HubSpot, a powerful sales and marketing tool, also enables content marketing activities. This includes creating websites, landing pages, and even your own company blog.
The blog module in HubSpot can be found in the marketing -> website -> blog tab.
Why is it worth keeping a company blog?
A blog hosted on a company domain, as an integral part of the website, has many business advantages. Let's list the three most important:
This is an excellent field for building a professional image.
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With a blog, you can establish your brand as an industry expert by publishing articles that are valuable to customers. These can include descriptions of specific product features, expert reviews, case studies, or comparisons. Blog content can be as broad as the industry itself. Every customer prefers to use the services or products of a company that "knows its stuff"—and skillfully written articles are more valuable than typical descriptions full of platitudes like "top quality."
A blog gives your company a human face
A company blog is its own unique piece of the web – it's directly linked to the services or products the company offers, but it also provides a space for publishing content other than product descriptions. This way, the brand ceases to be just a soulless logo on a product. It becomes content, people, text, photos, and knowledge. Did the team attend an industry conference? Sometimes it's worth mentioning this on the blog. However, even in more sales-oriented posts, it's a good idea to include the author of the post, along with a photo and a short description – so that the reader knows the post was created by a specific person.
A well-executed blog has a big impact on SEO
Each blog post is technically a separate subpage that will be indexed by web crawlers just like all the others. This gives you essentially unlimited space to publish valuable content, also from an SEO perspective – filled with keywords, internal links, and building topical authority.
Also check out other materials related to running a company blog:
HubSpot Blog – The Basics
Setting up and editing a blog in HubSpot is very simple . Thanks to the basic themes and the vast number of additional ones available in the HubSpot Marketplace (which includes both extensive free themes and many paid ones), you can basically customize the look of your blog to your liking. You don't need programming skills or an IT team – just a little time and effort.
How to start a blog in HubSpot?
After clicking "Add a blog", another menu will appear where you can set basic information about your blog – its title, address, language and meta description.
The next step is choosing a theme – HubSpot offers a huge selection of both free and commercially available themes. You can set both a default single-post and a list-of-posts view.
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The final step is to customize the default layout to your needs – you can add banners, post archives, forms, call-to-action (CTAs), and many other elements. You don't need FTP server credentials – you can configure almost everything directly in HubSpot.
How to add an entry?
Adding posts is very similar to many other blogging CMSs. Just click "create blog post"...
…and you'll see a convenient single-entry editor. It's time to fill it with content and take care of the details.
The effect might look something like this – this is the official HubSpot blog:
Company blog – what NOT to do?
A blog has many benefits, but it's easy to fall into a few traps. So what should you avoid when writing? What should you pay attention to?
Don't ignore the data
You can measure your HubSpot blog from top to bottom – the goal, of course, is to collect valuable statistics. See which posts generate the most visitors and views, which posts generate the most leads in your forms, and how individual posts perform in search engines. The extensive analytics module makes this possible. Place various CTAs, conduct A/B tests, and gather all the useful information you need – these are key in digital business.
Don't focus only on the advantages of your services or products
You probably have an "offer" or "products" tab on your website with extensive descriptions. However, a blog is a bit different – if you want to publish posts that are essentially rewritten descriptions, it won't provide any meaningful value to the customer. It's impossible to create decent posts without considering the industry, competition, and market conditions. A post with product suggestions titled "recommended running shoes up to 200 PLN" or "stroller up to 400 PLN" and presenting the differences between the products is one thing, compared to a post describing a specific model without any other content.
Brag about your achievements, but don't exaggerate
Did your brand win an industry award, participate in a prestigious event, or expand its portfolio? Or perhaps your team has added a few new employees? That's great – and under certain circumstances, each of these pieces of information is a good topic for a post. But it can't be the leitmotif of your blog – focusing solely on such content is simply boring from the reader's perspective and quickly becomes tiresome.
Don't underestimate keywords
Web crawlers consider over 200 factors when ranking a given page – some are public, others are hidden by Google, and SEO specialists spend a lot of time discovering them themselves. However, the SEO consensus is clear – keywords should definitely be your priority. Analyze the keywords your competitors are ranking for, and look for untapped keywords. Remember that a post with the same message and very similar content may be highly searched for in Google… or not. Much depends on the keywords you choose to include in your text.
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Don't neglect your blog
A dead tab where the last post was published a year ago and concerns a product you've long since discontinued is the equivalent of an abandoned house. Browsing through old posts can be interesting for internet archaeologists, but a lack of updates is simply off-putting and leaves the impression that nothing is happening at the company. Think of a blog as a Tamagotchi – to generate profit, it needs to be fed with content.
Don't damage your credibility
We live in an age where it's very easy to verify various claims, and customers are sensitive to manipulation. Therefore, the best solution is to rely on examples and data – preferably verifiable data, although of course, this won't always be possible. Critics argue that marketing is about presenting facts in a way that suits them – but at least let them be facts.
Content Marketing at HubSpot
The blog module is just one of the options for conducting content marketing activities with HubSpot. The software also allows you to easily create landing pages – for example, our landing pages with tutorials on Google Ads for e-commerce and Facebook Ads are available on HubSpot.
Summary
The above article covers the following topics:
- Using a company blog in marketing
- How does a blog work in HubSpot?
- How do I publish an article using HubSpot Blog?
- What mistakes should you avoid when running a company blog?
- Content marketing activities at HubSpot
