Content Strategy for Thought Leaders


Build your brand, business, and personal profile through strategic and spectacular writing.

Join us for an eight-week course in mapping your ideas and perspectives into a coherent project story. Discover how to create a personalized thought leadership framework to develop your best content to share with the world — whether it’s your business, a project, or a personal website.

In this self-guided course, you’ll learn how to tell your brand or business story, how to set up a blog content strategy, how to map your ideal customer avatar, and what you do — and don’t — need to focus on.


Content Strategy (Self-Guided)—$300.

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In this eight-week digital course, you’ll learn:

  • The number one thing holding most people back from blogging.
  • Why (and how) to develop your voice and practice your writing more regularly.
  • How to create a content map and plan that doesn’t require you to blog every week–instead, we’ll focus on creating four, six, or eight great pieces that will represent you and your brand.
  • How to define your customer avatars (profiles) and make sense of who your target market is (a one-day bonus marketing workshop).
  • How to use google search terms, keywords, and quora to inform what you should write about.
  • My favorite visualization tool that can get you out of a rut and help kick-start your writing by honing in on your audience, your message, and what you want to be known for.
  • How to craft a wonderful About page on your website, with templates, tools, and case-studies as examples.

We’ll work hard together — there will be assignments, tasks, and homework.

And if you do each of the exercises, you’ll leave with a brand-new set of tools and essays for making your own mark on the internet. Are you ready to showcase and share your work?

Writing essays doesn’t have to be terrifying.

Making content doesn’t have to be a super-scary process. Knowing what to say isn’t a secret code that some people have and others don’t. In this workshop, you’ll work through my own “recipe book” of instructions and step-by-step modules to get you organized and get your ideas on paper.

If you’re struggling to write content and copy for your website—from your About page to the home landing page, we’ll cover that. If you’re looking to dive into complex works and position yourself as an expert, we’ll begin to map out the steps to make it simpler with clear action-steps towards creating your work.

Why does writing seem so easy for some and is so hard for other people?

The first part of this course looks at the psychology behind why we stall and stammer when writing and why it’s so hard for people to get started blogging. As we unpack the “why” behind our behaviors, we understand how we get in our own way, and what to do about it. I work to re-frame your perspective and show you how creating your stories and essays can even be (dare I say it?)— fun and satisfying.

Building your area of thought leadership: this course will help set up your framework for success.

We’ll do 8 mini-projects as exercises to build out your content map, brainstorm all of the ideas you want to write about, select one area of focus, and begin to use writing templates to develop your pieces. If you do each exercise, you’ll build out a content map, a framework for success, and have two essays finished by the time the course is finished.

While this course does not take the place of a private copywriter or editor, this course is the big step towards getting your content and ideas organized. In addition, you’ll have access to a peer group of co-mentors and co-editors in our private Facebook Group to reach out to as you do your work.

Do you need a blog?

If you have ideas, if you want to be known for your work, if you need a place to put your thoughts and share your vision, then you’re ready to build your own website, blog, and content strategy plan. But for many of my students, you end up struggling with the writing part. Putting words onto a page, coming up with content, and knowing how much to write is terrifying.

The good news is we’ll work through this. This class is not a “push-and-play” course—you’re going to need to come into it ready to work. To dig deep. And if you do, I know it will be extremely valuable to you.

The most powerful thing you can do in both your personal life and your business life is hone your ability to write well. Developing articulate messages, writing clearly, and crafting stories that persuade is imperative to building your business.

Are you read to be heard?

Core Course Modules & Lessons:

Module 1: The Psychology of Content Creation

  • Begin with a mind-map and discover your topics, strengths, and ideas;
  • Craft a project plan that includes my #1 tip for online writers — (hint: don’t blog every week!);
  • Choose a modality that works best for you: micro-blogging? Photography? Weekly essays? Evergreen content?

Module 2: Understanding Your Audience

  • Dive into “customer avatars” and study who it is you’re talking to and what messages you’re going to say;
  • Use google as a research tool — to discover what search terms can help you meet your audience on their turf;
  • Drill down into “marketing” and understand the basics of marketing for any online writer.

Module 3: Organizing & Editing Your Content

  • Use outlines to create killer content — keep it simple, organize it well, and make it sing;
  • Learn how to edit your own pieces and how to connect with other people online to do peer-editing projects;
  • Get four customizable templates for everyday communication–never have to build an essay from scratch again.

Module 4: Story Arcs for Your About Page 

  • Learn how to talk about yourself in a way that’s simple to understand, easy to repeat, and invites people into your world.
  • Look at sample case-studies for inspiration and write your own about page — and get yourself and your work online!

The self-guided program:

This course is a self-guided online, private, community-based workshop that you can join from anywhere. The course takes approximately eight weeks to complete — and you’ll get immediate access to the program to go at your own pace, wherever you are, whenever you want.

This includes:

  • brand new website with access to the materials 24/7, whenever you want.
  • All four modules of the workshop, with stories, readings, and assignments for each module.
  • A total of 8 lessons (2 per module),  plus 8 assignments to practice what you’ve learned.
  • practical assignment for each lesson delivered with the lesson for you to complete twice weekly immediately following the readings, which you can complete at your own pace.
  • bonus email series that guides you through the program, with emails delivered Monday, Wednesday, and Friday for six weeks to encourage you through the program.
  • Unlimited access to the materials for one year from the purchase date.

You’ll also get:

  • 4 pre-recorded video lectures delivered each Friday that recap the week’s teachings, and includes an optional bonus “play” exercise for you to enjoy.
  • The 110-page PDF workbook;
  • Access to our private community of writers on our Facebook Page — a place to share, connect, and work through your writing hiccups and hurrahs with like-minded peers.

