Google Campus Warsaw

6-7 June 2017

9:00 - 17:00

16 Speakers

Best CM experts

120 Seats

Be quick to register
  • why are we here

  • What happens to content when it goes "beyond screens" based on Rebecca’s reaserch.

    Contextual Content: From Websites to Wearables to Wherever: Digital experiences are now a critical part of the customer journey, from exploration and purchase to use and engagement. This means content is going beyond screens, into a connected world of beacons, sensors, the Internet of Things and more. World-class websites are only the first step currently imaginable in using digital experiences across mobile apps, in-store screens, and connected devices. Content is now inextricably linked to Who, What, When, Where and Why, any time and anywhere.

    • In this session hear about the most innovative ideas and case examples of content that spans digital’s impact on online and physical interactions.
    • Learn about digital experience management solutions needed to address the demands of today and into the future.
    • Create a checklist of best practices and considerations for making the leap into contextual content.
  • Albert Hupa - Modelling psychographics with Facebook Data

    Facebook behaviour can tell a lot and even more about its users. Although regular publishers cannot simply crunch all its data, it is possible to explore all activities about core fans. This data leads to limitless modelling possibilities, starting with psychography and finishing with purchase behaviour.

  • Karsten Krämer - Content Campaigns: How content boosts campaign performance.

    C3 case studies (e.g. Unilever, Mercedes, Ministry of Health).

  • coffee break and networking

  • Alenka Bester, Inga Batur - Is Content Marketing worth the trouble?

    Adopting a culture of content marketing in an organization bent on traditional ways is a disruptive process that requires overcoming challenges nobody generally discusses and a few dare to address: from questioning the role of old school marketing, to overstepping set bounds in the way sales, customer service and web design perform to bringing down silos and re-evaluating the organizational structure as a whole.

    We will show how to create alliances to work for you not against you, how to convey the true value and benefits of content marketing to help you get the content marketing machine rolling.

    Key takeaways:

    • Internal stakeholders are as important as external. Get them on board by addressing their pain points and showing them first-hand how you can help them deliver results with content.
    • Have the big picture in mind but determine achievable step-by-step goals to ensure sustainable development. Only by leveraging short term results will you be able to ascertain executive support and funding you need to fulfill your long term strategy.
    • Learn when to bring in outside expertise in form of a trustworthy agency to help you gain ground and explore new opportunities while staying true to your brand and strategy.
  • Stephanie Losee - How to Organize Your Content Team in 5 Employees or Less

    Staffing an in-house content team can seem like an impossible task. Stephanie Losee breaks the process down employee by employee in order of priority, detailing which roles to fill and what kind of skills to look for in potential hires no matter what the budget or size of the company.

  • Igor Bielobradek - How B2B brands can win on the competitive content market?

    Content marketing is becoming notable marketing budget position for many brands. It translates into increaing content supply (called by some "Content shock") and fierce competition for audience attention. Is there still a way to get through to your target audience with your marketing content? Who is you really competing with you for your's clients attention? How to make effective content marketing?

  • lunch and networking

  • Jacek Siadkowski, Izabela Kręgiel - Doing good is a content too.

    How Orange Foundation achieves business goals with Employee Voluntary Corps?

  • Magdalena Bugajło - Case study DHL Parcel: One year story - power of engagement through video communication

    Magdalena Bugajło, DHL Parcel Poland, will be sharing the experience of implementing internal social media to the organization and carrying out a cross-divisional campaign focusing on the use of audio-visual media, which enables employees to interact with colleagues all across the country in a series of films documenting their workplace. Additionally you will discover how the implementation of modern communication tools in DHL Parcel affects employees engagement.

  • coffee and networking

  • Jesper Laursen - How to create a killer distribution plan for your premium content

    Content marketing has for years been living by the credo: "if you build it they will come" meaning that if you put your content on your blog the viral wings of social and the spiders of search will eventually attract your audience.

    Well, it doesn't work like that anymore so in this session we will dive into how you can build a solid distribution plan for your premium content based on paid distribution (aka native advertising), owned and earned channels. A plan that will get your content in front of enough of the right people at the right time and help you build your owned audience.

    You will leave the session with:

    • an understanding of how to build a campaign around your best content
    • concrete tools for creating a distribution plan that will boost your content project
    • an overview of the technologies available to help you execute

Why invest time in it?

Power of Content Marketing 2017 consists of two events. On June 6th there is a paid strategy workshop Content Marketing Master Class run by two stars of international content marketing Rebecca Lieb and Stephanie Losee. 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.

