About the Training
About the Training
Training Objectives
- Participant knows what content marketing is and understands key concepts in this marketing field.
- Participant knows the key milestones of a content marketing strategy, can outline such a strategy for their company, knows where to source data, and is familiar with tools used at this stage.
- Participant knows how to effectively implement basic campaign elements and measure their effectiveness; knows the components of a summary report for activities.
- Participant knows the basics and best practices for creating effective strategies and content for online activities.
Training Description:
A two-day training presenting essential basic knowledge on content marketing. The program covers the idea and case studies of content marketing, key strategy elements, campaign implementation stages, and useful free and paid tools.
Training Assumptions:
- Emphasis on delivering substantive knowledge, presenting tools, case studies with workshop elements and/or group work.
- Duration: 2 days, 8 teaching units per day (45 minutes each).
- Completion test confirming acquired knowledge.
- Certificate issued after the training.
Open days
about the university
Training participants
Program
Content Marketing – Let's Start from the Beginning
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Introduction to the world of content marketing – time for definitions.
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Banner blindness phenomenon, content blindness, and natural defense reactions.
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Changes in shopping habits in post-pandemic times.
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Opportunities and threats of content marketing in "difficult times".
Content from A to Z?
- Why it's worth understanding the ZMOT phenomenon.
- Content marketing and purchase processes – who, when, how?
- Content marketing in the sales funnel – is purchase the end of activities?
ABC of Content Strategy
- Business existence goal – your actions matter!
- SMART analysis – where is the ambition boundary?
- SWOT analysis – curse of knowledge.
- Brand audit and environment analysis – is your grass greener?
- Buyer Persona vs. User Persona in content marketing.
- Measurement indicators – are you heading in the right direction?
- Implementation and execution – fix errors, act.
- Exercises – SWOT, SMART, Buyer Persona - empathy map.
Owned Media in Content Marketing
- Website – when if not now?
- Facebook – nice to have or must have?
- Instagram – why your content doesn't work?
- LinkedIn – specifics of new B2B communication.
- YouTube – be a partner.
- Alternative social media channels – when worth it?
Webwriting and Content Tools
- How Kowalski consumes content? Myths vs. reality.
- Copywriting vs. webwriting – spot the difference.
- Content tools – from articles through podcasts to visual thinking.
- Best copy/webwriting practices for individual channels.
- Adapting content for generations XYZ.
- Using AI in content creation.
Distribution and Promotion - Forgotten Sisters of Content in Paid Media
- Golden rules of cooperation with publishers, influencers, and subcontractors.
- Paid promotion – can good content "hack" algorithms?
- Cross-pollinating content activities – marriage of offline and online.
Other courses and training
Date
March 5-6, 2026.
Duration: 2 days (16 teaching hours)* from 9:00 AM to 4:00 PM.
*One teaching hour = 45 minutes.
Trainer
Passionate marketer and content marketing expert with extensive experience across the full spectrum of marketing activities – from publisher, through agency, to client.
My journey in advertising and marketing began at Wirtualna Polska, where I handled sales of online advertising solutions. I then joined Lead Bullet, the first content marketing agency on the Polish market, specializing in market evangelization and introducing innovative solutions like content recommendation systems. There, I gained valuable experience with pioneering industry solutions.
The next step was working at the AdNext group as Head of Growth for the content agency Scoop. In this role, I created and led the original "Content Boost" webinar series, which gathered over 2,500 unique participants in 2 years, supporting them in creating effective content marketing campaigns.
Currently, as Marketing Director in a hotel chain, besides implementing effective marketing strategies, I gain a broader perspective on client challenges. This understanding helps tailor our actions to their needs and market realities.
I graduated from Maria Curie-Skłodowska University in Lublin with a Master's in Arts, developing my aesthetic sense crucial for content creators. Additionally, journalistic practice at TVP equipped me with skills for fluid content work, essential for high-quality content creation. I also hold numerous certificates in online marketing and sales. Privately, I'm a passionate advertiser and visual arts enthusiast.
Fees
| Standard training price | 2400 PLN gross (VAT-exempt rate) |
| Price for students and alumni of BA, MA, postgraduate, and MBA programs at ALK | 2160 PLN gross (VAT-exempt rate)* |
*Offered discount does not combine with other potential discounts.
