Most people write a blog post and hope it gets noticed, Larry publishes a page and owns it. That is Web12: put the page on land you control, then syndicate it out through email, trackbacks, and X so Google credits the original source. Owning the page matters because a platform you rent can delete the post, change the algorithm, or bury the reach overnight.
A single sharp page, written once and syndicated properly, keeps working long after the day you published it. Larry does not treat that page as the end of the transaction, he treats it as the opening pitch for an ongoing arrangement. Once a prospect reads three of your pages on the same problem, they stop seeing you as a one-time vendor.
That is the moment to attack the money directly and ask for a monthly retainer instead of another one-off project. A retainer is house money in practice: a predictable base that lets you say no to bad clients later.
Larry’s line on marketing is that content should not be a sugar daddy you chase for likes, it should be the thing that gets a check signed. The syndication list you built while publishing the content is the same list you use to remind the retainer client you exist.
Pages you own compound, a rented post on someone else’s feed does not. Content earns attention once, a retainer gets paid every month for the same expertise.
Details: Watch Larry explain Web12
#StandingRetainer #ContentStrategy #Web12