10 HOW HUBSPOT DOES INBOUND: CREATING A CONTENT MACHINE 1 Invest in Qualified Content Hires. Time to level. Content isn’t free, and it’s not easy to create. Historically, content creation has been relegated to free interns and content farms. The success you’ll see from that method notwithstanding (hint: little to none), consider the message this sends to your team. The message is that content is not important enough for you to invest serious resources in. Invest in bringing at least one excellent content creator into your organization. This person should know about your industry so he or she can write intelligently about the subjects that matter to your target audience. If you don’t have the budget to hire one more employee, identify a current hire with writing chops and industry know-how, and adjust their job description to allocate some time toward content creation. These steps set the stage for a strong content culture, because they show that you value content so much, you are willing to allocate budget and time to high-quality content creation. www.Hubspot.com