Part 1: The Strategic Foundation | Epiphany Content

The B2B Founder's Content & Video Playbook

Part 1: The Strategic Foundation

The New Imperative: Building Trust in a Low-Trust World

In today's B2B landscape, the old playbook is broken. Institutional trust is at an all-time low, and decision-makers are tuning out polished corporate messaging. They seek connection and credibility not from logos, but from people. This is the strategic imperative for founders, CEOs, and executives: to become the trusted voice of their organisation.

This playbook is your guide to navigating this new reality. It’s built on a simple yet powerful human principle—the Know, Like, Trust framework—and supercharged with the most potent trust-building medium available today: video.

The KLT Journey: From Stranger to Advocate

1

KNOW

Before anyone can buy, they must know you exist. This stage is about earning attention with valuable, low-friction content that makes you a familiar presence in their feed. It's about being consistently visible and helpful.

2

LIKE

Familiarity evolves into affinity. People do business with those they like. This stage is about connecting on a human level by sharing your values, your mission, and your unique perspective. It’s where personality builds preference.

3

TRUST

This is the most critical stage. Trust is earned when your audience sees you as a credible authority who can solve their problems. This is where expertise builds confidence and commercial conversations begin.

The Founder's Mindset: Seizing the Trust Opportunity

Adopting this strategy requires a shift in mindset. You are not creating ads; you are building relationships. You are not chasing virality; you are building a predictable content engine. This section highlights the massive opportunity for leaders willing to embrace authenticity and systemisation.

The B2B Trust Gap is Your Opportunity

Data shows a clear preference for human-led, authentic content. This is where you have a competitive advantage.

Key Principles for Success

  • Authenticity > Polish

    B2B buyers respond more to candid, insight-rich video than to slick corporate ads. Prioritise message clarity over cinematic production. Sharing lessons from mistakes builds more trust than pretending perfection.

  • Systems > Virality

    Sustainable success comes from a systematic process, not chasing one-off viral hits. Frameworks like the StoryBrand Narrative Arc provide repeatable structures for creating consistently valuable content that drives measurable outcomes.

  • Distribution Multiplies Impact

    The value of your content is multiplied when it's leveraged by your entire organisation. Employee networks have a larger, more trusted reach than corporate channels alone. A great video must be paired with a great distribution plan.

Navigating the Pitfalls: The Traps That Kill Trust

Many leaders start with good intentions but fall into common traps that undermine their credibility and waste their time. The most dangerous of these is the obsession with vanity metrics. True influence is not measured in likes, but in genuine engagement and business impact.

The Vanity Metrics Trap

Focusing on the wrong numbers leads to the wrong content. This chart shows where your focus should be.

Other Common Mistakes to Avoid

Why it's a trap: Sporadic posting fails to build familiarity and the parasocial bond. Trust is built on reliability.
The fix: Commit to a realistic schedule (e.g., 2-3 times per week) and plan content in 90-day sprints.
Why it's a trap: Bad audio is more jarring than bad video and is a primary signal of unprofessionalism. It instantly destroys credibility.
The fix: Invest in a simple external microphone (£50-£150). It's the highest-ROI equipment purchase you can make.
Why it's a trap: Content that doesn't guide the audience on what to do next fails to capture intent.
The fix: Even a simple CTA like "What are your thoughts?" or "Save this for later" encourages engagement and signals value.
Why it's a trap: A huge portion of social video is watched with the sound off. No captions means you lose a massive audience and appear unprofessional.
The fix: Mandate accurate, human-reviewed captions for every single video. It's non-negotiable.
Part 2: The Interactive Content Matrix | Epiphany Content

The B2B Founder's Content & Video Playbook

Part 2: The Interactive Content Matrix

The Content Matrix: Your Strategic Command Centre

Your content plan shouldn't be a rigid calendar, but a flexible, strategic tool. This matrix is designed to guide your content creation process. Simply select a cell based on your audience's current relationship stage with you (Know, Like, or Trust) and your primary goal for that piece of content (Entertain, Inspire, or Educate). The details below will update with specific video ideas, post structures, scripting advice, and even a generative AI prompt to kickstart your creative process.

