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Your Video Marketing can be Better

The Digital Marketing Podcast is an influential marketing resource on the internet and across multiple streaming platforms. A recent interview with Jon Mowat, the creator and founder of Hurricane, a video-focused, marketing agency and brand building giant. This article aims to dissect the interview with Jon in an effort to explain the changes, value and strategies associated with video-oriented marketing.

With the increase in video-based content, branding and advertising, it is essential for businesses and personal brands to ensure their digital marketing strategy involved careful and thoughtful strategies centred around video marketing.

What is video Marketing?

Jon discusses video marketing as the creation of content which is targeted a specific audiences that generates growth. The emphasis on his approach to this is that video-based marketing content is not simply just the creation of a video. It entails a video that is created with a purpose, and in regards to Video Marketing, this purpose is that of enhancing ones brand.

An article by Widen correlates with this association by drawing on the creation of video content as on which does not directly advertise or display the brand, but as a strategy aimed towards pointing viewers to the brand indirectly. In both instances, the brand is the focus with video content being the arrow that points viewers in the right direction. Mowat therefore encourages the usage of video as a “detailed tool” that specifically targets specified.

The Hero, Hub, Help and Go model

Jon classifies videos into four categories when relating them to branding. The type of video one uses is crucial to the intention and goal of one’s campaign or image. The Hero type of video is one that attracts an attention to the brand and induces an emotional response out of the audience. The Hub type of video content is that which is longstanding and consistent. It is the recurring content holder that viewers return to consistently to view content related to a specific brand.

The focus on this is the creation of content that brings people in for engagement. A Help video is the average digital marketers’ favourite utensil, that is video content that is rich in SEO and focused on orienting the direction of potential leads into full-on conversions by giving them the information they need about the brand. The Go video is the converter. In this instance, it is video content that causes the final decision in potential leads by enticing a response in an effective, video-based call to action.

Now how does one apply this?

According to Jon, the traditional sales funnel, is one that targets as many prospective individuals as possible. This is quite similar to a fisherman casting a large net into a river of fish and hoping that they get a substantial catch. The digital sales funnel is much more complex and quite different. Mowat discusses the funnel as varying in width and scope from the top to the bottom. This funnel is less large at the top and focuses directly on specific leads and potential then spreads wider as the leads move into a sort of waiting period where further content is consumed and the buying decision takes time to occur. The funnel then narrows again and eventually leads to a sale or conversion.

The idea Mowat further presses is that the approach one takes to their video-marketing changes depending on the problem or opportunity presented to the firm. For instance, if a digital sales funnel becomes overly lethargic at the centre, then the content being created is not one that converts. This means that either the hub content is not appropriated more-so to convert but rather to “feed” individuals. In this instance, the usage of a Go type of video may be the piece of content to open the bottleneck of the funnel up again and start converting leads.

And what's the takeaway?

The same type of video content does not always apply when moving along the digital sales funnel. Mowat expresses the usage of the right video, at the right time in order to convert, entice and educate consumers about the brand along their journey throughout the funnel. It is therefore up to the brand to determine the needs of consumers and what type of content should be put out there.

. The more allocated and concise , the more effective the result will be, however it should not be forgotten that it is circumstantial and that the needs of the brand most certainly outweigh an industrial approach to pushing out content day after day.


Jon and The Digital Marketing Podcast do continue the discussion in more detail and we do highly recommend listening to the podcast yourself to not only get more information, but also learn more and more about digital marketing the right way.


The Digital Marketing Podcast – Spotify

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