1.
How HubSpot’s Content Marketing Strategy
Turned Them Into the Industry Overlords
A Case Study
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2.
1. The Inbound Revolution
2. HubSpot’s content marketing plan
3. Types of content HubSpot creates
3.1 Blog posts
3.2 Newsletters
3.3 Videos
3.4 Podcasts
3.5 Resources
3.6 Social media content
4. ‘HubSpot Customer Code'
5. The HubSpot content marketing strategy
5.1 Thought leadership content
5.2 Content repurposing
5.3 Updating existing content
5.4 Creating high-quality, valuable, learning-focused content – HubSpot Academy
6. Takeaways from the HubSpot Content Marketing strategy
Contents
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3.
From in-depth B2B content marketing guides to their state of marketing
reports, HubSpot has grown into a go-to knowledge hub for both new and
seasoned content marketing professionals.
Here's how they do it.
Content marketing at its best
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4.
Consumers' attitude towards annoying sales
calls and outbound campaigns was changing in
the early 2000s.
A gradual shift to the unintrusive inbound
marketing was seen.
Inbound marketing does not sell a product. It
offers answers to the consumer's queries.
MIT graduates, Dharmesh Shah and Brian
Halligan, founded HubSpot in 2006, to start an
inbound marketing revolution.
The inbound revolution
1.
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5.
Identifying the target audience (B2B, B2C, business
owners, or individual marketers).
Delivering the fundamentals of inbound marketing.
Educating prospects, not selling products.
2. HubSpot’s content marketing plan
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6.
Blog posts
Newsletters
Videos
Podcasts
Resources
Social media content
3. Types of content HubSpot creates
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7.
Categorically separated for different
audiences.
Simplifies visitors' search for relevant
content.
Improves audience segmentation and
lead capture.
Increases chances of conversions by
guiding the right prospects to the right
content.
3.1 Blog posts
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8.
A smart way of appearing in searches
for industry news.
People interested in industry updates
may be potential leads.
Getting readers to sign up for the daily
news roundup, expanding the mailing
list.
HubSpot shares business and tech news on
their site, apart from the daily newsletter.
Benefits -
3.2 Newsletters
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9.
3.3 Videos
HubSpot Marketing YouTube channel launched in 2007.
Focuses on digital marketing know-how, fundamentals, tips, expert
talks and more.
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3.4 Podcasts
HubSpot has also hopped onto the podcast bandwagon sooner
than most other brands.
Aims to connect with the Gen Zs and millennials over a channel
they're increasingly engaging on.

10.
3.5 Resources
Free tools, templates, ebooks, guides, and more.
HubSpot conducts its own research on digital and content marketing topics
every year.
Publishes the reports as gated content on its website.
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HubSpot has a widespread presence on all popular social media channels.
Informative content - quick tips and information for marketers, business
leaders, etc.
Relatable posts, moment marketing, humor make the content more engaging.
3.6 Social Media Content

11.
4. ‘HubSpot Customer Code'
Content that HubSpot creates is always aligned to the ‘HubSpot Customer
Code'.
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12.
Thought leadership content
Content repurposing
Updating existing content
Creating well-defined audience
personas and segmentation
High-quality, valuable, learning-focused
content
5. The HubSpot content marketing strategy
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13.
5.1. Thought leadership content
Thought leadership is at the heart of HubSpot’s blog content
strategy.
Detailed guides, how-to articles, articles based on their own
experiences and internal strategies.
Relevant content for each stage of their audience’s journey,
beginner to advanced.
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5.2. Content repurposing
A large part of HubSpot's video content is repurposed from their high-
authority blog posts or research reports.
Research reports are also repurposed into blog posts, ebooks, and
more.
Videos from their Inbound Marketing conferences repurposed for
YouTube.

14.
5.3. Updating existing content
Old posts get the most views on the HubSpot blog.
But data gets outdated causing search rankings to drop for old posts.
HubSpot carries out ‘historical optimization’ to generate more traffic and conversions from them.
It has increased views of old posts from organic search by nearly 106%.
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15.
5.4 well-defined audience personas and segmentation
Well-defined categories on blog, podcast, etc. for different audience
personas.
Engaging, relevant content for each audience/customer segment.
Content goals are clear and aligned with what each the audience
segment needs.
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5.5 high-quality, valuable, learning-focused content
HubSpot Academy produces high-quality educational
content.
Participants practice what they have learned with the help
of HubSpot tools.
Helps capture new users on their free tools, through valuable
content alone.

16.
Build credibility for your content among your
audience is the key.
Honest, authoritative, and high-quality content does
it faster.
Know what your audience’s challenges are and offer
solutions through quality content.
Break legacies, experiment with new content
formats.
Create evergreen content that you can reuse and
repurpose.
6. Takeaways from the HubSpot Content Marketing strategy
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17.
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overlords-a-case-study/
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