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

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

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.

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.”

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

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

It helps to collect what I call your agency’s “legendary stories”—those stories of glory you love to tell when you want to illustrate a point, demonstrate your value, or celebrate a victory on behalf of a client.

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

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?