This episode of Sell With Authority is another part of our very special series on trust — and distrust — in the agency sales process.

You've been hearing from agency leaders who are leaning into this issue head-on. These conversations are not only timely — they're also forming the research foundation for my next book, The Trust Architecture, and a new series of Field Guides we'll soon be sharing with our community.

As we've seen time and again from our work alongside agency owners and their teams — trust, or the lack of it — is one of the biggest obstacles to having a sales pipeline that flows with right-fit prospects.

When trust is present — awesome — the pipeline flows.

When trust is absent — not awesome — friction sets in, uncertainty creeps up, and momentum stalls.

Which makes today's conversation another rock solid awesome fit for this series.

Our special guest expert is Maddy Osman, Founder of The Blogsmith, a content marketing agency trusted by top B2B technology brands. Maddy's perspective is such a valuable addition to this series because agencies know that the quality of content can either build or break credibility.

A missed deadline, an inconsistent voice, or a sloppy process erodes trust instantly.

But content that's consistent, well-structured, and scalable doesn't just demonstrate credibility — it earns it.

You'll hear how Maddy defines trust in agency-client relationships, how content and thought leadership can build trust at scale, how her team ensures quality and credibility through strong operations, and how to balance efficiency — maybe even AI — with human creativity to keep trust at the center of it all.

Content can transform your agency's credibility into trust — THEN turn that trust into growth.

Maddy shares her proven processes, mistakes to avoid, and her hard-won lessons on turning trust into lasting growth.

What you will learn in this episode:

• Why trust — or lack of it — is the single biggest friction in your agency's sales pipeline
• Maddy's playbook for building trust from the very first client touchpoint
• The secret behind "the trust cookie"
• How to leverage operational discipline so your clients see you as the safest pair of hands they've used — ever
• Candid examples of when it's time to say "no" for the sake of integrity — and how that builds referral gold
• A balanced approach to leveraging AI, building human connections, and never losing your voice in the noise

Resources:

• Website: https://www.theblogsmith.com/
• LinkedIn Personal: https://www.linkedin.com/in/madelineosman/
• LinkedIn Business: https://www.linkedin.com/company/theblogsmith/
• X: https://x.com/maddyosman
• Writing for Humans and Robots: The New Rules of Content Style: https://www.amazon.com/dp/B09X4NJ9H8