Guide: How To Create Content Using the HubSpot CMS

Dave Snyder


December 4, 2023

Create Content Using the HubSpot CMS; brought to you by CopyPress and WORQFLOW.

Most businesses out there recognize the value of content marketing for promoting products and services. While there are multiple approaches to content marketing, blogging is inherently vital to a successful strategy.

Authoritative, high-quality blog content proves to be an essential element to engage and attract wider audiences.

And blogging helps brands build authority in their industries, resulting in greater trust and credibility within their target markets.

It’s important to note here that 71% of B2B customers rely on blog content as a source of information during the buyer journey. This is a pretty significant number, and it’s one of the many reasons blogging is such a critical part of a successful content marketing strategy. Blogging educates, engages, and builds trust with your target market, which is key to improving brand exposure and increasing traffic to your website — and generating conversions.

In this latest series, we’re taking a deep dive with Jennifer Nixon, Director of Revenue Operations at WORQFLOW into creating a successful content strategy using the HubSpot CMS. We’ll be covering how to use this powerful tool to create blog content, lead magnets, and newsletters and how you can track and monitor the analytics once you hit “Publish.”

Jump ahead:

HubSpot CMS as a Powerful Tool for Bloggers

As you dive into the specifics of a blog strategy for your content marketing plans, it’s imperative to research and utilize a content management system (CMS) to organize and track your content. Blogging is a long-term process and will require a streamlined approach to managing and distributing content.

With HubSpot’s CMS, bloggers are empowered with the tools, features, and resources they need to craft, edit, and publish quality content.

For Jennifer, it’s the new AI Content Assistant that makes it easy to generate ideas, draft an outline, add a paragraph, and conclusion. You can also import a Google doc to align with your content creation process or use the built-in collaboration tools.

“One of the most unique features is when you combine tools within HubSpot and leverage the SEO Topic Cluster tool. This allows you to generate keywords based on monthly traffic volume to generate blog ideas and then use the Optimize tools directly in the blog to make sure you’re following SEO best practices.”  -Jennifer Nixon

Creating Engaging Blog Content

It’s not enough to set up a blog, post a couple of articles, and call it a day. Google and other search engines like Bing are continuously iterating generative AI tools and results for users, making it vital to focus on the quality and depth of your blog content.

Creating engaging blog content requires a deep dive into what your target audiences are searching for, what they need, and what problems they want to solve.

There’s a little more to it, but these first steps are key to structuring your blog around compelling topics that position your brand as a high-authority resource and thought leader in your industry.

Moreover, HubSpot supplies a range of tools and features that help bloggers create more engaging content.

Understanding Your Audience’s Needs

The focal point of every blog is the audience’s needs. What topics are they looking for online? What information do they need?

And my favorite: What’s a problem they’re trying to solve?

Our understanding of our target audiences’ needs should be the driving force behind SEO and topical research. Knowing how your content can fulfill a need will ultimately lead to more in-depth coverage of the topics your target market finds most valuable.

There are a few approaches to uncovering your audience’s content needs, with SEO and keyword research tools being front and center for every well-structured blog strategy.

Crafting Compelling Headlines and Content

If content is the main course, the headline is the appetizer. It draws in the reader and entices them to read further.

Headlines should create a spark of interest and pique your audience’s curiosity. Compelling headlines take from the content and sum up the meat of the topic. But a compelling headline is nothing without engaging content.

For a blog strategy to be successful, content needs to be compelling and created to meet the audience’s needs. This is where your SEO and topical research comes in.

When you know what your audience wants to see, you have a better foundation from which to build a content hub that provides expert insights into the topics your audience finds most important.

HubSpot’s CMS helps with tools and resources for creators, writers, and SEOs to develop blog content that supports a larger content marketing campaign.