RELATIONSHIP STAGE →
CONTENT GOAL ↓

KNOW

LIKE

TRUST

ENTERTAIN & CONNECT

Get Seen

Low-friction, relatable content.

Show Personality

Behind-the-scenes content.

Show Your Team

Humanise the business.

INSPIRE & ALIGN

Share Your 'Why'

Introduce your mission.

Share Values

Connect on a human level.

Showcase Success

Build social proof.

EDUCATE & PROVE

Offer a Quick Win

Initial value proposition.

Challenge Norms

Provide a unique perspective.

Solve a Problem

Demonstrate deep expertise.

Part 3: The 6-Month Trust Campaign | Epiphany Content

The B2B Founder's Content & Video Playbook

Part 3: The 6-Month Trust Campaign

From Strategy to Schedule: Your 6-Month Roadmap

Consistency is the engine of trust. This section translates the "Know, Like, Trust" philosophy into a structured, six-month campaign. While flexible, this roadmap provides a proven cadence and content mix to systematically build relationships with high-value individuals and target accounts. Each phase has a distinct strategic focus, moving your audience from awareness to advocacy.

Campaign Phases

Month 1: The Introduction

Goal: KNOW - Get on their radar with high-volume, low-friction content.

The objective this month is simple: become a familiar, positive presence. Your content should be easy to consume and highly relatable. Focus on showing the human side of your work. Avoid complex topics or direct sales messages.

Recommended Monthly Content Mix (8 Posts):

4x Entertain Posts

e.g., Relatable work anecdotes, team photos, interesting observations.

2x Inspire Posts

e.g., Your company's mission, a quote that guides you.

1x Educate Post

e.g., A single, powerful tip or a surprising statistic.

1x "About You" Video

A "Behind-the-Beliefs" video sharing your personal motivation.

Month 2: Building Familiarity

Goal: KNOW - Reinforce your presence and begin introducing more value.

Continue the momentum from Month 1, maintaining a high cadence of relatable content. Start to weave in slightly more inspirational and educational material to hint at the deeper value you provide, and introduce a video about your core offering.

Recommended Monthly Content Mix (8 Posts):

3x Entertain Posts

e.g., Behind-the-scenes content, a poll on an industry topic.

2x Inspire Posts

e.g., A story of overcoming a challenge, shout-out to a mentor.

1x Educate Post

A "Framework in 90s" video explaining a simple concept.

2x Conversion-focused Videos

1 "About You" video + 1 repurposed "Product" video from your website.

Month 3: The Connection

Goal: LIKE - Shift focus to building an emotional and intellectual connection.

Now that your audience knows who you are, it's time to help them understand what you stand for. This month, the content mix shifts towards sharing your values, your unique perspective, and more substantial educational insights.

Recommended Monthly Content Mix (8 Posts):

2x Entertain Posts

Keep the human connection strong.

3x Inspire Posts

e.g., A "Lesson from a Mistake" video, share your company values.

2x Educate Posts

e.g., A "Myth vs. Fact" video, an 'unpopular opinion' text post.

1x Repurposed Landing Page Video

Share a video from a key page on your site to draw traffic.

Month 4: Reinforcing Value

Goal: LIKE - Solidify your position as a valuable, insightful resource.

Double down on what's working. The content mix now balances inspiration and education, demonstrating that your perspective is not only interesting but also highly valuable. You are becoming a go-to source in their feed.

Recommended Monthly Content Mix (8 Posts):

2x Entertain Posts

Showcase your team and company culture.

3x Inspire Posts

e.g., Share a client success story, celebrate a team win.

3x Educate Posts

e.g., A how-to carousel, a list of recommended tools.

1x "Client Proof Capsule" Video

Begin building social proof.

Month 5: Establishing Authority

Goal: TRUST - Shift decisively towards demonstrating deep expertise.

