A content management system, otherwise called a CMS, is a system that allows users to create, manage, and design their own website. People use a CMS because it helps eliminate the need to be highly tech-savvy when modifying web pages, allowing you to manage your site without the need to write code.
Besides being a platform for web design, the CMS is also responsible for handling the basic infrastructure of a website so users simply have to worry about creating content. A CMS takes care of file storage, web page organization, and site structure maintenance.
Without content management systems, most of us would still be relying on web developers to develop and configure our websites. This requirement can drastically slow down productivity while taking away one’s ability to perform quick changes when necessary.
Today, more than half of all sites are using a CMS, with a continuously growing number of businesses following suit. We can only expect the vast majority of new websites being published to be made under a content management system instead of having them hard-coded from scratch.
One of the most flexible and robust options for a content management system is HubSpot’s CMS Hub.
What Is the HubSpot CMS Hub?
The CMS Hub is HubSpot’s response to what content management should be today. Compared to other CMS platforms right now, CMS Hub seamlessly integrates with the entire HubSpot ecosystem. This capacity not only makes it ideal for running websites, but it also becomes a place where you can leverage useful sales and marketing functionalities.
HubSpot believes in following a holistic approach, which is why its platforms can fully integrate with its various Hubs. Each of its Hubs is a system that is designed to help fulfill different areas of a business by providing users with the tools needed to grow.
For example, the HubSpot Marketing Hub provides a comprehensive inbound marketing platform that is designed to help marketers generate leads effectively. Then, there’s the Sales Hub that consists of a set of tools that allow sales teams to leverage deeper insights on their targets while streamlining the sales process.
Meanwhile, the Service Hub offers a robust suite of tools that service teams can use to connect and delight customers by making their experience more engaging.
HubSpot’s CMS Hub is not like conventional content management systems that can be frustrating to both developers and marketers due to their limitations. With the CMS Hub, you have a platform that’s not only easier to use and optimize, but also safer.
The HubSpot CMS Hub incorporates features that prioritize creating the most ideal experience for end-users. It’s designed to adapt to customers to ensure profitable growth for businesses into the future.
Although a regular CMS may be often considered a necessary expense for business owners, the HubSpot CMS Hub offers a system that is founded on the concept of helping you obtain more visitors and leads for business growth.
Features of the HubSpot CMS Hub
The HubSpot CMS Hub offers businesses an excellent solution to make their marketers more flexible in performing site changes. Thanks to its easy-to-use interface, the CMS Hub can empower marketers to be more effective in their marketing campaigns.
The Hub offers functionalities that can make the lives of any marketer much easier. These features include:
HubSpot’s CMS Hub has a drag-and-drop editor that allows developers to set up page templates that can be easily modified by the marketing team. Whenever changes are necessary, assigned marketers can quickly create and change content without the need to bring in the developer.
The modules included in the drag-and-drop editor allow you to customize cloned pages and templates. This provides marketers with the capacity to make new pages and perform changes as the need arises.
Besides that, the marketing team can also identify areas of improvement and make the necessary modifications promptly.
The HubSpot CMS Hub allows marketers to directly interact with site visitors using its live chat function. This feature is especially useful since more and more customers want to get information faster and will lean towards businesses that offer them quick and personal communication channels without going through the contact page.
The use of conversational artificial intelligence together with marketing is also on the rise. Consumers today find it highly essential that brands should immediately respond to their concerns or questions.
Pop-Ups and Forms
Besides the live chat feature, CMS Hub also has pop-up and form builders. This feature lets you incorporate pop-ups and forms to your web and landing pages to assist with your lead generation.
These builders come with reporting capabilities so you can compare the performance of each form or pop-up you make to see which one is better.
Additionally, the built-in pop-up creator lets you generate and design pop-up messages on the site to catch visitor attention at the right moment.
Search Engine Optimization
The HubSpot CMS Hub comes with an SEO tool that provides suggestions automatically on how you can optimize pages throughout your website. These recommendations can be implemented upon using the tool for added convenience.
The SEO capability is also useful in creating topic clusters. Topic clusters organize your content into one infrastructure that makes your posts easier to navigate both for users and search engines.
