Without "attract", "convert" & "close" are meaningless

In a write up that I’m sorry I missed when it was first published, HubSpot CMO Mike Volpe makes clear exactly how your marketing team should be organized, whether your team is 1 person or 50 or somewhere in between.  The graphic below is from his INBOUND 2014 talk.  Check it out.

organizational-structure-slide

Read the article, of course, but here’s the TL;DR version: attract, convert, close.  Those are the three functions of your marketing team. What I take away from this piece of brilliance is this: without “attract”, convert and close are meaningless.  Note that, at each stage of your startup’s growth, there is a clear emphasis on blogging, aka content marketing. That’s how important it is, and its importance grows with your startup, and vise versa.

Early on, you have to do it. As you grow, you may or may not have to do it yourself, but someone must blog. As you get to double digits of team members, you should have 2 or 3 people who’s primary function is creating awesome compelling content that attracts prospects to your brand.  It’s THAT important. Volpe doubles down on that point with this gem:

No matter how small your marketing team is, build your “attract” team first and fastest. The long-term payoff of content is enormous. I promise you’ll kick yourself later if you aren’t investing in content now, for the same reasons you’d kick yourself for not contributing to your retirement fund until you’re 40. 

That means start blogging now, and keep blogging and keep growing your blogging. Without “attract”, convert and close are meaningless.

But notice that Volpe doesn’t say that all these bloggers have to be full time employees on your team.  In fact, more than 60% of content marketing today is outsourced.  In other words, you have to get it done, but you don’t have to do it all yourself.  Here’s our simple method.

HubSpot is the reigning authority on inbound and content marketing. HubSpot’s CMO places a heavy emphasis on blogging to start the massive funnel of inbound lead generation.  You know you have to blog for your brand.  If you have 30 minutes each week, then you can enter the inbound content marketing revolution.

What do you think?