HubSpot Content Marketing Strategy: How to Create Content That Converts

Hubspot content marketing strategy is created to help you make content that converts. It’s easy to get caught up in the numbers game of content marketing- trying to create as much content as possible without much of a return. But, if you’re not careful, you can quickly become a content factory instead of a content marketer.

Start with the right content type

Your content should be customized for the specific channel it’s targeting. For example, if you’re blogging about a particular industry, you might write a post about SEO strategies for that specific industry. You wouldn’t write a post about how to optimize your website if your content is aimed at B2B companies.


Video is one of the most effective ways to communicate with your audience. It’s highly shareable and gives your audience a way to experience your brand from a new perspective. Video content is incredibly effective at grabbing attention and keeping it, as the human brain processes visuals 60,000 times faster than text. So, whether you want to demonstrate how to use a particular product or provide instruction, video can be a great way to engage with your audience.


Video is an essential part of content marketing. When you create video content, ensure it’s an asset to your organization, not a means to an end. Video content has a natural human voice, making it a great way to break through the noise of the web and engage your audience.


Webinars are a hot commodity in the B2B marketing world (for good reason!). They are highly effective at generating leads, educating customers, and driving action. There are a variety of webinar tools to choose from. The right webinar software can make hosting a webinar simple and painless, especially for first-time speakers.

Slide deck

Creating a new content piece in PowerPoint is one of the easiest ways to quickly put together a high-quality piece of content. The design options are nearly endless, including charts, graphs, images, and infographics. All you need to do to turn a deck into a blog post is export it to WordPress as a web page.

Determine your content goal

Now that you have a better idea of what content you need to create, you can start formulating your content goals. The most important thing to keep in mind is that your content goal has to align with your overall business goal. In HubSpot, you can view your content goal in the “Marketing” section of the sidebar. If you can’t see it, click on the blue “HubSpot” logo in the top left hand corner of your screen to bring up the sidebar.

hubspot content marketing strategy

Determine your audience

Before you create any content, you need to understand your audience and how to best speak to them. Who do you want to read your content? Are they millennials interested in mobile marketing, or do they prefer video? What is their budget range? What devices do they use most often? The answers to these questions will guide you when you’re creating content so that your audience understands it.

Determine your frequency

Your content marketing strategy should also determine the frequency at which you publish your content. For example, if you’re in the process of building your website, you might want to publish a new article every week, or at least create a new post each month. And if you’re trying to build your email list, you might want to publish an email every week to your list. But never underestimate your audience’s need for fresh, new content. They’re always looking for new information and stay engaged when you provide it to them.

Determine your content type

The type of content you create for your audience is heavily dependent on your goals. If you want to drive more website or social traffic, you’ll want to publish content that answers the questions your audience is looking to answer. If you want to help your leads convert into customers, you’ll want to create buyer-centric content that goes through the entire sales funnel.

Understand your client’s challenges

It’s always important to understand your client’s business challenges. What are they struggling with right now? What challenges are they facing that they want to solve? Your content plan should focus on solving those challenges. If you don’t know what they are, it will be challenging to create content that does anything other than waste your marketing efforts.

Define your content plan

If you don’t already have a content creation plan, you may be struggling to meet your content marketing goals. A content creation plan outlines your content goals and strategies, including when you plan to publish your content. It also includes a plan for creating and editing your content, including any other tasks you might need to complete.

hubspot content marketing strategy

Start with your client’s challenge

Before you start writing, think about the challenge your client faces and write your content to solve that problem. When you write content for your audience, you need to know their pain points and make sure your content will solve those problems. This doesn’t mean that your content has to be the solution, but it does mean that it has to make your audience feel as if it is solving their problem. For example, if you’re writing about how to increase website conversions, you need to figure out why people aren’t converting. Are they not ready to buy yet or are you not providing enough helpful information? The right content will address their questions and needs so they are more likely to convert.

Define your content goals

Before creating any content, you need to define your content goals. A content goal is a specific type of campaign goal that drives action, such as generating website visits, leads, or sales. To create a content goal, add a campaign to your marketing campaign list. Then, choose the goal type as “Content” and give the goal a name. You’ll then be able to add a target CTA and other campaign actions.

