Maximising your ROI from Content Marketing

Maximising your ROI from Content Marketing

It all starts with a stat. Content marketing generates three times more leads for 62% less the cost of traditional marketing.

Sounds easy.

Data capture is key. You know your audience, but there’s now so much data and massive value in data analysis.

There was a time when quantifying the success of a marketing campaign was subjective at best. Increased sales, maybe – but they could have been due to any form of external forces.

It’s imperative that the content strategy is continually developed as the business changes and the economic landscape evolves.

So to focus the mind on the content – what are the steps to consider? Obviously, what do we want to achieve, and how can they be broken down into short term and long-term goals?

The data, and received wisdom delivers and insight into the requirements of your customers, their buying process and cycle.
Although they’re pervasive, there’s power in customer feedback surveys, and used in the right way with the right software, you can limit the aggravation they can create.

Push the USP and make your brand’s content stand out. What does your company stand for, and why are you the leaders in yet another ‘me too’ industry?

Make sure the content is aligned to the overall marketing strategy for the business – there’s nothing worse than a confused appearance to your customers.

There’s always space for the old-fashioned SWOT analysis at this stage, with a deep dive on the competitive landscape and what opportunities can be exploited. Again, through tracking your analytics across platforms, formats, and channels filtered through the time of day, you start to refine and develop.

That content marketing strategy is starting to look more like an arrow head, and less Jackson Pollock.


Vertical Video


Vertical Video

So, what is Vertical Video? Obvious – it’s video in 9:16 format; the way your smartphone is when you hold it vertically.

Data suggests that up to 75% video content consumed in 2018 was through smartphones or tablets. As filmmakers, we are pre-programmed to film in 16:9. The mind responds best to this format, not least due to the fact that it’s what we’ve been brought up on through movies and TV and anything pre-smartphone.

Everything’s gonna change……

Well, sort of. Most footage captured and uploaded onto Insta is being shot vertically by individuals with camera phones, which means millions of videos uploaded as Vertical Video on a daily basis. So, if we as brand activators want to fully engage with the audience, it needs to be in a format they can consume.

What can we learn from Vertical Video, and what needs to change?

Well, to some, when filming 9:16 there’s only one point of focus. so we can capture the attention of the viewer without background distractions. This is probably true if the content is being created just for phones.

Insta is jumping on Vertical Video with the introduction of IGTV, in this format with a focus on business ‘re-envisioning mobile video with a new stand-alone surface’.

It’s a transition, it’s an opportunity – and something marketers and video content creators need to get behind. According to Cisco Visual Networking Index, within the next three years, areas will see up to 86% of IP traffic to non-PC devices like smartphones and tablets – and what’s more, the video will make up 82 percent of all IP traffic.

There are loads of tips and tricks at the excellent Vertical Film Festival website. Number one being tilted your camera 90 degrees!

I know we need a corporate promotional video – but don’t know where to start

Corporate Promotional Video Startup

So, you know your company needs to upgrade, reboot or launch its video marketing strategy.

A large proportion of SMEs are in this position and many unsure where to start.

The following are a number of areas to consider and hopefully assist in guiding you through the process.



Why do you want to create a corporate video, and what’s the ultimate broad-based goal?

Using video can deliver any form of message, and in many different forms. Ultimately, any marketing needs one key message – explaining your core services to potential customers.

The video may be directed internally – an internal comms video, company training video, or a new-starters video for orientation purposes.

Now –what’s the best way to communicate that in content.

What is it you want to achieve and what’s the message you want to get across to your audience.

This planning stage of your video content strategy is crucial.

Setting your objectives – generally, it’s easiest to refer to a current SWOT analysis and using this to promote those strengths, mitigate the weaknesses, investigate the opportunities.

So, maybe you want to concentrate on those opportunities – let’s focus on those. How does that dovetail with your overall marketing strategy, how can the video content drive it forward?

It’s a good time to consider how you’re going to measure the success of what’s being created, and how the formula may be augmented and enhanced in future incarnations. Check the baseline on your Google Analytics data as a starting point.


Know your customer

If you’re in business – leading an SME, or leading the Marketing function, you know your market.

Just keep in mind what issues they may be facing, and how the promotional video can address these and make their life easier. Capturing data is key, and the way you utilise this data can give your business a competitive advantage, but customers are real people and that’s who you need to be connecting with.


