Top tips for self-filming: part three

When it comes to what makes the cut, small details can make all the difference. There’s often a fine line between what separates amateur video footage from the work of a professional.

If you’ve been following our self-filming top tips so far then you should have some of the fundamentals in place, but now it’s time to start thinking about adding in the game-changing final touches:

7. Sound check, 1, 2, 3
   It doesn’t matter how great your footage looks if your sound quality is terrible. It’s worth taking a moment to listen carefully to the sound in the space around you. Take into consideration any potential interruptions in the immediate surroundings, whether that’s traffic, air conditioning or passers-by. Unless you’re looking for a bustling atmosphere and background noise, generally the quieter, the better. Selecting the acoustics of your chosen space is important because sound can bounce around in flat and open plan spaces and make your recordings unpleasant or difficult to hear. Think about what you can do to absorb the sound, if necessary, and use soft materials like curtains and carpets to deaden the noise.
   
   Adding a decent microphone is a great way to immediately improve your sound quality, especially when you want to move the camera further away. For those on a budget, it’s fortunate there’s now a wide range of affordable, fairly high-quality microphones that can be plugged into smartphones. These come with functions that can reduce wind noise, record better bass tones, and make your sound fuller.

8. Lighten things up a bit
   Lighting is an incredibly complex and skillful art. But there are some basic principles you can apply straight away. The first is making the most of the free-to-use, readily available natural light. Natural light is your friend when filming, so think about where it’s coming from to illuminate your shot. If you’re sat with a window behind you, your face will be dark, so a quick fix would be to adjust your positioning so that the light is shining on you at a 45° angle. This will not only fill your face with light, but give some interesting shapes and shadows to your other side.
   
   As a general rule, the softer the light, the more flattering it will be. It’s good practice to let nature fill the ambient space with natural light, and then you can add an artificial light or two to enhance your face and figure and make it stand out on film. LED lights are lightweight, use very little power, and are often cheap. Female vloggers often favour a ring or ‘beauty light’ for an even fill of light around the camera. Try experimenting to get a good balance.

9. Three-point lighting
   Three-point lighting is the basis of all professional photo and video shoots, so it’s good to have it in the back of your mind while shooting.

• Having your main lighting source at 45° to the camera is called a ‘Key Light’ (Point 1), and it should always be the brightest.
• After this, if you don’t want to have moody shadows or shapes, you’ll need to balance it with a ‘Fill Light’ (Point 2). This could be another diffused light source at half the intensity of the Key or even just a reflective surface, softening the shadows and bouncing light back onto the subject.
• Finally, the most effective lighting tool is your ‘Back Light’, which outlines the back of a person. By highlighting their shoulders and hair, you can really make them stand out against the background.

We hope our tips for self-filming have been useful and you start to notice the difference in your videos.

If you’ve found this series useful but would like extra help in devising, shooting, and editing your videos, then get in touch to find out about the services we offer with our partner Fine Young Films.

Top tips for self-filming: part two

So, you’ve followed the basics and know how to line up your shots, what kind of background you want to use, and how to avoid entry level pitfalls. But what about starting to incorporate some more advanced techniques and variation into your video recordings?

Part two of our blog post series explores some handy ‘next-steps’ to take your filming to the next level:

4. Keep your composure
   With the amount of Zoom meetings happening these days, you’ve probably noticed a lot of poorly composed, badly framed shots. But there are a couple of really easy ways you can instantly improve the quality of your framing:

• In general, avoid low angles. It might take a bit more effort to raise your camera but it’s worth doing. The camera should aim to meet your eye level, or just slightly above if you want a more flattering angle. Try not to have more than a few inches of space above your head, as tilting the camera up too far can look clumsy and careless.
• Stick to the ‘rule of thirds’. Split the frame up into three sections horizontally and vertically, so that there are nine squares in total. Use the bottom line of the top section as a resting point for your eyes and place any objects of interest where the lines intersect. This golden rule has been a valuable, trusted tool for filmmakers and photographers for many years, so never underestimate how valuable it can be for creating the most visually engaging shots.

