How to create high-impact content in HubSpot

HubSpot’s Content Hub is a powerful tool for attracting, engaging, and converting your audience. But to make the most of it, your content needs to be strategic, well-structured, and optimised for both readers and search engines. Here’s how to create content that drives real results.

1️⃣ Start with a Strategy

Before you create anything, define your content goals. Are you driving leads, educating your audience, or boosting brand awareness? Align your content with your broader marketing strategy.

💡Pro Tip: Use HubSpot’s SEO recommendations to identify high-value topics and optimise content for search engines.

2️⃣ Structure Your Content for Engagement

Great content is easy to read and digest. Follow a structured format:

✅ Headline – Grab attention with a clear and compelling title.

✅ Introduction – Explain what the content is about and why it matters.

✅ Main Body – Use short paragraphs, bullet points, and visuals to improve readability.

✅ Call-to-Action (CTA) – Tell the reader what to do next, like downloading a resource or booking a demo.

💡 Pro Tip: Use smart content to personalise the experience for different users based on their behaviour, location, or lifecycle stage.

3️⃣ Optimise for SEO and User Experience

• Use Topic Clusters & Pillar Pages: Group related content to improve SEO and help visitors navigate your site.
• Include Internal Links: Guide users to relevant content, increasing time on site.
• Add Alt Text to Images: Helps with SEO and improves accessibility.

💡 Pro Tip: Use HubSpot’s SEO tools to analyse keywords and track content performance

4️⃣ Leverage HubSpot’s Automation Tools

Make your content work harder by setting up workflows that nurture leads based on their interactions.

Example workflows:

Follow-up Email Series: Automatically send a lead-nurturing email after someone downloads a guide.

Lead Scoring: Assign scores to leads based on content engagement to prioritise follow-ups.

Social Media Automation: Schedule and post content across social channels directly from HubSpot.

💡 Pro Tip: Use A/B testing on marketing emails to see which content resonates best with your audience.

5️⃣ Track, Analyse & Optimise

Content creation doesn’t stop at publishing. Use HubSpot’s reporting tools to track key metrics like views, conversions, and engagement.

💡 Pro Tip: If a blog post performs well, repurpose it into a video, infographic, or email campaign to maximise reach.

Creating content in HubSpot isn’t just about writing—it’s about delivering value in a strategic, data-driven way. By following these best practices, you’ll build a content engine that attracts, engages, and converts your ideal audience. 🚀