About me
Hi, I’m Sonja, a firm believer in the power of words and ideas to change things for the better.
I’m a content strategist and writer who leads with listening. I help people and organisations build content that truly resonates: from the outside-in, not the inside out. Together, we’ll sharpen your message, energise your team, and create valuable content that drives meaningful results.
Based in Bristol, UK, I work with clients across these shores and beyond. Alongside consulting and coaching, I run a monthly online writing club – a space to reflect, explore ideas, and keep the content flowing.
I'm always happy to have a coffee and a chat in person or online.
Feel free to get in touch.
My story
I was one of the early pioneers of content marketing in the UK, championing the power of generously shared knowledge to attract and engage audiences.
Together with my friend and long-term collaborator, Sharon Tanton, I wrote Valuable Content Marketing, the first UK book on this marketing method, and founded the agency Valuable Content Ltd to help people put it into practice. We delivered projects and talks worldwide, ran an award scheme, and helped to shape a movement.
Today, content marketing is mainstream, but many organisations still struggle to say what really matters. Too often, content is created from the inside-out and misses the mark.
Now, as an independent consultant, I help clients go deeper: listening first, learning from their audiences, and shaping a message and content that connects, differentiates and delivers measurable impact.
Why I believe in valuable content
My interest in this work is rooted in face-to-face sales experience. Fresh from university, my career began selling consultancy services across Europe. Conventional sales tactics often felt uncomfortable, forced and unnatural. What worked (and felt) better, every time, was giving value upfront: sharing helpful ideas and building trust through personal connection.
As the web evolved, and blogs and social media opened up new ways to connect, I saw the opportunity to put this helpful, customer-focused approach into practice, not just as a sales method, but as a more human way to market.
Over nearly three decades, I’ve seen it again and again: when organisations listen first, and create content with a true outside-in, purposeful lens, great things happen. Visibility grows. Trust deepens. Valuable content becomes a driver of clarity, connection, confidence, and lasting success.
I’ve been a champion of this approach ever since.
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Bristol Content Group
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Pub School
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With friend and collaborator, brand strategist Sue Bush
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Keynote for WeContent in Romania
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With the web team at WithYou
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Winter swims in the Bristol Channel
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Valuable Content Marketing book launch
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Valuable Content Ltd
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Valuable Content Awards
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With friend and co-author, Sharon Tanton
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Content strategy in Bucharest
What people say.
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"Sonja's insight into content strategy is invaluable, but what strikes me as her greatest strength is her keen sense of context. She truly understands what it means for an organisation to redefine itself. Her unique blend of warmth, empathy, wit and intelligence make her the perfect guide."
Chris Butler, HOW Interactive Design, Chicago
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"If you are looking to understand and communicate what you are all about Sonja will get you there - through deep grounded theory and research across the breadth of your organisation. Not only will your customers 'get' what you do but everyone in the organisation will too and finally be on the same page."
James O’Hallorahan, Business Coach
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"I've worked on many website projects, but this was the largest and most complex to date. Engaging Sonja as our content lead was a game-changer! The brand refresh and website launch have been a huge success, and we couldn't have achieved it without her. "
Stephen McCulloch, Executive Director - Marketing and Communications, WithYou
My manifesto
Valuable principles I try to live and work by:
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Every person and every organisation is unique. It's about finding the clarity and confidence to reflect that uniqueness, the bravery to be who you are.
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Listening to voices outside your organisation enables you to see your value and find what connects.
Listening to voices inside uncovers valuable insight and engages people in the change. -
Set your ideas free. The more you give, the more you’ll receive.
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Put your audience’s needs first. The more you help and the less you ‘sell’ the more you end up selling.
Make helping and creating value for your audience your focus and you’ll reach your goals. -
Spread stories that offer hope. Honest, human stories help people imagine change. And showing what’s possible is more powerful than simply saying so.
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Great content comes from collaboration. Organisational strategy, brand strategy, writing, design, research, leadership – all have a part to play.
Working together, different perspectives lead to stronger, more meaningful communication.
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You can’t say everything to everyone or what you say will fall between the cracks. Focus clears the path to connection.
When you know who you’re speaking to and why, ideas flow. You speak with purpose, and show up in ways that feel right.
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Words can move things. When shaped with thought and shared with care, they can shift thinking, open hearts, and spark meaningful change. Choose them carefully. Share them widely.
“No matter what people tell you, words and ideas can change the world.”
And in the rest of life…
I’m happiest outdoors, walking by the sea, up mountains, or swimming in cold water all year round.
I love running workshops and meetings outside. Nature widens perspective. Fresh air helps ideas move. And some of our best thinking happens well away from a desk.
Outdoor swimming is my passion. I’ve competed in two world winter swimming championships (Estonia and Slovenia), with Finland next on the list.
Read → Lessons for wavering writers from the world of winter swimming
I love a party. And I think there’s a lot we can learn from festival culture.
Read → Buckets of Love: a story about generosity and connection
Let’s talk.
If you're ready to clarify your message, build content that connects, or need a think around your proposition, I’d love to hear from you.