What comes to your mind when we say marketing strategy? You may think of your website, social media platforms, and your publicity materials. Here's something you might be missing: video. Before you say “We don’t need that!” think about the media landscape right now. Facebook, Instagram, TikTok, YouTube—all of these platforms utilize videos. You know the power of content creation, so why not tap as much of it as you can?
In this episode, award-winning producer John Yaworksy joins us to discuss how we can improve our marketing strategy with video. Learn to stand out, excel at content creation, and engage with your audience. John also recommends some tips on creating videos and how to be efficient in production. With purposeful content creation, you can keep people's attention. Let your clients feel cared for and give the best service that you can.
If you want to know more about creating purposeful video content, then this episode is for you.
John: “The idea is to use whatever is appropriate. For a small nonprofit, it might be some simple case studies, or testimonials, or fundraising. To a major corporation, it might be an internal communication on their philosophy.”
John: “Come up with a media strategy with what makes most sense to address your pain points, or just to engage the audience or sometimes from an inbound marketing perspective.”
Moshe: “Get things done in an efficient way as possible. You have to start looking at the 1000s of hours of conversations you're having with your clients and look for the conversations that are the same. And when you start to find those conversations, I think there's room to create some sort of communication or education product within the firm.”
John: “What are the things you're repeating over and over again? Is that the best use of your time? Whether it be internal communications with your employees or to put potential clients for onboarding or just in general, you want to be able to get people up to speed relatively quickly.”
John: “Keep it all in manageable, digestible pieces. And that serves two purposes: one, it keeps it manageable and doable. [Two,] it also makes people want more.”
John: “We're not wed to this whole notion of one on one; it doesn't have to be a presentation all the time. Sometimes what makes a lot of sense is just a conversation. So you get two people having a conversation kind of prompting each other; it can be a nice compelling way.”
John: “There's so many different ways to communicate and storytelling. I think if you see something in a film or something in a documentary or something on a newscast, something really resonates with you, make a mental note of that. It’s like, ‘That's something I'd like to do.’”
John: “Try to think of something that really resonates with you: the style, the format, [the] couple of different things come into it. Maybe a completely different industry or completely different genre, but take note. Because chances are, there's a way to do something with it.”
John Yaworsky is an award-winning creative producer with over 20 years of production experience. He has worked on feature films, commercials, corporate communications, online education, and documentaries. His expertise and experience have led him to produce for the British Channel Four, Japanese NHK, German ZDF, and PBS. He has also worked and directed projects for major corporations such as Abbott, Boeing, CDW, and Hospira.
John's is an accomplished producer. His work has earned numerous awards, including a local Emmy, three Tellys, the Kodak Award, a Cine Golden Eagle, and Best Feature and Audience Award at the Los Angeles Independent Film Festival and Tribeca Independent Features Festival.
He founded the Art + Science Films and One World Productions in Chicago and produced the Chicago Film Critics Awards for seven years.
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