What’s the focus message?

Think about what your customer needs to know, and what message do you need to get across?

This falls at the intersection between what you want to achieve and what your audience wants to know. Think about the core required focus and objectives and what actions you want the target audience to make and how can the video encourage them to act? As with any message or skill, it should be precise.


Build Your Video Strategy

The nuts and bolts of the video lie in how it’s going to reach the audience. Are we producing a video for social media as a one-off or as part of an ongoing channel, landing page for your website or for the sales team in presentations?

Plan your distribution, and if that includes sponsored content on social media ensuring it gets seen by your prospective customers or encouraging influencers share the video.

Whatever content is produced, it can be utilised for more than one video.
You can produce a training film and take content from this to produce a promotional video for instance, even add some stock footage from which creative editing can make the most of any budget, so consider this and discuss with your video production company what can be achieved.

Ensure you consider the timeframes and consult with your producer as to how quickly they can turn around your edits

And who are you going to use to produce the film – as with any business relationship, it has to be a partnership with people you trust, with the skills to bring your vision to life and produce videos of the highest quality in the specified timeframe.

The video agency should be able to work with you through each of these elements, develop the project and produce the videos, and work with you through marketing and beyond.


Writing a Video Production Brief and developing the approach

This is going to focus the mind and make sure the content comes out as required. The brief is key, and the video will only be as good as the brief.

Work with your agency to develop the approach and how you want to address your audience. Discuss what’s possible, and how can you get the most from your budget.

So at this stage, we’re able to visualise how the video will look and sound, its length and the emotive content driving the feel of the video.

Don’t do it alone, though – always bounce ideas off colleagues, the agency and production team – a collaborative approach will always produce a more rounded and complete production – so long as you’re all headed in the same direction.

Think about if you need actors in the production, and voiceover artists – again, your agency or production company can help you out here and should have access to talent to fit the budget.

Also, think about the music that will accompany the production. There is a range of royalty-free options across all musical genre, with the premium offerings delivering a highly cost-effective solution.

A lot of people look to competitors for inspiration into the look and feel of their films. There are clearly two schools of thought in this regard – you don’t want to look like your competitors or even get mistaken for them. Conversely, if the competitor’s offering is really good, there may be elements you want to utilise – but framed in your own way with your identity and personality.


Script and Storyboard

If possible, utilise a professional scriptwriter – but for social media clips, this isn’t always feasible so if you’re writing your own script, keep it clear, concise and conversational. Try to avoid management jargon – and NEVER say anything about thinking “out of the box”.

If the video requires numerous scenes, think about putting a storyboard together and go through this in detail with your agency or production company.

Remember the purpose of the production is to get your customers to act upon video advertising, so try to incorporate a call to action in the script.

Now it’s time to think about the hosting options, video distribution, and video campaign planning – you may wish to host directly on your website, a paid host site featuring detailed analytics, or YouTube with more basic data capture. If you’ve decided the analytics are important to you and the data can be utilised as part of your marketing plan going forward, then it may be worth investing in a host site able to capture this. It will assist in making future decisions on video creation and market reaction.



Why Your Business Needs Video Marketing

Reasons Why Your Business Needs Video Marketing

Video marketing is one the latest trends in the promotion toolbox. If you are still having doubts and questions about its effectiveness, read on. In this article, we have written some of the best reasons why you should use video marketing for your business.

1. Video Boosts Conversions and Sales
The great thing about videos as a promotional tool is that it can make you some serious money. Did you know that adding a product video on your website’s landing page can increase conversions by up to 80%? Videos are also proven to lead directly to sales.

2. Video Shows Great ROI
We all know that video production is not the easiest nor the cheapest tool when it comes to marketing products. However, about 83% of businesses say that by producing exciting video content, they are able to get a good return on investment because it pays
off big time. Remember, it’s the content that counts!

3. Video Builds Trust
When it comes to sales and conversions, you first have to get your customers’ trust. Building your customer’s trust is a goal on its own and video marketing helps with this. More people will trust you if you stop selling and instead, let them come to you by providing interesting and useful facts about your product. Once they know what to expect, they’ll be the ones to come and buy from you.

