#101 The ROI of Content (ft. INDIRAP)

In Episode 101 of Creatives Grab Coffee, we’re joined by Julian Tillotson, founder of INDIRAP (Chicago), to talk about why video alone isn’t enough. Julian breaks down how businesses can build a full content ecosystem, why “going viral” is not a strategy, and how educating clients on ROI is the real key to long-term success. We also dive into the debate of niching vs. staying generalist, the dangers of so-called marketing “gurus,” and what it really takes to build sustainable client relationships in the video production industry. Whether you’re a marketer, creative entrepreneur, or production company owner, this episode is packed with insights to help you scale smarter, diversify your client base, and deliver content that actually drives results.

TIMESTAMPS

00:00 – Episode introduction and sponsor shoutouts

02:18 – Guest welcome: Julian Tillotson from INDIRAP

03:11 – The shift in content marketing: video isn’t enough

06:15 – Breaking down the content funnel (top, middle, bottom)

10:36 – Why client education matters for ROI

12:56 – The myth of going viral in today’s landscape

14:53 – How video companies can become strategic partners

17:25 – Repurposing video into multiple deliverables

19:28 – Why distribution and platform optimization are critical

21:46 – Educating clients through quarterly check-ins and content

23:52 – Building a personal brand with LinkedIn and YouTube

27:23 – LinkedIn strategy vs. Instagram engagement

32:06 – Cutting through industry noise and staying top of mind

34:16 – Time management, scaling, and building strong teams

39:09 – Avoiding burnout with systems and organization

45:34 – Expanding services into paid ads and distribution

49:55 – Measuring ROI: getting real results from video campaigns

53:24 – Choosing clients carefully: why not all money is good money

56:03 – Risks of offering paid ads without experience

59:38 – The importance of long-term brand awareness campaigns

1:01:02 – Fighting back against charlatans in the industry

1:04:17 – The niching debate: generalist vs. specialist approaches

1:09:42 – Retaining clients long-term by understanding their needs

1:13:29 – Diversifying industries to stay resilient in uncertain times

1:18:45 – Calling out fake marketing gurus and iPhone agencies

1:19:35 – Closing thoughts and wrap-up

SPONSORS:

Canada Film Equipment: www.CanadaFilmEquipment.com

Audio Process: www.Audioprocess.ca

🎵 Spotify: https://open.spotify.com/show/2vHd8BdbkMQITFZmDJ0bo9

🍏 Apple: https://podcasts.apple.com/ca/podcast/creatives-grab-coffee/id1530864140

🎞️ Produced by LAPSE PRODUCTIONS – https://www.lapseproductions.com

To learn more about the show, visit: https://www.creativesgrabcoffee.com/

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