46 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE 4 Align Content with Strategy. you’re planning your content in advance now. This is where you get really good at creating content with a purpose, not content for the sake of content. Every topic you create content around -- whether in a Facebook update, a case study, a blog post -- should solve a business need greater than, “we need something to publish.” because your rich content culture has made it so you aren’t the sole person responsible for content creation, it’s time to tighten the reins on what content you allow to go public. Whereas before you may have allowed contributors to write about just about anything that’s relevant for your industry, now you should require contributors to run topics by you before they begin drafting. This saves them time creating content that doesn’t align with your goals, and it’s important you position it as such to ensure they don’t feel their contributions aren’t appreciated anymore. So, for every piece of content you set out to create, ask yourself what business goal that piece of content helps achieve. www.Hubspot.com