Attract What the Hell is Great Content
Great content is the fuel of any powerful inbound strategy – and when you nail how to create great content, attracting the right humans to your business is easy. There's just one teeny, tiny problem we need to talk about. Well, actually, it's more of a question that we need to answer – a question the three of us get asked a lot: How do you create content that attracts the right people?
Great content is the fuel of any powerful inbound strategy – and when you nail how to create great content, attracting the right humans to your business is easy. There's just one teeny, tiny problem we need to talk about. Well, actually, it's more of a question that we need to answer – a question the three of us get asked a lot: How do you create content that attracts the right people?
What's funny is that, when we start digging a little deeper beyond that question in those conversations, we often find that while, yes, understanding what great content that attracts the right people is an essential knowledge gap that needs to be filled, there are greater, more insidious problems at play:
- Marketers and leaders who are absolutely convinced that content will work for every industry but theirs, because their industry isn't sexy or cool or interesting enough.
- There's a fear of (or at least an aversion to) creating content purely for the sake of educating the ideal customer on their terms, because it feels safer to create content with a totally obvious undercurrent of sales and self-focus. ("How else are we going to create content that sells?!")
- Content strategists and marketers who are obsessed with immediately targeting decision-makers, instead of investing in the creation of content that cultivates internal champions those decision-makers may listen to.
In short, this seemingly simple concept of "attracting humans with great content" is actually a tangled ball of Christmas lights; and in this episode, we're going to untangle it together by talking about what great content really is, how great content really gets made, and how every industry is capable of creating it (really).
WE ALSO TALK ABOUT ...
- Getting over the industry excuse – because it does not matter what industry you're in, there are content opportunities out there ... just waiting for you to capitalize on them to hit your marketing and sales goals.
- The format of your content means nothing if the substance sucks. Seriously, you need to stop thinking in terms of format or medium and focus deeply on the quality of what it is you're trying to produce.
- Why you need to set aside your wants and needs, and create content from a place of selflessness. Your ideal customers will flock to you when you show you care about their problems or the health of the industry overall, rather than your own piece of the pie.
- Also, Max talks about this one time when great content (and a few drinks) transformed him into an internal champion and, well, the delightful fanboy we know him as today. (Never change, Max.)
I don't even need to ask if you're ready to crush through this episode, I know you're ready. So, let's get right down to business ...
RESOURCES FOR THIS EPISODE
Some of these we talked about, others we're adding because they're only going to make the episode that much sweeter for you ...
- HubSpot Academy (bookmark it, live it, love it)
- HubHeroes Podcast, Ep. 1: Why HubSpot? Why Inbound?
- Navigating the negative naysayers in your life
- Learn about the Content Creation Masterclass (limit of 20 spots)
- Join the HubHeroes community on Facebook
- Wait, what the heck is The HubHeroes Podcast?!
Creators and Guests
Host
Devyn Bellamy
Devyn Bellamy works at HubSpot. He works in the partner enablement department. He helps HubSpot partners and HubSpot solutions partners grow better with HubSpot. Before that Devyn was in the partner program himself, and he's done Hubspot onboardings, Inbound strategy, and built out who knows how many HubSpot, CMS websites. A fun fact about Devyn Bellamy is that he used to teach Kung Fu.
Host
George B. Thomas
George B. Thomas is the HubSpot Helper and owner at George B. Thomas, LLC and has been doing inbound and HubSpot since 2012. He's been training, doing onboarding, and implementing HubSpot, for over 10 years. George's office, mic, and on any given day, his clothing is orange. George is also a certified HubSpot trainer, Onboarding specialist, and student of business strategies. To say that George loves HubSpot and the people that use HubSpot is probably a massive understatement. A fun fact about George B. Thomas is that he loves peanut butter and pickle sandwiches.
Host
Max Cohen
Max Cohen is currently a Senior Solutions Engineer at HubSpot. Max has been working at HubSpot for around six and a half-ish years. While working at HubSpot Max has done customer onboarding, learning, and development as a product trainer, and now he's on the HubSpot sales team. Max loves having awesome conversations with customers and reps about HubSpot and all its possibilities to enable company growth. Max also creates a lot of content around inbound, marketing, sales, HubSpot, and other nerdy topics on TikTok. A fun fact about Max Cohen is that outside of HubSpot and inbound and beyond being a dad of two wonderful daughters he has played and coached competitive paintball since he was 15 years old.
