Wednesday, July 17, 2024
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How will HubSpot’s Content Hub affect marketing going forward?

I’ve worked with platforms like HubSpot for more than ten years, and I’ve seen firsthand how effective they can be for increasing sales and marketing. However, some new developments come to the fore with the April 2024 launch of HubSpot’s Content Hub.

This new platform feature condenses a lot of possibilities into a small space; theoretically, it facilitates content creation and management. Additionally, it aids marketers in providing individualized experiences that effectively capture consumers’ interest. However, what exactly does this modification do, and how will it impact our marketing obligations going forward?

Still, content is king. But that’s well behind us now.

Two major themes come up when you listen to the discussions in any marketing communities:

  1. Effective content requires a distinct voice, perspective, and point of view (thought leadership material is far superior to fact-based information).
  2. Instead of taking a once-and-done approach to content publication, there should be continuous marketing and distribution.

Beyond these marketing circles, this is also supported by broader trends. The use of programs like Opus Clip, which can cut long-form video content into engaging clips or reels for social media, is growing. Additionally, organizations and technologies that assist companies in deriving or disseminating their leaders’ subject matter expertise—whether they be CEOs or front-facing sales representatives—and disseminating it across a range of platforms are growing in popularity.

The rise of podcasting and the popularity of YouTube, which both put people first and emphasize original content, only serve to exacerbate this.

And that’s when the topic of HubSpot’s Content comes up again.

If the objective is original content and value, we need to look for other areas of efficiency.

The potential of AI to produce content more quickly and efficiently across a variety of platforms than we could in the past was one of its most alluring features. This is undoubtedly accurate.

Nevertheless, with an increasing number of articles, postings, and even AI-generated comments flooding our feeds, what was once a benefit for some early adopters has now turned into white noise. Any efficiency a marketing team can find will be critical to the program’s success as they focus on producing content that supports the two themes (effective distribution and thought-leadership driven).

As a ChatGPT enthusiast, I’ve seen team trainings on how to create content using a range of AI technologies, then publish and distribute it using your CMS or landing page host. But by consolidating everything in one location, HubSpot hopes to expedite that process and save time.

HubSpot is ensuring that all content tools function better together by combining them into a single ecosystem, which eliminates the productivity costs associated with frequently jumping between apps.

Podcasting has replaced inbound marketing in HubSpot.

Consumers are begging for content that is produced with expertise and lessons learned in mind; this is the ideal combination for podcast marketing. Thanks to Content Hub’s new podcasting features, you now have an advantage. Before, you had to manage RSS feeds and third-party technologies if you wanted to podcast with HubSpot. Everything is now centralized, saving time and effort when transferring between platforms or applications.

Podcasts can be immediately created, managed, and distributed within Content Hub. Put another way, you can swiftly establish your authority and produce all the relevant material (blogs, emails, and social media postings) to go along with it, all using a unified brand voice across all channels.

This integration helps you drive conversations in your sector and stand out from the crowd, while also streamlining your workflow for content creation.

As a side aside, I’ve worked with a ton of amazing podcast hosts. The ability to actually market content is where many podcasts fall short, so even though the functionality of podcasting may not be as strong as that of other players in the market, marketers may be able to outperform the competition by simply using better distribution and background marketing tools.

Although they still have many hats to wear, marketers could benefit from this.

Marketers that wear many hats will profit from Content Hub, especially as it develops further to become even more comprehensive.

Going forward, we anticipate seeing even more content tools—more specifically, technologies like video tools. These will strengthen channels that support thought leadership even more and promote knowledgeable dialogue about your company.

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