You know the one. B-roll of people shaking hands. Slow pan across some pizza. Someone on stage. That same corporate jingle. Logo. Done.

In episode three, Will, Jodi, and Arthur make the case for why event content is one of the biggest missed opportunities in B2B marketing and what it actually looks like when it's done properly.

Between them, they've filmed events at the Emirates Stadium, a fintech panel at Dawn Capital, and a leadership session for a satellite company inside a castle in Luxembourg.

Here's what they've learned.

Key Takeaways

You cannot make a good event video from a bad event. Put the effort into making the event itself worth attending that's where the content comes from.

A 60-second highlights reel lasts about a week. A library of speaker talks, vox pops, and behind-the-scenes content lasts years. Know which one you're actually building.

Structure the narrative before you arrive. Who's doing the intro? Who closes? Who's the confident one you follow through the room? Know this in advance ,don't figure it out on the day.

Your event is competing with everything else a person could be doing that evening. If you wouldn't go to it, neither will they.

Pre-event content is massively underused. Film your speakers before the day. Build anticipation. Make the event live longer before it's even happened.

This episode for your ears

If you're running events, sponsoring them, or sitting on footage from one you filmed six months ago that never went anywhere this one's got a lot in it.

Arthur started filming himself on the street at 16 and got inspired by Casey Neistat and Peter McKinnon but never really recovered. Jodi went to Paris, pointed a camera at a client who'd never been filmed before, and made one of the team's best-performing pieces of content.

This episode is about why founder-led vlogging is one of the highest-trust formats in B2B content right now and why most people who try it get it completely wrong. The short version: you can't fake caring about your job.

Key Takeaways

Vlogging is the hardest content format to fake. You have to actually care about your job and be able to talk about it in a way that makes sense. That's your filter and your superpower.

One-of-one content is what AI cannot replicate. Your perspective, your day, your voice, that's the leverage. Use it.

Start vlogging on your most interesting, action-packed days. Don't hire a videographer for a day of Zoom calls and admin.

Set guardrails before you start filming. Know what you will and won't share then film freely within them. "Be silly, don't look silly."

The discomfort at the start is normal and mandatory. You only get better by doing it. The reps compound.

This episode for your ears

If you're a founder sitting on the fence about vlogging or you've tried it, hated it, and given up this episode will either convince you or help you figure out exactly why it wasn't working.

Everyone's got a podcast. Most of them are not so great.

In episode one, Will and Jodi ask the questions nobody wants to answer, why do so many podcasts fail before episode 20, and what are the ones that survive actually doing differently?

There's a proper debate about production quality (spoiler: they don't fully agree), a story about flying to Luxembourg to film inside a castle, and the moment a guest podcast appearance turned into a paying client. Oh, and Arthur explains what a cold open is. Sort of.

Key Takeaways

Know what your podcast is actually for before you press record. A BD tool and an audience-building show are completely different things, and confusing the two is why most die.

People come for the guest. They stay for the host. The best podcast moments happen when the host pushes back, asks for more, and goes off script.

Clip farming and genuine long-form conversation are not the same format. The podcast format rewards real discussion not engineered moments designed to go viral.

A podcast can open doors a cold call never would. Being a guest or a host builds connections that compound.

Consistency and good conversation will outpace production value every time but better production does help you grow faster.

This episode for your ears if you're a founder or marketer who's thought about starting a podcast and talked yourself out of it or started one and watched it quietly die, this is the honest answer to why.