The Power of Using Video Content in Your Marketing Strategy

In today's digital age, video content has become a powerful tool for businesses to engage, inform, and captivate their audience. As a video content production company, Burn the Boats has witnessed firsthand the impact of well-crafted videos on a brand's marketing strategy. In this episode of Modern Marketing Messages, our host, Taylor Karg, sits down with Matt Gill, Director of Creative Services at Burn the Boats, and Stuart Hicar, Creative Producer at Burn the Boats. They explore the various aspects of video content and its significance in enhancing marketing efforts. 


Burn the Boats, Professional Video Production Services

Burn the Boats is a full-service video production company founded in 2007 with the aim of bridging the gap between customers and brands through video content. The team consists of experienced writers, producers, and editors who excel in creating captivating campaigns. What sets Burn the Boats apart is their expertise in writing and content creation, with a team comprising individuals with backgrounds in live performance and comedy. While not every video produced is comedic, their talented staff ensures the creation of interesting and engaging content for any brand that seeks their services.

The Story Behind Burn the Boats

The name "Burn the Boats" carries a compelling story behind it. In ancient times, when generals led their troops to enemy shores, they would order their men to burn the boats upon landing. This act symbolized a commitment to victory, as the only way home was through triumph. For Burn the Boats, the name represents their unwavering dedication to completing every project they undertake. It signifies going to war for their clients, fighting for attention, sales, and leads in a competitive landscape. Just as there was no turning back after burning the boats, Burn the Boats commits to standing alongside their clients throughout their journey, driven by the pursuit of success and surpassing barriers.

Digital Content Creation Process

Matt and Stuart discuss the various aspects of the process, including understanding the client's business, identifying pain points and unique selling propositions, and defining success metrics. Matt emphasizes the importance of knowing how the client's business makes money and reverse-engineering the process to create effective videos.

Stuart highlights the significance of presenting an honest and truthful representation of the client's company, rather than using the basic marketing spiel companies typically do. They aim to understand the audience and pain points to speak to them genuinely. They also mention the importance of brainstorming and pitching ideas, while most ideas are discarded, a few standout concepts are chosen.

They discuss the concept of retargeting, where they create additional videos to capture the attention of viewers who may have skipped the initial video. The retargeting videos are designed to build recognition and interest by presenting variations of the main message. They mention the need to find the right balance in retargeting without oversaturating the audience.

Matt mentions using data to inform the creative process, analyzing factors such as audience engagement, click-through rates, and drop-off points. They also emphasize the importance of grabbing the audience's attention within the first 5 seconds of a video and conducting A/B testing for different openings. Matt describes the marketing funnel and how they move viewers down the funnel through engagement and retargeting.

Engaging Video Content Ideas

In order to differentiate themselves from the crowd, brands can employ creative and innovative strategies beyond simply using humor in their content. One effective approach is to establish a human connection with the audience. By featuring individuals from the company who speak directly to consumers or other businesses in a genuine and honest manner, brands can foster a sense of authenticity. This can be achieved through various content formats, such as talking head docu-style videos or commercials that showcase the personalities of real employees, like the truck drivers in a series of advertisements. The goal is to create relatable content that resonates with viewers and elicits a human connection, which is often lacking in other forms of online advertising.

While humor can be a valuable tool, it is important to strike a balance and avoid going overboard as excessive attempts at humor can alienate the audience. Instead, brands should focus on being relatable and trustworthy, allowing viewers to connect with the people behind the brand. By humanizing the business and showcasing the unique selling proposition and benefits of their products or services, brands can build trust, control the narrative, and create a sense of familiarity with their audience.

Additionally, using testimonials, case studies, and emotional connection videos can further enhance the humanization of the business. The key is to craft a compelling story that highlights the core aspects of the brand and the individuals involved, making viewers feel like they know and trust the company.

Stuart from Burn the Boats discusses how to capture and grow your audience


Video Marketing Best Practices

There are a number of best practices to keep in mind when incorporating video content into your overall marketing strategy.

Simplify your message

A confused customer is less likely to make a purchase. Keep your content simple and focused on the unique selling proposition of your product or service. Identify the problem you solve and convey it clearly.

Emotional and logical appeal

Successful video content satisfies both the emotional and logical aspects of your audience's minds. Make an emotional connection by showcasing how your product or service will make customers feel, but also provide logical reasoning and evidence to support your claims.

Mitigate risks and test

To minimize the risk of failure, create a library of video content. Conduct A/B testing and analyze the data to identify what resonates with your audience. Allocate your budget to the content that performs well and scale your efforts accordingly.

Broad and specific targeting

Find a balance between broad messaging that appeals to a wide audience and specific targeting that addresses individual pain points. Your goal is not to sell to everyone but to reach the right people who are most likely to benefit from your offering.

Listen to your audience

The audience's response is crucial in shaping your content strategy. Pay attention to engagement metrics, conversions, and feedback. Let their interaction guide your creative decisions and adjust your approach accordingly.

Data-driven decision-making

Rely on data rather than personal preferences or assumptions. Analyze the performance of your video content, and focus on what works best. This iterative process allows you to refine your marketing efforts and maximize your return on investment.

By considering these factors when integrating video into your marketing strategy, you can create compelling content that resonates with your audience, drives engagement, and ultimately helps you achieve your business goals.

How to Decide Tone of Voice for Clients

When determining the appropriate tone for each client, the team considers the client’s preferences. For instance, if the client is an injury defense lawyer, making jokes about their work may not be suitable. However, there is room for a dry wit or a smart half-joke that showcases intelligence and wit without resorting to classic silly visual gags. This approach helps establish a connection with the audience, especially in sensitive industries like hospitals or retirement homes, where humor can provide a comforting and relatable element. The tone selection depends on client expectations, industry norms, and the desire to connect with viewers authentically.

Create a Successful Video Marketing Strategy

Incorporating video content into your marketing strategy can be a game-changer for your business. The power of well-crafted videos lies in their ability to engage, inform, and captivate your audience. Burn the Boats, a professional video production company, understands the significance of video content in enhancing marketing efforts. By employing a thoughtful and creative process, they ensure that each video resonates with the client's target audience and effectively conveys their unique selling proposition.

From understanding the client's business to using data-driven insights, Burn the Boats emphasizes the importance of creating engaging content that grabs attention, builds trust, and moves viewers along the marketing funnel. Employing engaging video content ideas and following video marketing best practices enables brands to establish a human connection with their audience, simplify their message, and make emotional and logical appeals.

Embrace the power of video content and take your marketing efforts to new heights by telling your brand's story through compelling visuals that leave a lasting impact on your audience.

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Brought to you by, a digital marketing and web design company, Modern Marketing Messages discusses the latest and greatest in both online and offline marketing tactics, strategies, and trends. We take a deep dive into anything and everything marketing, speaking to the best and brightest minds in technology and marketing. Episodes will cover different areas of focus, from advanced SEO to paid search, personalization to influencer marketing, and everything in between.

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About Author

Taylor Karg
Taylor Karg is’s Marketing Content Writer. She graduated from the University of Missouri with a bachelor’s degree in Journalism. Over the years, she’s gained experience writing for B2B brands across a variety of industries. Taylor prides herself on her ability to tell a story – and having fun while doing it. When not interviewing or writing, Taylor can be found eating tacos and watching the latest Netflix, Hulu or HBO series.

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