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Elevate Your Brand with Expert Video Content Strategies

Joel Kleber interviewing Paul Commerford


Before we begin: This blog post is an example of re-purposing with our off-shore VA who took our podcast episode where we interviewed each other about why we started a business together, so excuse the overtop language in the blog post!

Unlock your business potential with video content strategies that captivate and engage your audience.

Industry veterans Joel Kleber and Ben Schoonderbeek share their valuable insights on harnessing the power of video content to elevate your brand.

With a combination of authenticity, innovation, and expertise, this guide presents the key elements that can set your content apart in the crowded digital landscape.

Hendrix Media Podcast Interview

Merging Business Savvy with Creativity: Meet the Experts Joel Kleber and Ben Schoonderbeek

Joel Kleber and Ben Schoonderbeek, the dynamic duo behind Hendrix Media, are a perfect fusion of business acumen and creative genius. Together, they’ve mastered the craft of creating video content that not only captivates but drives tangible growth.

Joel Kleber, equipped with a law background, delved into the world of marketing and soared to the position of Chief Marketing Officer at the Jim’s Group. His incredible networking skills, coupled with his ability to craft result-oriented marketing strategies, have earned him a place among the marketing elites.

Besides being an expert in managing social media platforms, Joel is known for his unique approach to content, where he meticulously blends business insights with captivating storytelling.

His understanding of market trends and consumer behavior allows him to curate content that hits right where it matters.

On the other hand, Ben Schoonderbeek’s love for videos and music began at an early age.

He followed his passion and honed his skills in videography by working closely with musicians.

His background in music has given him a deep understanding of rhythm and pace, which he expertly integrates into the videos to create an emotional connection with the audience.

Ben’s creative eye is unmatched, and his ability to capture the essence of the subject in videos is nothing short of magic.

Together, Joel and Ben have achieved groundbreaking success, with one of the most remarkable feats being their work with Jim’s Group.

They employed a simple yet effective strategy that transformed this franchise giant.

Starting with filming the founder, they progressed to creating over 2,000 videos through consistent and innovative content creation.

Jim’s Group witnessed impressive growth in franchise numbers, and the credit goes to Hendrix Media’s strategic use of video and social media content.

What sets them apart is their complementary skills, where Joel’s business insights and strategies align perfectly with Ben’s creative brilliance.

Their collaboration has proven that the combination of a sharp business mind and an artistic vision can produce video content that’s not only engaging but also drives business growth.

Their approach is adaptive, efficient, and focused on consistency. They understand the essence of time, especially for marketing managers and small business owners, and ensure a hassle-free process that delivers results.

Whether you are a start-up, a small business, or a well-established brand, Joel Kleber and Ben Schoonderbeek’s expertise can be the catalyst that propels your business to new heights through compelling video content.

Harness the Power of Authenticity: Real and Relatable Content is King

In today’s fast-paced digital landscape, there’s no shortage of content. With this ocean of information, how do you make your brand stand out?

The secret, according to Joel Kleber, is authenticity. While it’s tempting to present a polished and perfect image, what hooks the audience is content that they can relate to, content that tells a story, and content that feels real.

Why Authenticity Matters

Authenticity is like a breath of fresh air. It cuts through the noise and grabs attention.

People are tired of ads and content that seem too good to be true.

They want to see the real people behind the brands, hear their stories, and connect on a personal level. Authentic content builds trust and loyalty, which are gold for any brand.

Tips on Creating Authentic Content

@hendrix.media What is authenticity in marketing? #authentic #marketing #authenticity #videomarketing #socialmedia #podcastclips ♬ original sound – Hendrix Media

Tell Your Story

Every brand has a story. Share how your brand came into existence, the challenges you faced, and how you overcame them. It’s okay to share your failures along with your successes.

This showcases your brand as human, relatable, and resilient.

User-Generated Content

Encourage your customers to share their own experiences with your product or service. This not only adds a level of authenticity but also strengthens the community around your brand.


Take your audience behind the scenes. Show them how your product is made, introduce them to the team, and share snippets of a day at the office.

Real Testimonials

When it comes to testimonials, a natural and casual approach is best. According to Ben Schoonderbeek, the key to a powerful video testimonial is making it conversational. Don’t script it; instead, let the person speak from their heart.

Live Streams

Live videos are unfiltered and spontaneous, which makes them inherently authentic.

Engage with your audience in real time, answer their questions, and share insights.

According to Joel, even acknowledging and owning up to a mistake during a live stream can be powerful in building trust.

Remember, authenticity can’t be faked. It’s about being true to your brand’s values and building a genuine connection with your audience.

Joel Kleber and Ben Schoonderbeek’s Expert Take

Having implemented these principles in their successful campaign with Jim’s Group, Joel and Ben understand the pulse of the audience.

They saw first-hand how authentic content, including candid talks with the founder and engaging behind-the-scenes footage, can dramatically elevate a brand’s presence and growth.

They advocate for transparency, relatability, and genuine storytelling as indispensable elements for a powerful content strategy.

Embracing authenticity is not just a trend; it’s a time-tested approach that resonates with audiences. With experts like Joel Kleber and Ben Schoonderbeek leading the way and showing how it’s done, it’s time for brands to take a page from their book and make authenticity the cornerstone of their content strategy.

