![]() ![]() To be creative without sacrificing productivity, we have to find our own sweet spot between chasing productivity and welcoming creativity, between order and chaos, between strict planning and freewheeling. ![]() The certainty of a strict process vs the chaos of imagination But we attract readers because they like us, love us, and appreciate who we are.įor you and me, the best way to attract a loyal audience is to nurture our voice and to stand out. People come to our restaurant for the food as well as the atmosphere. If HubSpot were the McDonalds of business blogging with a streamlined content production process, we are the artisan chefs running tiny restaurants. This is an estimate of the number of blog posts HubSpot has published.īut you and I are not like HubSpot. A Google search for any page on generates a whopping 16,900 results. They’ve written so many blog posts already. Of course, it’s not surprising HubSpot is less keen on creative experimentation. But the art in marketing is just as important as the science! But really, is creativity not valued anymore?Ī few weeks later, I breathed a big sigh of relief when reading the results of a recent survey of B2B content marketers:ħ4% of marketers in North America agreed with the statement that “Our organization values creativity and craft in content creation and production.”Īs Ann Handley, a regular keynote speaker on content marketing, writes: I know I probably pour too much energy into writing rather than promoting. She suggests good HubSpot editors spend most of their time optimizing promotion and improving existing content. People who are successful in these roles are a lot more strategic and less creative. I was recently taken aback when reading a quote from Emma Brudner about HubSpot blog editors: Time feels too precious.Īnd why be creative if you can write faster on “autopilot?” Is there a business benefit to creative writing? She needs to make a living, and experimentation with her writing takes time. She dreamed of publishing a novel.īut those dreams evaporated when she grew up. Holly thinks back of the time she was young. Could she experiment with storytelling? Could she try a metaphor? Could she write about something totally different for once, something she’d love to write about? ![]() Where has the excitement gone?Įvery week, she wonders whether her readers sense her boredom.Īnd sometimes, she asks herself whether she should write something different. ![]()
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