Blog Writing Skills for Consultants

Crafting Content to Express Authentic Authority

In this practical, four-week course, created exclusively for Xebia consultants, you won’t learn to write “like an expert.” Instead, you’ll gain the skills and confidence to professionally express your true “voice of experience” so it reaches (and helps!) your intended reader.

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Course Details




4 weekly 3-hour classes


09.00 – 12.00 CET





What will you learn?

What does it take to write a professional blog?

From topic strategy and story structure to style, tone, and editing, you’ll learn all the basics you need to begin writing a professional blog — plus tips for creating more valuable content. The course combines in-class presentations, writing exercises, and co-crafting workshops with weekly writing and editing assignments (some with a partner). It also covers tools and techniques, including generative AI, to assist and improve your writing.

You’ll receive professional, editorial feedback on every written assignment, plus one hour of virtual one-on-one coaching with the instructor. By the end of the course, you’ll be empowered to write compelling blog posts that express your authentic authority and connect with your intended audience.

Key takeaways

  1. Understand the basic elements of a good blog post and how to craft one.
  2. Identify, define, and effectively reach your target audience.
  3. Improve writing skills and confidence.
  4. Optimize and repurpose content across platforms to create more value.

Who is it for?

Anyone who works at Xebia who would like to:

Share who you are/what you know authentically to help others.

Connect with your customers and professional community more personally.

Improve your writing skills, craft, and form.

Develop a creative practice that contributes positively to your career portfolio.


In this practical, four-week course created exclusively for Xebia consultants, you won’t learn to write “like an expert.” Instead, you’ll gain the skills and confidence to express your true “voice of experience” so it reaches (and helps!) your intended reader.

Purpose & Passion

  • Why Write? (Introductions and discussion of course goals and overview).
  • Choosing a Topic & Niche: Start with questions, including your own.
  • Writing with Passion (for the Right Audience).

Process & Practice:

  • Generating Ideas, Words, and Rough Drafts.
  • Building Confidence: Tools & Techniques for Conquering the Inner Critic.

Course Format

This class meets weekly, in person. Attendance is mandatory to get the most out of the class. However, it will be recorded for those who must miss a class. Choose one of the two sessions to the right.

What can you expect?

Weekly presentations.

In-class writing workshops and hands-on (pen & paper!) exercises.

At-home assignments.

Coaching and editorial feedback.

Session A

  • 4 Wednesdays: March 6 | March 13 | March 20 | April 3 (break on March 27)
  • 09.00 – 12.00 CET
  • Hilversum 
  • Maximum 12 participants 

Session B

  • 4 Wednesdays: April 10 | April 17 | April 24 or May 8* | May 1 (* possible break on April 24, TBD)
  • 09.00 – 12.00 CET
  • Hilversum 
  • Maximum 16 participants 

“There is nothing to writing. All you do is sit down at a typewriter and bleed.”

– Ernest Hemingway

Course Price: €695

→ 12 hours of in-class training.
→ One hour of virtual one-to-one coaching.
→ Ongoing editorial feedback throughout the course.
→ Professional review/polish of your completed blog post.

Register now

Register Here

Meet the Trainers

Robbyn Layne

Robbyn Layne is a freelance writer/editor and creative consultant with over 20 years of experience providing customized content, project support, and tailored learning programs for organizations and people. For the last ten years, she has worked deep in the trenches with marketeers and consultants across all (former) business units to shape and share the true voice of Xebia. Working collaboratively, she’s co-created targeted content that expresses the company’s authentic brand identity and contributes valuable thought leadership to the industry.
With a background in art and psychology, Robbyn deeply understands the creative process and has a heartfelt passion for empowering others to find and express their authentic voice. From expert blogs to business books, white papers to web text — she reworks words, crafts original content, and collaborates closely to help clients achieve their own definition of success.
Robbyn holds an MFA in New Practices, an MA in Transpersonal Clinical Psychology, and a BS in Journalism. She lives in Amsterdam with her British love and Dutch cat and works at Kissing the Muse.

Albert Starreveld

Xebia IT consultant and blogger Albert Starreveld is a passionate software developer who loves to share knowledge and code. He has a loyal and dedicated following of 843 blog readers on Medium, which is why he will be an expert guest trainer.