30 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE 2 Sourcing Content Internally and Externally. Part of becoming a content creation machine is having a never-ending source of content, about a variety of topics. One -- or even a couple -- content hires isn’t going to get you there. Source content from content creators outside of Marketing. This taps into different areas of expertise among your staff, and creates a more robust topic catalogue as well as a higher volume of content coming your way. Additionally, consider a content creation requirement from certain employees; everyone on the marketing team should be required to contribute a certain volume of content each month to set a good example. How HubSpot Does It: At HubSpot, we built blogging quotas for every team in the marketing department. The quotas are based off number of people on team to understand what they can best contribute each month. That team then decides how to split up the posts. For example, a two-person team with a 4-blog post goal may take on two blog posts each a month. Or, if one person is crunched for time, the other may take on an additional post to help make the quota. This puts the power of contributions into the team’s hand, while ensuring the blogging team receives the proper amount of content set for the month. www.Hubspot.com