Using the HubSpot CMS

The HubSpot CMS offers a full suite of tools and features to help you kick off your blog strategy:

  • Marketing and sales tools.
  • Your website CMS and design features.
  • Content publishing tools.
  • Landing page builders.
  • Communication features for emails and voice calls.
  • Customizable themes, modules, and non-text elements.
  • Integrated AI content assistance.

Themes make it easy to create a consistent brand experience with the flexibility to customize the blog listing and blog post templates.

You can add modules directly to your blog posts, giving you an easy way to incorporate non-text content, like image sliders or call-to-action sections, without any code.

“It’s hard to talk about blogging without talking about AI. With HubSpot’s Integrated AI feature, it’s integrated into the blog editor, making it easy to rewrite content, change the tone, and more.”  -Jennifer Nixon

Step-by-Step Guide to Publishing Your Blog Post

HubSpot provides a pretty straightforward and intuitive blog editor, and you’ve got plenty of resources at your disposal to really customize your content. But you can get started immediately with your first post easily:

1️⃣ First, navigate to the “Marketing” tab at the top of the dash. Under it, go to “Website” and select “Blog.”

2️⃣ You’ll get to a page with the option to “Create your first blog.” Click the button.

3️⃣ Enter the title, language (if something other than English), and the meta description. You can also import a blog post from another platform.

4️⃣ Click “Create” after entering the details to enter the blog editor.

5️⃣ Create your content, jazz it up, and use HubSpot’s optimization features to adjust meta descriptions, image alt text, and post URLs.

The blog editor has cues to help you optimize for SEO. For example, there’s a character count indicator for the blog title and meta description to let you know if they’re too short or too long. You can also customize the alt tags for your featured image and images in the blog post to make sure they’re fully optimized.

The built-in optimization tool also allows you to check for unique page titles, meta descriptions, outbound links, mobile friendliness, content length, and other best practices. There are also social sharing and commenting options available to help you increase audience engagement.

The HubSpot CMS makes it easy to create quality content and publish it to your website. You’re also able to schedule posts in advance, add social sharing, and distribute content across multiple platforms.

Jennifer’s tips to improve your blog’s user experience and overall design:

  • Keep the design of your blog listing page simple, don’t overcrowd it with CTAs or unrelated content.
  • Have a clear path to subscribe and a simple two- or three-column layout to showcase the posts.
  • For blog posts, make sure the content width isn’t too wide so it’s easy to scan, skim, and read.
  • Website page content is typically 1200px wide, whereas blog post text is typically between 600px and 800px wide.

The Synergy Between Quality Content and the Right Platform

What makes this tool so beneficial is the seamless integration for bridging gaps between content marketing and sales initiatives.

Catch our next installment, where we’ll dive deeper into the HubSpot CMS. We’ll look closely at the importance of lead magnets in your content marketing strategy, the types of lead magnets you can create to support your brand’s goals, and how to create and distribute lead magnets.

We’ll also look at how to:

  • Identify your audience.
  • Fine-tune your messaging.
  • Create a compelling offer using the power of high-quality content.

With the right approaches from the start, you’ll have the tools you need to launch a content marketing strategy that delivers the results you want.

Don’t miss next week’s look at creating and leveraging lead magnets using the HubSpot CMS, with more expert insights from Jennifer Nixon of WORQFLOW.

About Jennifer Nixon

Jennifer is a HubSpot-Certified Trainer with 40 certifications from HubSpot Academy and is one of the top Champions in the HubSpot Community. She’s the leader of the SEO + Performance + CMS HubSpot User Group with over 25 years of experience building and optimizing websites.

She’s currently the Director of Revenue Operations for WORQFLOW and a HubSpot Diamond Solutions Partner with her focus on aligning people, processes, and systems for the agency and its clients. Learn more when you book a consultation with Jennifer and find out how the HubSpot CMS can power your content marketing strategy.

For more on building your content strategy, check out these HubSpot resources and guides:

What’s a Blog & Why You Need One

Create and Publish Blog Posts

How To Start a Blog

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Dave Snyder

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