5. Up close and personal
   Close-ups can add considerable character to your footage. Subliminally, it tells the audience the information in the current sequence is more important, so they literally have to come in for a closer listen. If you watch carefully, many film scenes start wide and move closer as the drama increases. So, try starting your first shot from head to waist (a mid-shot) and then move in closely, so it’s just head and shoulders (a headshot). Make sure the camera is raised up to your eye level so that you don’t zoom into your chest. In the final edit, you’ll then have far more choices for shots which will bring your finished film to life.
   
6. Making the final cutaway
   There’s an age-old phrase in filmmaking that goes as follows, ‘don’t just say it – show it’. No matter what your video is about, if it’s just footage of you talking, it will eventually become boring. Show the audience what you’re talking about by using cutaway shots to breathe life into your film. Literally, ‘cutting away’ from the person talking to another shot illustrates what they’re saying, plus makes a video visually interesting. They’re also a helpful way of moving between different dialogue takes, as the overlaid image will distract from any audio editing. Most importantly, make sure you match any cutaways with the rest of your video. For example, if your talking shot is static, make sure your cutaways are nicely composed and still too to contribute to the overall feel.

Start testing these out

Getting some of these techniques right can take a bit of practice but overtime you’ll find they add new layers of quality to your films. Look out for the next part of our blog post series for more advanced production tips to help you improve your footage even further.

Top tips for self-filming: part one

In this day and age, everything is mobile, on the move, and instantaneous, and making videos is no exception. Even some of the most professional videographers are now reliant on their smart phones, for easy access to filming, editing, and publishing in minutes. And, while many will argue that you can never replace the real thing, the footage and quality that can be achieved these days on a mobile phone is not only impressive, it’s also becoming harder and harder to tell the difference.

The past 18 months have forced more people than ever to start figuring things out for themselves, as lockdown inevitably made it impossible to pull together a crew and a professional set-up. No doubt, many will have noticed the quality they’re capable of capturing on their own, and it’s more than likely that self-shot footage will continue post-pandemic.

So, it’s really quite simple… the better the footage, the better the film and, when you’re shooting your own footage on your own device, the quality of your output is solely your responsibility.

Along with our partner, Fine Young Films, our three-part blog post series will provide you with our top tips to getting the most out of recording yourself on your own camera, starting with the basics of camera support:

1. Supporting yourself
   Your friends and family’s handheld vlogs can be fun to watch, funny and even endearing but in a professional context, the level of quality won’t be up to scratch. First of all, get rid of that handheld look. Get your phone mounted onto a tripod, for a straight, solid and more professional shot. Tripods don’t have to be big or expensive, you can even improvise with a pile of books – but always make sure your camera stays secure.
   
   Next, start to think about keeping your shot level. Look out for straight lines and verticals in your shot which will help indicate whether you’re off-balance, such as door frames or shelves. If necessary, take a step back from the tripod and get a better sense of the perspective, wide frame, and scene. And, for the final touch, adjust your camera so that it sits just above eye level, ever so slightly looking down to capture a nice, flattering angle.

2. Choosing the right background
   Your background can reveal a lot about you so it’s critical to get it right. Where you choose to film is your ‘set’, so choose wisely. Your background could be bold and colourful, or muted and stylish, but wherever you pick the focus still needs to be on you. So, keep it plain, light yourself up to stand out, and don’t get too close to your backdrop. If you decide to use a real environment, make sure it’s tidy and create depth by standing into the space and not up against a wall.
   
   Adding interesting elements in the background can be a powerful tool, for example a light or a plant can break up the space, or objects that do some of the storytelling or that can reflect your personality. Keep an eye on your framing as well, last thing you want to notice once you’ve posted your video is a plant growing out of your ear.

3. Before you hit ‘record’
   Here are a couple of tips and tricks to use before you hit the big red button:

• to avoid frustrating interruptions, make sure to turn flight mode on
• film in landscape instead of portrait to instantly make your footage look more professional
• check for last minute adjustments by using the front camera on your phone to check your framing
• make sure you’re filming in video mode, not photo mode, as this will crop your footage and affect your overall framing
• test the record function, play it back, and make sure everything’s looking and sounding OK, before you get going properly.

