Content Academy

About the School

This internationally certified school includes key modules for creating effective web content. Lectures will help you master professional knowledge about placing your products or services in the modern business environment. The acquired knowledge will assist you in developing your own business or accomplishing even better results as a marketing and communications expert. The most reputable lecturers from the region and Serbia will share their precious knowledge and experience with you.

What you will learn

At the Content Academy, you will understand the relevance of strategic approach to digital communication, what motivates your target group and how to address them. It will be clear to you how to create adequate content and adjust it to audience on various SoMe platforms. You will learn about content marketing basics, all about creating high-quality content and storytelling, how to increase site conversion and optimise search, what rules apply to SoMe communication and how to pack high-quality content for each target group, how to create high-quality video and photo and how to cooperate with influencers.

The School is organised twice a year, in spring and autumn, with a possibility of organising tailor-made programs for individuals or companies. For more information, please write to or fill in the form

  • Date

    Autumn 2021.

  • Time

    5 x Saturday 10h – 17h

    It is possible to organize ONLINE classes, due to the situation with the corona virus

  • Format

    Face to face or online
    Up to 20 participants

  • Language

    Serbian and English

  • Venue

    1-3/II Knez Mihailova Street,

  • Fee


Program Content Academy 2020

Content Marketing Strategy

  • Your content marketing journey
  • Content marketing strategy: Insights
  • Content marketing strategy: Demand generation and creating awareness
  • Content marketing strategy: Engagement
  • Storytelling
  • Planning and measurement tools and approaches

Inbound Marketing

  • Content Sharing on SoMe
  • SoMe Communication Rules – Best Practices
  • Relevance of Digital Mix and Attracting Audience
  • Useful Tools and Helpful Web Pages
  • Form and Structure of Content for Optimisation on Mobile Devices
  • How to Clearly Set Strategy of Case Study
  • Objectives and Methods of Case Study Execution

Video Production

  • What is Important for Creating a Good Video
  • What Video-making Process Looks Like
  • Why Animation Is Good Format for Communicating Corporate Topics
  • Q&As with Producer

SEO and Google

  • SEO On & Off Page
  • Why SEO is Important for Business Operations
  • Keywords, Categories, Tags and Descriptions
  • Basics of Google Analytics and Monitoring of Page Traffic

Crisis Communication

  • How to Achieve Goal and What Is Our Goal?
  • What Is Strategy and What Is Tactic?
  • Why Does No Strategy Work as Planned?
  • Crisis Communication and Crisis Management
  • Why Crisis Manual?
  • Crisis Communication in Online Environment

SoMe Communication

  • The Importance of SoMe Communication for Businesses, Brands and Companies
  • Building Community, Audience and Gathering Followers
  • SoMe Trends
  • How Viral Content Is Made
  • Types of Content per SoMe Platform (FB, IG, YT, LN, TW, TikTok)
  • The Golden Rule of SoMe

Influence Marketing

  • Impact Of Influencers On Public Opinion
  • Digital Creator
  • Catchy Content Production
  • Global Trends
  • Identification of Influencers per Relevance for Each Campaign
  • Detailed Influencer Analysis
  • How to Make Pitch for Influencers
  • Measure Success and Indentify Relevant KPIs
  • How to Work with Influencers, Contracts, Payment, Creative Delivery


  • Best Composition for Facebook, Instagram or Blog
  • Basic Rules of Taking Photos (with Focus on Portrait)
  • Photo as SoMe Content
  • Use of Phone in Taking Photos for SoMe
  • Photo Post-Production
  • Exercise

Web shop

  • Main pages of the website
  • User experience
  • From administration to reports
  • Data collection
  • Psychology and technical things for a successful purchase

How to shorten the sales cycle and increase revenue?

  • Definition and importance of inbound marketing
  • Analysis as an initial step
  • The importance of the personal brand of employees
  • The importance of company culture and values
  • Linkedin as a go to platform for B2B companies
  • Linkedin content distribution strategy
  • Advertising in the content distribution service
  • The impact of the developed B2B machine on shortening the sales cycle and revenue


  • Bora Miljanović, PhD

    CEO at Represent System

  • Tim Tucker

    Content strategist, copywriter & user experience specialist

  • Ivan Dabetić

    Director of Digital Marketing and Ecommerce at Laguna & Delfi bookstore

  • Saša Stanković

    Digital Marketing Manager, Adriatics at Philips

  • Krešimir Macan

    Krešimir Macan

    Owner and founder of Manjgura, communication consultant

  • Nemanja Živković

    CEO at Funky Marketing

  • Predrag Todorović

    CEO & Founder at Diptych

  • aleksandra bezmarevic

    Aleksandra Bezmarević

    Entrepreneur and Influencer

  • Katarina Milanović

    Content & video specialist, Represent Communications

  • Jelena Džodan

    Corporate Image Officer, Represent System