Marketing moves quickly, from campaign planning and execution to last-minute changes. That is why it is important to stay organised, automate as many processes as possible and keep all the necessary deliverables in one place, where they can be accessed easily.
When it comes to automation, accessibility and efficient campaign management, HubSpot is a platform you can rely on. To better meet users’ needs, HubSpot launched the new Content Hub, replacing what was previously known as CMS Hub. At the same time, it introduced the new Marketing+ offering, a package that combines Marketing Hub and Content Hub.
Below, you can discover how Content Hub helps you create and manage content for both potential and existing customers.
What is Content Hub and what features does it include?
Content Hub is an AI-powered content marketing platform that helps marketers create and manage content across every stage of communication with customers and prospects.
In addition to AI-assisted content generation, Content Hub includes lead generation tools, a scalable CMS, video hosting, podcast creation, A/B testing, SEO recommendations, advanced analytics and reporting, and much more.
All these capabilities are brought together within a single platform, allowing you to create genuinely valuable content experiences.
Below are some of the main features Content Hub provides.
Create relevant and personalised content
The role of content in marketing has evolved beyond being a simple lead generation tool.
Marketers need to create more content than ever, distribute it across multiple channels and adapt it to different stages of the buyer’s journey. Content therefore needs to be highly personalised and carefully targeted.
The experience of each prospect or customer can become more memorable when the content they receive is not generic, but adapted to their needs and preferences.
With HubSpot Content Hub, you can create dynamic and personalised content that responds to the needs of your audience, encourages engagement and strengthens the relationship with the brand.
By using relevant analytics and CRM data to optimise content, you can create materials that genuinely resonate with your audience.
Repurpose existing content
The pace at which marketers need to produce content today can be overwhelming, making it increasingly difficult to create high-quality resources quickly.
HubSpot Content Hub helps you generate additional formats from a single piece of content without significantly increasing the workload.
For example, one blog article can be transformed within minutes into several useful assets that can be used as part of the same campaign.
Maintain a consistent brand voice
You already know how important it is for a brand to have a distinctive voice that remains consistent across every communication.
Maintaining a unified tone of voice can be challenging, but AI can help generate new content that follows and reflects your brand’s unique style.
Use a scalable content management system
Do you want to increase brand visibility and generate more leads through a more intuitive and organised approach?
You can build your company website with HubSpot’s CMS software to attract traffic, generate leads and increase sales.
Create articles with AI support
We all know that the most thoughtful, personal and in-depth articles are still created by human content specialists.
However, when time is limited and you need to publish straightforward, accessible and well-researched blog content, AI can provide useful support.
Even when the article requires editing, AI can help you build the structure and produce an initial draft that can then be developed and refined.
Manage leads
Do you need a more effective system for attracting and managing leads?
You can use HubSpot forms to collect information from potential customers and then synchronise it automatically with the CRM.
This makes it easier to record each prospect’s details and follow their journey through to a potential conversion.
Simplify processes with HubSpot AI
Marketing activities often require significant time and effort that could otherwise be used for strategy, creative thinking or new campaign ideas.
Automating part of the workload allows the team to focus more on creative and strategic work.
AI-powered tools can support several responsibilities, including drafting certain types of content and generating reports.
Manage content more easily
You can organise and store different content formats, update and distribute materials from one place, and ensure that every team member has access to the most recent and relevant versions.
Centralised content management simplifies workflows and helps keep the content strategy moving in the right direction.
Receive SEO recommendations
A well-designed website with valuable content also needs effective SEO optimisation.
Visibility is essential, and maintaining a strong online presence is more important than ever.
HubSpot helps you optimise website pages and blog articles through practical recommendations and insights, supporting stronger search engine visibility.
Access advanced analytics and reporting
The success of every marketing initiative should be measured through reliable data that can support useful conclusions and improve current or future campaigns.
When using HubSpot Content Hub, your team can access impact analytics that provide enough depth for analysts while remaining understandable and accessible to the wider team.
Offer members-only content
Would you like to give customers or prospects access to exclusive resources that are not available to the general public?
You can create members-only content and provide a more personalised experience when users access your website.
HubSpot Content Hub includes the tools required to manage this type of gated experience.
Host videos and podcasts
Video content is increasingly popular because it is accessible, engaging and easy to consume.
HubSpot Content Hub allows you to record and embed video and podcast content across your website, emails and other digital assets.
Experiment with A/B testing
How often have you wondered whether an email would have performed better with a different subject line or another type of content?
Customer preferences are not always easy to predict, but A/B testing allows you to experiment and draw useful conclusions.
You can test different versions of pages and content to see what performs best in practice.
For example, A/B testing allows you to create two versions of a page under the same URL. Half of the visitors see one version, while the remaining visitors see the alternative.
You can compare the performance of both versions in the page analytics and then select the strongest option as the only live version.
Embed content
Many companies have websites that lack the flexibility and ease of use required to create strong digital experiences.
At the same time, migrating or rebuilding a website from scratch can be a significant challenge in terms of both time and cost.
Content embedding allows you to create and personalise content in HubSpot and integrate it smoothly into your WordPress website.
You do not need advanced coding or website design skills. Dynamic content blocks and a wide range of modules enable you to create a more flexible and personalised experience for website visitors.
Would you like to learn more about how HubSpot Content Hub can simplify your work, attract the interest of prospects and customers, and generate more qualified leads?
We have been a HubSpot Platinum Partner for ten years and can help you optimise and automate your company’s processes.
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