A full-day workshop with James Ibbitson of Visual Punch, helping creative business owners understand what video content actually works, and

Creative Enterprise Growth Programme: Video Content That Converts

A full-day workshop with James Ibbitson of Visual Punch, helping creative business owners understand what video content actually works, and start making it.

Event Details

Workshop date: 10th November 2026

Location: Newcastle Arts Centre, Newcastle upon Tyne

Facilitator: James Ibbitson, Visual Punch

Format: Full day, combining structured learning with hands-on creation

This programme is part of Creative Central NCL, funded by the North East Combined Authority and Newcastle City Council.

About This Workshop

We are delighted to welcome James Ibbitson of Visual Punch to deliver this full-day session for creative business owners.

James is a Newcastle-based videographer and video strategist with over ten years of experience helping businesses and brands use video content to grow. He works with organisations of all sizes, from independent creatives and small businesses to national brands, and has a clear, practical approach to helping people understand not just how to make video, but what kind of video actually moves people to act.

This session came directly from feedback gathered during the programme. Across multiple workshops, participants identified video content as one of the areas where they continue to struggle most, not with the technical side, but with knowing what to make, what it should say, and why so much of what they try does not seem to land.

James addresses all of that head-on.

Workshop: Video Content That Converts

Most small businesses are making video content for themselves.

They film their products, talk about what they do, share behind-the-scenes glimpses of their process. And then wonder why it is not connecting.

The problem is not the production quality. It is not the platform. It is not even the consistency.

It is this: the content is talking about the business, not to the customer.

This workshop is about making that shift. By the end of the day, you will understand what your customers actually want to see from you, why certain types of content build trust and drive sales, and how to create a sustainable video habit that works for a real small business with real time constraints.

And you will leave with content you have actually started making, not just plans to make it later.

1. Why Most Video Content Fails to Convert

We start by looking honestly at where most small business video goes wrong.

This is not about criticism. It is about recognising patterns that are incredibly common, and understanding why they happen, so you can do something different.

You will explore:

• The most common mistakes small businesses make with video content

• Why content that feels good to make often does not connect with an audience

• The difference between content that builds awareness and content that drives action

• James's simple test: if your logo was removed, would the post still help your customer?

This reframe alone changes how most people think about every piece of content they create.

2. The Types of Video Content That Actually Work

There is no single type of video that works for every business. But there are clear categories of content that tend to perform well for small creative businesses, and understanding what each type does is the foundation of a good video strategy.

In this section you will explore:

• Educational content: answering the questions your customers are already searching for

• Trust-building content: showing the person behind the business and why that matters

• Process and behind-the-scenes content: what it communicates and when it works

• Social proof and testimonial content: how to capture and use it effectively

• Product and service content: how to show rather than just tell

• FAQ and objection-handling content: reducing doubt and making buying feel easier

You will look at real examples of each type and discuss what makes them work, and what would make them even better.

3. Speaking to Your Customer, Not About Your Business

This is the most important shift in the whole day.

The question is not: what do I want to say about my business?

The question is: what does my customer need to hear before they feel confident enough to buy from me?

In this section you will work through:

• How to identify the real questions and concerns your customers have before they get in touch

• How to structure content that answers those questions clearly and builds confidence

• How to talk about your work in a way that puts the customer at the centre

• How to use video to build familiarity over time, so buying feels like a natural next step

4. Building a Sustainable Video Habit

One of the biggest barriers to video content for small business owners is consistency. It feels like a lot of work. It is hard to know what to make next. And it is easy to fall off the routine after a few weeks.

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Description supplied by the event organiser.