4. Google Loves Videos
By putting videos on your website, you also increase the time spent by the visitors on your site. This longer visit signals search engines that your site has good content. You can even use videos for your SEO efforts.

5. Video Appeals to Mobile Users
Nowadays, you can’t see people without a phone in their hands. This is why videos and mobile now go hand in hand. About 90% of your target consumers watch videos from their mobile phones.

Videos are the perfect combination of entertainment, nostalgia, and simplicity……and they work!

If you want to take your business to the next level and impress your target audience, then video production is the medium to use. We, at Red Tail Media, create engaging video content for clients of all sizes with the ability to shoot different styles to suit your brand. If you have any questions, suggestions and/or clarifications you may get in touch with our team. You may also look at our portfolio if you want to see more of our past projects.

4 types of Brand Videos to Help You Promote Your Business

4 types of Brand Videos to Help You Promote Your Business

As the competition for digital marketing gets tougher, more creativity and effort must be made in making content that will reflect your brand’s personality and vision. In the planning process, one of the most important considerations is the type of video you need to produce that will best convert an audience into paying customers.

To help you in choosing the right type of video for your marketing efforts, we have compiled the types of video content that will help you maximise your brand exposure:

1. Explainers
If your main goal is to convey information to your customers, what better way to do it than by spelling it out for them. Use explainer videos if you are trying to present a new product or service and you need to explain the new features of your product. Forward the vital pieces of information and keep the content concise and organised.

Explainer videos are considered as a great marketing tool to help establish your brand as an industry authority, through simplifying, demonstrating and sharing information that the customers need. Since explainer videos help the audience to solve a problem, they are less likely to get updated or replaced and can offer value for a long period of time.

2. Interviews
Interviews are best used if you want to convey information but don’t want your customers to feel that you are pushing it down their throats. When doing an interview, it is important that you choose relevant speakers who can offer commendations about your brand, like consumers, industry experts and members of your team.

Interview videos are easy to understand and are organically optimised which can contribute to an increase of website traffic.

3. Animation
Animation videos provide limitless possibilities. Complex concepts can be visualised through animation that are otherwise impossible or hard to create using live action clips. Creative marketers use animation to create short but extremely memorable content for their customers that contribute to high brand awareness and brand recall.

4. Culture Video
Every major company has a culture video. Culture videos allow brands and companies to reach out to their customers and partners in a more personal manner. Showcasing the team behind your product or service veers your company away from the corporate stereotypes, thus giving your brand a more intimate appeal. Make sure that your culture video gives your brand an authentic appeal and must not appear forced to avoid casting doubt to your product or service.

5. Testimonial Videos
Reviews are essential for acquiring new customers. People often check testimonials since opinions of other consumers about a service or product stem from honest feedback. Testimonial videos can persuade an audience to purchase a service or product since hearing a positive review from customers that have tried the brand is more engaging and believable than reading paragraphs of product details.

If you want to take your business to the next level and impress your target audience, then video production is the medium to use. We, at Red Tail Media, create engaging video content for clients of all sizes with the ability to shoot different styles to suit your brand. If you have any questions, suggestions and/or clarifications you may get in touch with our team. You may also look at our portfolio if you want to see more of our past projects.

Food photography – recipes on a TVC shoot

Food photographer London

It was great to start shooting food again after a while, after moving back to the UK I have been concentrating on my wedding videography. Its a passionate subject of mine – food and I absolutely love shooting it!
This shoot was to showcase a cooking roaster for the oven hence the product being in shot sometimes.

We had to produce a recipe book to go along with the product to give customers ideas on what to cook in the roaster.

The food stylist was an awesome lady – Sian Davies she’s Welsh too so thats always a bonus!
Sian works on many different projects and Im hoping to work again with her soon as she lives so close to me in Hertfordshire.

We didnt have as much time to shoot and style the food as we had to cover the TVC as well, creating lifestyle images and video for the products advert. But I think what we managed to get with the time was great!

