What Video Content Does Your Business Actually Need?

Most businesses making video content are making it for the wrong person.

It looks good. It talks about the services. It shows the team. But it does not connect with the customer who needs to see it. And when the engagement does not come, businesses assume video does not work.

Video works. But only when it is built around your customer's world, not yours.

This workshop will help you figure out what that actually looks like for your business.

James will take you through a practical, no-nonsense session covering:

• Why most video content fails (and what to do differently)

• How to shift from talking about your business to speaking to your customer's real concerns

• The questions your content should be answering before a customer even gets in touch

• How to use video to build trust, reduce doubt, and make buying easier

• What good content actually looks like for a business like yours

• A simple test to check if your content is working for your customer or just for you

The most common mistake James sees is businesses creating content for themselves, not their customers. It sounds like:

• Here is what we do

• Here is our service

• Here is us at an event

• Here is why we are great

It feels like marketing. But really it is a self-congratulation loop. The only people watching are already on the team.

Real content is built around the customer's world:

• Their problems

• Their decisions

• Their risks

• Their next step

• Their outcome

James's simple test: if your logo was removed, would the post still help your customer? If not, it is time to rethink.

• A clear understanding of what video content your customers actually want to see

• A strategy for creating content that builds familiarity and trust over time

• Practical ideas you can take back and use in your business straight away

• A simple framework for testing whether your content is doing its job

• Confidence to show up on video in a way that feels right for your brand

This workshop is for small business owners, retailers, and creatives who are already posting video content or thinking about starting. Whether you feel like your content is not quite landing, or you are not sure where to begin, this session will give you a clear direction.

You do not need a big budget or a professional setup. You just need to understand what to say and who you are saying it to.

James Ibbitson is a video content strategist who helps businesses stop making content for themselves and start making content for their customers. His approach is direct, practical, and grounded in what actually drives sales and conversations, not just views.

Date: Monday 6th July

Format: In person

Location: The Glass onion, 33-34 Blandford St, Sunderland SR1 3JJ

About the Project:
Delivered by Market Collective as part of the Digitising the High Street project with Enterprising Sunderland. The initiative is funded by the North East Combined Authority and Sunderland City Council, supporting local businesses to grow and succeed in the digital space.

👉 Spaces are free but limited, so book early to secure your spot!

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Host or Publisher Market Collective CIC