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

This combination of your POV and narrowly defined areas of expertise is the nucleus of your authority position. It’s the foundation upon which you build your content strategy with the clearly defined goal of attracting the prospects you most want to serve.

In other words, when consumers could see themselves in an influencer, they were far more likely to follow and trust that influencer. It’s not about having millions of followers; it’s about being someone you can relate to and connect with.

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.

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.”

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

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

After several rounds of why, you will get to some facts or insights that will require some diagnosis on your part. If all of these things are true, what does it suggest or tell you? What can you conclude, learn, or change to break this pattern? Where is the faulty logic or assumption that puts you and your clients into this spot?