11 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE 2 Mobilize Every Employee to Create Content. Everyone in your company should have the ability to contribute content. It’s how you’ll build a scalable content creation machine. To foster a culture of content creators, however, you need to reiterate -- over and over -- the concrete benefits to participating. You should explain that: • being a regular content creator will help them move upward within the company. This must actually be true, ideally with examples you can point it. • Content creators are often also thought leaders, and it will help them gain credibility with leads, customers, and even future employers. •The content will serve as a built-in online portfolio they can reference years down the road. • Content drives critical business metrics, like lead- and customer- generation. Using closed-loop analytics, you can demonstrate the actual dollar value of one piece of content to your business. • being a published author might lead to future opportunities, like speaking engagements, or quotes in high-profile publications. www.Hubspot.com