The Attention War: Video Marketing Strategies to Grow Your Business

Workforce Alchemy

Attention is the new business battleground. Is your company winning it?  In this episode of The Mason Duchatschek Show, he interviews Anush Mnatsakanyan about how video marketing is changing the way CEOs, business owners, and leadership teams attract customers, build trust, and grow revenue.  This conversation is not about chasing trends. It is about understanding how attention, authority, and visibility are shaping the future of business growth.  You will learn how companies can use video content to stand out, build an audience, improve brand visibility, and compete in a marketplace where AI search, social media, and trust-based content are changing the rules.  In this episode, you will discover:  -Why video marketing is now critical for business growth -How to build an audience instead of constantly chasing attention -What business leaders can learn from Red Bull’s content strategy -How AI search is changing online visibility -Why authority and trust matter more than ever -How to repurpose content for greater reach and ROI -Why perfection keeps businesses from creating effective video content -Which marketing metrics actually matter for growth  If you are a CEO, business owner, sales leader, HR leader, or executive who wants to improve visibility, attract better customers, and future-proof your content strategy, this episode is for you.  Subscribe to Workforce Alchemy for more conversations on leadership, business growth, workplace performance, sales, marketing, and the future of work.  Watch more episodes: https://www.youtube.com/playlist?list=PLaGSQcRH4ChwjjPLD9FN6r2IvuBp5PPbg  Connect With Workforce Alchemy  Website: https://workforcealchemy.com/  Facebook: https://www.facebook.com/ReverseRiskConsulting  Instagram: https://www.instagram.com/workforcealchemy/  X / Twitter: https://x.com/WorkAlchemist  Rumble: https://rumble.com/user/WorkforceAlchemy  Dailymotion: https://www.dailymotion.com/WorkforceAlchemy  YouTube: https://www.youtube.com/@workforcealchemy  Connect with Mason Duchatschek  Website: https://masonduchatschek.com/  LinkedIn: https://www.linkedin.com/in/masonduchatschek/  Connect with Anush Mnatsakanyan  Website: https://burnwe.com/  #VideoMarketing #BusinessGrowth #ContentStrategy #DigitalMarketing #AISearch

Transcript

00:05Welcome to the Mason Dukacek show.

00:08And before we jump in, this episode is brought to you by WorkforceAlchemy.com, helping leaders

00:14uncover hidden profit leaks inside their workforce.

00:18Anoush Manatakyan is the co-founder of Burnway, a marketing and growth agency focused on helping

00:27brands become more visible and competitive in today's AI-driven and video-first landscape.

00:35She works with companies to refine their positioning, strengthen their digital presence, and adapt

00:41their strategies to how modern buyers actually discover and trust brands.

00:47Welcome to the show.

00:48Thank you so much for inviting me.

00:50It's a pleasure to be here.

00:51So why is video marketing and having a video presence so important to businesses now,

00:59maybe even more so than ever before?

01:01That's a very amazing question, Mason, because I think a lot of people ask themselves, like

01:06before starting any video activity, like the founders and the CEOs always ask themselves,

01:12should I need to invest in video or not?

01:14And my answer is always yes.

01:16And you know why?

01:18Because a lot of people, a lot of companies already invested in video.

01:23And if you're not, you're ahead of the game because you are not visible that much and people

01:28don't know you.

01:29And I always compare this to, you know, face-to-face conversations.

01:34Like we know each other, we met each other.

01:37It means even if we never met in person, like in life, you know me because we had this conversation

01:43together.

01:43And if you can't meet everybody in your life, like thousands of people, hundreds of thousands

01:50of millions of people, you can make a video and you can show yourself.

01:55So that's why it's the best way to actually connect to people, to be visible online space.

02:01So there is no more question whether you should do or not.

02:05You always have to, let's say, especially in 2026.

02:09So how long have you been doing this?

02:11So I started to actually be involved in video processes, in video content for about eight

02:16years ago.

02:17And the term even like video marketing was something, I wouldn't say like it was new,

02:22but it was becoming something important for the companies like they were using like video

02:27marketing.

02:28So that's how I came up to, I came across this term and I was like, what is this?

02:33Why video production is not there anymore?

02:35And why businesses are so interested into video content creation for the marketing purposes.

02:40So I started to actually explore the industry from top to bottom, choosing my niche market

02:46understanding where my expertise would be more actually useful.

02:50And that's how I actually end up into this world.

02:54The nice thing if you're an author is to be able to carry receipts.

02:57I've not been one to like jump on a trend.

02:59I've really made an extra effort to surround myself with people who were on top of their

03:04game and tune into what they were doing and are doing.

03:08And one of the most influential people to me was, I guess, years ago was a guy by the name

03:13of Mike Koenigs.

03:14And I do feel and have always felt that he has been several years ahead of his time.

03:19And as far as I can tell, the guy is almost never wrong.

03:22And time has proven his predictions correct.

03:27And I wrote a book in 2014.

03:29I just found this the other day, 2014, called The Track, Capturing, Invert.

03:33In, I guess, about, looks like page 21, 22, whatever, was reminded that there was a gentleman

03:41by the name of Scott Colby in St. Louis, Missouri.

03:43And we were having a conversation about this in 2013 or 2014.

03:46Because if the book came out in 2014, we'd have been talking about it before that.

03:50But he said back then that brands were becoming their own media outlet.

03:56He had the vision for this.

03:58Brands are becoming their own media outlet.

04:00And I think of brands like Red Bull, for example, energy drinking here in the United States.

