How to Resonate with Your Audience through Content with John Yaworsky

content creation podcast May 06, 2021

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.

Here are three reasons why you should listen to this episode:

  1. Learn the importance of engagement and standing out with your marketing content. 
  2. Discover the ways you can be efficient and focused on your strategy.
  3. Be inspired to learn from different people, brands, and firms for better content creation. 


Episode Highlights

How John Started His Work

  • John’s interest in photography started at a young age. 
  • With an education in fine arts, it was easy for him to branch into filmmaking and video production. 
  • With his experience, it's essential to keep up with the latest technologies.

Find the Best Technology for Your Needs

  • For John, learning the newest technology keeps him relevant and a differentiator. 
  • However, it's not about using the latest technology; it's about knowing what is appropriate for any project. 
  • Different companies will have specific requirements and needs. 

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.”

How to Stand Out and Engage

  • A lot of people can do selfie videos nowadays, and Zoom fatigue is common. 
  • You don't want to get lost in the media landscape. It's important to know what exactly makes sense for your company.

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.”

  • Create the opportunity to learn and engage with your audience. 
  • Your marketing strategy and content creation process should always revolve around your brand.

Be Efficient and Focused

  • Now that people are so used to putting themselves out there, it's hard to stand out and be different.
  • Ultimately, it's not just about the content; it's also about the impression you're making.
  • Know your story and price point. Understand that your content may look simple but can be effective in what it's trying to accomplish.
  • A lot of people go into video creation thinking they can do everything. However, you will spend a lot of time learning the craft's intricacies; it can be better to hire a professional.
  • Tune in to the full episode to learn more about being efficient with your content creation process.

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.”

Getting Started on the Basics

  • You can choose to learn the content creation process by yourself. Be warned; it will take time and investments. 
  • Get inspired by what other brands, companies, and firms are doing. 
  • If you choose to hire a professional, pricing can vary according to equipment, time, video type, and much more. There are a lot of variables to consider. 
  • You also want a good balance of price and skill level. 
  • Interested in baseline conditions and pricing? Hear John's explanation in the full episode. 

How Long Do You Really Need? 

  • In terms of timeline, you can generally expect the same number of days for production and post-production. 
  • With a good plan, you can do a lot in one single day. The hardest part of video content creation is scheduling and logistics. 
  • You don't need long videos of up to 20 minutes. John recommends staying in the range of 2 to 5 minutes.

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.”

  • Videos should capture people's attention and engagement, leaving them wanting more. 
  • John recommends being concise, consistent, short, and to the point. 

Save Time with Scripts

  • Teleprompters can save as much as six hours in the production process.
  • Most people think that they need to catch up to teleprompters. They would be mistaken; you can manipulate the teleprompter remotely. You have full control over it. 
  • You don't need to tie yourself to the idea of presenting all the time.

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.”

  • Try out different video formats and see if it works for your firm's message.

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’s Tips for Content Creation

  • Everyone responds differently to different media content.

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.”

  • Find and understand what resonates with you. 
  • Learn from these reflections, and you'll find that you can apply them to your video content creation process.

About John

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. 

Interested in John's work? Check out Nimble Digital Media! You can also reach John on LinkedIn, Twitter, Facebook, and via email.   

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