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 coach, helping people and organisations doing important work to sharpen their narrative, sort their websites out and get good ideas into the world in the form of valuable content.

Based in Bristol, UK, I take on independent consulting and coaching assignments in the UK and beyond. I also run a monthly online writing club. I’ve written several books (and hope to write more).

I’m always happy to have a coffee and a chat – in the real world or online. Do get in touch: sonja@valuablecontent.co.uk.

My story

I’m known as one of the pioneers of content marketing in the UK, advocating for the power of generously sharing knowledge and ideas to attract audiences. I co-authored Valuable Content Marketing, a seminal book on this approach, and founded Valuable Content Ltd to help people put it into practice. We ran an award scheme and delivered talks worldwide.

Today, content marketing is mainstream, but many organisations still struggle to define who they are and what they want to say. Valuable content principles remain central to my approach, but now I help clients to go even deeper, uncovering the core narrative driving their work. Using research and insights, I guide them to connect their communication with their brand and mission in a meaningful way.

My belief in valuable content is rooted in hard-won experience. People are often surprised to learn that I began my career in sales. Fresh from university, I sold consultancy services across Europe, trained in traditional sales tactics that often felt forced. In contrast, attracting audiences by sharing genuinely valuable content felt natural, enjoyable, and led to far more effective connections.

I’ve seen that when organisations find their voice and focus on sharing valuable content, good things happen. That’s why I’m on a mission to help organisations, large and small, clarify their message, share their ideas freely, and serve their audiences—transforming their impact as a result.

  • 2022-24

    Helped to launch drug, alcohol and mental health support charity WithYou’s new groundbreaking website

  • 2022 - present

    Collaboration on projects with brand strategist, Sue Bush of The Co-Foundry

  • 2021

    Set up an online Content Writing Club to help people find the focus to write through the pandemic

  • 2020 to present

    Independent consultant and coach, helping organisation to find their voice, and create valuable content
    (Previously known as Sonja Jefferson, I now trade as Sonja Nisson)

  • 2019-2020

    Head of Content Design for Nationwide Building Society

  • 2018

    UK’s 3rd fastest 200m swimmer in my age category in the World Winter Swimming Championships in Estonia (in 0.9 degrees celsius)!

  • 2018

    Keynote speaker at WeContent, the first content marketing conference in Romania

  • 2016

    Set up Pub School - a marketing academy for small businesses in my local pub, The Lion

  • 2013 and 2015

    Wrote Valuable Content Marketing, with Sharon Tanton - the UK’s first book on content marketing (published by Kogan Page). It won awards :)

  • 2015

    Created an online course in social media skills for the Digital Media Academy, working alongside UCL and Cambridge University. Over 18,000 people enrol over 10 months.

  • 2014

    Set up Bristol Content Group

  • 2012

    Launched the Valuable Content Awards

  • 1999

    Founded Valuable Content Ltd, helping service-based businesses use great content to attract leads and sales.

  • 1993-1999

    Sales and business development bid management roles for UK consultancy firms.

  • 1988-1991

    BSc Hons degree in Sociology from University of Bristol.

  • Bristol Content Group

  • Pub School

  • With friend and collaborator, brand strategist Sue Bush

  • Keynote for WeContent in Romania

  • With the web team at WithYou

  • Winter swims in the Bristol Channel

  • Valuable Content Marketing book launch

  • Valuable Content Ltd

  • Content strategy workshop, Romania

  • Valuable Content Awards

  • With long-term friend, co-author and collaborator, Sharon Tanton

  • Content strategy in Bucharest

What people say.

  • "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

  • "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

  • "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

Read case studies

  • Sonja understands the subtle art of respectful persuasion, always with the desired outcome in mind.

    Bryony Thomas, founder and author, Watertight Marketing

  • Working on our content with Sonja - thinking about what we want to say and how to make it valuable to our audience - has rejuvenated our business, and us.

    Rebecca Taylor, co-founder- Deckchair UX

  • Sonja gets people! It's her positive regard and empathy that makes her so good at what she does. Deep talents in listening, relationship building and strategy are rarely held together in the same person.

    James O'Hallorahan, business coach

My manifesto

My beliefs on how to use your voice and make change happen.

  • 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.

  • Listening to outside voices will enable you to see your true value and find your inner voice. Listening to inside voices uncovers valuable insight and engages people in the change.

  • Words and ideas have power. Shaped and shared with heart and soul, they change things for the better.

  • Put your audience’s needs first. Make helping and creating value for them your focus and you’ll reach your goals.

  • Spread stories of hope and possibility. Stories - real, human intimate ones - show what's possible, and showing is always more believable than telling.

  • Content strategy and brand strategy can’t be separated.

    Address both elements together to get to the heart of what you do and uncover what you want to say. Think, write and design your way to clarity.

  • My goal is to help organisations and the people who run them to find their sweetspot and flow.

    I want to see you aligned, energised, in your element, doing your best work, sharing your knowledge and ideas generously and thriving as the right opportunities are drawn towards you.

“No matter what people tell you, words and ideas can change the world.”
— Robin Williams

And in the rest of life…

I adore the great outdoors and know that getting out in nature widens your persepective and helps you think more clearly. I’ve led idea generation workshops for groups up mountains, by rivers and amongst the trees and would love to do more of this.

Fresh-Air-Valuable-Walks.jpeg

I swim all year round in sea, rivers and lakes – the colder the water the better. I’ve competed in two world winter swimming championships in recent years, in Slovenia and Estonia. It’s Finland next. Read: Lessons for wavering writers from the world of winter swimming

Let’s talk.