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How to Market Your Business Using Authentic Video Content

Joel Kleber interviewing Lotti O'Dea


In the ever-evolving digital marketing landscape, knowing how to effectively market your business and brand can be a challenge.

Two industry experts, Ben Schoonderbeek and Joel Kleber, offer invaluable insights into creating authentic video content that truly resonates with audiences. This blog post will guide you on how to market your business effectively using their proven strategies.

The Power of Efficiency and Authenticity in Video Content

Both Schoonderbeek and Kleber emphasize the importance of authenticity and efficiency in video content creation. But how can you practically apply these concepts to your business’s video content strategy?

Here’s a deeper dive into these principles and how you can use them to craft video content that not only appeals to your audience but also establishes your brand’s authority and expertise.

Keep The Production Process Smooth

As Schoonderbeek points out, efficiency is key. An end-to-end, non-disruptive process ensures a seamless workflow and lets businesses focus on their primary functions. This means streamlining communication, setting clear deadlines, and minimizing unnecessary revisions.


Set Clear Objectives: Before you begin the video production, have a clear understanding of what you aim to achieve. Is it brand awareness, educating your audience, or showcasing a product?

Outline a Production Timeline: Create a timeline with specific milestones for scripting, shooting, editing, and publishing. Ensure everyone involved knows their responsibilities and deadlines.

Use Tools for Communication: Utilize communication tools like Slack or Trello to keep the entire team on the same page and avoid communication bottlenecks.

Embrace Authenticity for a Genuine Connection

Joel Kleber highlights that authenticity is a major player in engaging audiences. In an era where consumers are bombarded with advertisements and content, being genuine stands out.


Skip The Teleprompter: Avoid stiff scripts read off teleprompters. Instead, jot down key points and speak naturally, as if you’re conversing with a friend.

Show Real People and Stories: Include actual employees, customer testimonials, and real-life stories in your videos to add a human touch.

Be Transparent: Don’t shy away from talking about challenges or behind-the-scenes content. This shows your audience that you are open and builds trust.

Let Your Brand Personality Shine: Don’t be afraid to include some humor or interesting anecdotes that reflect the personality of your brand.

Balance Efficiency and Authenticity for Optimal Results

Combining efficiency with authenticity is essential. A streamlined process ensures that your authentic content is produced in a timely manner and meets the objectives set.


Prioritize Quality Over Quantity: Focus on creating fewer, high-quality pieces that truly resonate with your audience rather than mass-producing content.

Measure and Optimize: Use analytics to understand how your content is performing. Are people engaging with it? Use this data to optimize future content.

Continuously Evolve: Stay updated with industry trends and be willing to adapt your strategy as needed. This ensures that your content remains fresh and relevant.

The power of efficiency and authenticity in video content, as emphasized by experts Ben and Joel, can be the cornerstone of your brand’s success.

By streamlining the production process while ensuring that the content is genuine and reflects your brand’s personality, you create a foundation for meaningful connections with your audience, thereby establishing your brand’s authority and expertise.

Content Marketing: A Blend of Fun, Brand Identity, and Experimentation

Engaging content marketing goes beyond mere sales pitches. As Ben and Joel insightfully mention, incorporating elements of fun, reflecting your brand’s identity, and experimenting with different content types can make a huge difference in audience engagement.

Here’s how you can infuse these expert insights into your content marketing strategy to establish your brand’s expertise and authority.

Infusing Fun and Personal Interests

Content doesn’t have to be serious all the time. In fact, audiences are often more engaged when content is enjoyable. According to Schoonderbeek, incorporating humor and personal interests into your content creates an enjoyable environment for your audience.


Inject Humor: Be playful with your content by adding jokes or funny anecdotes. Make sure that the humor aligns with your brand voice.

Share Personal Stories: Whether it’s a hobby or a personal experience, sharing these aspects connects you to your audience on a deeper level.

Host Fun Events or Contests: Create interactive content like contests, giveaways, or virtual events. This can drive audience participation and engagement.

Reflecting on Your Brand’s Identity

Joel Kleber emphasizes the importance of content as a reflection of your brand’s identity.

This helps in building a consistent image that your audience can relate to.


Establish a Brand Voice: Define your brand’s voice and ensure it’s consistent across all content. Is your brand friendly, professional, quirky, or authoritative? Stick to this tone.

Use Visual Branding: Consistently use your brand’s colors, logos, and style in your content. This makes your content instantly recognizable.