If you are already familiar with Google Search Console, you can easily integrate this with HubSpot to gain even more SEO data.
The Smart Content feature of HubSpot lets you personalize visitor experiences on your website. You get to create and set different rules based on the kind of data you wish to show.
The website content will then change based on your preferences such as the persona fit, activities performed, or the location of the user. All of these add up and make each user feel that your website is tailored to their needs.
The HubSpot CMS Hub provides users with access to reporting tools. These tools provide them with the ability to analyze vital metrics to understand the effectiveness of their websites.
Using HubSpot, reports such as that for page performance, site traffic, and contact attribution can be assessed. The reporting feature is important because it lets marketers know how well their sites operate and if they are driving new leads as expected.
The HubSpot CMS is made for growing businesses, which is why it was designed to provide multi-language support for its web content.
Individual pages can be automatically set to support different languages, allowing marketers to manage and optimize their content easier as their company scales.
A/B testing is a vital component in content management systems. With this feature, you can use the CMS Hub to test different variations of your web and landing pages and emails.
Both marketers and sales teams can obtain deeper insights on what’s working and what needs to be changed to help them increase conversions.
Enterprise organizations have several areas in their business that require them to develop and produce content simultaneously.
With the content partitioning feature of HubSpot, you’ll be able to provide access to certain areas of content to the relevant teams. This means that bloggers can only access their assigned blogs and other content without affecting or distracting the other teams.
Partitioning content on your website can help improve productivity while keeping your site’s back-end cleaner and easier to navigate. Keep in mind however that this HubSpot CMS feature is only available for enterprises.
The memberships feature is also another function that can be used in the enterprise plan. With it, you can allow your business to limit access to pages hosted by HubSpot based on your preferences.
You can choose to limit access according to paying customers, sign-ups, or other groups by setting up smart lists that have access rights of your choosing. This basically means that you can now create areas on your website that are only accessible to VIPs or those who have paid for such content.
Benefits of HubSpot CMS
The HubSpot CMS Hub solves many issues for sales and marketing teams by providing them with the tools needed for better engagement, personalization, and lead generation in a single platform.
These are the primary benefits that it has to offer.
Combined publishing: One of the biggest advantages of the HubSpot CMS is that it merges all of its publishing tools into one solution. This means that you can quickly edit, test, and integrate posts with the help of social tools, helping simplify your marketing stack.
Easily create CTAs and forms: Generating leads is easier with HubSpot CMS as it allows you to create effective CTAs while letting you measure their performance to find out if they actually work.
Streamlined communication: The HubSpot Conversations feature has all the tools marketers need to scale and streamline prospect communication. Besides live chat, sales teams can easily follow up on customers in real-time while a chatbot builder lets you create conversational AI.
Fully customizable themes: By default, HubSpot offers several themes to choose from for starters and all of them can be customized. You can personalize everything to meet your needs with HubSpot CMS.
Responsive site templates available: With the HubSpot template marketplace, you can access thousands of free templates for your web pages, landing pages, emails, and more. All templates available are responsive and will work appropriately on any device.
Content and web analytics: Without analytics tools, you won’t be able to analyze the performance of your website content and pages. The HubSpot CMS is capable of evaluating everything from the clicks your page receives to the conversions you get over time.
Integration with CRM platforms: You can seamlessly integrate the HubSpot CMS with popular CRM systems like HubSpot’s own free CRM, Salesforce, and more. Data such as CTA clicks, email opens, page visits, and form submissions can all be accessed in the HubSpot suite.
Personalized content: Smart content features allow you to incorporate better user experiences that drive leads. With the HubSpot CMS, you can craft content for specific contacts based on their location, language, source, device, and more.
Why Use HubSpot CMS?
As you can already tell, HubSpot CMS offers numerous features that marketing and sales professionals need to set up and run their brand websites.
To help you decide whether or not the content management system is right for you, we’ve prepared a list of the top 5 reasons why people today are using it.
Reason 1: It Helps You Quickly and Easily Build a Website
One of the biggest reasons why HubSpot CMS is popular is because of how simple and convenient it is to use. Users are given access to thousands of responsive themes to choose from that allow them to create professional-looking websites without the need to code. If you have your own development team, you can set up your own theme and plugins for additional customization.