This is the pivot point. Your content becomes more educational and solution-oriented. You are no longer just sharing ideas; you are actively solving your audience's problems, proving your credibility through actionable, high-value content.

Recommended Monthly Content Mix (7 Posts):

1x Entertain Post

Maintain the human touch, but with less frequency.

2x Inspire Posts

A "Client Proof Capsule" video is a must this month.

3x Educate Posts

e.g., A "Deep-Dive Explainer" video, a detailed case study.

1x Repurposed Sales Page Video

Begin to introduce clear, direct calls-to-action.

Month 6: Solidifying Trust

Goal: TRUST - Become the undisputed authority and start commercial conversations.

In the final month of the campaign, your content is heavily weighted towards education and proof. You are consistently providing solutions and backing them up with evidence. This is where your pipeline is built, as trusted followers become inbound leads.

Recommended Monthly Content Mix (8 Posts):

1x Entertain Post

Continue to show your human side.

2x Inspire Posts

Another "Client Proof Capsule", celebrate a major company milestone.

4x Educate Posts

Your most in-depth, valuable content. Offer templates and resources.

1x Sales or Landing Page Video

Make a clear offer or invitation to connect.

Part 4: Execution & Measurement | Epiphany Content

The B2B Founder's Content & Video Playbook

Part 4: Execution & Measurement

Interactive Content Planner

Bridge the gap between your campaign schedule and daily content creation. First, select your primary Content Pillar. Then, choose the Campaign Phase you're in. The planner will generate tailored angles, formats, and ideas to ensure your content is perfectly aligned with your strategic goals.

1. Select Content Pillar:

2. Select Campaign Phase:

Copywriting Blueprints: From Blank Page to Engaging Post

Great visuals earn attention, but powerful copy builds the relationship. A proven framework provides structure and psychological triggers that turn a simple post into a compelling piece of communication. Explore these blueprints and see examples of how they apply to your content.

Choose a Framework:

Framework: Problem-Agitate-Solve (PAS)

Best for: Quickly hooking the reader with a known pain point. Excellent for educational and problem-oriented content.

  • Problem: Name the pain. Start with a clear, relatable problem your audience faces.
  • Agitate: Stir the pot. Describe the frustrations and negative consequences of that problem. Make them feel understood.
  • Solve: Offer relief. Introduce your insight, framework, or solution as the clear path forward.

Example (Text Post):

[Problem] Ever feel like you're creating content that just disappears into the void?

[Agitate] You spend hours on a video or post, hit 'publish' with high hopes, only to be met with silence. It's frustrating and makes you question if it's even worth the effort.

[Solve] The issue isn't your content; it's the lack of a distribution system. For every hour you spend creating, you should spend another hour getting it in front of the right people. Start by creating a 'Share Pack' for your team for every video you publish.

Framework: AIDA

Best for: Creating a compelling journey from awareness to action. Ideal for inspirational content or posts with a clear call-to-action.

  • Attention: The Hook. Grab their attention with a bold statement, a surprising statistic, or a provocative question.
  • Interest: The 'Why'. Build interest by explaining why the hook matters to them. Provide context and relevance.
  • Desire: The Vision. Create desire by painting a picture of the positive outcome or future state they can achieve.
  • Action: The Next Step. Give a clear, simple instruction on what to do next.

Example (Video Script Hook):

[Attention] "73% of B2B buyers say they trust content from a person more than from a brand."

[Interest] "That means that right now, your personal profile has more potential to build trust and drive revenue than your company page."

[Desire] "Imagine if your ideal clients already trusted you before your first sales call. That's the power of building your personal brand."

[Action] "In this video, I'm going to share the 3 types of content you need to start posting this week to make that happen."

Framework: StoryBrand Narrative Arc

Best for: Structuring any piece of content as a compelling story. Positions the audience as the hero and you as their trusted guide.

  • A Character...: Your audience (the hero).
  • ...Has a Problem: The external, internal, and philosophical challenge they face.
  • ...And Meets a Guide: You, who has a plan and empathy.
  • ...Who Gives Them a Plan: Your framework or solution.
  • ...And Calls Them to Action: The next step you want them to take.
  • ...That Helps Them Avoid Failure & Ends in Success: The stakes and the positive outcome.

