17 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE Think of it this way: content creation is like running. The first time you do it, you might kind of stink. but you got out and did it, which is better than not doing it at all. The next time you do it, and each subsequent time after that, it won’t be as painful ... until eventually you’re pretty darn good at it and it’s actually pretty painless. Maybe even enjoyable. you’ll get your processes down pat. you’ll get good at this. Content creation will be part of how you operate. you might even end up liking it. but you won’t become a content creation machine if you don’t just get started. One the most common issues we see when it comes to getting started, is getting past writer’s block. We’ve identified key problems we’ve heard time and time again, followed with our solutions for combatting each. How HubSpot Does It: At HubSpot, we encourage content creation from the very beginning of an intern or employee’s career. Our rule of thumb is, “If you have nothing left to do, go write a blog post.” And content doesn’t fall on the shoulders of a few writers, or just the marketing team, we receive contributions from everywhere. We’ve had sales reps write posts about a topic they hope will attract the right leads for their quota. We’ve had executives write posts to help attract more C-suite audience. We even have customers contribute from time-to-time to share their external perspective on all things inbound marketing. www.Hubspot.com