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.

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

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.

Top that off with the human truth that you’ll get bored with the topic long before your audience does.

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

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.

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

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

Just to be clear, your point of view is the truth you overlay onto your niche or industry-specific expertise. It’s an insight that influences the work you do.