Get filming

No matter how simple, these tips and tricks will help you capture the best possible footage from your makeshift set-up. Keep an eye out for the next part of our self-filming blog post series and, if you’d like help editing your self-filmed videos, then get in touch.

4 tips for writing effective copywriting briefs

It’s very hard for a copywriter to write a high-quality piece of work if they don’t have a high-quality brief to follow. Essentially you get out what you put in. Here are four top tips to help you write better briefs so that your copywriters can produce their best work:

1. Introduce your writer to the intended reader
   You know who the content is aimed at but your writer might not, so introduce each other. Using personas in your briefs can give a clear idea of what subject matter, tone of voice, and level of specialist complexity are appropriate, helping your copywriters to craft relatable content for your target audience. Even if it feels silly to say “47-year-old Steven, who works in cybersecurity and is struggling with managing remote workers”, this paints a picture of the individual and their pain point. Ultimately, the more detail you can provide about the reader, the better.
   
2. Always have a clear call-to-action
   You could be wasting your copywriting budget if your copywriter starts writing without a clear idea of what you want your reader to do once they’ve read the copy. Sometimes in larger organisations, content can change hands a lot, get passed down the line and the purpose ends up getting lost. Like Chinese whispers… If needs be, go back to the drawing board and outline a reason for each piece of content in your strategy. If you can’t clearly explain the action you’d like your reader to take and the purpose of the content in your brief, you’re not going to see the conversion rates or engagement you were hoping for.
   
3. If necessary, make a call
   A discussion of the project and what you want to achieve can sometimes be more time-efficient than trying to condense everything you want to say in an email or briefing form. Remember, a skilled copywriter will know the key information they need, so make sure the conversation is collaborative. After the call, they can write up their notes from your discussion and outline the key points you covered so that you can both sign it off before they start work.
   
4. Include background information or other examples
   If you’re aware of similar articles or topical news stories that explore the same issue as your copywriting project, share them with your copywriter. This isn’t about plagiarism or creating unoriginal content but about providing background and inspiring ideas. It’s also worth sharing similar pieces of work you’ve done, or they’ve written, in the past. There’s no point reinventing the wheel if there’s a previous format or style you’re looking to recreate.

Copy that captivates

Any time invested in creating a strong brief will pay off later when you get high-quality copy the first time around. Don’t miss out on this valuable opportunity to put your writer on the right path to success by sharing all the insight you can in your brief.

Here at asabell, we understand that words might not necessarily be your forte. We have a team of highly skilled copywriters who can help with your projects, big and small. If you’d like to find out more about how we could help you, please get in touch.

How to plan effectively to promote your webinar

As you’re probably aware, a successful webinar can help you to connect with your community, drive customer interactions and bring in new business. In fact, 74% of marketers consider webinars to be the best way to generate quality leads.

But are you getting the results you want ? Or maybe you’re thinking of hosting one but you’re not sure where to start?
It’s really important to have a well thought out strategy for both before and after to maximise its impact.

This might all sound daunting but thankfully our experts have done the hard work for you. We’ve created a full guide so all you need to do is follow the steps.

Get started with your webinar planning by downloading our guide below, or if you’d like some help planning your next one, get in touch with our account management team.

How to structure your web content for success

When you’re planning your website content, your top priority should be making it easy for your users to find what they are looking for – it must be all about the user experience. And a good UX design needs well-structured content that takes your audience’s needs and user journeys into account.

Here we share some top tips for structuring your content, and the best ways to use it to signpost and guide your user to make your website effective.

Structure for readability

The much-cited Nielson Normal Group research studies found that 79% of test users simply scan pages and only 16% read word-by-word. Users want to spend minimum amounts of time on each page, not trawl through text, so structure to help readability.

Remember these tips when creating and editing your content:

• Include an introduction or opening that flags up what the page or article is about
• Use a hierarchy of information – less important information may need to go on a separate page or lower down in another section
• Use bullet points, lists and short, snappy paragraphs to help with skim-reading
• Break text up and add variety to your pages using images, videos and other media
• Consider drop downs (accordions) for larger blocks of text which go into detail on a particular subject to help quick browsing
• Create landing pages with links out to child pages for larger sections, rather than creating long pages with lots of information all bundled together

Guide your user

If your user can’t find what they need, or the structure of your content is illogical, then you risk a high bounce rate and low conversion rate. When you’re used to your own website it’s easy to slip into thinking it’s obvious where to click next or how to find certain content, but your user may have only just landed on your website. Look at your structure from the viewpoint of a first-time visitor and make navigation intuitive.