Share Your Values and Mission: Frequently communicate your brand’s values and mission through your content. This gives your audience something to connect with beyond your products or services.

Experimentation and Discovery

Not all content will resonate with your audience, and that’s okay. Schoonderbeek and Kleber encourage businesses to create various types of content to find what really strikes a chord with their audience.


Diversify Content Formats: Experiment with blogs, videos, podcasts, infographics, and more. Monitor audience reactions to determine which formats are most effective.

Analyze and Iterate: Regularly analyze the performance of your content. Which pieces are getting the most engagement? Learn from this data and iterate your future content accordingly.

Encourage Audience Feedback: Sometimes the best way to learn what your audience wants is to ask them directly. Use surveys or polls to garner feedback on your content.

Look Outside Your Industry: As Kleber suggests, don’t be confined by industry norms. Look for inspiration in different fields and think of ways to adapt those ideas to your brand.

In essence, successful content marketing is a blend of creativity, experimentation, and a strong reflection of your brand identity.

By infusing fun, being true to your brand, and not being afraid to experiment, you’ll build a content strategy that not only engages your audience but also positions your brand as an authoritative figure in your industry.

This dynamic approach keeps your audience eager for more, and with consistent effort and analysis, paves the way for your brand’s enduring success.

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

Building a strong connection with your audience goes beyond just showcasing your products or services. Ben and Joel stress the importance of humanizing your brand through personal stories and behind-the-scenes content.

By sharing authentic and relatable stories, you can establish trust, foster loyalty, and set yourself apart from your competitors. Let’s explore some tips on how to humanize your brand effectively.

Stay Authentic

One of the keys to humanizing your brand is to stay authentic. Avoid over-scripting your videos and let the conversations flow naturally.

This allows your audience to connect with the real people behind the brand. Authenticity builds trust and establishes a genuine connection with your viewers.

Think Outside Your Industry

Don’t limit yourself to the norms of your industry when creating content. As Joel Kleber suggests, draw inspiration from different fields and adapt those ideas to your business.

Look at what’s being done in sports, entertainment, or other industries known for creating engaging content. This fresh perspective can spark creativity and help you create unique and captivating content that resonates with your audience.

Work With a Dedicated Team

Collaborating with a dedicated, in-house team can bring numerous advantages to your content creation process. When you work with a dedicated team like the one led by Schoonderbeek and Kleber, you have direct access to experts who understand your brand and vision.

This ensures consistency and a more personalized approach to your content. Unlike freelancers who may work on a project-by-project basis, a dedicated team provides ongoing support and a deeper understanding of your brand’s identity.

Create and Repurpose Pillar Content

Pillar Content, as mentioned earlier, is a comprehensive, long-form piece of content that forms the foundation of your content strategy.

Once you have your Pillar Content, you can repurpose it into shorter clips, snippets, or even blog posts for different platforms. This allows you to maximize the reach of your content and engage with your audience in various formats. Repurposing your content not only saves time and resources but also ensures that your brand’s message remains consistent across different channels.

Humanize Your Brand

A powerful way to humanize your brand is by sharing personal stories and behind-the-scenes content. Let your audience get to know the people behind the brand, their passions, and their journey. This helps create a stronger emotional connection and fosters a sense of familiarity and trust.

Jim’s Group CEO, Jim Penman VLOG visiting the Men’s Shed

Whether it’s showcasing your team members, highlighting customer success stories, or offering a glimpse into your day-to-day operations, humanizing your brand through storytelling can make a significant impact on how your audience perceives and connects with your brand.

Humanizing your brand through personal stories and behind-the-scenes content is a valuable strategy to establish a deeper connection with your audience. Stay authentic, think outside your industry for inspiration, work with a dedicated team, create and repurpose Pillar Content, and let your brand’s human side shine through.

By implementing these tips, you can humanize your brand effectively, foster loyalty, and strengthen your brand’s authority and expertise in the eyes of your audience.


Effectively marketing your business and brand in today’s digital age involves authenticity, creativity, and a clear understanding of your audience. Ben and Joel have demonstrated that through efficient processes, authenticity, strategic content creation, and repurposing, businesses can create impactful video content that truly resonates with their audience.

By humanizing your brand and implementing these expert strategies, you can cut through the noise and connect deeply with your customers. Unlock the power of authentic video content today and take your brand to new heights.

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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