Why I chose a career in product content

The first time I saw a photography studio, my eyes popped out of my head. I loved it. I never wanted to spend all day sat at a desk in an office ever again! I found every reason to get up from my desk and run down to the studio, to gradually learn about what was going on there. To this day I can’t take a decent photo – even on my phone, but I do know what makes a great product image, and I’ve learned to do the same for product video, and even product copy.

The thing that I really picked up on was that the talents of the photographer and videographer could only be fully utilised when there was a great brief. And a great brief needed a clear vision and role for the images and video. That responsibility rests with clients, but for many people, how on earth do you put into words what you want an image or a video to do?

This became my favourite place to be, and still is today; being in between the person who needs the content, and the person who is going to create it. I love working out what messages we need to get out, how we can make that relevant and engaging to the customer, and how we can turn that into commercial success, then making sure creative teams have everything they need to make that happen.

I’m lucky that have so much scope to work on something that I love doing, because we all know that visual content is hot topic right now.

Content has so much power in online retail because it is a brand differentiator and a purchase influencer. Now is has even become the gateway to the conversation with the customer

There is so much scope for retailers, brands and online service providers to really improve and be the best in class. And that’s what I'm helping to achieve.