Valuable Content School

Get your story straight, and take action on your content & marketing.

Apply to join our Autumn programme (classes start up again in October 2018)

For brave people running independent businesses who hit that point that we all hit – how do I move this business on? How do I find more of the right clients? What do I really want from my business and my life? Who am I? 

Check into Valuable Content School. Get your positioning, marketing and content on track and your business firing. At VC School you have time and space to stop and reflect, and a clear structure that helps focus your thinking and motivate positive action.

Join the Valuable Content School group programme

Content is the perfect catalyst to move your business on. If you focus on what to say in your content – on your website, through your blog, via social media – then things have to change for your business. Not just thinking but action.

You’ll know that content matters, but how do you get yours right? If you’re struggling with what to say and how you say it then you’re not alone. Many business owners find it hard to make progress or struggle to carve out the time. We want to help. We hold small group learning programmes in great locations in Bristol.

Learn in a group – outside perspectives, accountability, encouragement. Share the challenge.

Learn and take action on your content

Working with a handpicked group of like-minded business owners and marketers, we’ll guide you to content success through a series of face-to-face workshops, practical exercises and mentoring, over three months.

This is hands on, high impact advice and support to finesse your positioning and marketing strategy, build your confidence and set you up for a new focus and business success.

If not knowing what to say has been holding you back, or you’re having trouble with your marketing, then Valuable Content School is a practical, energetic group programme and a great catalyst to make change happen. 

Pub School Group 5

Quick overview

  • 12 week programme, with 2 x half day workshops each month + guided assignments + support in between
  • £750 per month for 3 months (you can bring an additional person from the business – your business partner or marketer – for an extra £250 per month) + VAT
  • Only 5 companies per group
  • In Bristol – delicious cakes and coffee provided!

Apply to join Valuable Content School

Email Sonja about the next group programme in Bristol (starting October 2018)

“We’ve got our content strategy thinking straight but it has also changed how we describe and talk about ourselves with clients and potential clients, which is a great step in itself.”

Ollie Francis

Founder, Deckchair UX

More programme details

Sonja and Sharon, authors of the award-winning Valuable Content Marketing book, will guide you to find your content sweet spot, turning that knowledge into an actionable plan for your future marketing.

By the end of this three month programme you’ll be clear what to talk about and how to get the very best from content, your website, from social media and email marketing. You’ll be motivated to get going at last and confident you’re getting it right – a fast track path to content marketing success.

What’s the investment?

£2250 (paid in 3 monthly instalments) + VAT

You can bring one other person from your company (e.g. business partner or marketer) for an additional £250 per month. It’s a good way to share the knowledge and engage the wider team.

All trainees get a content strategy workbook, templates and a community of peers to support you and cheer you on through the journey.

What you’ll cover on the course

  1. Why content marketing is important to your business
  2. Understand all the elements of successful content marketing and how this works with other forms of marketing
  3. How to set measurable goals so you can measure the impact
  4. Direct client research so you know exactly who you’re writing for and what content they’ll value
  5. Your business story and message, and how to tell it
  6. What to say on your website, and how to structure your content
  7. Uncover your content sweet spot so you are clear what valuable content is for you
  8. Document your content strategy and create a content channel plan and calendar
  9. Decide how to structure the right content team for your business
  10. Action plan for your content, your website, for social media and email marketing

By the end you will be able to:

  • Explain why content marketing is an important strategic approach to your team
  • Write down your content sweet spot and finish this sentence: “Our content will be the go-to place for ……”
  • Stick your one page content strategy summary and a poster of your ideal customer persona on your office wall to keep you and your team on track
  • Kick off your long awaited website transformation project
  • Create a content calendar to help you plan your activity
  • Start writing blogs, guides and other content
  • Know if you’re getting it right

The benefits for your business

By the end of the programme you’ll have a clear picture of what you want to achieve with your content and marketing. Documenting your content strategy means you will always have something to talk about in your content. You’ll be very clear on your audience and the best way to engage them, with a plan for the blogs, videos and guides that you need over the coming months, and a decision on the team you’ll need to create them. You’ll know what you’re doing on Twitter, LinkedIn or Instagram so social media becomes a purposeful and manageable activity.

Your content strategy will become an essential reference point – when planning your content so you’ll know which ideas to say ‘yes’ to and importantly, which to decline.