Whether you are a beginner or advanced user, HubSpot CMS offers the best of both worlds. Since it is open-source, there are many useful resources online that can help you accomplish specific activities on the platform.
Reason 2: HubSpot CMS Is Extremely Customizable
HubSpot lets you add new fields of varying types without limitations. If you want to make the design your top priority, you can find the features you need with the HubSpot CMS.
Customization is limitless with this open-source platform. For instance, it’s possible to create your very own conversion tool with HubSpot. For those who aren’t experienced in design and development, HubSpot has many professionally designed templates that are easy to install and manage.
Another example is that HubSpot’s call-to-action tools let users build personalized CTA buttons, images, or links that direct people towards key conversion points on a web page. What’s even better is that you can optimize these CTAs using A/B testing, visitor movement tracking, and by adding smart personalization filters.
Reason 3: It Already Has Built-In SEO Capabilities
With other CMS platforms, you’ll need to purchase and install separate plugins just so you can perform search engine optimization. This isn’t the case with the HubSpot CMS since you already have built-in SEO tools at the ready.
While creating pages and posts, the HubSpot CMS will continuously scan your content to provide the best ways you can optimize for search engines. The page editor provides an “optimize” tab that analyzes everything from the links that you insert to the metadata you use.
Besides the SEO recommendations, the CMS also has a topics tab that will assist you in planning content. This tool lets you research keywords and topics, manage your content, and provide you with a visual layout on how everything in your site is connected.
Reason 4: Marketers Can Access All the Tools They Need
Marketers are constantly busy, so anything that can help them save time while getting better results is a huge plus. With the HubSpot CMS, marketers have all the tools they need to monitor, manage, and execute their marketing campaigns in one place.
The developers of the CMS also made sure that marketers will find the system easy to use. It’s possible to seamlessly create and update pages via their intuitive drag-and-drop editor.
For developers, they can use pre-made themes or create custom ones that match your brand. This allows marketers to perform small and large changes without learning CSS or regularly bringing in developers to help.
Furthermore, the site page editor is directly connected to other core tools offered by HubSpot. Such connection allows you to create and update pages easily and perform various content personalization changes as well.
Reason 5: Leverage Topnotch Blogging Features
The blogging tools offered by HubSpot have everything sales and marketing teams need to produce and distribute their search-optimized blogs. All of the features for creating and editing blog posts are designed with blogging in mind
For example, you can create blog posts in either inline editing or draft mode while associating them with specific authors. It’s also possible to allow/disallow commenting, set a “read more” section, set up blog subscriptions, schedule publishing to now or later, and add group tags.
Additionally, the blog performance reports that HubSpot provides will include a breakdown of the metrics that both the standard and AMP version of each blog post provides.
HubSpot CMS vs WordPress
Although both HubSpot and WordPress let you edit, sort, and manage content on your website, each provides its features differently.
HubSpot is primarily known for being a CRM platform but its CMS Hub offers personalized content experiences to engage contacts. Furthermore, HubSpot provides an array of inbound marketing tools that are meant to help businesses drive growth and increase lead generation.
On the other hand, WordPress is mainly a content management system and doesn’t offer the same marketing tools as HubSpot. Rather, users can access plugins and integrations from third-party developers through their marketplace.
The great thing about WordPress is that it’s a flexible CMS that focuses on a specific area.
Let’s take a look at the capabilities of each platform based on the following criteria:
Ease of maintenance
Safety and security
Sales and marketing capabilities
SEO and analytics
HubSpot CMS vs WordPress: Site Performance
Speed is important for any website today. In fact, users expect sites to load within 2 seconds, or else they start to leave. Although the two platforms do an excellent job of handling page performance, they also provide different levels of access to keep track and enhance site performance.
For instance, you get page performance tracking that is inherently built-in with HubSpot while WordPress requires users to install additional software to monitor pages.
With the HubSpot CMS, you can leave the platform to handle your speed optimization as it does this automatically. Although this feature isn’t available for WordPress off the bat, installing a plugin should provide you with the same functionality.