Next day on June 7th there is a free conference intended to show that effective content marketing brings real money (you just need to register). We chose the speakers carefully. There’s no place for self-advertising. International and Polish experts will tell you about their experience in carrying out content marketing projects, we’ll also provide case studies from the Polish market. And you will be able to use their knowledge at work. Both events will be held in the new Google Campus venue.

Looking for inspiration or written down content strategy? Want to meet other content marketing experts from Poland and from abroad?

Don’t hesitate – this event is for you. Invest your money and time in a workshop and book a seat at the power of content marketing conference.


Acknowledged experts whose achievements have been appreciated all over the world

Rebecca Lieb

Rebecca Lieb

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.

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

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

Stephanie Losee

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 Salon.com, 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.

Magdalena Bugajło

Magdalena Bugajło

Head of Communications and Brand Management Department

Expert in corporate communications, marketing and social media. She has worked in telecommunications, logistics and FMCG. She is now responsible for PR, internal communications, media relations and brand management at DHL Parcel. She supports strategic changes in the organization, such as mergers, takeovers and business process changes. She is responsible for developing and implementing the corporate communication strategy and supports building organization culture by getting employees engaged in communication activities. Co-winner and laureate of various communication awards– Pearl Awards in NYC; Spotlight Awards – Florida; DHL Communication and Responsibility Award – Germany; Szpalty Roku; Pióra Roku and PRotons.

Previously, she was the head of the Corporate Communications Department at Netia. She is a graduate of Management and Marketing, Koźmiński University, and Spanish Filology, Warsaw University. She is also graduate of the London School of Public Relations, and postgraduate studies in PR at ALK Academy.

Alenka Bester

Alenka Bester

Head of Digital Content Marketing for Zavarovalnica Triglav, the leading insurance company in Slovenia and one of the leading groups in South-East Europe. With her team she successfully implemented an award winning content marketing program, gaining positive feedback from the audience and recognition from professional marketing associations in Slovenia. She appreciates every opportunity to share the knowledge on how to overcome day-to-day obstacles content marketers face especially in traditional, conservative organizations.

Inga Batur

Inga Batur

Copywriter and digital editor for the leading insurance company in Slovenia and one of the leading groups in South-East Europe. She is responsible for creating appealing, interesting and valuable content for the company’s award winning content hub Vse bo v redu (Everything Will Be Alright). When it comes to delivering messages she likes to play with writing styles, formats, structures and channels. She holds a degree in communication sciences and has years of experience in Public Relations, Sales and Marketing. In her free time she runs an award winning blog, which further broadens her understanding of the Digital and Social Media world.

Karsten Krämer

Karsten Krämer

Managing Director C3 Munich. After getting a degree in Journalism in Munich and Marketing MBA in London, Karsten has worked in diverse development and management roles in media and agency business. He helped developing the portal and content business at Deutsche Telekom, led the 360° marketing solution team at Gruner + Jahr / Bertelsmann and was Managing Director of the agency arm of Gruner + Jahr Business Media, delivering content marketing solutions for clients in the financial and professional services industry. Since 2013 Karsten has founded and expanded the C3 office in Hamburg with clients like Unilever, KPMG, Union Investment and EDEKA. Since March he has been the Managing Director for C3 Munich. Besides his role at C3 he is a board member of the German Content Marketing Forum.

Albert Hupa

Albert Hupa

PhD Albert Hupa, president of IRCenter, academic and commercial researcher and analyst, specialist in social network analysis and data mining.

Jesper Laursen

Jesper Laursen

Besides from founding the Native Advertising Institute, Jesper Laursen is the CEO of Brand Movers and Media Movers. The companies work respectively with content marketing and journalism.

Jesper, a passionate content marketing and native advertising entrepreneur and speaker, believes that native advertising done right holds a great potential for getting your message across to the right people, at the right time, and in the right manner.

Currently, his company Brand Movers is hosting the biggest content marketing conference in Scandinavia called Clever Content, they publish the largest magazine in Northern Europe on the subject called Content Marketing Magazine and work with various brands and media on native advertising projects.

Jacek Siadkowski

Jacek Siadkowski

Social Entrepreneur, co-founder of Gerere Fun for Good and Gerere Volunteering. Expert in field of gamification, behavioral design and social business. He’s on a mission to affect positively life of 1 milion people in next 5 years.

Dorota Mastalska

Dorota Mastalska

Co-founder of a capital group operating in the financial, legal, automotive, accounting and educational industries. The creator and now the vice president of the management of Arena Business - a nationwide organization for entrepreneurs.

