The History of HubSpot’s Content Marketing Strategy

A few names have become synonymous with “content marketing,” and HubSpot is one such organization. With tons of valuable content on their blog, streamed for free through the HubSpot Academy and more, HubSpot has been almost the school all aspiring content marketers have attended, virtually.

In this week’s episode of Pepper Content Top of FunnelNatasha Puri, Head of Content Marketing at Pepper, met Lisa Toner, Content Director at HubSpot.


Build a Hands-On Content Marketing Team

HubSpot’s blogging team consists of 14 editors with an editor for each blog property and a manager on top of them. An independent teammate is in charge of studying the conversion from the blog and he traces the conversion path from the blog reader to the customer.

Another big goal for Lisa’s team was the Youtube channel. A writer works on the channel and sees a big benefit in converting high-performing blog content into videos.

“The benefits of this are two-fold: your Google ranking improves, and as your YouTube views increase, you’ll also likely rank in the video carousel of Google search pages for video,” Lisa says.

Content Marketing Challenges and How to Overcome Them

Lisa believes that in creating a results-driven approach to content marketing, creative content creators aren’t very analytical. But the reality is that analytics can actually help creators.

“Look at the analytics of your YouTube video and see where people drop off. That’s the point that can be tweaked and tested to see what really works,” says Lisa, who believes using data can really help creators. to create better content.

Another major challenge is Google’s fluctuating algorithm. Every time that changes, you see a big drop in traffic – something that seems completely out of your control. It also has an impact on team morale.

The way to tackle this effectively is to continuously update and renovate the content guidelines in line with Google and to ensure that the team is aware that their efforts are appreciated and that this message needs to come from management. .

The Blog Lifecycle and Its Impact on Google Rankings

An important idea that Lisa shares is how the rankings change depending on the maturity of the blog and the growth phase you are in. stage of growth and maturity, these are updates.

HubSpot’s marketing blog has been around for a while, its strategy is deeply focused on making existing posts more comprehensive and continuously updating content that is even more than six months old.

For new blog properties, the first few months could mean havoc with lots of fluctuation. However, for more mature blogs, new updates mean an immediate boost in rankings that might drop after a while. It takes about three to six months for the ranking to stabilize, she informs.

Tips for Building a Lean Mean Content Marketing Machine

The biggest piece of advice Lisa has to share with us is to make sure alignment between all teams. To do this, she suggests creating a shared editorial calendar across all content teams, including YouTube, blog, podcast, etc., so that everyone is aligned and unified in their messaging and can collaborate with each other on content. future.

  1. Don’t keep reinventing the wheel and focus on updating your existing content. This has been very impactful for HubSpot and the majority of their leads come from posts that are six months or older.
  2. Find scalability by creating long content like an interview or ebook, then repurpose it into social media posts, podcasts, blogs, and more. Get inspired by Gary Vee!

Business advice

For any company wishing to venture into content marketing, Lisa informs of two major learnings:

  1. Have a thorough understanding of your buyer persona. “Creating a proper persona took my content to a whole new level. I constantly wonder if that person will be happy to see your content,” she explains.
  2. Actively work to break down silos. They are dangerous because it means teams are working individually and not cross-collaborating. It also means there is duplication of effort and misalignment of company messaging.

The classic love affair between sales and marketing

For such a large content marketing team at HubSpot, aligning with the sales team could be a tough task. Lisa feels it’s about Communication and to ask the sales team what they want and set expectations on what content solves what goal so that it is effective.

For example, a blog will have less product-focused content because the focus is on discovering and discussing customer pain points. However, there may be a library of case studies on the site, which is more directly useful to sales teams.

The HubSpot Academy Story: User Acquisition Through Content

The free courses offered by HubSpot Academy are a great way to engage prospects with valuable, high-quality content. But that content doesn’t sell them the product, making it all about learning. Seamlessly integrating courses that allow you to “practice what you’ve learned” using HubSpot tools is an effective and non-invasive way to acquire new users.

“We have two types of courses – one is product independent and doesn’t promote our software like ‘How do you do that?’ And then we have ones that say ‘How do you do that with our software ?’ These are also app-based where users can try out what they have learned. So people can see the value of the product before they spend money on it. Those customers also stay with us longer,” she says.

(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)