn

• How to identify the right metrics for your business goals
• How to build a simple, actionable measurement framework
• How to spot and avoid vanity metrics
• How to turn reporting into clear decisions and continuous improvement

You’ll Walk Away With

• Greater clarity in your marketing measurement
• A focused approach to tracking what matters most
• The confidence to communicate results and insights to leadership, clients, and your team

You will walk away with greater clarity, a focused approach to measurement, and the confidence to communicate marketing results to your leadership or clients.

About John:
John Paglio is motivated to help clients grow their business and online presence. He brings great enthusiasm and a positive attitude to flyte’s marketing department. He is Google Analytics and Google Ads certified. What does he loves most, though? Digging in and nerding out over data, Google Analytics 4, Google Tag Manager, and Google Looker Studio is his jam!