Banking · sales convention
Executive 4h session.
Inspirational session for the sales force of a regional bank. Analysis of the Cuánto case and its implications for the bank itself. Served as kick-off for the annual strategic review.
Training programmes on strategic branded content: how to conceive a serious editorial piece, how to distribute it, how to measure its impact. Iconic cases analysed — Aprendemos Juntos, Cuánto, The Lego Movie — beyond the ‘nice-looking content’.
In-house teams that produce corporate editorial content. Understanding what differentiates valuable branded content from routine content marketing.
Creatives, planners, producers. Strategic branded content training delivers a competitive edge over agencies that only execute.
Internal and external communications, PR, press relations. Branded content crosses these areas and demands a transversal editorial judgement.
Universities, business schools, vocational marketing programmes. Teaching blocks with real cases and group work on real briefs.
Context: why traditional marketing no longer delivers the same return and why branded content emerges as a strategic alternative. History, founding cases, paradigms.
Narrative territory, editorial purpose, pillar piece and ecosystem of spin-offs. How an editorial series, a documentary, a podcast, a corporate book are conceived.
Good content without distribution is invisible. Media strategy, organic PR, social, owned. Analysis of how editorial-corporate viral cases are built.
Metrics that apply (awareness, association, sentiment, share) vs metrics that confuse (superficial likes). A serious measurement framework.
A team trained in strategic branded content produces pieces with much more value and defends each editorial investment better:
Briefs structured with editorial judgement give better output. Your agency or in-house studio responds better when it receives a professional commission, not an improvised one.
Branded content is hard to defend because its return is in the medium term. Training with a serious measurement framework provides arguments to win and retain budget.
Vocabulary and judgement to identify when a proposal is real branded content and when it's content marketing in disguise. It saves you from soft executions.
Deep analysis of iconic cases (BBVA Aprendemos Juntos, Santander Cuánto, Patagonia, Stripe, Mailchimp). Not just told — taken apart to understand why they work.
Branded content crosses strategy, creation and distribution. Training that gives a complete view, not just one piece of the puzzle.
After serious training, the team approaches projects with editorial mentality — not advertising. That changes the output for a long time.
Inspirational session for the sales force of a regional bank. Analysis of the Cuánto case and its implications for the bank itself. Served as kick-off for the annual strategic review.
Mid-sized agency with an 18-person team. Programme combining theoretical modules + workshop on real briefs from the agency's own client base. Visible difference in subsequent proposals.
Public university with an advertising degree. Optional course focused on branded content. Final projects of very high quality, many of them awarded at student festivals.
“Branded content that lasts is the kind that earns its readership because it offers real value, not because it interrupts.”
Branded content training pays off especially in these four scenarios. Before them they're theoretical courses; after them they usually arrive too late:
Before investing in a serious corporate editorial project, training the team avoids generic executions and investments that don't pay off due to a lack of initial judgement.
Corporate blog or newsletter that could be signed by any competitor in the sector. Training provides the judgement to level up without throwing away what's been built.
New content lead or brand director arrives. Intensive initial training gives them context and tools to start working with judgement from week one.
If senior management and CFO don't understand why you're investing in branded content, training with a serious measurement framework provides shared arguments that protect the budget.
No, and the difference matters. Content marketing seeks SEO traffic and medium-term conversion. Branded content seeks to build brand with pieces people want to consume without needing an incentive. They're different disciplines with different methods.
Yes, in closed training programmes. If you want, the workshops in the programme are run on the client's real briefs. The programme's deliverables are applicable to your real pipeline, not to academic cases.
For a marketing team: 8-12 hours over 2-3 sessions. For an executive session with leadership: 3-4 hours. For master's programmes: 12-20 hours distributed across the academic block. The format adapts to the profile.
Yes. Presentations, bibliography, branded content brief template, measurement framework template. Materials so the team can apply what they've learned to their next projects.
Particularly well for B2B. The great examples of B2B branded content (Mailchimp Studios, Stripe Press, HubSpot Academy) show that sustained editorial content builds authority in sectors with long sales cycles. The training covers both contexts.
First 45-minute session, free of charge and no commitment. If we fit, I send you a detailed proposal within 5 days. If we don't, you take away a useful initial diagnosis.