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All posts by Natalie Pool

Magazine editor turned Head of Content for digital marketing agency NATIVE VML, I oversee a talented team of writers, designers and a videographer producing digital content for brands. Constantly learning about Content Marketing, SEO, calculating ROI and how to use Snapchat. Self-confessed cat lady, aspiring yogi, TV addict and permanent tourist. Currently in Kansas City, Missouri spending time at VML headquarters and sampling barbeque, beer and mid-west hospitality.
  • Kansas City Diaries: the 3 new rules for social video

    Kansas City Diaries is an exclusive article series by Natalie Pool as she goes undercover at VML’s global agency headquarters in Kansas City, USA, to find out how organic search, Snapchat and other technologies are changing the advertising and marketing industry. Just when you get comfortable with social video, the rules change. Here are three that aren’t going anywhere anytime soon. Don’t sacrifice quality for speed “There is an expectation of the quality of work a brand puts out,” says Director of Integrated Production, Scott Stone, who heads up VML’s internal production team, Vault. “Regardless of the channel it goes on, video should...

  • Kansas City Diaries: can brands beat Snapchat at its own game?

    Kansas City Diaries is an exclusive article series by Natalie Pool as she goes undercover at VML's global agency headquarters in Kansas City, USA, to find out how organic search, Snapchat and other technologies are changing the advertising and marketing industry. Snapchat is not what you’d call a brand-friendly platform. In fact, it actively discourages brands from creating organic content and makes it purposefully difficult for users to find you (unless you’re Kylie Jenner, arguably the biggest brand on Snapchat right now). And without reporting metrics for organic content, it’s tricky (but not impossible) for agencies to prove its value...

  • Kansas City Diaries: the art of organic search

    Kansas City Diaries is an exclusive article series by Natalie Pool as she goes undercover at VML's global agency headquarters in Kansas City, USA, to find out how organic search, Snapchat and other technologies are changing the advertising and marketing industry. At the heart of many digital agencies is a Paid Search department. But how many agencies and brands give Organic Search the love and attention it deserves? Not that many in South Africa, is almost certainly the right answer. VML’s headquarters in Kansas City is one such company whose Organic Search team is growing and slowly taking over the world...