Why Hubspot Invests More in Content Marketing?

In 2006, two MIT graduates saw a poster that read traditional, pushy marketing was losing its charm 😥 Cold calls and TV ads were becoming background noise, and customers wanted more.

Seeing this as an opportunity, they worked on something every brand needed back then. But what started as a small blog soon turned into a giant inbound marketing engine 😮 attracting millions of businesses worldwide.

But how did HubSpot go from writing blog posts to generating over $2.17 billion in revenue? Let's see!

The Hubspot Journey

Founded in 2006 by Brian Halligan and Dharmesh Shah, HubSpot began as a startup aiming to redefine how businesses approached customer acquisition.

During that time, most firms depended on outbound marketing methods, such as cold calling, mass email blasts, and traditional advertising.

HubSpot, however, recognized customers were becoming more selective and immune to intrusive ads. This change dug the way for inbound marketing, and HubSpot took a different approach.

Unlike many companies that use content to drive sales directly, they believed it would build trust if they could help businesses solve their problems through free, informative content.

This trust would later convert into long-term customers. By offering content in different formats, HubSpot positioned itself as an authority in marketing education.

Over the years, their content marketing strategy expanded.

Mastering Content Marketing

HubSpot’s success mostly came from its content marketing strategy. They saw that educating potential customers was more valuable than hard selling.

Instead of focusing on selling their software, HubSpot shared free knowledge on marketing techniques through various content formats.

This approach has made HubSpot a dominant force in inbound marketing by using multiple content forms to reach and engage people at different levels.

Here's how Hubspot used dominant content forms to make its mark:

Blogs

One of HubSpot's biggest content marketing tools is its blog. Launched early in the company’s history, the blog provides detailed, actionable insights into digital marketing, sales, and customer service.

Today, HubSpot’s blog attracts 4.5 million monthly visitors and is known for consistently producing high-quality, SEO-optimized content.

They still focus on blogs because of the organic traffic they get and their content library has 7,000+ posts, covering every aspect of e-marketing. Check Hubspot blogs here. You might like them.

Their blogs perform best because they answer customer questions and update content regularly. Doing so boosts the site’s ranking on Google and establishes HubSpot as a trusted expert in the industry.

Here’s a screenshot of the all-time traffic that the Hubspot’s blog page gets.

Isn’t that amazing - monthly page views in millions? Hubspot is truly living the dream of billions of websites.

Ebooks & Lead Magnets

HubSpot realized that readers wanted content beyond just blogs. They looked for in-depth content. Seeing this as a chance, Hubspot gave free ebooks, guides, and reports in exchange for contact information.

It helped HubSpot effectively build a list of leads. These resources were not just lightweight PDFs like most others. They were vast, actionable guides that marketers could immediately use in their strategies.

For instance, the HubSpot Marketing Plan Template became one of their top lead magnets, downloaded over 100,000 times in six months. Check the template here.

They have produced over 500 free ebooks on marketing topics, including advanced guides for marketers looking to refine their strategies.

YouTube Videos

As video content grew in importance, HubSpot grew its reach through YouTube. With over 130K subscribers and millions of views, HubSpot’s channel features tutorials, explainer videos, and success stories.

The content is designed to make complex marketing concepts easy to understand, driving brand awareness and trust.

Do you know that 74% of HubSpot’s YouTube subscribers said they have bought or seriously considered purchasing a product after watching one of the tutorials?

For example, you can watch their recent video explaining how to use one of their new features, AI Search Grader.

HubSpot Academy

The HubSpot Academy is a game-changer in content marketing. Offering free certifications in inbound and email marketing, and SEO, HubSpot created a strong funnel for generating leads.

Once started as an experiment in 2012, Hubspot Academy now has 40 free certifications with over 500,000 alumni. These courses helped people learn marketing techniques and converted them into long-term brand advocates.

Check this one of the course videos explaining the email marketing strategy:

Hubspot INBOUND

INBOUND, HubSpot’s annual marketing conference, has become the holy grail of marketing events. Every year, INBOUND brings together the biggest and most influential names in the marketing space, all on a single stage.

INBOUND isn’t just a place for marketers to learn and network. With ticket prices soaring up to $2,000 per seat, they still manage to sell out within days.

It’s a massive brand-building machine for HubSpot. By associating itself with top-tier speakers and trendsetters, HubSpot strengthens its brand authority and gets a huge dose of free PR.

The event’s buzz, boosted through social media and global press coverage, ensures that HubSpot remains a competitive player in the marketing world.

Here’s a INBOUND 2023 review clip by Hubspot:

Social Media Microcontent

To tap into the growing trend of short-form video content, HubSpot started creating Instagram Shorts, Reels, and TikToks. These videos offer bite-sized marketing tips, industry insights, and case studies.

With an emphasis on engaging visuals and quick, digestible content, HubSpot reaches a new generation of marketers through social media.

You can see that in this Instagram reel where the presenter is advising beginners and aspiring email marketers:

hubspot

View more on Instagram

Affiliate Marketing & Paid Ads

HubSpot has partnered with affiliate marketers and influencers to promote its content and products. By collaborating with industry experts, they have grown their reach and gained more credibility in niche communities.

Additionally, their paid ads amplify content to ensure the right people come across their blogs, videos, and guides. Here’s an email ad from Hubspot we came across a few days ago in a marketing newsletter with an affiliate link:

Do you know HubSpot's affiliate program contributed 20% of its new user growth in 2023, and for every $1 spent on paid ads, HubSpot generates $6 in return?

Why HubSpot’s Content Marketing Stands Out?

There are 3 reasons why Hubspot aced content marketing:

1. HubSpot focused on educating potential customers, which built trust and naturally led to sales. That is unlikely with most other brands today.

2. From blogs to short videos, Hubspot uses multiple channels to engage audiences of all types, irrespective of its target audience.

3. The brand's efforts to adapt to changing content trends and update the existing content regularly keep it fresh and more attractive.

Did you notice?

The content Hubspot shares across platforms doesn't need much effort to create. It is because they repurpose on all platforms where the brand is active.

Their blogs are the roots of their academy, YouTube, and social media content with more or less depth. Today, HubSpot is not just about blogs and ebooks.

They now create podcasts, video content, and personalized user journeys. This shift has helped them retain a customer base that continues to grow globally.

Conclusion

HubSpot has mastered the art of inbound marketing by consistently creating educational, engaging, and diverse content. Their strategies tell us how offering value can drive traffic, leads, and long-term customer relationships.