Food photographer London

Food photographer London

Food photographer London

Food photographer Hertfordshire London

Food photographer London

Food photographer London

Food photographer London

Food photographer London

Food photographer Hertfordshire London

Food photographer Hertfordshire London

Food photographer Hertfordshire London

Food photographer Hertfordshire London

Food photographer Hertfordshire London

Food photographer Hertfordshire London

Food photographer Hertfordshire London


Food photographer Hertfordshire

Food photographer London

Health Benefits of Blueberries

Health Benefits of Blueberries

I’m a huge lover of all berries – raspberries, blueberries, blackberries and strawberries and now I live in the UK I can grow my own again!

They always look so pretty in front of the camera and adding a touch of gorgeous natural light to these babies you can get some lovely images. Check out my other blog posts here on photography tips and watch out for more on food photography tips coming soon!

In the meantime, I thought I’d share a few benefits of how much these gorgeous berries are for us…..

Blueberries are sweet, nutritious and very popular with children and adults.

Often labelled a “superfood,” they are low in calories and incredibly good for you.

They are so tasty and convenient that many people consider them to be their favourite fruit.

Here are 3 health benefits of blueberries that are supported by research.


1. Blueberries are Low in Calories, But High in Nutrients

The blueberry is a flowering shrub that produces berries that are coloured blue to purple, also known as blueberries.

It is strongly related to similar shrubs, such as those that produce cranberries and huckleberries.

Blueberries are small, around 5-16 millimetres in diameter, and have a flared crown at the end.

They are green in colour at first, then change to blue-purple as they ripen.

These are the two most common types:

  1. Highbush blueberries are the most commonly grown species in the US.
  2. Lowbush blueberries are often referred to as “wild” blueberries. They are typically smaller and richer in some antioxidants.

This is what typical blueberries look like:

Blueberries are among the most nutrient-dense berries. A 1 cup serving (148 grams) of blueberries contains (1):

  • Fibre 4 grams.
  • Vitamin C: 24% of the RDA.
  • Vitamin K: 36% of the RDA.
  • Manganese: 25% of the RDA.
  • Then it contains small amounts of various other nutrients.

They are also about 85% water, and an entire cup contains only 84 calories, with 15 grams of carbohydrates.

Calorie for calorie, this makes them an excellent source of several important nutrients.


2. Blueberries are the King of Antioxidant Foods


Antioxidants are important.

They protect our bodies from damage by free radicals, unstable molecules that can damage cellular structures and contribute to ageing and diseases like cancer

Blueberries are believed to contain the highest antioxidant capacity of ALL commonly consumed fruits and vegetables.

The main antioxidant compounds in blueberries belong to a large family of polyphenols, called flavonoids.

One group of flavonoids, in particular, anthocyanins, is thought to be responsible for much of the beneficial health effects.

They have been shown to directly increase antioxidant levels inside the body.

Blueberries have the highest antioxidant capacity of all commonly consumed fruits and vegetables. Flavonoids appear to be the major antioxidant compounds.

Food photographer Hertfordshire

Healthy wholemeal and oatmeal pancakes with blueberries and Agave nectar


3. Blueberries Reduce DNA Damage, Which May Help Protect Against Ageing and Cancer

Oxidative DNA damage is part of everyday life.

It is said to occur tens of thousands of times per day, in every single cell in the body.

DNA damage is part of the reason we grow older, and it also plays an important role in the development of diseases like cancer.

Because blueberries are high in antioxidants, they can help neutralize some of the free radicals that cause damage to our DNA.

In one 4-week study, 168 participants were instructed to drink 1 litre (34 ounces) of a mixture of blueberry and apple juice, every day.

At the end of the study, oxidative DNA damage due to free radicals was reduced by 20%.

These findings have also been supported by smaller studies using either fresh or powdered blueberries.

Several studies have shown that blueberries and blueberry juice can protect against DNA damage, a leading driver of aging and cancer.

To read more about the health benefits of blueberries read further here…..

Photography Tips for beginners

Learn how to use your camera and improve your photographs

After teaching in Dubai for over a year at Gulf Photo Plus I have now moved back to the UK in Hertfordshire where I am a freelance photographer and videographer. I miss teaching photography terribly and setting up my workshop here in Harpenden, Hertfordshire, will allow me to carry on my love of teaching. I will never miss that “penny” dropping or that moment when people finally get how to use their camera that they spend a ton of money and a kept in Auto for years!  If your interested in photography and looking to improve your skills read on……


  • Dont throw your camera manual away! In the first few months of having a new DSLR it will come in handy to remind you of camera functions, keep it in your camera bag.
    Photography teacher hertfodshire

    Have you ever wondered what all these other modes are for?