04:07If Red Bull back in the day wanted to advertise at Bush Stadium where the St. Louis Cardinals play

04:12baseball, they could put up a sign in somewhere in the stadium.

04:17And of course, millions of fans are going to see it over the course of the year, not only

04:21in the stadium, but on TV when the ball gets hit out in that direction.

04:25And you could see where an advertiser would make the claim to a company like Red Bull, like,

04:31hey, look, we're going to get your brain in front of all these eyeballs.

04:33Yeah.

04:34But if you're on the Red Bull side of the equation, you need to ask yourself, are these

04:38my ideal prospects are the grandpas out there that are taking their kids to a baseball game?

04:43The ideal prospects for Red Bull?

04:45No, they're not.

04:46Definitely not.

04:47They're definitely not.

04:48It's not.

04:49They're not the extreme athletes.

04:51And that's OK.

04:52And a lot of this is the same people over and over.

04:55Really, there's a small percentage of the people that Red Bull would be able to impact

05:01with their marketing message or their branding that fit their ideal prospect.

05:06So what I found fascinating, and this was back in the day, I mean, they've done nothing

05:10but grow since then.

05:11But Red Bull's like, we're going to create our own network.

05:14We're going to create our own sports.

05:16And they've gone on to create channels on YouTube.

05:19YouTube channels got millions and millions of viewers who are their ideal prospects all

05:23over the world.

05:24And they have created content that specifically draws more of them.

05:29When I say content, I mean, whether it's the Red Bull Rampage, extreme mountain biking,

05:33whether it's the crazy stuff people do on snowboards, they have come up with their own sports and

05:38attract that kind of audience.

05:40And not only are the people watching getting exposed to a, let's just say, a billboard

05:45out in left field at a baseball game.

05:47Now, let's just say it's a motocross race.

05:50Red Bull's branded around the fence on the entire course.

05:53Red Bull's got their names on the helmets.

05:55They've got their names on the interviewer's microphone.

05:59They've got it on the t-shirts and the sportswear.

06:02Meritry's fascinating.

06:03It's very aware.

06:05And they were visionaries.

06:06They saw this more than a decade ago.

06:09And there's that old saying that the best time to plant a tree is 100 years ago.

06:12And the next best time to plant a tree is today.

06:15I kind of feel the same way about video marketing.

06:17I agree with you.

06:18I think the best time to do it would have been 10, 15 years ago.

06:21The next best time is today.

06:22So how, in your perspective, how have things changed over the last 10 years?

06:26And what are some of the trends that businesses should be paying attention to

06:30if they haven't had the little push that they needed to step outside of their comfort zone

06:37and say, hey, maybe this is something we need to do?

06:39What advice, guidance, suggestions, or opinions do you have to offer some of those people

06:43that might not have jumped on board yet?

06:45You know, you explained it very deeply and very well,

06:50how they actually moved from one channel to another because they didn't see,

06:53like Red Bull didn't see the results.

06:56And I think like if we compare like the video marketing now and what was it like 10 years ago,

07:04I think it was completely changed.

07:06Like even the commercials, like TV commercials, social media, short videos, TikTok,

07:12like all of these changed the game fully.

07:15Like even entrepreneurs became like media partners now

07:18because like everybody should be visible.

07:20All of the founders, C-level executives, everyone is actually in the game now

07:26to actually talk about the company, to be at their own like PR people.

07:30So I think that's how like people's mindset changed from like organizing months of commercial shootings

07:38to one day or like even several hours shooting of your phone and like getting the message out there.

07:45And sometimes we can't even compare like which one is working better

07:48because one phone video could work way better than like 100,000 spent on a like big commercial.

07:54So no one can expect how the outcome would be from the content.

07:59But I would say like based on my experience,

08:03what works amazing if you have a real strategy of how you deliver your message and the story out there.

08:09And that's what's more important rather than how you actually create it.

08:13Of course, the quality is important.

08:15Of course, how beautiful is designed, how amazing the outcome would be for the videos is amazing.

08:20But what you are trying to actually deliver, it's where the company should concentrate at this moment.

08:26And especially if they are starting out, they have to concentrate what outcome they wish to get from video marketing

08:32and then start thinking about like what to create, how to create, when to start doing that.

08:36So that would be my point, like to actually just have a full concentration.

08:42And it's never too late.

08:43As you said, like it's now, it's even like tomorrow.

08:46It can be any time.

08:47It's just you have to start somewhere.

08:50You have to start from any kind of like strategy that you can build for your goals.

08:56Well, being invisible is not a good strategy.

08:58Definitely.

09:00And there are businesses that aren't that aren't on TikTok or they aren't on YouTube.

09:05And YouTube is not the only one.

09:07You've got Rumble out there.

09:08You've got Dailymotion.

09:09And I believe there are good strategies to appear on those as well, because obviously YouTube is the elephant in

09:17the room.

09:17But you might look at something like Dailymotion or Rumble, other video platforms, say they don't have the volume that

09:24YouTube has.

09:25That's true.

09:26But they also don't have the competition.

09:27So it makes it easier to get found in places like that, relatively speaking.

09:31And if you don't need a million customers, you just need a few that might, especially if they're high ticket,

09:36those may be good options for you.

09:38You know, I think it really depends on really where are your customers based.

09:42If they are on TikTok, of course, you don't have to like focus on other platforms, even like YouTube.

09:47If they are on LinkedIn, you don't have a video platform.

09:50You need just LinkedIn, like even photos, pictures, but also videos as well, like connected together.

