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How to Overcome the 'No Time to Create Content' Challenge

by Joe Chernov  |  
September 10, 2014

Spend a day here at HubSpot, and you'll likely hear someone say "notimetoohard." (Seriously, it's like impala when you're on a safari: You get your money back if you don't see one.)

The phrase is our portmanteau, composed of the two most common objections marketers raise when we advocate content-driven marketing: They say they lack either the time or the skills to create content—or both.

Books like Inbound Marketing and Everybody Writes help with skills-building; still, there are only 18 hours in a workday. (Kidding. Sorta.) Until some collegiate hipster subsisting on bike-share transportation and Airbnb lodging raises millions on the promise of "disrupting time," marketers will continue to struggle to find the hours needed to create the content they know is so vital to their company's growth.

The question they face is refreshingly simple: How can we maximize our content output in the minimum amount of time? The answer, too, it turns out, isn't particularly complex: Spend time only on content that works.

The trick, of course, is figuring out ahead of time what content will perform.

HubSpot recently surveyed nearly 3,600 marketing and sales professionals for our annual State of Inbound report (available here; email required), and asked several questions related to content creation and impact. Then we pivoted the data to see where high performers—that is, marketers who generated greater year-over-year return on their inbound investment—spent their time and resources. A pattern emerged.

Whether the respondent sells products or provides services, the pattern is the same: High-performers prioritize projects designed to help get the company and its content discovered. They blog, think of SEO as an input (not an output), and invest in distribution. On average, the most effective marketers are five times more likely to prioritize top-of-funnel activities over pre-sales projects such as creating product videos and free trials.

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Joe Chernov is VP of content for HubSpot, where he leads the blog and offers team and writes for the HubSpot blog. He was named “Content Marketer of the Year” in 2012 by the Content Marketing Institute.

Twitter: @jchernov

LinkedIn: Joe Chernov

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  • by Kimmy Burgess Thu Sep 11, 2014 via web

    Content creation is the part of any successful marketing procedures. If a company publishes strong and curative content , it becomes a USP for the company. It is a vital part of your marketing strategy making the audience interested in your website and fetch you more leads. Thanks for sharing this post.

  • by Ben Austin Thu Sep 11, 2014 via web

    Great post Joe,

    It definitely seems that within the industry, the relationship between content marketing ideas and the capabilities of seeing these through are somewhat unbalanced.

    To get around this, at Absolute Digital Media everyone is involved in content marketing to some degree. Often our content team will edit copy from members of specialist areas, or even interview them so that our readers get insights from those with the most relevant expertise, whilst retaining the right literary style. It's a fairly simple idea but one that works well for us.

  • by Jonathan Pollinger Wed Sep 17, 2014 via web

    Interesting article. Thanks for your insights. It reminds me of the old adage...'you need input to create output'. Can you clarify the difference between SEO as an input and as an output? Thanks.

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