The Art of Authentic Blogging

Writing for Purpose with Passion

In this practical course, 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 readers.

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Any questions about the training course?

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Course Details

Price

€695

Duration

4 weekly 3-hour classes, or 2 full days of 8 hours

Time

09.00 – 12.00 CET, or 09.00 – 17.00 CET

Location

Hilversum or Online

Language

English

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.

Program

In this practical 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 readers.

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 or online. Attendance is mandatory to get the most out of the class. However, it will be recorded for those who must miss a class. Find more details to the right.

What can you expect?

Weekly presentations.

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

At-home assignments.

Coaching and editorial feedback.

Session C

  • 4 Tuesdays
  • June 11 | June 18 | June 25 | July 2
  • 09.00 – 12.00 CET
  • Online
  • A maximum of seven participants 

Intensive A

  • 2 Full Days: Monday/Tuesday
  • July 8 and 9
  • 09.00 – 17.00 CET (+ lunch)
  • Hilversum 
  • A maximum of seven participants 

Intensive B

  • 2 Full Days: Monday/Tuesday
  • August 5 and 6
  • 09.00 – 17.00 CET (+ lunch)
  • Hilversum 
  • A maximum of seven participants 

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

– Ernest Hemingway

Course Price €695

Includes:
→ 12 hours of in-class or online training.
→ One 45-minute personal online coaching session.
→ Editorial feedback and peer reviews.
→ Professional edit/polish of a completed blog post.

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What others have to say

David Welman

“In a world where homogeneous AI articles and posts are becoming the norm, it is becoming increasingly important to learn how to put more of ourselves into our writing.”

Brandon Haschick

“Once I discovered my own voice and that it was okay to use it in a professional setting, the content I wanted to write about just started flowing.”

Laika Ouarous – van den Hof

“I thoroughly enjoyed this writing course despite my previous hesitations. I discovered my inner voice and learned how to express myself unapologetically—whether writing for an audience or purely for the passion of writing. The topics varied from work-related to personal, making the group very diverse and inclusive. I highly recommend this course!”

Roy Straub

“I loved the emphasis on authentic writing. This angle helped me find my spark, and I can imagine it will help many others too.” 

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Meet the Trainers

Robbyn Layne

Robbyn Layne is a 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. 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.

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.