28 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE Data Whether you have your own data or you stumble across interesting industry data in your reading, take one or many data points and compile them into a post. data makes very shareable content, and tends to say a lot in few words. Factbrowser.com is a good resource for discover and citing stats. Excerpted Content When you publish a gated piece of content (typically lead generation content that is gated behind a form on a landing page – such as a whitepaper), a quick source of content is an excerpt of that piece. The excerpt also serves to promote the gated content, showing readers what they’ll get if they download the full version. It’s the same as when an author shares a free chapter of their published book. www.Hubspot.com