Justin Champion joined Hubspot Academy in 2016, as the content professor tasked with creating their, now renowned, Content Marketing Certification Course. In this episode we discuss why creating 250 pages of content for Hubspot Academy was the pinnacle of Justin’s career, and how this led to him working on more on what he’s curious and passionate about: solving for the user. We discuss Justin’s approach to creating user-first content and engaging with the personas of the customer, including understanding their journey rather than starting without a plan. Unpacking why 20% of content can create 80% of leads for a business and tips on how to archive and repurpose old content into guest blogs to build backlinks to your site. Plus, what qualities you need in order to make a nomadic lifestyle work, whilst working for an organisation like Hubspot. Lastly, we enter into a quick-fire round where Justin answers some listener questions from you, our audience. Links to more of Justin’s work and the tools he mentions in this episode at bethgladstone.com/blog/episode17.