09:56So I would maybe focus more on like to finding your audience, like the Red Bull one, like they knew

10:02that their customers are on YouTube.

10:04So that's why they went to YouTube.

10:05So here we are going to like discuss where our customers and then think about like which kind of content

10:12to create.

10:12Because for each platform, of course, the content styles are different and content strategy is different.

10:17So where my audience there, I will be more visible there that that's where I need to be.

10:23I'm going to I'm going to push back a little bit.

10:25This is a longer play game.

10:27But what are your thoughts on what Red Bull did is they created their own audience instead of going and

10:32finding one.

10:33They created content, i.e. sports and competitions that weren't done before.

10:38I mean, they created their own versions of it and built their own audience.

10:42I mean, that's a little bit more long term play, but one strategy might be going to where your ideal

10:48audience is.

10:49Another might be creating content, creating content that will attract people who are in your ideal audience.

10:56And they would be pretty captive if you are the only one providing that particular niche of content.

11:03What are your thoughts?

11:03I think that's a really difficult game, but I agree with you.

11:08It's it's way better because that means like you are leading the game.

11:12You are not going after the clients, but you are bringing the clients to you.

11:16That's a really nice game.

11:17But you have to be really experienced to actually enter into that area because it's either like would be amazing.

11:24Like you get the same results as the Red Bull or it will be not working for you because if

11:30you don't know how to play the game.

11:31So I think it's it's really depends on like how powerful are you in this situation and like how are

11:37you maybe sure in your abilities to going after the second one.

11:42So I'm going to open myself up to criticism.

11:46OK.

11:47But I think that this new media world of YouTube and Rumble and Dailymotion and you can have videos that

11:55go out on on LinkedIn and you can have videos that go out.

11:59So it's not just I can only have videos for YouTube and you can make videos that can be used

12:04in all these different platforms and you can build the content and descriptions around them suited for that, which I

12:08get.

12:08But never before have small businesses been in a position where they can compete with these multimillion dollar and billion

12:16dollar enterprises.

12:17Never. Yeah. But now they are.

12:19They are. And it's and feel free to argue.

12:24But I think that these small companies can double instead of trying to be too polished or too perfect or

12:31too beautiful, can double down on their just normal, everyday, authentic versions of themselves.

12:37Like, hey, here's who we are. Here's what we do. Here's how we roll. Here's who we serve. Here's how

12:41we do it.

12:42So that people really know what they're getting when they interact with that business and they trust them.

12:47And I don't run a business with 20,000 employees.

12:51I do have a pretty good presence and I've worked long and hard to develop that.

12:55But I love being able to walk into a room of people I haven't met and have people say, it's

13:00good to see you again because they feel like they know me,

13:04even if we've never met, because they have seen me on YouTube, they've seen me on LinkedIn or any of

13:10the other Facebook videos.

13:12They feel like they know me and it's it's it's a cool feeling.

13:17But if you're a business owner and you're trying to market your services or a sales manager or VP of

13:23sales and you're trying to promote it,

13:25recognize that this is an opportunity for you to take care of a lot of those things the right way

13:30as far as positioning.

13:31Because the one of the one of the big advantages I see to video marketing is how if I'm the

13:37owner and I have in my mind what our product and service delivers and who they deliver it to and

13:43how it's done, how it's explained.

13:46A lot of companies try training their salespeople.

13:48And if they've got 20 salespeople, they're gonna have 20 different people telling 20 different stories, 20 different ways.

13:53And if you don't have a standard, it's very difficult to measure a deviation.

13:56So from a business owner or sales manager's perspective, what's working, what isn't when you don't know, because there's not

14:02a consistent standard.

14:03Whereas with video marketing, you can put out a message related to one product or service with specific benefits, calls

14:11to action.

14:11And you can measure and identify what's working and what isn't working.

14:16And you can adjust and adapt.

14:17And guess what?

14:18Once you have a list of, hey, here's the answers to the 10 most common objections that prospects have before

14:25they buy from us.

14:26And here is the perfect explanation.

14:28And you know it's perfect because the data shows that it is and it produces the highest conversion rates.

14:33You're not guessing.

14:34Quality control is a new thing now.

14:37And you don't have to worry about whether or not salespeople feel good that day or whether they're motivated or

14:42like, it's just a matter of closing percentage times the number of selling opportunities.

14:46And if you get your message perfect on video or perfect enough, then theoretically, you should maximize the closing percentage.

14:54Then it's just a matter of the other side of that equation is what's the number of selling opportunities.

14:59And you can manage that directly through advertising or through organic means.

15:04What are your thoughts on what I just shared?

15:08You know, I would maybe share from my own experience because whatever you said, I totally agree with you.

15:13And especially the part of like how visibility is actually affecting to businesses overall.

15:19I know we're talking about competition here, but if we're talking about YouTube, for example, if I post a video,

15:26my competitors are everyone there who are posting within the same keyword, right?

15:30So it is a more difficult game because you are not competing only with your direct competitors, but with everyone,

15:38whoever like posting there.

15:40So you have to put something which is really valuable and really impressive.

15:45You have amazing hook in the beginning that people can immediately, okay, I want to read this because I realized

15:51that because I was like exploring the industry to understand like which content is actually performing and which ones are

15:57not.

15:58And I realized that sometimes you can have amazing quality of the content, share great results, but if you are

16:06not sharing it in the right, let's say structured way that people can be easily consume the content, it would

16:14be not hurt.

16:15Like people will just like stop watching it after 10 seconds.

