Find out how the HubSpot CMS can skyrocket the success of your brand publishing content.

While marketing managers have a variety of different CMS options to choose from, it’s not always clear which ones are worth the investment. After all, you don’t want to spend money on something that’s not a good fit for your company’s needs. For most people, the decision comes down to two options: a pure CMS like WordPress, or something with integrated functionality like HubSpot.

At L&T, we use both types of platforms to drive successful brand publishing and content marketing campaigns. But today, I want to talk about how HubSpot can enable smart, thoughtful brand publishing that converts leads into customers.

1) Inbound Marketing: The Secret Sauce Behind HubSpot

Brand publishing — and content marketing more broadly — are both inbound marketing tactics. Rather than pushing your message out through TV, radio, print, or cold-calling, inbound tactics like content marketing, SEO, and social media appeal to users’ interests, encourage them to engage with other assets, and convince them to become customers.

While other marketing software may offer inbound features, HubSpot embraces the methodology as part of its DNA. HubSpot gives its users the tools to not only launch inbound marketing initiatives, but also integrate them into one cohesive strategy.

And that’s where it all begins: strategy. HubSpot knows you have certain audiences that you’re trying to reach, and asks you to distill them into “personas,” or representations of different audience segments. Personas have a name, age, location, interests, and goals, and every inbound functionality within HubSpot centers on helping your customers achieve those goals.

[Source: HubSpot]

Once you’ve figured out the personas you’re trying to appeal to, HubSpot helps you create content plans that revolve around those personas. With HubSpot’s “Clusters” tool, you can choose cornerstone content on a topic and then branch out by adding additional pieces that support that topic. This gives your brand publishing initiatives a focus and keeps you on track.

[Source: HubSpot]

2) Every Piece of Content Has a Purpose — and with HubSpot, They Work Together

Though HubSpot works especially well for content about a product or service that’s designed to convert, it works for brand publishing too. Every piece of content — from white papers to social media posts — can be connected through automation and analytics.

As soon as a user fills out a form on your website, you’ll be able to assign them to a persona and guide them toward other relevant assets. For example, someone who’s interested in your blog post on green energy might also be interested in a white paper on reducing carbon emissions at their business. Thanks to HubSpot’s data collection and automation tools, you not only know exactly which leads are interested in that blog post, but can instantly send them an email with a link to the white paper as soon as they subscribe to your mailing list.

3) Create New Experiences for Repeat Visitors

Ideally, your content will be good enough to keep leads coming back over and over again, but HubSpot has some tools to help you with that. With “smart” content and personalization, you can control what you want users to see based on any information that you’ve collected about them.

Personalization can be as simple as pulling location data from anonymous users to display country-specific articles. But you can easily tailor smart content to respond to a user’s lifecycle stage, previous purchases, or job title as well. Imagine the possibilities of an article that uses different examples depending on whether the reader is a product manager, engineer, or salesperson.

[Source: HubSpot]

HubSpot has found that personalized content is 212% better at creating conversions than standard content, so there’s no reason not to take advantage of this feature. But be judicious when using personalization — it can come across as creepy when used improperly.

This is just a small taste of what HubSpot is capable of. If you’re deciding whether to incorporate this software into your marketing strategy, contact us to see how to take your brand publishing to the next level.

Author Margot Gerould

An experienced writer, editor, and strategist, Margot serves a diverse set of B2B and not-for-profit clients as a Content Manager. Before L&T, she worked with a boutique brand strategy team that advised companies like eHarmony, Verizon Ventures, and Walmart Technology. Margot holds a B.A. in Environmental Studies from Yale University, where — other than conducting some original research about food security in Connecticut — her life was eerily close to the plot of Pitch Perfect.

More posts by Margot Gerould