Make it easy for your user to find their way around:

• Use headings and subheadings to signpost your content
• Tell the user where to go. Is there relevant content on another page? Tell them to click through. Is there a handy video guide below? Tell them to watch it
• Think about how presenting certain information (such as opening hours) in a carefully formatted table can make it easier to read
• Use clear hyperlink text so the user knows where they are going and what to expect
• Group small amounts of related information visually and prioritise key elements so that your content has a logical structure
• Ideally, only use one call to action per page – preferably styled as a button with just a few words specifying a clear action such as ‘Get in touch’ to boost conversions
• Use different design elements to separate out sections and to make key information stand out, for example testimonials or client logos

Structure for success

Here at asabell we have experts on hand to help you with creating and editing copy, and we’re highly experienced in bringing fresh eyes to your website with a deep-dive audit. If you’d like some support with your website structure or content, please get in touch.

How to predict what content will convert a lead into business

As B2B marketeers, we all want prospects to get in touch. But to transform enquiries into actual business, you need to understand where each potential customer is coming from. Each prospect will want to see different types of content, so you’ll need to tailor your strategy accordingly to convince them you’re the right fit for them.

These are the four broad types of customer you need to get to know. Get familiar with them, so you can identify what stage of the journey they’re at, and effectively channel their enquiries into lead conversion success.

The quick contacter

How do they get in touch?

They might phone, ping off a quick email, or send a message via your contact form; either way, they’ve done it straight away.

What content would they like to see?

At this stage, don’t invest too much time or offer a proposal – this might even be off-putting for them. They probably just want a quick conversation, so give clear examples of your work online and some of your relevant past clients.

How well do they know you?

They probably don’t know much about you beyond your landing page or social media profiles. Give them an insight into who you are and what you do but don’t invest too much time. It’s likely they’ll be calling around several different options at the moment, so have some information ready to go that you can quickly and easily tailor for these types of enquiries.

Unless they’re a small company, they’re unlikely to be the key decision maker within their organisation, so give them a professional and persuasive synopsis that they can easily present on to their boss. Don’t inundate them with too much detail. Nurturing leads like this can take a long time and can often be frustrating if they don’t get back in touch, but never underestimate the longer-term value of a good first impression.

The warm lead

How do they get in touch?

They’ll probably contact through personal communication channels, whether that’s direct to your personal email, telephone, or via social media.

What content would they like to see?

This type of prospect will most likely have already seen examples of your work on your website and promoted on social media. Don’t undermine your familiarity with each other by guiding them to content that’s easily available online. Take the time to pick content, case studies and clients that match their enquiry and business.

How well do they know you?

They will already know of your company, so will be aware of what you do and may have even contacted you in the past. You may not need to send them a hefty proposal. Navigate the conversation and find out the best next steps to secure a conversion. Warm leads can become loyal and longstanding customers, so make sure to nurture your ongoing relationship.

The keen researcher

How do they get in touch?

Keen researchers usually narrow down their options to a handful of choices and send out email enquiries to all of them. Even on first contact, their brief will already be detailed, so they’ll appreciate it if you can move quickly to a more in-depth discussion, perhaps over a conference call platform where multiple people can be involved.

What content would they like to see?

Remember, these types of prospect are keen investigators. Don’t be surprised if they’ve researched your past clients, read examples of your work and are familiar with your testimonials and case studies. Respond quickly and, if possible, head straight to offering a solution or a proposal. There’s a high chance they’re a decision maker at their business, so always offer detailed and concrete solutions and strategy.

How well do they know you?

They’re likely to know a lot about you, so you’ll need to catch up and quickly understand more about them. Ask constructive questions about their pain points and make sure you do your research before any further communication. However, because they do a lot of groundwork, it’s also very likely they’re already in negotiation with your competitors. Because of this, try to offer competitive pricing, a timeframe and respond to enquiries quickly.

