Leading Matters #33 Beth Dunn Editor-in-Chief Hubspot
On today’s episode of Leading Matters you’ll hear a fascinating take on leadership from the woman behind the voice of one of today’s most successful marketing and sales automation players, Hubspot. Beth Dunn is the Product Editor-In-Chief, her role is to oversee the voice and personality of the product.
Too many relegate their content development to one small corner of the some larger department (usually marketing). More often than not ‘content directors’ are junior resources that have more hands on marketing campaign experience than publishing experience. This episode is for companies that know they have to take their content game higher but don’t know where to start. The starting point, as you will hear from Beth Dunn, is literally everywhere all at the same time. Daunting? Not at all, empowering.
HIGHLIGHTS
Make a Decision for Brand Personality
Think about it for a moment. Hubspot has Beth in place to edit every single piece of product 
related content not just for quality but for voice. Hubspot has built a business on this voice, this personality of the brand. It is a priority for them. Is it a priority for your business?
Content Aligned to Brand is Empowering
Beth explains how Hubspot empowers employees to bring their perspective and value to the overall marketplace discussion that the company started when it was founded in 2007. It is everyone’s job to represent the voice, and to seek out opportunities to help amplify that voice. It is an engaging and a values-driven environment in which to develop one’s career.
Scalability is Found When Nailing the Tactical
The voice, tone and personality of product copy is honed through Beth’s team training some of the other groups not on the ‘brand guide’ but how to write better. By exercising the creative writing muscle the tactical execution becomes more scalable.
Unleash the Creative Energy Within the Company
The tendency for most is to categorize people into their primary job function. Developer, salesperson, customer support, and so on. In reality, the people behind the job functions have so much more nuance to who they are as professionals. We must tap into that creative power.
Links to Beth’s Talks
