Sell with Authority: Own and Monetize Your Agency's Authority Position

Cornerstone content is meaty, dense content that gives us plenty of opportunities to slice and dice it into cobblestones. It needs to have significance. Depending on the channel you choose for your cornerstone content, you might only need to create it once a year or, in the case of a video or podcast series, upwards of once a week. This is dense co

Our point of view is what we know to be true, and it’s this truth that defines how we approach the work and how we add value.

Being the teacher who is not only smart, but also willing to share those smarts, is a hard-to-beat strategic position.

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

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

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.”

You have to be brave enough to plant your flag. This is where many agencies get stuck. You may have a strong opinion about the work you do. You may have a depth of expertise in a particular industry, with a specific audience or example after example of how you’ve solved the same challenge for many clients. But you don’t boldly declare it because it

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

an opinion or interpretation of those facts. What do the facts mean? What truth is underlying the industry, audience, or problem-solving knowledge?