AND this course also includes:

  • Customizable templates to use in email introductions and correspondence;
  • Copies of the recordings from the previous LIVE classes Q/A video calls with two hours of questions, answers, and deeper insights into writing.
  • Bonus strategies and ideas for what to do when you’re stuck and optional essays to continue to work on after the course;
  • A free copy of Sarah’s book, “Use Your Voice,” a series of essays on writing and publishing, when the book is published.


Content Strategy (Self-Guided)—$300.

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Why working together is so powerful:

Over the past eight years, I’ve worked in marketing, communications, and psychological research–learning how, when, and why people share their stories. I’ve worked with private clients in developing their brand stories, positioning their ideas, and helping them get heard.

As a business and a brand, getting your ideas into the world–and crafting a story, idea, and identity that you can become known for–is more important than ever in our interconnected, online world.

Not everyone needs to be a blogger. But you need enough content to create a website that sings. Photographers, designers, consultants, strategists–your writing is what sells your ideas.

If you’re in the process of developing a new website, this is the perfect companion course. Most people stall on website development not because of their design–but because of their content. (If it’s taken you three months to write an “about” page, you know what I’m talking about.

What people have said about previous workshops:

“Beyond writers, this is a powerful class for any communicator, storyteller, or business person. Language is how we share our ideas and inspire action. Everyone should take this course.” – Amber Rae, The Bold Academy.
“Ready to become a better writer? Sarah is my go-to gal. Check out her Writer’s Workshop!”
– Tara Gentile, Business Strategist, Kickstart Labs.
“Sarah is one of the most brilliant writers that I know, so I jumped at the chance to take her writing class. I am so glad that I did. She brought my writing into uncharted territory while consistently providing unwavering inspiration and support.” – Suzannah Scully, Executive Coach, Speaker and Blogger.

Testimonials from past students:

“Thank you for always being so readily available and helping with the materials! It was a lot of work, and it was exactly what I needed—I’m so happy I took your course.”

“Getting to meet other people through the Facebook Group was a surprise gift. I loved reading everyone’s essays and stories.”

“Each week challenged me to think about new ways to write, and I was able to organize my ideas so clearly. Thank you, Sarah!”

“Your feedback and the examples you pull are so helpful. I left with a reading list of books and I’m so excited to keep working! I loved your course format.”

“Thanks for developing this course and offering it to us folks who are “newbies” (and at an affordable price, too!)—you’ve put so much time and work into these materials, and it shows.”

“Beautifully designed, easy to read, and wonderful to follow.”

“A blend of wisdom, psychology, and practical steps. She understands what challenges we face and yet still pushes us to really dig deep and produce our best work.”

Plus! Bonus audio-interviews with thought leaders from around the web:


In addition to all of the course materials, I’m adding SIX audio interviews with thought leaders as additional course materials, which you’ll get to keep and listen to whenever you’d like.

As one participant said, “I started listening to the audio and I was HOOKED. These are such good interviews!” You’ll hear from:

  • Chris Guillebeau, bestselling author of The $100 StartUp, on writing, publishing, and growing an audience;
  • Corbett Barr, multiple-entrepreneur and founder of Fizzle and Sparkline, on crafting content and working with a team;
  • Julien Smith, entrepreneur and bestselling author of “The Flinch,” on the number of drafts and revisions, and how he finally realized what the one thing the book was about.
  • Paul Jarvis, on writing three books and setting up a digital newsletter, “The Sunday Dispatch.”
  • Jeff Riddle, on creating give-give relationships and focusing only on what matters.
  • Jana Schuberth, on starting in one career and building an entirely new one from scratch.

In each of these interviews, we look at how they write, what habits and tricks they use to create their work, what challenges they faced in getting started. We talk shop on things like editing, managing publishing calendars, the art of content creation, the use of various mediums, and how to find the root of the story you’re trying to tell.


Content Strategy (Self-Guided)—$300.

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Frequently asked questions:

Do I need to take the writer’s workshop first in order to take this course?

No—the courses are separate and independent, although there is often overlap between the two and people regularly sign up for both. The Writer’s Workshop is an exploration into your ideas, your writing habit, and frameworks for storytelling. This course is a more specific look at building your own body of thought leadership around one specific area.

Is the course entirely online? How does that work?

Everything is done online, in our own digital-internet home. You’ll get three weekly emails, all of the course content on a private platform, bonus videos AND audio tapes, and a place to connect as a classroom.

How much work is required?

I ask that people allocate 3-5 hours per week to do the course materials—it’s a 20-hour course. Some students find they spend more time each week and the exercises serve as prompts for them to focus on this as their challenge of the month. Typically, people allocate two evenings per week to work on the materials, similar to taking a night course. You can also budget time in your lunch hour and/or on weekends.

Why do you recommend six weeks and not shorter or longer?

The course is an intensive designed specifically as an opportunity for people who are busy and have full-time jobs; we like to see results quickly, and it’s difficult to manage signing up for a full semester course or taking time off of work. Yet you know you want to improve in this area. I’ve found that the six-week framework lets us dive deeper than a day-long workshop or course, and still gives you the results and tools you need quickly so that you can accelerate your business and writing quickly.

Can I take it at my own pace?

Absolutely! You get to keep every single document, discussion, audio tapes, and the lessons to do (and re-do) at your own leisure, so if you’d like to slow the pace down and do it on your own time over 8 weeks or 10 weeks, you are more than welcome to do this. I’ll send you email reminders over the 6-week course period to keep you on track, but if you want to slow the pace, just save the emails (and your log-in) and come back to the material whenever you want.