Example (Client Success Capsule Video):

"(Character/Problem) A client in the tech space was struggling with low sales demo attendance... (Guide) We helped them see the problem wasn't their product, but their message... (Plan) We implemented our 3-part 'Clarity First' messaging framework... (Action/Success) and in 90 days, their demo attendance rate doubled."

Measuring What Matters: From Vanity to Value

If you can't measure it, you can't improve it. A mature content strategy moves beyond chasing superficial 'vanity metrics' like likes and follower counts, and instead focuses on the numbers that signal genuine engagement and predict business impact. Use these tools to build your business case and prove the ROI of your efforts.

The Metrics That Build Trust

Shift your focus from metrics that stroke the ego to those that build the business. Here’s how to separate the signal from the noise.

Vanity Metrics (Low Impact)

These are easy to count but often misleading. They show reach, not resonance.

  • Likes & Reactions
  • Follower Count
  • Impressions / Reach

Impact Metrics (High Value)

These indicate genuine engagement and are leading indicators of business impact.

  • Average Watch Time (Video): The single most important video metric.
  • Comment Quality: Are people asking thoughtful questions?
  • Shares & Saves: Shows the content is valuable enough to keep or share.
  • Inbound DMs from Target Accounts: A direct line to pipeline.

Lightweight ROI Calculator

Connect your content efforts to tangible financial outcomes. Use this simple model to estimate the potential pipeline lift generated by your thought leadership.

Estimated Annual Pipeline Lift:

£0

Part 5: Advanced Strategy & Resources | Epiphany Content

The B2B Founder's Content & Video Playbook

Part 5: Advanced Strategy & Resources

Amplifying Your Impact: Advanced Strategy

Creating great content is only half the battle. The most successful executive video programs are organisation-wide efforts. This section provides actionable checklists for multiplying the ROI of every asset through internal adoption and ensuring your brand is protected through robust compliance and accessibility standards.

Internal Adoption & Distribution Checklist

Turn your content into a company-wide asset. Employee networks have a larger and more trusted reach than corporate channels.

Accessibility & Compliance Checklist

Protect your brand and ensure maximum reach. These steps are non-negotiable for professional B2B content.

Recommended Equipment Tiers

Clarity outperforms charisma, and good audio is more important than perfect video. You can start creating high-quality, authentic content without a Hollywood budget. Use this 'Good, Better, Best' model as a guide.

Good: The Starter Kit

Budget: < £500

  • Modern Smartphone (iPhone 13+ / Pixel 6+)
  • Wired Lavalier Microphone (e.g., Rode SmartLav+)
  • LED Ring Light
  • Basic Tripod/Stand

Better: The Pro Kit

Budget: £1,500 - £3,000

  • Mirrorless Camera (e.g., Sony ZV-E10)
  • Wireless Lavalier or Shotgun Mic (e.g., Rode Wireless GO II)
  • Two-point LED Lighting Kit (Key & Fill)
  • Teleprompter App on a tablet

Best: The Studio Kit

Budget: > £5,000

  • Cinema or Full-Frame Camera
  • Professional Podcast Mic (e.g., Shure SM7B)
  • Three-Point Lighting Setup with Softboxes
  • Hardware Teleprompter System

Ready to Build Your Content Engine?

This playbook provides the strategy, but execution requires time and expertise. The Epiphany Squared Process is our complete done-with-you service designed to turn your insights into a powerful, trust-building content engine.

1. Strategy

We build your unique Message Architecture and a 90-day content plan that aligns with your business goals.

2. Coaching

We work 1-on-1 to find your authentic on-camera voice, turning apprehension into confident authority.

3. Production

With 23 years in the film industry, we handle all aspects of filming and editing, ensuring broadcast-quality results.

4. Management

We take on the scheduling and distribution, ensuring your content is published consistently for maximum impact.

Let's Discuss Your Strategy