Content Marketing Master Class in Warsaw

6 Czerwca 2017, 09:00-17:00 (Wtorek)

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Content Marketing Master Class Warsaw

Rebecca Lieb and Stephanie Losee are two of the top CM leaders in the US now in Poland

content marketing strategy workshop

Your content marketing strategy hasn't been written down yet? You wish to organize your CM operations, focus on what's important and will impact sales? Your boss does not agree to buy a strategy developed by experts and you're not sure how to put it all together by yourself? Devote one day in your life, organize your knowledge and complete a workshop that will give you a written down plan of your own content marketing strategy.

Content marketing was born in the USA. You can learn from the best without going to America. Now you have an opportunity to take part in a Warsaw workshop run by two stars of international content marketing. Spend a day with Rebecca Lieb and Stephanie Losse and let them guide you through developing your own content marketing strategy.

Stephanie LoseeStephanie Losee: I've done quite a few intensive content workshops both at conferences and at companies who have asked to help them build their content marketing strategies, and the same work is Rebecca's professional consulting practice. Companies can't afford Rebecca and now that I'm at Visa I'm not able to consult any longer--the only way to get 1 on 1 help is by attending this workshop.

We will run workshop participants through a resource audit and needs assessment and identify the three top tactics that will have the most impact on their business or messaging goals. We will do this through a combination of exercises and individual consulting during the day.

Rebecca Lieb: Our full-day content workshop will be a comprehensive introduction to all the critical aspects of content marketing and content strategy.

We will look at the following elements:

  • What is content marketing and how does it differ from content strategy?
  • Why is content marketing rising in popularity?
  • Content marketing maturity
  • Content's role in converged media
  • Developing a content strategy: audits, guidelines, SEO, metrics and KPIs, tools and technology, teams and internal organization
  • The future of content marketing

The workshop will be based on my research, but Stephanie will provide the "real life" perspective as a practitioner. While Rebecca will discuss research findings and present illustrative case studies, Stephanie will address each module "from the trenches," as a content marketing who works with these concepts every day at a large organization.

The Content Marketing Workshop is a full day, interactive workshop for to develop a mindset and strategy for content marketing. The workshop includes best in class examples and case studies. Workshop goals:

  • Define and differentiate Content Marketing and Content Strategy
  • Learn content marketing best practices, frameworks, tools and skills.
  • Provide an engaging, practical experience that affords participants the time to reflect on best practices and apply new ideas to their own businesses.


  • What is Content Marketing?
  • Content Marketing vs. Content Strategy
  • Digital Channels
  • SEO
  • Content & PR
  • Live Events
  • Reputation & Crisis Management
  • User Generated Content
  • Executing Content Marketing
  • Content Audits
  • Editorial Calendar & Workflow Management
  • Finding a Voice
  • Defining Personas
  • Analyzing Content Needs
  • Listening & Responding
  • Repurposing Content
  • Paid & Earned Media Integration
  • Content Measurement
  • Setting goals
  • Becoming Data-Driven
  • Metrics that Matter
  • Measuring Content Performance
  • Framework for Creating High-Impact Content Marketing Initiatives
  • Strategic Framework
  • Best Practices and Strategies
  • Roadmap Development

Rebecca Lieb is a strategic advisor, research analyst, keynote speaker, author, and columnist. Her areas of specialization are digital marketing and media, with a concentration in content strategy, content marketing and converged media.

Rebecca works with many of the world's leading brands on digital marketing innovation. Clients range from start-ups to non-profits to Fortune 100 brands and regulated industries, including Facebook, Home Depot, Nestlé, Anthem, Adobe, Honeywell, DuPont, Fidelity, Gannett, IBM, New York Life, Oracle, Save the Children, Pinterest, LinkedIn, Cisco, ad and PR agencies, and The Federal Reserve Bank of New York.

Earlier, she was Altimeter Group's digital advertising and media analyst, where she published what remains the largest extant body of research on content marketing, content strategy, and content's role in paid, owned and earned media. Prior to that, she was vice president at Econsultancy, where she launched the company's U.S. operations and grew the business to profitability in one year.

Rebecca was VP and editor-in-chief of The ClickZ Network for over seven years, and for part of that time also ran the redoubtable She's a frequent public speaker on topics related to digital marketing, advertising, and media.

In her copious free time, she writes books. The Truth About Search Engine Optimization instantly became an Amazon best seller.

It was followed by Content Marketing, one of the first books on that topic. Dentsu translated it into Japanese and it is required reading for new hires at the holding company's Tokyo headquarters.

Rebecca recently contributed to the two-volume The New Advertising: Branding, Content, and Consumer Relationships in the Data-Driven Social Media Era.

Her forthcoming book, Content: The Atomic Particle of Marketing, publishes in 2017.

You can learn more about Rebecca on LinkedIn or Facebook. Or read her regular columns in iMediaConnection and MarketingLand, or her occasional contributions to Advertising Age.

More? Follow her @lieblink. Many of her decks from public speaking engagements are on SlideShare.

Advisory Board & Jury Affiliations

Company Advisory Boards: OneSpot, Netswitch Technology Management, Blast PR

Juries: Diplomatic Council; Shorty Awards Real-Time Academy; Native Advertising Institute

Stephanie Losee, Head of content at Visa. Former head of brand content at POLITICO and Managing Editor of Dell, directing editorial content strategy. Holmes Report Top 25 Innovator. Brand journalism/sponsored content thought leader and speaker. Advocate for editorial over advertorial content. Intrapreneur. Former technology writer at Fortune magazine and editor at PC Magazine.

Previously: Owner of a content marketing consultancy, advising major brands and agencies on editorial content strategy. Journalist, author and business writing trainer. Most recent book: "Office Mate," written with Helaine Olen; the New York Times called it "a sort of 'The Rules' for the office" and Reuters selected it as their Business Book of the Week. Essays have appeared in several anthologies including "The Maternal is Political" and "Cup of Comfort for Writers." Articles have appeared in O the Oprah Magazine, Fortune, Forbes, The Los Angeles Times, the San Francisco Chronicle Magazine, the New York Post, San Francisco magazine, and, among others. And once upon a time I was a business anchor on NY1 News.

Off-Hours: Climber, most recently of Kilimanjaro. Aspiring sparkling winemaker, studying for the CSW exam. De-jargonator and journalist re-jobinator. Current San Franciscan and former New Yorker.

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