16:18So here it comes not only like how valuable you share the content, how valuable is the content itself, but

16:25also like how you share it and how you make it easy to digest for people.

16:31So from my experience, if we talk a bit like how this content affecting to the business, I can say

16:37from my experience, sometimes, yes, like I can enter to some rooms and people know me and it's easier like

16:44because, you know, they know you.

16:46And in that case, like they want to hear about you, they want to hear about your experience because you

16:51are kind of like famous around that community that you have built for yourself.

16:56But it's also affecting to my company in a way, for example, my salesperson couldn't jump on a call in

17:02someone who not even met me, but like saw a video of me.

17:06So what I'm suggesting and that person can tell my sales manager, I know your CEO told you, told in

17:13the video that this is working.

17:14So that's why I came here to try it.

17:17So my video affected a sales, which I wasn't even present there.

17:21I didn't try to even to do the sales, you know, but it's affected because I became a thought leader

17:27on my industry and people trust me.

17:29So they trust my product.

17:30They trust my offering.

17:32But that's only possible to get if you are actually building your video strategy correctly and getting above your competitors

17:41and by competitors here, I mean all of the content creators in the industry.

17:45So very good point.

17:47So when you start talking about the strategies, and I know that we can get into the weeds about data

17:52analysis and how long people watch and what you have to get to hook.

17:56I had a conversation with a guy by the name of Bill Cates, C-A-T-E-S.

18:00And our conversation, I guess he interviewed him on the podcast a few months ago.

18:03He talked about radical relevancy, like being hypersensitive to the exact needs of people in your very, very specific target

18:12that if you aren't, you will get ignored.

18:15And then I hear you talking about things like keywords and competition based on long tail keywords and things like

18:21that.

18:21So AI is kind of throwing a little shift in that and it remains to be seen how, but I

18:27believe that people are going to shift away from keyword searches and just start talking to computers like humans.

18:34In your opinion, what should businesses be doing to adapt now for what is coming down the road?

18:41You know, what I realized, like even search process changed, like even search process like millennials were doing and the

18:51Gen Z's doing is totally different right now.

18:54Like we were saying, like, I want to find the best restaurant around me.

18:58Now people want to say, I want to eat something amazing and kind of like giving a feeling.

19:04And you, you know, like I, I'm thinking in this case, the keyword research is more challenging into a prompt

19:12research.

19:13So now when you are.

19:15Expound on that a bit.

19:15Expound on that.

19:17Yeah, of course.

19:18Of course.

19:18So by saying prompt research, I'm mentioning like more deep into not like what you are selling, but the outcomes

19:26people are getting.

19:27For example, when nowadays we're trying to actually make our research process, we're not focusing into saying like, we're the

19:35best video marketing agency, but we are focusing into what outcome we're bringing to customers, because that's what they are

19:41going to search about.

19:43They are going to search their outcome.

19:44So that's the thing, the concentration on every kind of like content creation, it could be a text, it could

19:52be anything, but even in the video, you have to concentrate into the outcome rather than what you're selling.

19:57For example, for someone who's listening, for a business owner that's listening, in the past, you might have wanted to

20:03rank high in search engine results.

20:06As a like video marketing agency.

20:08Yes, yes.

20:08For video marketing experts.

20:10I wouldn't say like it's not working.

20:12Yes.

20:12Like it's still cooperating in one way, like the word.

20:17But at this moment, like people will not search like I want a best video marketing agency.

20:21They are going to search.

20:23I need an explainer video for my SaaS company, which is going to help explain my product in the most

20:28easy way.

20:29So that's what we are concentrating when we are trying to create our content, because that's what people are going

20:34to search.

20:35So how do you help business owners find out?

20:37Because in the old days, it was pretty easy.

20:40There were tools out there you could use to find out how many people were searching for specific keyword phrases,

20:45how much competition there was for people among those searches, and how strong the competition was.

20:51So you had an idea whether or not you could invest in the time and money that would be necessary

20:56to get found in organic search.

20:58I get that.

20:59Yeah.

21:00Now the game is being changed, and things are shifting, and I don't know that there are tools out there

21:05that you can help you do that.

21:06Maybe there are.

21:07But what advice or guidance do you have for people now moving forward to prepare for that shift?

21:14Mm-hmm.

21:15In America, there's the great hockey player, Wayne Gretzky.

21:18He was actually Canadian, but when he was unquestionably the best hockey player in the world, someone asked him in

21:24an interview, he said, why are you so great?

21:26And he said, everyone else skates to where the puck is.

21:28I skate to where the puck is going.

21:30So in that same spirit, the puck is still to a large degree based on keyword research.

21:38Yeah.

21:38Yeah, yeah.

21:39That's shifting towards AI-type stuff.

21:41So for those people who are listening and can follow my analogy about skating to where the puck is going,

21:47in this case, it's going to be AI-type search.

21:49How are you advising people differently?

21:51I actually were exploring this for about six months already, and I talk, like, with different SEO specialists, SEO specialists,

21:59because, you know, everyone is also in the exploration process at this moment.

22:04No one can at this moment sit down and say, like, I know exactly how AI search works.

22:09But there are definitely a lot of tactics that people are exploring, and that's what we are also trying at

22:14Burnery.

22:15So the number one thing is actually PR authority.

22:19That's what AI is actually taking up the most.

22:21So it's not only about how video content is created and what we are putting as a prompt in it,

22:26but also, like, where we are actually being visible.

22:30Like, if the websites that we are visible have their own authority, it's more likely the AI could actually choose

22:38my content to actually show.

