Strategic Content & Messaging Course
You’ve got some of the tactics down. What’s missing is the system that ties them together.
This is the complete content and messaging method I use on senior client work, taught so you can run it yourself, for marketers who’d rather build from one clear system than reinvent it on every project.
- Research your audience and ground your positioning, messaging, and content in real data
- Position and message a brand so the whole team says the same true thing
- Plan content that builds relationships and pipeline, not just impressions
- Measure what your marketing actually did, and show it
Taught to 6,300+ marketers and founders in lectures and workshops. Now the first 100 course members are learning it on their own time.
You don’t have a knowledge problem. You have a “how does this fit together” problem.
You’ve read the posts, sat through the webinars, maybe taken a course or two. You know the tactics. What’s missing is the through-line: the structure that connects what your brand stands for to what you actually publish.
Without it, you’re marketing by guesswork. Content gets made because it’s Tuesday, not because it ladders up to anything. Messaging lives in a deck nobody opens. And when someone asks what it all did for the business, you don’t have a clean answer.
What closes the gap is one structured system, grounded in real audience research: it takes you from “what do we even stand for” to content that proves it, and gives you the judgment to run it on any project that lands on your desk.
Most courses hand you tactics. This one hands you the system underneath them.
This is the same method I use on senior client work: audience research and message mining, research-grounded positioning, a tone of voice the whole team can hold, and a content engine that carries the message into the market. Decisions come from data about your real audience, not hunches. It’s not a black box, and not a rigid recipe. It’s a canon of frameworks I’ve tested for 20 years, taught so you can apply them with judgment to your own context.
That’s the difference between a course you finish and forget, and a method you keep. You’re not buying my opinions for one project. You’re learning the structure that makes every future project easier.
Is this the course for you?
this is for you if
- You’re a marketer, founder, or freelancer with a few years in, and you want the structure under the tactics
- You’d rather ground your positioning, messaging, and content in real audience research and data than in hunches
- You want usable frameworks and templates you can apply this week, not theory
- You keep solving the same content and messaging problems from scratch and want a system instead
- You need to connect your marketing to business goals, and show what it returned
It might just not be for you, and that’s okay
- If you want quick tactical wins on their own, without the strategy that makes them work. That’s a fair way to operate; this course is simply built the other way around.
- If you’d rather hand your content to someone else to run. This one is for doing it yourself, and doing it well.
- If you’re new to marketing and want the fundamentals first. This may be a bit far into the weeds, if you need the basics.
How it works
— 20 hours of video in
— 80+ short lessons
— Work-ready templates and tools
— Lifetime access
— Self-paced, 24/7
— Live sessions with recordings
— Question support when you’re stuck
1
Goals & Audience Research
Goal-setting that ties to the business, persona creation, customer-journey mapping, and the research methods to back it.
Resources: goal-setting plan · survey templates · persona templates
2
Positioning & Messaging
Positioning research, building a messaging framework, brand voice, and storytelling.
Resources: message-mining prompts · positioning workshop template · brand-voice worksheets
3
Conversion Copywriting
What the reader actually needs, the copywriting formulas worth knowing (Copy Big Five, the 7 Principles of Persuasion, SUCCESs, STEPPS), writing for digital, and editing.
Resources: reader overview sheets · formula cheat-sheets · landing-page worksheet · editing checklist
4
Content Marketing Planning
Content strategy, macro and micro content, repurposing and distribution.
Resources: content marketing blueprint · playbook template · topic-research worksheet · repurposing checklist
5
Measurement & Analytics
Attribution and ROI, which metrics matter, measuring a campaign, and measuring marketing overall.
Resources: campaign measurement pyramid · dashboard templates · ROI calculator
What you’ll walk away with
- A positioning and messaging foundation for your brand, written down and ready for your team to use
- A content plan built on real audience research and mapped to your business goals
- The copywriting and measurement know-how to make content land, and to prove what it did
- A full set of templates, so you can run the whole thing again, faster, on the next project
Training is my passion – and according to others, it shows:
★★★★★
“Now, our marketing team is more self-sufficient and our brand’s online activity is stronger. This leads to a substantial increase in brand awareness and a strong community.”