  • Learn to use your different modes on your camera, you don’t have to throw yourself out of auto until your comfortable, especially if you have been using a point and shoot until now. Try program, landscape, portrait, sport and macro to get used to your camera and what these modes can achieve.  Once your comfortable in these modes then move onto A – aperture priority and S/TV – shutter priority to gain more control.
    photography basics hertfodshire

    Single point focus allows you to be more in control, you choose the subject area not your camera!


  • Change your focus mode to single point focus so you can choose where your focus point will be, allowing you to be more in control of your photographs.
  • Shoot, shoot shoot! Practice makes perfect. We now live in a digital world where we don’t have to spend a fortune on developing film and waiting to find out our mistakes. With digital the Sky is the limit so there is plenty of time to play and experiment to get our shots right.

    photography worshop hertfordshire 2

    Your biggest light source if your tripod, consider a good quality brand

  • Consider a tripod, this will be one of the best investments you will ever make as its your biggest source of light!

    photography worshop hertfordshire 2

    Shallow depths of field using a 50mm lens

  • Don’t go out and but lots of gear, photography can be super expensive and its best to learn what you have before investing in more equipment. The only things I ever tell any of my students to consider is a decent tripod and possibly a 50mm lens. The 50mm lens is an amazing lens for any budding photographer as it can achieve and extremely shallow depth of field, when your starting out its great to be able to see that lovely Bokeh in your pictures.
  • Share your pictures. Join photo sharing websites such as Flickr or share on your Instagram, you can always ask for creative criticism and gain confidence from other like minded people.

    learn photography hertfordshire 2

    Always focus on the eyes

  • Always focus on the eyes, we are always drawn to the eyes on pictures – in any aperture make sure you use the single point focus on the eyes.
  • Learn to hold your camera properly, you can create a human tripod by holding your camera steady in both hands. Your images will be much sharper if you support your lens and camera body at the same time.

    learn photography hertfordshire 2

    Support your camera properly and your shots will improve straight away

  • Photograph what you love –  this will make your photography journey more enjoyable!

    learn photography hertfordshire 2

    Find your passion, mine is food!

  • Learn all about exposure, ISO, aperture and Shutter speed all work together to create an exposure. This can be a combination of a few things: which areas of the scene your camera measured for exposure, and how different in brightness the light and dark areas are in your scene.

    learn photography hertfordshire 2

    The rule of thirds – have your subject fall on one of the lines and create focus point on your picture

  • Learn about the rule of thirds – This is probably the first compositional rule that any photographer comes across and for a very good reason: it’s simple and it works.

    learn photography hertfordshire 2

    Filling the frame makes your images look more dynamic and powerful

  • Fill the frame – move in closer to create a more dynamic image. Filling the frame makes the subject larger and cuts down on the clutter.

Stay tuned for more tips and tricks on photography and videography here on my blog.

If your looking to improve your skills more and fancy a workshop with like minded people get in touch and find out when the next class will be. Im also offering one on one tuition for beginners  and intermediate for photography and videography as well as Photoshop, Lightroom and food photography. Im always happy to create a bespoke course for everyones individual needs.

Email us or call 07472075344 to arrange a consultation


Louise Shrigley teaches an introduction to photography in Hertfordshire.  Introduction to photography Hertfordshire, learn photography hertfordshire, photography workshops hertfordshire, photography classes hertfordshire

Creative Business Portraits

Creative Business Portraits

I love taking my portable studio into an office on shoot day! The staff all get excited about being in front of the camera! My set up for Business and headshot photography here in Hertfordshire is a simple one, either natural lighting making the best use of gorgeous window light or I can bring a portable studio where I can set up in a corner of the office and create studio style images for the staff and the client.

Here you can see examples of natural lighting and a mini studio set up with a coloured background.

Headshots and portrait photographer

Headshots and portrait photographer

Headshots and portrait photographer







Headshots and portrait photographer


Headshots and portrait photographer

Headshots and portrait photographer




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Stop motion animation fun

Stop Motion Animation Fun

Here is another stop motion for a Restaurant called Seredipity 3 in Dubai.




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