make them say, “Thank you. Every time I turn around, I see something helpful from you. Now that we’ve had a chance to interact, you’re just what I expected you to be.”

Every agency needs to have an opinion about the work they do on behalf of their clients. We need a strong point of view about the marketplace, our audience, or our product or service.

A narrow niche, a strong point of view, and being findable in multiple places are the hallmarks of an authority position.

Your authority position has to be channel-agnostic to survive the test of time.

We’re able to help our clients because we know what truths about their industry?

The idea is, you use your cornerstone content channel to create a relationship with your prospects by featuring them as your guests.

The next characteristic of cornerstone content is that it can be the epicenter of your efforts.

Cornerstone content is: • meaty enough to produce lots of smaller pieces of content. • significant enough to serve as the epicenter of your promotion, activity, and eventual fame—in your circle of influence, of course; we aren’t suggesting you’ll become the next Beyoncé! • consistent in how often you create content and how much you stay focused on

Top that off with the human truth that you’ll get bored with the topic long before your audience does.