>> Read: 31 things that Valuable Content School will do for your business

Apply to join Valuable Content School

Email Sonja to apply or enquire

“Sonja and Sharon give you guidance in terms of what you should be doing with your content. They have given us a big chunk of confidence to think, yeah, we can do it. It’s relaxed but professional at the same time. It just works. The course gives a business a voice and the confidence to talk about what it is they do. We’ve seen results already – this has inspired us into action!”

Jon Gaunt

MD and founder, FD Works

“We’d been wanting to feel excited about writing and sharing our knowledge for a very, very long time. We knew the benefits but we couldn’t unearth what it was we should talk about that a) made us passionate and b) would resonate with what we do and who our customers are. Now we feel excited and empowered to share our knowledge, and best of all, we are actually doing it and publishing it!”

Becky Taylor

Director, Deckchair

“It’s not spoon-fed. Sonja and Sharon give structure but we generate the work. Instead of paying someone else to do it for you, you are learning how to do it yourself and you’re becoming a lot more self sufficient.”

Lindsey Newman

Founder, Purplehouse HR

Is this Valuable Content School programme for me?

✓ Yes, if you’re the kind of person who learns best by doing – you prefer practical, hands on learning where you have a chance to talk through challenges, experiment, and put ideas into practice.

✓ Yes, if you enjoy working with the support of a small collaborative group, with like-minded people running a variety of service businesses.

✓ Yes, if you’re determined to make a change in your business and up for a challenge! This course will be fun, but there is hard work and some deep thinking involved.

✓ Yes, if you can travel to Bristol for the workshops.

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Curious to see if this course is right for you?

“Before the course we were disillusioned about our ability to create meaningful content and unclear about who our audience really were. Sonja and Sharon changed that, they were a revelation. The course was fun and inspiring, they challenged us to think differently about how we write and who for. The nurturing learning environment they create is key, which put us at ease and got us taking action. The group mechanics they maintained meant we got great feedback; we felt we had a safe space to share our ideas. Sonja and Sharon’s continued support has already helped us get some great results from our marketing activity plus the clarity and confidence to keep at it.”

Ollie Frances

Founder, Deckchair

“I wholeheartedly recommend Sonja and Sharon’s course, which I attended in early 2017. The training that I received boosted and deepened my understanding of all aspects of Marketing – from content marketing, to social media, to all aspects of digital and SEO. Sonja and Sharon possess an infectious enthusiasm that meant every session myself and others on the course were really excited to come back and learn more and more each time. I know that, both for myself and the other businesses and organisations represented, that Pub School and Sonja and Sharon’s work has been transformational across the board and given us all a confidence to really make change happen to drive our organisations’ marketing forward. Sonja and Sharon have a quietly confident and relaxed teaching style and they possess in abundance the ability to get people really enthused to make a difference. The programme inspired us all to take action and change our whole approach for the better. We all left Pub School with concrete and tangible action plans to drive that change forward in a step-by-step way. I have a clear path mapped out to drive my marketing forward. The course provided me with both the motivation and inspiration to aim high and keep working at it for the best possible results for Kina Events. It’s safe to say I’m a Valuable Content geek (and convert) now!”

Alex Palmer

Founder, Kina Events

“Thanks goodness I now know the value of valuable content. It’s helping me to look at our business in a very different way.”

Mel Irwin

Operations Director, Ruth Miskin Training

“Before I enrolled on the VC Pub School I was straining at the leash. I had lots of ideas and information which I know some people find very valuable, but I did not know how to communicate this and how to find the people who’d be interested. As a (mental health) professional I had years of experience of writing reports, but couldn’t find my voice to write for my potential audience. I was interested in learning more about how to write valuable content, and Pub School sounded like the place I could do this. In fact, Pub School was much, much more than this. Sonja and Sharon structured the sessions around the steps needed to go from little more than an idea to a functioning small business. The work was challenging but my hand was held throughout, and although looking at my business with such clarity led to a real crisis of confidence at one point, what grew out of that was a vision and a plan which I’m using to build the business with a new name and a much stronger sense of identity. My only regret is that I didn’t discover VC earlier as it would have saved me thousands of pounds (literally) of wasted advertising/ marketing, and 3 years’ worth of going round in circles trying to work out how to get my business established.”

Dr Helen McCarthy

Founder, The Appetite Doctor

“If you don’t really know where to start with your content – what you need to say, what your message is, what your goals are, the clarity of purpose – that’s when you need to talk to Sonja and Sharon.”

