Constant learning and development is an essential part of being in a marketing agency. This is especially important within the digital space as industry updates and changes occur on an almost daily basis. Advertising agencies that don’t continuously innovate and adapt can quickly get left behind.
As part of MEC’s continuous learning and development processes, each marketing discipline took part in a bi-monthly event called Big Breakfast. This event takes place over three mornings, and allows each discipline to present three sessions for 45 minutes on their area of expertise. This can range from work they’re currently undertaking to new changes within their market. These sessions are designed to educate and inspire, with breakfast on offer to help encourage attendance and participation!
Last week it was the turn of the Organic Performance team to inspire the rest of the agency with the exciting work that is being planned and delivered to adapt to changes in the search landscape. Please see below details of the three sessions delivered by Organic Performance and some key takeaways:
Session 1 – Evolution of search – by Paul Spreadbury and Andreas Nicolaides
The first Big Breakfast session was focused around the evolution of search. The session provided a history of Google and described the past, present and future of search. The aims of the presentation were to educate the rest of the agency on the many changes Google has made over the years, and to provide insight as to what the future holds. The main theme highlighted the amount of Google holds on individual and how search engines can use this to target people before they actually make a search.
The main takeaways from the session were around how search has evolved and how SEO is now working with the rest of the agency to create collaborative, multi-channel campaign ideas that are focused on insight.
Session 2 – Digital Insights – by Ross Hitchenor
For the next session Ross from our social insight provider Sysomos came to the agency. Ross presented all the newest features of the Sysomos tool, and demonstrated how it can be used to find online communities and relationships between people who share content.
The main takeaways from the session were around the tools features and how the whole agency can use insight from Sysomos to develop both online and offline content strategies.
Session 3 – Creative content in Organic performance – by Bruce Thomas and Noel Mellor
The final Big Breakfast session was a collaborative presentation from Noel Mellor and Bruce Thomas, one of our creative partners Modern English. Noel described the six-step campaign process the team undertakes and how we use rich insight to come up with a creative idea to brief in partner agencies.
Bruce showcased some real world examples of creative ideas that Modern English has been involved in, and highlighted the requirement for ‘super shareable’ content and showed how this boosts SEO performance. Bruce also discussed how Facebook is not the only platform for sharing content, and that many different solutions can be used, including engagement within the blogging community.
One of the key points of the talk was that Organic Performance has the insight and processes available to produce any type of online content, from infographics to quizzes to games. All content is designed to support organic KPIs and create sustainable risk free traffic from the search engines.
The three sessions had great feedback and helped to educate and inspire people about organic search. They also demonstrated the hard work the team has undertaken to adapt to Google’s changes.
The agency is looking forward to the next inspiring Big Breakfast sessions, taking place eight weeks from now.