Creating Content With the HubSpot CMS

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.”

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

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