22:40So authority is very, very important, but it's also long games.

22:44Like, no, any website can be built and have authority very quickly.

22:48So you have to play a game or you have to actually have a good cooperation with the people who

22:54already have authority and you can, like, kind of have, let's say, beneficial cooperation together into doing, like, brand mansion

23:01or different kind of corporations.

23:03So I think in the AI processes, what people are more into concentrate is building more content.

23:11And I will tell you why, because if you have more content, the possibility to actually, like, one of those

23:18content is to be appear on search is way more possible rather than if we try to build, like, a

23:24perfect two, three articles and just sit down and wait, like, how the AI will actually pick my content.

23:31So more is good at this moment.

23:33And to also try out different stuff and see which one is performing, going into more PR campaign, building, like,

23:41brand mansions is amazing for AI search.

23:44In our case, the best actually was working is our YouTube videos.

23:49And because when we have, when people actually, the company is actually trying to book a call with us, we

23:57have a question, where did you found about us?

23:59Because we are always interested.

24:01And when they are clicking, like, AI search, we always ask, how did you find us?

24:06Which prompt did you use?

24:07Why?

24:08Because if I know, like, one person used this prompt to actually find me, I'm going to double down on

24:14that and try to use that more and more in my content to find it.

24:18So that's one of the ways as well to actually find it out.

24:21Till maybe in the near future, like, it will be more clear about the AI processes.

24:28There are tools at this moment, but I wouldn't say, like, they are perfect, giving perfect results like the SEO

24:34tools at this moment.

24:35So it's just explanation process and finding out, like, how the AI could actually get, you can show up on

24:43AI search.

24:44So I'm always trying to think a few steps ahead, and you started mentioning tactics and things like that.

24:49And one of the ones that I, a trend that I see, and I'm just thinking out loud, and who

24:55knows, we may look back in this video that we're creating now in a year or two and say, ah,

24:59Mason was all wrong.

25:00And I'd be okay with that.

25:01But I'm, in the spirit of openness and transparency, I'm going to share my thoughts with you.

25:05But I think that it's already starting, and it's going to get worse, and I don't want to overuse the

25:11word trust, because people do.

25:13But there's so much AI-generated text content right now that I don't think I'm the exception.

25:22I might be the rule that people are like, this is just AI garbage, and they don't even read it

25:27or listen to it because they don't think it was put together by a real person.

25:30In a lot of cases, they're right.

25:31It wasn't.

25:32But that's one of the reasons why, like, I'm practicing what I preach.

25:35You and I, yes, this will appear in audio format, but it's also going to appear on video, and it's

25:40going to be on YouTube and Rumble and Dailymotion just because I practice what I preach, as I know you

25:44do, too.

25:45But I want to create content now, not for what's necessary now, but I'm interested in long term because, you

25:51know what, I might want to be in business 20 years from now or 30 years from now.

25:55So I want to do those things now because at a certain point in time, you're a real person.

26:00I'm a real person.

26:01We're having a real conversation about what's really going on now.

26:04And as far as I'm concerned, this is proof of the real nature of real people doing real work in

26:10real ways together.

26:11And that's why I'm such a fan of video.

26:13And I know the cloning and stuff, that's going to run its course.

26:17But I think that people will gravitate towards real people making real content about real things.

26:23And will it be as you may, we may not be able to make 200 videos like AI could do

26:28in 60 seconds or whatever.

26:30But because we don't, I think that we will attract and retain more of our ideal customers for the right

26:36reasons.

26:36But that's my take.

26:38What are your thoughts?

26:39So I do have two types of opinion in here.

26:42AI, I'm so happy, actually, that AI is here because like it cut it out like nearly half of my

26:50job.

26:50Like it is doing an amazing job in helping me, but I am 100% sure it's not replacing me.

26:59And I'm telling you why, because it is not, and it can't build a strategy for me.

27:04You know, like you can just search on Google, like how build a strategy and it's going to be like,

27:09give you like a usual step-by-step guide.

27:12You can take out some information as an inspiration from it.

27:16But if you like try to implicate like the exact thing that AI is saying, you will not get a

27:22good results from it.

27:23Because every one of your competitors is going to be to do the same.

27:26Like it is going to recommend the same content, the same stuff to every person.

27:31So that means like the content will not be authentic anymore.

27:34So that's why if we really want a success, we have to use AI as a very good tool for

27:40us to fasten our processes, to help us out, like giving some ideas, helping out to like polish the content,

27:48even like being a good assistant for us.

27:51But the brain should stay ours.

27:53Like we still have to use our brain, our imagination, our creativity, because people's creativity is never ending resource, but

28:01the AI is limited because it is just working based on the data.

28:06Whatever we say, like it's artificial intelligence is still based on the data, the data that people are giving, which

28:12is already available.

28:13But it can't create something new, maybe in the future.

28:17I'm not saying that, that it will not maybe.

28:20But at this moment, I think we still have to be the experts and we have to decide like what

28:25to polish.

28:26So that's why, you know, I am getting sick of like seeing even like comments on LinkedIn, all made by

28:33AI.

28:34You don't even know what to reply to those comments because like you, it's like, it's obvious it's AI.

28:39And like this person even didn't read my content and they are commenting me.

28:43So I prefer to go to publish even like something that is not hundred percent perfect, but it's me.

28:52Same here.

28:53And then I, yeah, right.

28:55Because, and I trust more people because of that.

28:58If I see this content is authentic, this is the person whom I know, like, because when I meet this

29:03person in person, like we're talking together.

