Why (& How) Your Non-Search Marketing Colleagues Should Attend SMX East


Hey Search Engine Land readers — you get search. You know how important it is. That’s why you’re here. That’s why many of you also come out to our SMX conferences that we organize, to keep up with search. But we also know you deal with folks who don’t live, breathe or love search the way you do. We’re here to help with that.

Our SMX East conference comes to New York City at the end of this month, September 30 to October 2. We’ve got a great agenda with over 50 sessions of interest to any search marketer, topics that cover broad strategies to consider along with our usual tactical sessions stuffed with takeaways.

Any search marketer will find SMX East a must-attend show, with sessions that cater to those who are SEO-focused, SEM/paid search-focused, beginner or advanced. But because we’re in New York City, we have some special sessions and a special pass designed for those who are newcomers to search marketing or who work with search marketers, even if they aren’t search marketers themselves.

You know: the ad agency types. The folks who sometimes still might overlook the importance of search marketing or, if it’s remembered, it’s an after-thought.

Not all agency folks are this way. There are plenty of super-savvy ad agency folks and ad agencies themselves that get search. In fact, we have some of them taking part in our Ad Agency & CMO Track at SMX East. This runs on the second day of the show, and includes these sessions:

Ad Agencies & SEM

In a PowerPoint-free panel discussion, SEMs at traditional and digital agencies will talk about the managing paid search for large brands. We’ll discuss the challenges and opportunities unique to running SEM in an ad agency, including client and inter-agency communication, training and recruitment, winning support for and managing paid search campaigns in an integrated fashion, running performance and brand campaigns and more. Lessons learned will help others within agencies, as well as brands who deal with agencies or dedicated SEM firms that interact with brands and other agencies.

Ad Agencies & SEO

How do you approach SEO within a traditional ad agency? This panel of agency-based SEOs will address topics such as winning support for SEO within the agency and with clients, getting search engine optimization better integrated into an overall marketing campaign, the challenges of implementation and more. Lessons learned will help others within agencies, as well as brands who deal with agencies or dedicated SEO firms that interact with brands or ad agencies.

Tough Love: What I Wish CMOs Knew About Search Marketing

Few CMOs have a deep understanding of search marketing. That means communicating the value of your search marketing efforts is your responsibility. In this no-holds-barred discussion, our panelists will address the challenges they face working “in the trenches,” and offer advice on how to convince your CMO – and other lead executives – that a comprehensive, unified search marketing plan is the best way to keep your brand thriving and deliver business results

We’re hoping these sessions will especially help some of those you may know who don’t fully get search. And we’re making it possible for anyone to attend up to two of these sessions absolutely free through our new Advertising Pro Pass. In addition, the pass provides access to these additional parts of SMX:

So, know someone with an advertising or marketing background who could use a little search marketing education? Please, pass the word about our Advertising Pro Pass. Helping them might in turn help you.

As for those new to search marketing who intend to focus on that, I’d also highlight our special SMX Boot Camp pass. This provides access to all the SMX Boot Camp sessions on the first day of the event, at a special rate.

Of course, we’d sure love if everyone attended on an All Access Pass. An All Access provides access to the entire agenda of sessions we work hard to program.

Here’s hoping to see many of you out at SMX East!

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