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    How market research fuels content creation at (21)

    In this blog, Dean Swanich, Senior HubSpot Account Manager at The B2B Marketing Lab, takes a look at the pros and cons of HubSpot's blogging tool - providing a detailed analysis of its tools for anyone considering purchasing it.

    Blogging: an often overlooked but essential part of any successful content marketing strategy.

    In 2019, blogging is the first step to attracting potential customers.

    But only if it’s done correctly.

    This means...

    • ensuring your content focuses on your buyer personas,

    • conducting keyword research,

    • writing about topics that are of value to your audience,

    • and being consistent.

    Of course, if you’re going to get started with (or even scale) blogging – you need the right content management system (CMS).

    As HubSpot partner, our weapon of choice is HubSpot (surprise!) and we get a lot of questions about it when it comes to blogging.

    Two of the most common are:

    1) What are the benefits of hosting a blog on HubSpot/using HubSpot’s blogging tool?

    2) Given the benefits, should I migrate my blog to HubSpot?

    Well, as it stands, HubSpot is currently the highest-rated CMS. According to G2 Crowd (a leading independent review house), HubSpot has a rating of 4.3/5 based on 5,551 votes at the time of writing this blog. 

    But why is it rated so highly? 

    To provide you with some answers, in this blog I’m going to explore some of the pros and cons of using the HubSpot’s blogging tool, so you can decide for yourself if HubSpot is as great as it's made out to be, and whether or not you should migrate your blog to or host it on HubSpot.

     

    Pros of the HubSpot blogging tool

    HubSpot’s blogging tool allows you to write, optimise, publish and analyse blog content in one place. In the following sections, I will detail elements of the HubSpot blogging tool that I like.

    ✅ Infrastructure and security

    The HubSpot CMS uses a global, enterprise-grade content delivery network (CDN), ensuring fast, secure access. So by migrating your blog over to HubSpot, you’ll improve your site’s speed and security significantly. Also, unlike other systems, HubSpot supports multi-blog hosting – all of which can be managed in one place.

    ✅ WordPress to HubSpot migration made easy

    Usually, moving your blog from one CMS to another is a pain – but it’s easy if you’re moving your blog from WordPress to HubSpot.

    ✅ Blog importing

    The HubSpot CMS comes with a WordPress ‘blog importer’ tool. This tool enables you to migrate your WordPress blog to HubSpot with ease. In simple terms, it works by uploading the XML version of the WordPress blog to HubSpot. For a technical explanation of how it works, check this article out

    ✅ Simple and intuitive user face

    Another thing I love about the HubSpot blogging tool is the fact that it’s incredibly easy to use. You have two modes to create and edit blog posts:

    ✅ Draft mode

    Create blogs and collaborate with other users without any distractions. Write and format your blog before optimising it for search and scheduling it using the in-line editor.

    ✅ In-line edit mode

    Write, format and publish your blog from one place. Access more advanced features, such as the page’s source code and modules, for complete control.

    ✅ SEO benefits

    The blogging tool you use should not only help you to create great content, it should (and perhaps more importantly) also help you to optimise blog content for search engines. The HubSpot blogging tool does just that.

    When you create a blog using HubSpot’s in-line editor, to the left of the page is an SEO checklist. This checklist highlights what needs to be optimised for the blog to stand the best chance of ranking.

    ✅ Closed-loop reporting

    The HubSpot platform comes with loads of different reports for marketers to dig into, from traffic sources to attribution.

    ✅ Blogging dashboard

    The HubSpot blogging dashboard will give you a snapshot of the most important performance data from your HubSpot-hosted blog posts. This includes traffic sources, time on page, submissions, average bounce and exit rate, new contacts and customers.

    ✅ Blog subscription ability

    HubSpot automatically generates a blog subscriber form for each blog that you create. You can also configure blog email notifications to go out instantly, weekly or monthly.

    ✅ Blog comments

    Another great thing about the HubSpot tool is the blog comments. The blog comments dashboard gives marketers greater control over comments, allowing them to be reviewed and moderated before they’re published.

    ✅ Managing your posts with tags

    The HubSpot blogging tool allows you to tag posts based on whatever criteria you want. This can make managing content incredibly easy.

    For example, you could group content by subject and author – or even both. You can also see how many times you’ve used a specific tag and what published posts have been tagged. HubSpot gives you the option to combine multiple blog tags.

    However, while the HubSpot blogging tool can enhance your B2B content marketing strategy (and if you haven't created one, this guide will help), it’s not without its pitfalls.

    That said, our HubSpot specialist team here at B2BML expects to see these pitfalls rectified in the near future.

     

    The cons of HubSpot

     

    ❌ Content staging limitations

    While HubSpot’s content staging tool allows you to redesign and relaunch your website in a sandbox development environment, it’s limited to website pages and landing pages. This means you can’t use the staging tool to redesign your blog – you need to replace the blog templates in your settings.

    ❌ Multi-language content using the HubSpot blogging tool

    Though you can translate content to another language using HubSpot, this feature is limited to website pages and landing pages.

    There is, however, a workaround. 

    To create a translated version of your blog post - copy, translate and paste the content from your primary blog (i.e. your main language blog) to your secondary blog (in another language).

    The only downside to this approach is that the SEO value of the new blog post on the secondary blog will decrease. Native multi-blog functionality is something we would love to see rolled out in the future.

    ❌ HubSpot tags are universal

    The tags in HubSpot are universal, meaning they will apply to every blog. This is great if you have one blog in one language, but if you have two or three or even four blogs (all covering different topics), the tags won’t translate well into different languages (unless they are proper nouns). 


    As you can see, using the HubSpot blogging tool to post your blogs offers a range of benefits and can really enhance your content marketing strategy.

    That said, here are a few disadvantages to using the HubSpot blogging tool - but hopefully those will improve in the near future.

    Hopefully this analysis of the HubSpot blogging tool has provided you with some food for thought. 

    If you're interested in making better use of the HubSpot blogging tool - why not attend one of our training sessions? Also, if you're just about to migrate your blog over to HubSpot - make sure you check out our HubSpot onboarding guide for all you need to know!New call-to-action