12 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE 3 Inspire Every Employee to Create Content. you’ve explained why everyone in your company should create content. Now make them want to. • Reward it. The authors of content that performs particularly well should be highlighted for their contribution. you can do this at your next team or company meeting, in an internal newsletter, or in a group email. Be sure to detail the specific results it drove for the business, like leads or opportunities generated, or customers won. Again, using closed-loop marketing software, this information is just a click away. • Make it a competition. See who can create the best piece of content to move a specific business metric -- like the most leads generated from a post about a certain subject matter, or the most socially shared piece of content. • Lead by example. Whether you’re in an “official” leadership position or not, you can lead by example if you’re championing a content creation culture. be an active content creator yourself. Practice what you preach. www.Hubspot.com