29:05AI can't do this conversation that we're discussing right now.

29:09So that's why I love podcasts, by the way, because it's the best content to actually showcase who you are.

29:16If we compare like to any other types of videos, because the other ones is like you're prepared, you know,

29:21like everything could be like in the content, but not in the podcast.

29:25Correct.

29:25So the, yeah, I think we have to just focus in this AI content world into authentic content because the

29:34hype will pass and very, very soon, like it was passed with every kind of like famous stuff during the

29:40year.

29:41But whoever just continues to create the real content, showcasing their real experience, their real behind the scenes, they are

29:48going to stay forever.

29:49So I agree in 20 years, whoever is in this game, they will stay still.

29:55So for executives who are hesitant to create video content, what's the biggest misconception that you think is holding them

30:02back?

30:02I think people just afraid to hear like feedback from other people about what they create.

30:09Like, I think that's the biggest thing that I've like kind of felt when I'm talking to people why you

30:17are not creating, because people could be introverts, right?

30:20They could not love camera.

30:22It's okay.

30:23It's okay.

30:23But at the end of the day, if you are a professional and you are an expert, you are talking

30:28and you are sharing about your experience.

30:30So if the game is to actually talk in front of camera about your experience, we have to take that

30:36because it's the same like to not be on the social media.

30:39Like everyone is there.

30:41So we have to be there.

30:42It's already not even like a question.

30:44The same like we have to have a website.

30:46Like if you don't have a website, you are not even if I think the same should be for the

30:51video, even if you're afraid to be on the camera, even if you're afraid to share your thoughts and hear

30:57feedback.

30:59Like, you have to try it out because I did myself like I always had doubts before like entering into

31:06podcasteria.

31:07If I tell my story, you'll be surprised.

31:09Like I started podcasting in 2020.

31:12Then I stopped after one year because I wasn't sure I love what I'm sharing.

31:17And I was like watching my own videos.

31:19And I was like, was it good?

31:21Like, yeah.

31:22Will someone benefit from this content or not?

31:24And then I stopped doing it.

31:26And every year after that, I was like, I'm starting podcast.

31:30I'm starting podcast.

31:31And I was postponing that process, even though I'm a person, I love camera and I can be on the

31:36camera all the time.

31:37I love being like guests for the podcast.

31:40But I was the same person.

31:42Me, I was like, no, I don't want to because I always was thinking that my podcast should be perfect.

31:47If people know me like as a video creator, then I have to be perfect into what I'm saying.

31:52And that feeling was actually holding me back.

31:55So only this year when I said, no, I'm just going to publish without even thinking.

32:00And I didn't even plan my podcast.

32:02It happened like just during MWC.

32:05Unplanned content, unscripted.

32:08And the guests were like amazing to actually have this conversation.

32:12Then when I published first one, I was like, you know, you know that feeling when you're saying like, why

32:17I didn't do that before?

32:18Why?

32:19What was holding me back?

32:20You're giving very good advice because I think it's unrealistic for people to look at anything else that you do

32:28that's worthwhile and expect to be great at it.

32:30When you first like the first time I played basketball, I wasn't making every basket.

32:34I still don't make everybody.

32:35I love playing and I'm not very good, but I still enjoy it.

32:38Or golf or whatever sport it is.

32:39Nobody just picks up a golf club and is perfect.

32:43Nobody picks up a disc golf and throws perfectly.

32:46Nobody shoots a basketball perfectly or hits a baseball perfectly the first time they do it.

32:49It takes practice.

32:51Now, the good news is for those that are hesitant, they say, well, yeah, but I can practice where no

32:56one's looking.

32:57And that's true.

32:58They can.

33:00But the good news is you don't have to air everything that you shoot and you can edit, so that

33:06helps.

33:06But I found that excellent now is better than perfect never.

33:11And if you're sharing content that is valuable and it helps people, they're not going to care if you blink

33:16too many times or you got an extra wrinkle in your forehead or your hair is out of place.

33:22No one cares.

33:23They're listening.

33:23I think that's valuable content and that helps me if the people listening or watching are better off because you

33:29shared something, then that's the goal as far as I'm concerned.

33:33What I have found, because I've been doing this, like I said, I wrote this book in 2014, so I

33:38was doing video before that, several years before that.

33:42I was an early adopter because it made sense to me.

33:44But my first videos, when I look back now, it's a comedy show.

33:48It's like, oh, my gosh, what was I thinking?

33:49And the reality was that you can look at a video and you know what you can improve, where if

33:57I'm playing baseball, I can't really see myself.

33:58Well, I guess I technically watch video of it.

34:00But to hear my voice, my inflection, my pace, my use or not use of gestures, you get a feel

34:08for things.

34:08Because I remember when I first went on video, I thought I was doing these dramatic gestures and it was

34:12just like I was barely moving my hand a little bit.

34:14And I realized that I could be expressive and then I can feel normal.

34:18But I had to see what I knew what it felt like, but I had to see what it looked

34:23like.

34:24Of course.

34:24If you haven't tried, you wouldn't.

34:26And that was the best coaching I could get because I can objectively look and say, I should use gestures

34:31more or I should slow down more or I should speed up more or I should use gestures less or

34:37I should move around or I should be still.

34:39It was not hard to tell.

34:40And it's not like I was trying to be perfect.

34:42I just was trying to not be bad.

34:44And that was a starting point.

34:46And once you get through that, the rest of it, then you get to the point where you don't hesitate.

