50 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE 1 Experiment with New Types of Content. Marketers that have the most prolific content catalogues provide a healthy mix of not just topics, but content formats. They are also typically agile marketers -- people that don’t shy away from new technological advancements, love experimentation, work, adapt, and adopt quickly, and use measurement to determine whether a new content type worked. Most importantly, though, they don’t view an experiment’s failure as a personal failure; it’s just the cost of doing agile business. They’ve also mitigated the risk by investing very little resources into the initial experiment, instead opting to iterate on that initial piece of content to see how and if they can make the new content format, platform, etc. work. Some examples of how you could do this include: • Trying out new social networks. See if a new or underused social network is a good platform to share your content. • Adopting the content format of a particular network. See if you can create visual content that works on, say, Pinterest, or short Vine videos for Twitter. • Creating videos. Many marketers shy away from videos because of the initial barrier to entry. See if you creating a low-cost, low-resource video pays you any dividends, and if so, iterate from there. www.Hubspot.com