13 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE 4 Foster and Enable Employees’ Content Creation Abilities. you’ll come across some employees that want to contribute content, but don’t feel capable. To create a scalable content creation machine, it’s up to you to enable their success. First, remember that creating content shouldn’t be reserved for just Marketing -- or even just a couple people within Marketing. Enable anyone in your organization to contribute content, from Sales, to Services, to R&D. This is beneficial because you’re getting content that highlights different perspectives, and different areas of expertise, both of which make your content arsenal more well-rounded and able to address the needs of different buyer personas. To make it easier for everyone to contribute, create guidelines they can follow to make it more likely their content fits your publishing standards. you can even have content specialists on your team, who train those extremely interested in contributing content, on the types of editorial guidelines the marketing team follows. These folks -- your marketing team’s “editors,” if you will -- can be the ones who brush up the content you receive so everything that’s published aligns with the tone, style, and other guidelines you’ve established for your brand. More details on how to do all this in coming chapters. www.Hubspot.com