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?!