Meet today... Tomasz Malkowski

What is the main attribute of a captivating storyteller? They know and understand their topic entirely, from every angle. Tomasz Malkowski brings all that to the table. Starting as an architect, then transitioning to journalism, learning the craft of uncovering and sharing content. Now, he’s a passionate storyteller for Xella, where he works as a Communications and PR Specialist at Xella Polska.

14 November, 2024

"I think all of us use storytelling, even if unconsciously."

Tomasz Malkowski, Communications and PR Specialist,
Xella Polska

Tomasz, you studied architecture – and then went on to being a journalist. How did that happen?

When I was finishing my architecture studies – it was a time when it was not easy to find a job in the profession. While browsing the ads in “Gazeta Wyborcza” (one of the largest dailies in Poland), I noticed an advert that this newspaper was looking for journalists. I thought: why not try? I was lucky... because the editorial office was looking for someone who would write about architecture! I was as green as grass, but I quickly learned under the supervision of experienced editors how to write texts for a newspaper. It was a school of life! And this accidental decision - influenced my career.

How do these different experiences shape the way you approach your work at Xella today?

My diverse background is very useful to me in my day-to-day work. I did not have to learn the technical terminology of construction materials and their physical properties first when coming to Xella. As an architect and engineer, I can tell lambda from U-value, and I know the building standards, so I was able to quickly accustom myself with our products and understand their benefits. And as an experienced journalist and editor, I can efficiently create content for a variety of audiences: from professionals to laypersons, e.g. clients planning to build a house. This combination of different experiences allows me to create content that is both substantive and, I hope, engaging.

You’ve been a key player at Xella Poland for 10 years now. What has kept you motivated throughout this journey?

For me, the biggest motivation has been the continuous growth—and, let’s say, the lack of boredom (laughs). In the last 10 years, Xella Polska has made a great technological leap. Just a decade ago, large formats were just an add-on to our business, today their development is the key element of our Efficient Construction strategy. In the meantime, we have implemented the digital transformation, built a thriving BIM design department, and I was also on the first working team to create content from scratch for the Building Companion platform. We have expanded our portfolio of services to include contracting – i.e. Construction Services. We have also marketed new equipment, including our own mini-cranes. Each of these activities required communication, both internally and externally, developing new websites, leaflets, catalogues, creating new advertisements, videos, animations.
It is fascinating to see the changes at Xella, but also in Poland itself, because our country is transforming rapidly too. Just a decade ago, it was mainly Poles who sought work abroad; today it is our country that attracts foreign workers. And it is exactly the shortage of workers available on the labour market in Poland that is one of the biggest challenges pushing us for innovations like the mechanisation of construction work and the introduction of large formats to make construction more efficient.

The channels we communicate through have changed a lot. Content marketing has evolved over the years. How do you meet the changing communication landscape?

We live in a time of constant transformation. My career path is an example of how technologies are subverting the once established order. If it was not for the revolutionary development of social media and the Internet in general, I would probably have stayed with the traditional press. But my beginnings in journalism fell on the time when the traditional media were undergoing a difficult financial transformation competing with the “free” content of the internet. I went into PR, like many of my fellow journalists. These changes in the media are still taking place.
Today, it's challenging to maintain a single strategy for content marketing, but one trend is clear: communication follows a fast-paced beat, demanding digital fluency and online storytelling. This approach helps us more effectively reach specific target groups and measure the success of our advertising efforts.
In terms of topics, the focus on sustainability has also evolved significantly in recent years. Previously, in Poland the U-value was the most important factor for our clients, so that as little heat as possible escapes through the walls in winter and the heating bills are lower, to put it simply. But now the awareness of all of us has changed dramatically. Building materials are to be not only energy-efficient but also sustainable. Xella is meeting that demand with its building products and solutions, answering to designers and clients who are looking for sustainable materials of over their entire life cycle.

Given your additional background as an author of architectural books, how do you see long-form content fitting into today’s fast-paced digital world?

In fact, my last two books have already been written with the modern reader in mind: someone who has little patience and quickly scrolls through the content on their screen. Together with the renowned architect Robert Konieczny, we wrote "Archiprzewodnik po Polsce" (Archi-guide to Poland) and "Archiprzewodnik po Europie" (Archi-guide to Europe). They utilise an innovative formula of guides in the form of talks. In each book there are about 100 constructions, in our opinion the most outstanding buildings in Poland or Europe from the last decades, and we discuss each of them with Robert: he as a practitioner, I as a theorist and critic of architecture. The talks fit on a single page, and then there are several pages of beautiful photographs of the building in question. So, we operate with a shorter, essential text and strong imagery.
I think one needs to act in a similar way in content marketing: the text should be the essence, and it should be enriched with other formats such as infographics or short videos and photos. But I also do not want to prophesy the imminent doom of long texts. I am an avid reader myself and I love long novels, the one that after a while you are surprised to be a thousand pages deep in already. Sometimes I also write longer articles for Xella, e.g. for a monuments conservators quarterly I write about one of our selected Multipor reference buildings every issue. But this medium gives the reader a chance to focus and there one may afford longer arguments and in-depth analyses of the topic. On a day-to-day basis, however, I try to keep my long-winded narratives in check (laughs).

Building trust through storytelling is crucial for any PR strategy. How do you use storytelling to highlight Xella’s expertise and reliability in the market?

Storytelling is everywhere. Every politician is selling us a story and their narrative. When you approach someone at a party and start a conversation, you are also using storytelling; you are telling about yourself and creating a story. I think all of us use this tool, even if unconsciously.
In the case of Xella, my job is made easier: firstly, I have a great company history supporting me, including the oldest autoclaved aerated concrete brand in the world; secondly, we offer products that I believe in; thirdly, I trust the people at Xella, we have an excellent team that is really committed. So I do not have to make up stories from scratch; it is enough that I base them on facts, but I may enrich them with anecdotes. For example, when I talk about the popularity of the Ytong brand in Poland, I usually give the example that people building with AAC in our country call all white blocks "ytong", even if they are competing products. It is the same with sports shoes in Poland being called "adidas," even if they are made by Nike or Reebok. For a brand that is becoming synonymous with an entire product category, this is the greatest compliment!
I also like to share how Xella Polska is revolutionizing Polish construction work sites by implementing large-format elements and mini-cranes. For centuries, the characteristic tool of bricklayers was a trowel; today, it is becoming... a joystick! With this tool, the bricklayer—or rather the fitter—operates the mini-crane. Mechanization is transforming construction, lightening the physical demands on-site. It’s a great story, and I could go on for a long time. But I think that's enough storytelling about me!