Antonia Yordanova
Marketing Manager at HackSoft
★★★★★
“One of the most interactive and useful workshops I’ve participated in. It brought more clarity and focus to our brand, and made us really think.”
Heinz Grünwald
Growth Marketer, ex-Kayak
★★★★★
“Invaluable advice on refining our content strategy: grouping ideas, prioritizing the right topics, repurposing. A clear framework for driving engagement.”
Louis Camassa
Director of Product Management, Rithum
★★★★★
“Vassy’s information was paced out well, and it was something I could actually use, not simply “buzzwords” that one could find on a blog. She gave us insights and actionable goals.”
Workshop Participant
WordCamp Europe
Hey! I’m Vassy, your trainer
I’m a hands-on messaging and content strategist. For 20 years I’ve done the senior work myself, the research, the positioning, the content engine, for B2B SaaS and services brands. I don’t hand the thinking to juniors, and I don’t hide the method. This course is that method, taught the way I’d teach a colleague sitting across the table.
A bit of context, not a highlight reel:
- My blog has been read by around a million people, and was featured as a Must Read on GrowthHackers.com
- At WordCamp Europe 2019, my content-planning workshop was rated the top workshop of the whole event. I’ve spoken on content and messaging all across Europe and online
- I’ve taught at universities and digital academies, to 6,300+ students
Get the course
Full Course
€199
Lifetime access to the video course
Lifetime access to all course content
5 modules, 80+ lessons
Every template and tool, downloadable
Self-paced, learn 24/7
Live group sessions, with recordings
100% money back guarantee
Course + Pro Feedback
€499
Get personal input on your work
Everything in the Full Course tier
A 1:1 strategy call on your own project (valued at €190)
Personal feedback on your work, by email or video, for 2 months
100% money back guarantee
Buying for your team, or putting it through a company budget? Email me at [email protected] and we’ll sort out group access.
Need help persuading your company this is a good investment? Read this post with tips on how to ask for a reimbursement.
30-day money-back guarantee
Take the course, try it on your own brand, and see if it fits. If it doesn’t, ask for a refund within 30 days and you’ll get it. No questions asked.
Got questions? Here are the answers
Is it possible to invoice this course?
Yes, of course. You can get a receipt or a company invoice through the payment processor I use, Lemon Squeezy, owned by Stripe. If you want the course to feature your company tax ID, add it at checkout below the billing details:
When you receive the payment confirmation email, click the “Generate Invoice” button in it, and you’ll be taken to a page that allows you to add company name, billing address and any other details you need on your document.
I’ve been doing this for years. Is it too basic for me?
Probably not, if your gap is structure rather than tactics. Most experienced marketers know the moves but have never put them into one system. That’s what this gives you. If you already run a complete, documented method end to end, you don’t need it.
I already create content and messaging. What do I gain?
A through-line. I made content for years before I got strategic about it. It worked, but adding clear positioning and a real structure made it work better and brought opportunities I wasn’t getting before. You can expect the same, plus the clarity of finally knowing what you stand for and how to carry it.
How much time does it take?
It’s self-paced, so as fast or slow as you like. Lessons are short and actionable, so you can tackle whatever comes your way with clear guidance. A realistic pace is a lesson a day plus a couple of hours a week on the exercises.
How long do I have access to the course material?
All course content comes with lifetime access. You can refer back to it whenever you need to. Plus, you can learn at your own pace, as there are no deadlines to complete the course.
What if it’s not for me?
You have 30 days to decide. If it’s not a fit, ask for a refund and you’ll get it, no questions asked.
If you have any other questions, drop me a line at [email protected].
Learn it once. Use it for good.
Get the structure under the tactics, the same method I use on client work, and the templates to run it yourself on every project after.
P.S. The frameworks here took me 20 years and a lot of client work to refine. You can have them this afternoon.