A strong point of view can absolutely be a specific belief about some aspect of your niche. It can absolutely be a belief about the clients or the industry you serve.

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

Your agency has a point of view, even if you can’t articulate it yet. You may not think of it in clear terms or define it as such currently, but somewhere underneath the daily grind at the agency, you have some core beliefs that are woven through your recommendations and the guidance you provide to clients.

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.

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.

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

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

foundational belief that supports your approach to the work you do for clients.

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.