Key tips for marketers and content creators for exceptional videos

This is the first part of an article by Pablo Santiago Apiolazza and it is part of the media guide of his website:

Pablo Apiolazza

Pablo Apiolazza

There are two worlds in communication, two main sides of a coin when creating branded content. The first is the client’s world. A world of specific marketing objectives, budgets and deadlines. And then there’s the content creators world. A world of technical and creative challenges.

We all now that the perfect triad is objectives + content + distribution. But how do the ends meet? How to translate the destination marketing objectives in engaging pieces of content? How can we find the essence of a location and convey it without being explicit or boring?

This article is an attempt to draft a series of guidelines to make the ends meet. The information here is a result of years of personal experience.


In my particular case, my professional career took me to combine rather different skills.

– Documentary

– Advertising

– Filmmaking

The visual storytelling approach is pretty much based in the combination of these skills. When creating content, one must articulate three things. A documentation of real experiences, with great imagery and an engaging narrative.

In most cases when dealing with DM, the main goal is to find and convey the unique value proposition of said place. What does my destination have that can other destinations don’t?

So how do we approach this challenge? Here’s a method inherited from combining the three skills quoted above.

Briefing and planning

The first part of the method is easy to guess. We need to know what are the locations and attractions that we need to narrate. Clients and content creators formalize this part with the name „briefing“. That brief is then rendered concrete in the form of a schedule of activities.

Creating the perfect brief and schedule is a hard process. But even so, here’s a few tips to improve it for video creation.

Think about the target and the content creator: different targets have different interests and expectations. That means that content creators might have a different focus or even pace in their process. For example, a blogger has a different pace than a videomaker. Video production is a time consuming process that involves extra tasks than a blogger doesn’t have. Those can range from battery charging to timelapsing, or setting up audio for interviewing. Have this in mind when creating schedules.

Resting is paramount. The creative process is like a muscle: contraction and relaxation. If you don’t contract, you don’t workout. But if you don’t relax, you lose power and risk injuries. When reaching burnout, a content creator cannot hold the same concentration. That can take to missing important situations, or shots. It is extremely important to dose the pauses in between activities, and mostly

Think astronomically: both clients and content creators must be very aware of climate and astronomic conditions in order to create the best possible imagery.

Give room to improvisation: lots of times the best situations create around events and activities that weren’t planned or part of the schedule. Giving time to content creators to explore, or even take a coffee or visit a shop can lead to the very core of the content.

Work ahead permits: in some cases, permits and extra paperwork can be needed to create images in particular attractions.


Get into the stories

Both marketers and content creators must be really open minded when thinking about activities during a campaign. We tend to repeat ourselves when we know something really well. So we have to let ourselves be surprised by the different point of view of our collaborators. That goes for both sides of the spectrum.

Sometimes the simplest details can lead to the best stories and experiences. Giving room to this should be the core spirit around a content creation campaign.


The importance of people

Locations can be breathtaking. They can inspire awe or travellust. But the more you travel, the more you realize that what really make places unique is the people in them. The situations that arise from those interactions. The ones that we can’t have in our everyday life.

Interacting with people, listening to their stories can lead to wonderful pieces. The main concept for our last campaign with Mauritius with iAmbassador, Storytravelers and Traveldudes was based on a very random situation. We were on a transfer from one location to another, and we noticed the flag on the car’s mirror. And that’s how our driver explained us the origin of the flag. That conversation was the subtext, the very essence to bring all our experiences together.

Coming soon: Using subtext to create new meaning; Embracing the unexpected; Weaving all together



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