The networker

How do they get in touch?

They might have attended a webinar or conference, be connected with you on social media, or have spoken to you informally, face-to-face before.

What content would they like to see?

Networkers collect various materials from various companies. They see a lot of different names, so you need to make sure that yours stands out and the material is easily digestible. You should always have branded sales material in your toolkit ready for these types of enquiries.

How well do they know you?

A networker may know your professional reputation but may not know you personally. Make sure to exchange contact details and connect with them on LinkedIn. They may not have a specific need or problem in mind right at this moment, but they like to explore potential options for the future and build their databases. Try to think long-term strategy and find ways to stay in touch and keep them updated.

Turn prospects into customers

By understanding each prospect’s needs, you’ll be able to appropriately field each enquiry and nurture them for successful returns.

At asabell, we’ve spent over sixteen years dealing with a wide range of different customers and understand the complexities of their unique needs. That’s why we’re more than equipped to help you tailor your strategy to each proposition. Whichever way prospects get in touch, we can make sure you have the right strategy and content to turn them into business. If you’d like to find more about what we can offer you, please don’t hesitate to get in touch.

5 common pitfalls of poor blog posts

The same mistakes crop up time and again in blog posts. We list the top five most common issues to avoid. Make sure to look out for these in your own writing and share them with your colleagues.

1. Spelling and grammatical errors

Nothing looks more unprofessional than a badly written blog post that is littered with spelling mistakes. If multiple people are writing or editing content, typos can crop up very easily. Make sure you proofread your content carefully. Often, it’s a good idea to get a second pair of eyes to read it over. Always make time for editing so you’re sure you’re producing the highest quality content possible.

2. No call to action or links

When writing a blog post, you need to ask yourself: what should the reader do next when they have finished reading it? Would they want to contact you or sign up to an event/newsletter? Is there a link to your contact page or a phone number and email?

If you’re writing a blog post to increase conversions and web traffic, then this is a particularly important point to address. It would be a shame to create really great content but leave your reader hanging.

3. Irrelevant, stale or sales-driven content

You don’t want a post that is only full of content that interests you. Don’t focus on what you want to say about yourself, instead focus more on what your audience is interested in and what they want to learn about. Your reader’s time is precious. Make sure your content is relevant, engaging and fresh, and keep updating your blog regularly with new posts.

Try to speak to your audience’s needs without being too salesy – work out what issues matter to them. They might want some tips or advice on a particular topic, or they might be trying to find out about trends and news from their industry. Don’t ‘push’ your products and services, only mention them if they are relevant and if it doesn’t feel forced.

4. Too long or short

Think about who is reading your blog post and how much time they are going to have to scan over it. You want them to take away a few key messages, not feel overwhelmed with reems of text. They might be on their lunch break or just browsing social media for a few minutes between meetings. If your post is too long your reader is more likely to switch off and not make it to the end. Help them by breaking up the copy with subheadings or lists.

Similarly, if you only post short snippets instead of full articles then you could be missing out on the kind of rich content that is naturally optimised for organic search. Take a look at the sort of blog posts competitors are publishing to get an idea of length and layout. Take note of the topics they are covering too. This will help you target the right kind of keywords and content.

5. Too formal or informal

Blog posts shouldn’t be overly complex to read. A conversational tone is usually best for engaging with your reader. Long sentences and paragraphs can be off-putting and difficult to digest. Don’t alienate people with lots of jargon, strange acronyms, or unusual vocabulary. If you are using content written by a subject matter expert, then check it over to see if your audience will understand it. At the same time some blog posts need to use more formal and technical writing – it just depends on your audience and your brand. Consider rewriting parts of your post so that it fits the right tone of voice.

If you would like some professional help with writing blog posts or other content, please get in touch with the team here at asabell.

Lessons learnt from the pandemic

Over a year has passed since the UK went into lockdown, although it does sometimes feel like longer than that. It’s been a struggle for all of us in different ways, but as is often the case when faced with challenges, it’s also an opportunity to grow and reflect. Here are some learnings to take away from the pandemic.

