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Stephen is the CEO of Predictive ROI and the host of the Onward Nation podcast. He is the author of three bestselling books including the recently released\\xa0Profitable Podcasting. He is also a speaker, trainer, and his digital marketing insights have been featured in SUCCESS, Entrepreneur, The Washington Post, Forbes, Inc. Magazine, and other media.

Good Morning Onward Nation and welcome to Episode 612\\u2026it is always a pleasure and honor to have you here with me \\u2013 I greatly appreciate your time and attention \\u2013 and the fact that you have chosen to invest a part of your day making Onward Nation what you listen to and study means a great deal to me.

So thank you very, very much.

Today\\u2019s episode is going to be a solocast \\u2013 with a bit of a twist. If you have been listening to the show for a while now \\u2013 you know that from time to time, I record an episode without a guest \\u2013 and I call those solocasts \\u2013 and I do this \\u2013 because a solocast gives you and me an opportunity to go deeper on a topic and to really explore the depth of a particular lesson.

But for today\\u2019s solocast \\u2013 there is a bit of a twist.

And the twist is that my team and I are going to use this solocast as an opportunity to share an episode where I was recently the guest on the Integrate and Ignite podcast\\u2026hosted by my friend, Lori Jones\\u2026CEO of Avocet Communications.

Okay\\u2026so why did I decide to air another podcast\\u2019s episode inside today\\u2019s solocast?

I made that decision because of the value I think this interview with share with you.

For example\\u2026

Lori and I talk more about how \\u2013 if you were to launch a podcast, YouTube channel, rockin\\u2019 awesome blog, or another form of cornerstone content \\u2013 it could become your Trojan Horse of Sales and ignite your business development strategy within your company.

You and I went deep into this topic during Episode 600 of Onward Nation \\u2013 but the perspective I share with Lori and what she shares with me will provide additional context that will be helpful to your biz dev.

Lori and I also talk about the importance of thought leadership and how it can be used to share your expertise with your dream prospects \\u2013 and \\u2013 add value to your existing customers, which is an important lesson for most business owners, especially those who are being forced to pivot their business over the next 12-36 months.

I also helped Lori\\u2019s audience see \\u2013 and I want you to see, too, Onward Nation, how a piece of cornerstone content \\u2013 again\\u2026that may be a podcast episode, a YouTube video, a blog article, etc. can then be used to create 30, 40, even 50 pieces of smaller content.

And this adds leverage into your business and helps you create scale.

Plus, this portion of the conversation with Lori begins to fulfill the promise I made to you during Episode 600 when I said that I would go deep into the content creation process during a future solocast, which I will still do and am preparing that episode right now, in fact.

But the conversation with Lori is an additional layer of introduction that provides some helpful context as we continue moving down the content creation path.

And lastly\\u2026Lori and I also address another scaling issue \\u2013 and that is how to get your internal team onboard with the strategy of creating cornerstone content to drive business development \\u2013 and \\u2013 that this strategy is going to run alongside the Trojan Horse of Sales.

And I know it may be surprising, Onward Nation \\u2013 but \\u2013 you will be able to complete a lot of this work if you were to recruit and hire several talented and highly motivated unpaid interns to your team.

Lori and I talk about the recipe we have used here at Predictive ROI to do just that \\u2013 we have recruited and hired 25 unpaid interns over the last several years \\u2013 and they have been extraordinary. So don\\u2019t fall into the trap of thinking that you need a large team of expensive talent to be effective in this strategy.

Okay, Onward Nation\\u2026here is Lori Jones from the Integrate and Ignite podcast, and yours truly as her guest.

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Okay\\u2026welcome back, Onward Nation.

I hope you found the conversation with Lori Jones to be helpful in illustrating the power that cornerstone content can have within your business development strategy.

In fact\\u2026Erik Jensen from my Predictive ROI team and I were just on-site for a 2-day strategy session with a company in the financial services industry \\u2013 and during the discussion \\u2013 one of the business leaders said,\\xa0\\u201cWow\\u2026now I get it\\u2026now I see how our podcast could become the center of our entire content strategy.\\u201d

And yes, he was correct\\u2026your podcast\\u2026when executed properly\\u2026doesn\\u2019t just help you build a nation of true fans\\u2026or an audience\\u2026but each and every episode is cornerstone content that can fuel your entire business development strategy.

I will break this down into precise detail during my next solocast and illustrate the full power of the strategy \\u2013 but for today, my hope is that the additional context was helpful.

Thank you again for taking the time to be here today\\u2026I am grateful for you making Onward Nation what you listen to and study. We all have the same 86,400 seconds in a day and I appreciate you taking some of your invaluable time and sharing it with me.

Until tomorrow\\u2026onward with gusto!