Maximizing Reach with Pillar Content and Repurposing: The Game-Changing Strategy

When you’re working hard to create content for your brand, you want it to go as far as possible.

But how do you create enough content to keep your audience engaged without burning out?

That’s where Pillar Content and repurposing come in. Joel Kleber shares this game-changing strategy that helped them produce an astonishing 2,000 videos for Jim’s Group in just two and a half years.

So let’s dive into what Pillar Content is and how you can make it work for your brand.

Understanding Pillar Content

Picture Pillar Content as a big, valuable piece of content – maybe it’s an in-depth interview, a podcast, or a webinar.

This is your ‘pillar’ – a solid piece that is packed full of useful information. Now, imagine you can break this pillar into smaller pieces – clips, quotes, images – these are your repurposed content.

Benefits of Pillar Content

Time-Saver: Creating one big piece and breaking it down saves you time compared to creating lots of small pieces from scratch.

Consistency: Regularly sharing the smaller pieces keeps your brand in front of the audience consistently.

Reach Different Audiences: Different platforms have different audiences. By adapting your content for different platforms, you’re reaching more people.

Authority and Expertise: A big piece of in-depth content establishes you as an authority in your field.

Practical Steps to Make Pillar Content

Plan Your Pillar: Decide what form your Pillar Content will take – will it be a video interview, a podcast, or a blog post? Make sure it’s packed full of valuable information.

Break It Down: Once you have your pillar, think of all the ways you can break it down.

Can you make short video clips? Can you pull out quotes for social media posts? Can you create images or infographics?

Share Everywhere: Now, take these smaller pieces and share them across different platforms – think Facebook, Instagram, LinkedIn, Twitter, and more.

Expert Insights from Joel Kleber and Ben Schoonderbeek

With their work on Jim’s Group, Joel and Ben have shown the power of Pillar Content and repurposing.

By starting with long-form content, such as interviews with the founder, Jim Penman, they were able to create a wealth of content that could be adapted and shared across different platforms.

This not only kept the brand consistently in front of the audience but also played a huge part in the growth of Jim’s Group franchise numbers.

The concept of Pillar Content and repurposing is a goldmine for brands looking to maximize their reach without stretching themselves too thin.

The expertise and insights from Joel Kleber and Ben Schoonderbeek demonstrate how this strategy can be a game-changer in the world of content marketing.

This is a clear call to action for brands to embrace this innovative approach and make content work smarter, not harder.

Humanize Your Brand with Personal Stories and Behind-the-Scenes Content

In a world where people are inundated with advertisements and marketing pitches, it’s easy for a brand to get lost in the crowd.

Ben Schoonderbeek, the videography genius, breaks down why it’s essential to show the human side of your business.

With his experience in producing thousands of videos, including heartwarming personal stories and exciting behind-the-scenes content, Ben’s approach goes beyond the ordinary, creating a bond between brands and their audience.

Why Humanizing Your Brand Matters:

Builds Trust: When customers see the faces and hear the stories behind a brand, they’re more likely to trust it. They see it’s not just a faceless corporation, but a group of real people.

Creates Loyalty: Sharing personal stories and day-to-day happenings can make customers feel like they’re part of your brand’s family. This sense of belonging often turns customers into loyal fans.

Sets You Apart: In an ocean of similar products or services, showing your brand’s human side can be the unique selling point that sets you apart from competitors.

Here’s How Ben Schoonderbeek Does It:

Focus on Real People: Ben stresses the importance of showing the people behind the brand. From the founder to the intern, everyone has a story that can resonate with someone in your audience.

Tell Their Stories: People love stories. They’re what make us human. Use videos, blogs, or social media posts to share personal stories that highlight the journey and values of your team members.

Go Behind the Scenes: Give your audience a backstage pass to your business.

Show them how your product is made, how decisions are made, or even the fun moments at office parties.

Be Authentic: Don’t script everything. Some of the best content comes from spontaneous, unscripted moments. Let your brand’s personality come through naturally.

Tips for Your Business

Start Small

If you’re new to this, don’t worry about making a Hollywood production. A simple video shot on a smartphone can be powerful if it tells a good story.

Engage with Your Audience

Reply to comments, ask for feedback, and let your audience know that there are real people behind the screen.

Experiment and Learn

Try different types of content and see what resonates with your audience. Learn from what works and what doesn’t.

Ben Schoonderbeek’s expertise in video content proves that humanizing your brand through personal stories and behind-the-scenes content is an invaluable strategy for building trust, loyalty, and connection with your audience.

Don’t be just another brand; be a friend, a confidant, and a part of your customers’ lives by opening up the doors to the human side of your business.


Elevating your brand in today’s digital age requires a strategic and authentic approach to video content.

As industry experts, Joel Kleber and Ben Schoonderbeek have shown, merging creativity with business acumen, focusing on authenticity, repurposing pillar content, and humanizing your brand are vital elements for success.

Harness these strategies to connect deeply with your audience and carve out a unique space for your brand in the competitive digital landscape.

About the Author

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I went from foster care to the CMO for Australia's largest franchise, the Jim's Group. I share my knowledge that helped us grow to 5,300 franchisees with various content marketing and other strategies. I personally manage multiple Jim's brands and do the actual work, not just delegate. I also have multiple online websites where I am currently building online revenue sources.

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