34:52You're like, hey, I can make a video right now and respond to something that's going on in my industry

34:56or something that's going on in my market right now.

34:58And sometimes there may be if or if I wait a week, then you got a gazillion other people out

35:04there saying the same thing.

35:05But if you can address something quickly, then you can get that additional exposure as a result.

35:10But I'm preaching to the choir there and that's a little bit in the weeds.

35:12But what you know, if I go ahead, no, I just wanted to add that even for the content, you

35:18know, like sometimes people say, like, what if what I'm sharing is not interesting for people?

35:24There was a good saying, which is always on my head.

35:27Like they said, like, if you are building a company, there is always a customer for you.

35:32There is always someone will buy from you.

35:35The same for the content.

35:37Someone definitely will be in your situation and will be interested to actually hear your experience.

35:42I always felt that like there is no content out there that no one is interested.

35:47Definitely.

35:47You just have to find your audience.

35:49I'm going to I'm going to piggyback on what you're saying, because there are times when I have created content

35:54where I was like, well, I don't really know if that was that valuable.

35:58It seems like common sense.

35:59And it might be to me with my life experience, but it might not be to someone else.

36:03And I have to remind myself that the marketplace isn't me.

36:09They there are different people.

36:11One story I wrote about in one of my other books was there was a country and Western music station

36:15radio station in my old hometown.

36:17And I'm friends with the general manager of that station.

36:20And I was talking about the people listen to him.

36:23I said, like I and I told him, like, I would never advertise on your station.

36:26He's like, well, why not?

36:27Because I never I've lived in this town forever and I never listened to it.

36:31And he's like, well, that's OK, because tens of thousands of other people do that have money to spend in

36:36this market that come through here every day.

36:38And he was right.

36:40And it was an eye opener and reminder to me that I am not my market that I need to.

36:46And that I my job is to share what I do and share what I know with people who need

36:50it and let them decide.

36:53And so once that little reminder hit me, I was much more comfortable about not being super picky.

37:02Oh, I'm not going to edit this out or I'm not going to edit that.

37:04I don't I don't mind being imperfect because some people I just want to relate.

37:09No one is perfect.

37:10So in your opinion, what types of video content actually drive business results, not just views or engagement?

37:15Because a lot of people get these vanity metrics like, oh, I got so many views.

37:19Like I know there are podcasts that get way more views in this, but in my niche of business owners,

37:24executives and aspiring business owners and executives, it's a very tight, but very loyal group.

37:30So I I would much rather have, you know, five thousand downloads of business CEOs and.

37:37Fifty thousand random.

37:40People.

37:41Years.

37:42You know, for me, the metric is never the view.

37:45It is good, of course, to have like good views, of course, like reaching out more people.

37:50But my biggest metric is actually the feedback that I'm getting.

37:54If I'm getting a good feedback that, OK, I listen to this content and it helped me somewhere.

38:01Now I can do this, this, this because of it.

38:04I think that's the most valuable thing that you can hear for your content to actually continue and be motivated

38:12to continue bringing the results to people.

38:16For me, that would be it as the first place, the feedback.

38:20And the second is, of course, like the sales, because, for example, if I'm posting on LinkedIn, I'm always checking

38:27like how many people clicked on my link because that's what most important for me.

38:31Like if it's 10 people out of thousands of views, I'm happy because I know that 10 people were somehow

38:38more interested into this content and I brought them into closest communication with me.

38:43So that's for me, that's my metrics.

38:46But I think for different people, the metrics could be different if you are trying to do brand awareness.

38:51Of course, the views are more important.

38:53Of course, reaching out more people is important.

38:55So I will put in front of me, first of all, the goal that I'm trying to set up, and

39:00then I will build the video types and strategy and metrics based on it.

39:06Because video types could be changed based on our goals, definitely.

39:10Like if we are talking about podcasts, I think the number one thing that podcasts are bringing connections.

39:15We are building community because we're talking right now.

39:19Our communities are going to be connected for this path together.

39:23This is the amazing stuff that podcasts can do that no any type of content can actually create.

39:30But besides that, like if I'm trying to just sell my product, I'm going to sales videos, into explainer videos,

39:36into demo videos.

39:38If I'm trying to actually make my clients to trust me, I would go into testimonial videos.

39:44So the video type can definitely change, but the goal will say whichever you are trying to actually achieve here.

39:51That's a very good point.

39:52That's a very good point.

39:53So what's your framework for turning one piece of video content into a broader content engine?

39:59Actually, that's the base of what we do at this moment at the company.

40:04Because I always say like one video is nothing at this moment.

40:07Like if you are trying to just create one video, just try it out.

40:10Like it will definitely not bring you results.

40:12Because nowadays, more consistency is what actually helping the companies to actually appear and be visible.

40:20So what I am usually doing is I'm creating one piece of content and then repurposing the same content for

40:27different channels.

40:28If we are trying to actually achieve different content.

40:32For example, even like for podcasts, like you can create one for YouTube and then have a shorter one for

40:37Instagram, TikTok, LinkedIn, other channels.

40:40Like you can multi-use the same content by using like different parts of it for different channels.

40:47And for each channel, like considering which one will perform better and the content type also.

40:52For example, on LinkedIn, my content would be more simple based on the content, based on the like information.

41:01On Instagram, I would go into more like hook, interesting, dynamic, upbeat music, something that people would be interested to

41:07watch.

41:08Because in the scrolling process, they are just having fun.

41:10So I would choose and purpose based on the channel, definitely, first of all, and as much as possible.