Routine gives us resilience

Something that may have come as a surprise to at least some of us, is that having a routine is actually really quite important. Working alone and from home requires a lot of self-discipline, and actually having some kind of schedule makes a big difference. Of course, we all work differently and not all of us necessarily want a strict routine, but the lack of structure in life since lockdown has really crystalised why at least some structure is important.

Sometimes our personal lives can be complicated, overwhelming or distracting, and if we have some routine to fall back on it can give us stability and emotional resilience. Routine at work can also really help you manage your time and stay productive.

We all need human connection

Another learning, which may be more expected, is that we really benefit from human interaction. Our working life is so much richer when we get to maintain those face-to-face meet ups. It’s not necessarily even communicating about a project or piece of work, but more just the chit-chat and relationship building that comes from sharing a space with co-workers. It’s important to keep making time to catch up with people and keep the bonds strong.

Also, video conference calls can be quite tiring, especially if you have several back-to-back. Sometimes it’s worth scheduling in a meeting for 5 past or 10 past the hour just to give people some breathing space.

The comforts of home

Our final learning is a new appreciation for the comforts of home. It would be amazing if more businesses could transform their office spaces into a more comfortable place to be, after all we spend a decent proportion of time at work. Whether that’s allowing people to wear clothes that they feel comfortable in, ensuring everyone has enough natural light for their work area, or simply making some simple improvements to the space such as adding in some plants or updating the décor.

Workers also really do appreciate the flexibility of homeworking, and many organisations are now considering offering a mix of home and office working permanently for more of their staff. According to a YouGov poll, 57% of those who were working before the outbreak and who intend to stay part of the workforce say they want to be able to continue working from home. If there was one change we expect to see after the pandemic subsides, it’s a rise in remote working.

9 mistakes that show your copy is behind the times

Copywriting has changed fairly dramatically over the last few decades since digital took over.
The majority of content is now written for the web and social media channels. It can be difficult to keep up with best practice and writing conventions, but it’s important – you don’t want to stand out for the wrong reasons.

Here are some pointers on what to avoid when it comes to writing copy for digital channels.

1. Long paragraphs.
   Remember most platforms like websites have relatively narrow columns for copy, much narrower than Word. In fact, it’s likely someone may end up reading your copy on a mobile screen. Also, users tend to skim read blog articles and web copy, so it’s best to break it up and make it easier to digest. There’s nothing more annoying than landing on a page that has a huge block of text to try and absorb.
   
2. Indenting paragraphs.
   A space between them will do. This isn’t a letter from the early 20th century, it’s a nice, clean bit of copy going onto a digital channel.
   
3. Double spacing.
   This is a legacy of typewriters, but your content won’t match the formatting and layout of your other digital content if you start adding in double spaces. Also, it’s often difficult to be consistent with double spacing and you end up with a weird mix of single and double spacing, especially if multiple people are editing a bit of copy.
   
4. Being too salesy.
   Sales-driven content can come across as insincere and be off-putting. This includes cheesy one-liners and exclamation marks. Just avoid them.
   
5. Keyword stuffing.
   It’s so obvious when you’re writing content just to fit in as many keywords as possible rather than with your reader in mind. If you are writing an article about a particular subject, then related keywords will naturally crop up without you having to force it.
   
6. Overuse of bold, italics or even worse, all caps.
   There are better ways to draw attention to key points such as using subheadings or single-line paragraphs.
   
7. Using obscure words in order to elevate your copy.
   Generally, it’s best to keep content simple and relatively easy to understand. There’s no need to oversimplify but also no need for unusual or flowery language. You could alienate your audience.
   
8. Forgetting who you are speaking to and what tone of voice to use.
   If you’re writing for a younger audience or a more informal channel (e.g. social media) then overly formal writing will look out of place. Think carefully about where your content will appear and who you are speaking to.
   
9. Using ‘click here’ or URLs for hyperlink text.
   There are a number of reasons why you shouldn’t do this, ranging from SEO to user experience. Plus, the link will take up unnecessary space if the link text is a URL. Try to describe in a few words what you are linking to, for example: BBC website.

Don’t be afraid to ask for some professional support. Here at asabell we have dedicated copywriting experts on hand to help you produce the best possible copy. Catch people’s attention with your content – but for the right reasons. Get in touch to find out more.