She has been gaining her business experiences since 2008 by developing with a partner a company in the educational and financial industry which employed 350 people. Then she discovered the power of networking and created a Polish business organization to help Polish companies gain customers by recommendations.

Since 13 years, she has been organizing national conferences for people with enterprising spirit and entrepreneurs where she teaches, among others: how to build business through relations. Her conferences have been attended by 35,500 people so far.

Her mission is to educate people on how to build a relationship-based business, so she can often be seen on stage during various business events. She cooperates with organizers of conferences, congresses and events where she animates networking and connects people in accordance with her main principle: "Smart entrepreneurs work together, others compete.”

She is a graduate of the faculties of journalism as well as social communication and business management. Privately a mother of 6-year-old Martynka. She loves snowboard, parachute jumping and highlander culture.

Izabela Kręgiel

Izabela Kręgiel

She is responsible for developing the corporate volunteering program in Orange Poland. She supports building organization culture by getting 3 500 employees each year engaged in community activities. She is now responsible for internal communications. She worked at Fundacja Orange for 10 years. Educated psychologist, she is fascinated with the field of communication, new technologies and volunteering.

Igor Bielobradek

Igor Bielobradek

Specialist in the area of B2B content marketing, lead generation, marketing automation and digital communication. He has been working for over 10 year as digital marketer for top B2B brands (mostly from consulting sector). He is the author of b2b-marketing.pl blog.

Katarzyna Sowicka

Katarzyna Sowicka

Deputy President of Content Marketing Polska.

Editor by profession, marketer by choice. COO at Qantum marketing agency and deputy president of Content Marketing Polska. Works with brands, agencies, publishers helping to optimize and maximize results. In good relations with content marketing, hoping for a long-term fruitful relationship.

Urszula Radzińska

Urszula Radzińska

President of Board Content Marketing Polska. Graduate of the University of Warsaw, educated journalist and musician, she is fascinated with the field of communication. For the past 13 years her company Aude has been creating effective corporate media for the largest brands. In 2007 together with a group of other enthusiasts she founded the Content Marketing Polska Association (back then Corporate Press Association). She believes that sharing knowledge and experience brings benefits to all parties involved.

Autor of book “Your first client. How to turn employess in to the best company ambassadors”


We are supported by sector leaders

This event is accredited by DIMAQ, which means that participating certificate holders may receive recertification points. DIMAQ is the first programme of standardization and verification of digital marketing competence available in Poland.

More information HERE.

Why is it worth your time?

The conference equals knowledge and experience that you need to be effective in building your content marketing message. It is also the place to meet people who are really worth talking to.

Who should participate?

Everyone who wants to know how to create effective content marketing – engaging its audience and guaranteeing a return on investment to the company: marketing directors and specialists, internal and external communication directors and specialists, directors and managers of advertising and marketing agencies, social media communication experts, experts in content creation and management.

The conference includes not only presentations – but also conversation. It is a perfect networking opportunity, a great occasion to meet experts and to exchange experience. By building your contact network you’re building your business!

  • When is the registration deadline?

    30th May 2017. On that day you will receive a confirmation of your live participation in the conference. If you’re not in the participants group, you will be able to join it online via streaming.
  • How much is the ticket?

    Tickets for the conference are free, but the number of seats is limited. Participation depends on the registration date and your arguments explaining why you should take part in the conference.

Time goes by so quickly

In 2013 we held the first Power of Content Marketing conference. See how it was last year and two years ago.


Creating content does not by itself guarantee business results. We’ve been talking about this for a few years, but it’s easier said than done. This is why it’s best to learn from experts who know how to do this. It’s worth taking a look at their successes and failures and drawing conclusions.

It has been four years since the first conference. We’ve achieved a lot on the Polish market and we’ve got many reasons to be proud. Nevertheless, wise strategy remains a challenge.


Don’t hesitate. That knowledge will pay off.


Power of Content Marketing Awards Szpalty Roku 2017

The only competition in Poland awarding content marketing designs. The jurors, renowned experts in content marketing, estimate both individual tools and the entire content marketing strategy.

Why is it worth taking part?

  • You can see if your CM designs stand out among competitors
  • You will learn experts’ opinion. Among the jury there are experts assessing the content as well as the esthetics. During the competition Gala you can ask them for advice.
  • Stay updated. The final event is a chance to share experience and impressions with people who deal with the challenges of corporate communication every day!

See if your design can be one of the best. Submit your design!