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.

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.

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.

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

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

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.

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

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

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.