Rebecca Taylor

Director, Deckchair UX

“It was time to take stock and refocus my strategy as a whole. Valuable Content School was brilliant for me to take a step back from the day to day and have to articulate what I did and what my business goals were to people who didn’t know me or have any knowledge of my work. Working out my ideal client was difficult but a really useful exercise in understanding who I am writing/working for. I now have loads more understanding of the world of websites & social media, I have been strong-armed (!) into publishing blogs, and have a firm plan and a team to help me finally sort out my website. I just kind of get it more now, and I’m taking action. It was a great environment to work in – very supportive but balanced with challenging & not allowing me to wriggle out of facing up to the challenges!”


Lucy MacLennan

Food Technologist, The Food Technical Expert

Clarity and focus to build plans the work for your business.
“My time working with Valuable Content has been amazing! Both Sonja and Sharon have a supportive hands-on approach which both encourages and build confidence yet challenges and focuses the mind on the future and next steps. The frameworks and tools used by VC have enabled me to focus and clarify my thinking to create plans that work for me my business and my clients. The outcomes for me are that I have refreshed and created a new website which is more relevant to my target. I have the confidence to share my thoughts in a structured and engaging way through my blogs and social media posts.”
Sara Cottrell

Business Coach, Sara

“After several years of running my own company, I finally faced the fact that I was doing a rubbish job at marketing myself. So I went looking at a variety of training providers. What I was looking for was something that was challenging and fun, with people who were experts in creating content and had actually “walked the walk” and not just trot out the “thou must blog weekly” message. I chose to work with Sonja and Sharon from Valuable Content because they clearly know what they are talking about. I’d been to a ‘taster session’ and loved their style of training – clear, focussed, with great structure and a lot of fun thrown in for good measure. They take their subject seriously, and themselves lightly, they listen well and adopt and adapt their delivery to suit the differing personalities in the room. Having done the course I’ve become very clear on what my business is about, and I know what to do in terms of structuring my content and my website, and more importantly, why. As a result, the way that I’m doing business has completely changed. I’m creating much better content which I know meets my target customers needs, and taking action on a regular basis.”
Jonathan Rees

Business Coach and Trainer, Making Teams Work

“We came with the intention of improving our content creation and planning to make sure that we make the most of our new website platform. As a charity, it is important for us to really know what our clients desire from our website and what they need from us personally. With limited time and resource it is really important for us to have an efficient (but also creative) plan to move forward with.
the course has given us this – and then some! I have come away from this course with a sense of excitement and ambition for what we can achieve within a small team. Stuck at the ‘roundabout of despair’ no more; we are well on our way up ‘grafter’s gorge’ and, whilst there is still work to be done, we have a clear vision about where our marketing is headed. We have started to form a new – more engaging – voice and become more fluid with our ideas. This course has given us the permission to be creative and really take the time to think about our ideas before having to execute them. The group dynamic was fantastic and we benefitted from the advice and feedback of everyone on the team. Having a group of people, all in similar positions to yourself, with the motivation to improve content for customers and clients was very encouraging. Sonja and Sharon were wonderful coaches through the process and their Valuable Content Workbook made everything so much clearer. We now have key goals to move forward with and a drive to make our marketing the best it has ever been. If you have lost control of your content, or just feel that you need a little boost in the right direction, I would thoroughly recommend Sonja and Sharon’s course.”

Hannah Sweetnam

Brand and Web Marketing Officer, Penny Brohn UK

“When you’re running a business it’s easy to get stuck naval gazing. The course helped us to approach our content from the outside-in. It’s a very powerful experience. Focusing on your content strategy will help you take the right marketing action, with confidence. It’s working for The Right Book Company.”

Read Sue’s story

Sue Richardson

Founder, SRA Books

“The course has been so worthwhile. We gained more out of six sessions with Sonja and Sharon than we have in a year of business coaching in the past. It’s given us a structure for our content, and also a language and a personality to use. We feel much more confident about what we want to say about our business. It’s given us real food for thought around strategy – not just what we want to say, but what that means for our business in terms of how we position ourselves and how we target. And it’s taken the fear away. The sessions really helped me get over that hurdle of starting to write. I’m happy to get on with it now.”

Lindsey Newman

Founder, Purple House HR

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