On a beautiful October evening in 2024, University of North Alabama students gathered for more than just a club meeting—they came for insight, inspiration, and a little homemade hot chocolate. The UNA Marketing Club welcomed Dogwood Media Solutions’ Beth Gillem, SEO, and PR Specialist, for a guest presentation on one of today’s most vital marketing tools: search engine optimization (SEO).
UNA Associate Professor of Marketing Dr. Alisha Horky arranged the evening, and Beth was invited to share her real-world experience with students preparing to enter the marketing field.
Bridging the Gap Between Classroom and Career
Beth’s public relations and digital strategy background gave her a unique perspective on the ever-evolving world of SEO. With a clear, engaging slide presentation and a conversational tone, she broke down the fundamentals of SEO in a way that immediately connected with the students.
Many attendees were already pursuing their Semrush certifications, but Beth’s agency experience offered something they couldn’t get from online courses: practical application. From what clients prioritize to how SEO strategies are developed and evaluated, her insights clarified what SEO looks like.
From Keywords to Content: SEO Fundamentals and Beyond
Beth walked students through core SEO topics such as keywords, on-page optimization, backlinks, and analytics. She also offered advice on best practices and common mistakes to avoid—insight that comes only from working in the field.
Students were primarily engaged during conversations around the intersection of SEO with other areas of marketing, including public relations and content development. As students asked thoughtful and intuitive questions, Beth responded with relatable examples from her work at Dogwood, turning theory into tangible takeaways.
Exploring the Role of AI in Modern Marketing
One of the most compelling parts of the evening was an open discussion on the growing role of artificial intelligence in marketing. With students from marketing, data analytics, and psychology in attendance, the conversation broadened to include how AI is changing audience research, content generation, and campaign optimization.
Beth encouraged students to think critically about the benefits and challenges of AI tools—and how marketers can use them responsibly and creatively in the years ahead.
More Than a Meeting: A Memorable Experience
The night wasn’t just informative—it was genuinely fun. Between marketing insights and warm mugs of hot chocolate, students enjoyed a relaxed and engaging atmosphere where learning felt organic and inspiring.
Beth’s visit was a powerful reminder of the value of blending academic knowledge with real-world experience for those preparing to enter the marketing world. It’s one thing to study SEO in a textbook—it’s another to hear how it works from someone who does it every day.