41:17If you're creating long content for YouTube, you can multi-use it like several times, several months, even like the

41:24same content.

41:25That's very valuable advice.

41:27And I'm going to admit to a mistake that I made so that those people watching and listening don't have

41:31to learn the same lesson that I learned the hard way.

41:33I've always been a fan of long form content because I felt that I want to be able to deliver

41:39as much value and expertise as I possibly can to help as many people.

41:44And sometimes you just can't explain a lot of stuff in 30 seconds.

41:48And when reels and shorts came out, I dismissed them.

41:53I was very dismissive and I was wrong.

41:56And here's why I was wrong.

41:57I grew up in the 80s and we went to the malls on a regular basis.

42:01That's what we did.

42:02And I can remember being in the food court with all of these choices of places to eat.

42:07And they all looked and smelled good, but I didn't know which one I wanted.

42:10And then someone would come up to me with a little sample of teriyaki chicken on a toothpick and say,

42:15hey, or try this.

42:15And the next thing you know, this is delicious.

42:17I loved it.

42:18And I've got a plate of teriyaki chicken and rice that I'm happy about because I sampled it.

42:23And what I found is those videos, short videos, if you can give somebody a taste of what's in the

42:30long form and say, hey, if this idea was helpful to you or this strategy was practical for you, you

42:37ought to check out the whole thing.

42:38And what I'm finding is that works.

42:40And if I hadn't done what you just suggested and repurposed the, in this case, the whole podcast into shorter

42:48bursts that introduce people who have the attention span and willing to listen to 30 seconds.

42:54And if you can deliver value, okay, I'll listen to more.

42:57I would like more than, but I would not have discovered that if I hadn't been willing to do what

43:03you said, which is repurpose smaller versions of the longer content in bite-sized chunks.

43:09And that was a lesson that I learned the hard way.

43:11And I hope anybody listening realizes there is a reason for those things.

43:14And it's not just to appeal to teenagers and kids with short attention spans.

43:18A lot of us adults don't have very long attention spans either.

43:20So I really appreciate, I really appreciate everything that you share with us.

43:24If there was just one piece of advice that you could give to anybody listening or watching today, what would

43:29it be?

43:29As we talked about a lot about the starting out and like being afraid, I would just say, you know,

43:35I always say this.

43:36If you have in mind to create at least one piece of content, go and do it right now and

43:43post it and then think about it.

43:45Like if you stop thinking, you'll definitely do it.

43:48So, and then you will be surprised as I was.

43:51So definitely never stop.

43:53If you have that dream to actually being a thought leader, being a presenter, being visible on social media, on

44:00different platforms, never stop dreaming that.

44:03And just post and during the time, actually, you'll get better at what you do, definitely.

44:09I loved your take on the feedback because having grown up in old school sales, I can remember reading people's

44:16faces.

44:16And based on when you tell a story or you give an example, you can tell if that fell flat

44:22or confused them, whether or not it connected with them.

44:24And resonated to the point that it moved your relationship further or it didn't.

44:29But I could see in real time with real people how they reacted.

44:33And then after a while, you learn how to present things.

44:36I think now those same things.

44:38And if someone's a professional speaker, they learn to read an audience.

44:41And they can tell where there might be drifting in their message and the audience is tuning out and how

44:47they need to pull them back.

44:48And it's instant feedback.

44:49Well, what you pointed out today was something that I want to bring people back to because it would be

44:55terrible if they missed it.

44:57Because there was a lot of wisdom in what you said about using the feedback that you get from your

45:03online posting.

45:05To me, that's huge.

45:06But you can't get that feedback if you don't have the content going out.

45:11Just like I wouldn't get that feedback if I'm not talking to a live prospect or I'm not talking to

45:14a live audience.

45:15So I really appreciate you sharing that.

45:17If people want to know more about you, your company, the work you do, what are the best ways for

45:22them to connect with you?

45:23Oh, we're nearly visible everywhere at all the major platforms.

45:28We have presence on YouTube from company page, from Burnway, and like posting two times a week, once my podcast

45:36and the second time, every example of the videos to give inspiration to people.

45:41I am personally very active on LinkedIn and have my thought leadership there sharing a lot about videos, insights, different

45:49behind the scenes, how to build this company,

45:51how my customers actually succeeding, their use cases, their case studies.

45:56We do have our website, which is a fully animated website, actually, and we're to take a look.

46:02Of course, Instagram, also where we both, me and the company exist.

46:07So I think that would be the best places to follow our journey and also get a lot of insights

46:12because we're trying to give a lot of educational content as well, not only just like sharing about our services.

46:18So, and what is your website for those listening?

46:21I'll have it on the screen for those watching, but for those listening, it's...

46:24It's burnwe.com, so very easy.

46:27B-U-R-N-W-E.com.

46:29N-W-E, yes.

46:31Wonderful.

46:31Thanks so much for joining us.

46:33I hope everyone else listening and watching enjoyed it as much as I did and learned as much as I

46:37did.

46:37Thanks so much for sharing your time.

46:39Thank you so much for inviting me.

46:40And it was wonderful to be in this conversation because I loved hearing your insights as well and your picks.

46:46And wonderful to hear that in 2014, you had already envisioned like how people are going to actually work in

46:552026.

46:56I credit the mentors and the people that I had around me for opening my eyes to it.

47:02And I was a willing, was and continue to be a willing student.

47:06That's amazing, too.

47:07I learned from you today.

47:08Thank you so much for sharing.

47:10Thank you, Terry.

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