Now more than ever, marketers face the challenge of keeping pace with rapid advancements in tools and strategies. According to the HubSpot Blog Marketing Strategy Report, 64% of marketers use AI/automation, and 38% of those who don’t will start using it by the end of 2024. This highlights the urgency of adopting the latest innovations in marketing automation.
In September, at Inbound 2024, HubSpot announced big changes to Marketing Hub and introduced Content Hub. For businesses using HubSpot, the release of new features brings fresh opportunities to optimise processes and strategies, helping companies succeed in a marketplace that is continuously changing.
Let us explore these exciting updates, examine how they can benefit marketing professionals, and understand their impact on your company’s business.
The Way We Know and Understand Marketing is Changing
The days when marketers relied solely on traditional methods to reach audiences are long gone. Today, a successful marketing campaign requires agility and data-driven insights. The way customers search and consume content is constantly changing. Businesses can no longer just broadcast messages; instead, they must engage in meaningful conversations with their audiences. The rise of marketing automation services, AI, and personalised content is reshaping the way brands attract, engage, and convert leads into loyal customers.
This is why staying updated with the latest tools is crucial. HubSpot has been a leader in helping marketers adapt, and the recent updates to their Marketing Hub and Content Hub further empower businesses to refine their strategies. Whether it’s through enhanced lead nurturing or AI-powered content generation, these features offer marketers innovative ways to maintain a competitive edge.
What Is HubSpot Marketing Hub and Content Hub?
HubSpot’s Marketing Hub and Content Hub are essential platforms designed to simplify and optimise marketing processes. The Marketing Hub is a comprehensive toolkit for managing all aspects of digital marketing, from attracting leads to nurturing them through the sales funnel.
What was earlier the CMS Hub, has now had significant improvements and has become HubSpot Content Hub. Blogs, landing pages, and adaptive testing have moved from Marketing Hub to Content Hub. It now offers marketers new ways to produce and manage content more efficiently. These HubSpot content creation updates will help streamline multi-channel content strategies.
With HubSpot's continuous improvements, both hubs now offer advanced functionalities that help streamline automation solutions, content creation, and analytics, making it easier than ever for marketers to achieve their goals.
What's New in HubSpot Marketing Hub?
Marketing Hub received several exciting updates, each designed to address the evolving needs of modern marketers.
Custom lead scoring
With improved customisation in HubSpot Marketing Hub, lead scoring has become more tailored and strategic. Custom lead scoring now allows marketers to set up scoring models that use advanced metrics, like time decay and weighted criteria. Companies using HubSpot automation services can assess the quality of leads with greater accuracy, creating a prioritisation system that aligns closely with sales objectives.
Fit scoring
HubSpot’s new AI-powered fit-scoring feature enhances lead qualification by determining how well a contact or company aligns with an ideal customer profile. Leveraging data from existing CRM records, fit scoring enables companies to focus on leads that are not just active but genuinely likely to convert, improving campaign efficiency.
Messaging insights
For marketers seeking to optimise their email strategies, Messaging Insights offers a new AI-driven approach. This tool examines email performance metrics, providing actionable recommendations to refine campaigns. By analysing data on open rates, click-throughs, and engagement trends, Messaging Insights enables marketers to identify patterns and develop an email strategy backed by robust analytics.
Video creation and publishing tools
Expanding on HubSpot’s social publishing capabilities, video creation and publishing tools allows marketers to take all available audience data and create visual content that is tailored to their audience. This feature amplifies campaign reach and offers flexibility for teams looking to engage audiences with diverse media while seamlessly integrating video with broader marketing goals.
What's New in HubSpot Content Hub?
Content Hub provides businesses with the resources needed to manage and distribute content efficiently.
Add your brand voice
Maintaining a consistent brand voice across all platforms is essential for establishing trust and recognition with your audience. HubSpot now lets marketers and content writers define their brand voice and apply it to all content produced within the platform.
- Provide a sample text: Start by adding samples of text, and HubSpot will create your brand voice.
- Edit and personalise: Refine and personalise till your brand voice is accurately captured.
This feature ensures that all generated content has the same brand voice. It is particularly helpful for large teams or businesses scaling their content production, as it ensures consistency across all communications.
AI blog generator
HubSpot’s AI-powered blog generator offers an efficient way for marketing teams to develop high-quality, SEO-optimised blog posts.
- Keyword insights: Enter a blog idea, and the tool will provide blog topics along with data such as monthly search volume and keyword difficulty - all powered by SEMRush.
- AI-assisted writing: Generate outlines and blog drafts, then edit and personalise the blog to suit your audience.
By streamlining the content creation process, the tool helps marketers produce relevant and engaging blog content faster than ever.
Content remix
Repurposing content is vital for maximising its reach. HubSpot’s content remix feature allows users to take a single piece of content and repurpose it for various channels.
- Content adaptation: The tool can create multiple pieces of content to suit different channels.
- Multi-language variations: Automatically translate your content into other languages to reach a wider audience.
The content remix feature cuts down on time, ensures no content is wasted, and helps marketers engage customers across multiple platforms.
Content embed
For businesses using WordPress, HubSpot’s content embed feature provides flexibility in managing dynamic content.
- Create dynamic content on HubSpot: Users can create dynamic content and embed it on their WordPress site.
- Edit directly in HubSpot: Changes made in HubSpot are automatically updated on WordPress.
This feature is useful for businesses that still have a WordPress site. It allows personalised content and web experiences for your audience.
Podcasts
HubSpot’s new podcasting tools enable marketers to expand their content strategy into audio formats, helping them reach new audiences.
- Upload audio or generate from text: Create podcasts from existing audio files or generate audio from written content.
- AI-generated images: Add an accompanying image to help promote your podcast across platforms.
Podcasts are an increasingly popular way for businesses to engage with their audience, and HubSpot makes it easy to incorporate this format into your strategy.
How Vajra Global Can Help You Leverage HubSpot's New Features
Whether you're looking to improve your lead management, enhance your content strategy, or explore new marketing channels like podcasts, these updates offer the tools you need to succeed. As a HubSpot Platinum Partner, Vajra Global is uniquely positioned to help businesses implement the latest HubSpot features in their marketing strategies. Whether you're looking to improve HubSpot campaign management or streamline your content creation processes, our expert team can provide the support and guidance you need to maximise the platform's potential.
By staying at the forefront of HubSpot automation solutions, we ensure our clients can take full advantage of these innovative tools to boost engagement, generate leads, and increase conversions.