Define your frequency

Now that you have your content ideas, you need to determine how often you’ll publish them. Will you create a new post every week? Every month? Every quarter? It depends on your business and how frequently you plan to promote your content. While the length of time you’ll keep your content live is also important, it’s not as crucial as consistency. Sticking to a consistent publishing schedule will help to build trust with your audience and keep them coming back for more.

Define who will create the content

Every organization has a different culture, and one person’s idea of a good idea may be different from someone else’s. For example, you might have a marketing manager who wants to build your content marketing strategy for you because it can be a time-consuming task. Or maybe you have salespeople who are great at creating content to answer customer questions and make them feel more comfortable. Whatever works best for your organization, make sure you have a team that can create high-quality content. This team should be people who are smart and creative and have the skills to write, edit, and create images and videos to build your brand.

Create your content strategy

We’ve covered how to write a content strategy in the context of a business. Now, let’s talk about how to create your content strategy. Content strategy development is a process that begins with a goal in mind, so spend some time thinking about what you want to achieve with your content. You’ll need to consider your audience, your business, your competition, your current content, and other aspects.

hubspot content marketing strategy

Define your content marketing goals

Before you create your content, you need to figure out what you want to accomplish. Start by writing a list of your goals and your business objectives. If you don’t have a clear goal, you’re more likely to create content that doesn’t match your audience’s needs and doesn’t help you accomplish your business goals.

Understand your client’s challenges

Before you create your content strategy, take some time to understand your audience and your client’s challenges. While the solutions they’re looking for will vary depending on their business, it’s important to understand what their biggest obstacles are so that you can develop content that will solve those problems. For example, if your client is looking to increase brand awareness, you may want to create educational content that answers frequently asked questions about their products and services. If your client is looking to boost conversions, you may want to create webinars or white papers to help them understand the ROI of their products. The more you understand their goals, the better you can create content that will help them achieve them.

Define your frequency

To help you determine the right frequency for your content, consider your buyer personas and what content they’re most interested in. You might find that some of your buyers respond best to daily content, while others might want to receive it only once a week. The point is to publish content that matches the needs of your audience and helps them achieve their goals.

Define your content type

Your content strategy shouldn’t just focus on the types of content you produce. You need to consider the audience you’re targeting and how they consume content. You might create a guide to help answer a question that your audience frequently searches for. Or you might create an informative video to help answer the question. There are endless possibilities. One thing is for sure: your content strategy should always be tailored to your audience.

Outsource if you need to

If you’re not a writer, you could benefit greatly from outsourcing. While writing is often thought of as a creative endeavor, it’s really not. It’s a task-based skill, and one that can be easily outsourced to a writer who is an expert in that field. For example, you can outsource writing for your blog if you don’t have time to write regularly. If you’re not a copywriter, you can still benefit from outsourcing your copy writing. Often writers are extremely skilled at building headlines, writing sales copy and turning your ideas into engaging content.

hubspot content marketing strategy

Outsource if you don’t have the expertise

You don’t need to have a background in copywriting or SEO to write content that converts. If you don’t have the skillset, then outsourcing to a professional writer can help you with your content marketing goals. The right writer can craft compelling headlines and unique content that helps your audience learn more about your products and services. Plus, they can research and write about topics that are new to your business.

Hiring a professional can help you get the quality content you need and have it delivered on time

When you have a large marketing team, it can be a challenge to keep up with the right amount of content production and quality. That’s because you have to schedule time for each team member to create content, or you have to train new team members on how to create content. Working with an agency can help you get high-quality content without sacrificing your work schedule.

Outsource if you don’t have the time

If you’re a small business owner or working on a smaller team, it can be challenging to create high-quality content every single month. If you’re not a writer, outsourcing can provide you with the content you need to stay competitive and build your brand.

In conclusion, if you want to create content that converts, following a HubSpot content marketing strategy is a great place to start. But, don’t forget to also include a call-to-action (CTA) at the end of your pieces, urging your readers to take some kind of next step.