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HubSpot CMS gets a makeover: Content Hub explained

17 May 2024

HubSpot content Hub explained

HubSpot’s CMS Hub has had a makeover. Now known as the Content Hub, the artist formerly known as HubSpot CMS Hub has been revamped with fresh features to help marketers stay across the ever-changing digital landscape. 

This is a big change for HubSpot users, so if you’re going to be across your HubSpot marketing, you’ll want to read on. 

What is HubSpot Content Hub?

HubSpot’s Content Hub, an evolution of CMS Hub, represents a new stage of evolution for content marketing.

Content Hub is an all-in-one, AI-powered content marketing platform that creates and manages content to align with the customer journey. This allows you to easily personalise customer experiences to drive engagement at any stage of the journey.

Why has the name changed?

CMS Hub gained its reputation because it helped businesses create slick, powerful websites that easily connected with visitors. However, just having a website isn’t enough today. Visitors and customers need content in a wide variety of forms, and on more platforms than before. 

The HubSpot developers saw this change in the market on the horizon in their crystal ball and started work on Content Hub. 

The concept behind Content Hub is fairly simple. HubSpot wanted to make their platform’s capabilities as clear as possible. They wanted to focus on content, removing the techno language of ‘CMS’ and making it clear that this new hub is focused on all kinds of content, not just website pages. 

What features have been updated?

If you thought of CMS Hub as a website creation or management tool, then Content Hub is this on steroids.

By default, Content Hub gives you everything you already had with CMS Hub but throws in some features from Marketing Hub and some brand new features. 

AI-powered content creation

We cannot ignore the significant impact of AI in marketing, as it continues to shape the industry and shows no signs of departing soon. HubSpot has integrated AI into their Content Hub to allow the tools to generate content with the push of a button. 

AI is integrated into almost every feature of the Content Hub, empowering you with assistance across numerous scenarios. There’s an AI content assistant there to help you create or refine pages, blog posts, knowledge base articles, call to actions (CTAs), social posts and marketing or sales emails.

There’s not really a limit to what the AI assistant can do (first it’s blog creation, then it’s toppling world governments). 

Content Remix

This feature is still in Beta but what a game charger it will be for people that are time poor. It is able to do what the name suggests, remake your content to adapt across different digital channels. The AI-driven asset is able to take a page from your website and make emails, social media posts, blog posts, ads, images and SMS. 

Brand Voice

This is another Beta to hit the scenes, but doesn’t it sound like a great way to get a consistent tone of voice across your content? The Brand Voice software lets you create content that embodies and writes in your brand’s unique voice.

This tool enables the creation of large-scale copy while eliminating the risk of producing robotic-sounding content. 

Streamlined video and podcast hosting

Another new feature to emerge from the relaunch is video and podcast hosting.  Host and manage your video and audio content directly within Content Hub, simplifying your workflow.

This will allow you to have all your content in one place, making it easier to organise, edit, and publish across different platforms. Additionally, the integrated analytics will provide valuable insights into the performance of your videos and podcasts.

Content Library 

With this pre-designed module, you can easily build out content resource pages and customise them to your brand - you can even manage who sees certain content, making VIP content a breeze. 

You can store all your valuable resources in one place, making things easy for both existing customers and leads. 

Content Embed

With Content Embed, you can easily integrate with a WordPress website to create and update your site straight from HubSpot. 

HubSpot’s data also comes in clutch here, allowing you to easily personalise content automatically in WordPress. 

Unified content management

No more are the days of having multiple tabs and software open just to post a blog. The HubSpot Content Hub allows you to manage all your content assets in one centralised location. Not only are you saving your time but your money by not having multiple platforms for specific content pieces. You can now create your blog posts, landing pages, social media posts and more in HubSpot. 

Enhanced lead capture

Not only can you make all your content in one platform, you can help capture your leads and add them to your sales sequences. By integrating forms, pop-ups, and CTAs into your content, you can easily collect contact information from your audience. Which lets you nurture them through personalised sales sequences tailored to their specific needs and interests. This seamless integration of forms, pop ups, and CTAs empowers you to maximise your lead generation potential and turn prospects into loyal customers. 

Advanced analytics and reporting

With all the features for helping you create, distribute and optimise content, you now need to be able to analyse the data. Guess what? You can also do this in HubSpot Content Hub. You can gain deeper insights into your content performance with detailed analytics and reporting features. HubSpot Content Hub gives you the tools to track the performance of your content, such as views, clicks, and engagement metrics. This data can help you understand what resonates with your audience and guide your content strategy moving forward.

What are the benefits of Content Hub?

Drive Revenue

Content Hub can help you drive revenue to your business by being able to create personalised content, fast.

The features can help you create content that’s unique to your audience no matter what stage of the customer journey they are in. It provides a centralised platform for managing and distributing content across various channels, allowing you to tailor your messaging to specific segments of your audience. This level of customisation and targeting can lead to increased conversions and ultimately revenue growth for your business.

Increase ROI

HubSpot is an investment in business success, depending on the package. It can be expensive, but the results are worth it. Especially now with AI tools that scale and repurpose content across channels. It’s like hiring a Marketing Assistant for your business. 

Save Time and Increase Efficiency

We recognise that your company may have a small or non-existent marketing team, causing bottlenecks in content creation. That’s where the Content Hub can help: you or your team can use this program to easily manage and operate the content all in one place.  It allows you to spend more time on the things that matter and less time on the logistics of content creation and distribution. This can help streamline your marketing efforts and improve overall efficiency. 

What do the different editions include?

Like any HubSpot Hub, there are different packages to suit the needs of every business. Whether you're a small startup or a large enterprise, HubSpot offers various packages tailored to fit different budgets and objectives. With options ranging from basic tools to comprehensive marketing and sales solutions, there's a package that's just right for your business.

Content Hub Free

This includes limited access to content features.

Content Hub Starter

Create and manage content to grow your business
Key needs - Creating content to generate traffic, Lead Conversion, New Website or microsite

Content Hub Professional

Create and manage personalised content experiences across channels
Key needs - Easier content creation, easily update content and keep consistent, better quality content, program-specific content

Content Hub Enterprise

Create and manage highly personalised, omnichannel content experiences across brands and regions
Key needs - Multiple brands, regions, portals and microsites, content and file governance at scale

Ready to take your content marketing to the next level?

HubSpot’s Content Hub empowers you to create, manage and optimise your content like never before. It’s a must-have tool for digital marketing agencies or companies looking to dominate content marketing. It has AI-powered features, streamlined workflows, and powerful analytics.

If you want any help setting up or implementing Content Hub into your HubSpot, then feel free to reach out to our team. 

Sam Hutchinson

Sam’s the resident writer and office DJ at Refuel. With a background in academia, journalism, and marketing, Sam can find the words our clients need to attract, engage, and convert those tricky leads.