HubSpot CMS vs WordPress: Ease of Maintenance
Website maintenance as well as the updates that help ensure everything is running smoothly are two things that need to be done regularly.
To help keep a site optimized and relevant, users will have to constantly check and tune up the following elements:
Search crawlability and indexability
Fortunately, all of these things are done easily on HubSpot since everything can be done within the platform. You can also maintain these elements on WordPress, but you’ll need to install third-party plugins to make certain functionalities available. However, this means that you need to stay updated with various providers to ensure everything is working as intended.
With that said, websites made with HubSpot CMS are likely to experience crashes and downtime due to updates, unlike WordPress. In case there’s a problem with the system, the team from HubSpot will work on addressing the issue immediately.
With WordPress, users will need to reach out to developers personally for them to fix a specific problem.
HubSpot CMS vs WordPress: Safety and Security
Since HubSpot is a proprietary platform, its in-house team is responsible for the safety and security of its users. Their experts employ features like:
24/7 threat monitoring
Secure Sockets Layer (SSL) protection
Having an Intrusion Detection System (IDS)
Meanwhile, the site owners of WordPress are in charge of installing similar features on their own. They can usually do this by way of their hosting company or by adding third-party plugins.
The WordPress community does its best to keep the core software as stable as possible as a website grows. However, expanding sites will require more plugins and software, resulting in an increased risk of vulnerabilities nonetheless.
The primary difference for safety and security between HubSpot CMS and WordPress is deciding whether you want to use built-in security features or have third-party plugins take care of that aspect.
HubSpot CMS vs WordPress: Sales and Marketing Capabilities
For businesses to grow, they need to make sure that their sales and marketing campaigns align with their website. Besides that, these two aspects should also be in line with each other to reach business goals. This is perhaps the area that shows a glaring difference between HubSpot CMS and WordPress.
HubSpot lets you keep all of your marketing and sales features under one roof while WordPress doesn’t.
Besides its content management system, HubSpot offers a whole range of inbound marketing tools for users to leverage. You can combine three other Hubs together with the CMS Hub to give you a complete solution for business growth.
With the Marketing Hub, you can do:
Ad tracking and management
Landing page development
Social media management
With the Sales Hub, you can:
Use HubSpot CRM features
Perform call tracking and recording
Take advantage of pre-made email templates and tracking
Finally, the Service Hub lets you:
Use live chat features
Access a comprehensive knowledge base
Leverage help desk and ticket automation
As for WordPress, you’ll have to add several third-party software programs and also spend numerous hours trying to get each one to work nicely with the others. You can say that the platform is ideal for users who are already experienced in tweaking plugins.
For the rest, HubSpot makes it easy for businesses to align their sales and marketing aspects. Although WordPress is more popular in certain areas, it simply can’t compete with HubSpot when it comes to this area.
HubSpot CMS vs WordPress: SEO and Analytics
Today’s search engines are now more complex and competitive than ever before. That’s why businesses should focus on search engine optimization if they want to compete.
Although the two platforms allow direct changes to on-page optimization, the HubSpot CMS, just like we mentioned earlier, has everything you need for SEO in one area.
For WordPress, you’ll once again have to depend on third-party tools and plugins if you want to get started with SEO. Some companies have made it a business to supply users with WordPress SEO add-ons like RankMath and Yoast.
As for which platform is more ideal for SEO and analytics, we can say that one isn’t better than the other in this regard. It comes down to what one prefers and the personalization they are looking for.
Some marketers and sales experts prefer how streamlined the HubSpot CMS is while others like tweaking with various options via WordPress. The great thing about this is that these two can integrate Databox and Google Analytics.
We could say that HubSpot brings more to the table since it also adds its own analytics for traffic and contacts to the table. Aside from that, there are also reports available via the Marketing Hub.
For WordPress, you’ll need to integrate a CRM tool if you wish to keep track of user activity while matching this with your marketing campaign.
HubSpot CMS vs WordPress: The Verdict
After going through everything mentioned above, it’s safe to say that WordPress primarily focuses on being a content management system while HubSpot CMS can be more. WordPress offers numerous options for bloggers and small businesses that want to get things going without having to scale just yet.
For B2B businesses that want to get more out of their marketing and sales teams, HubSpot offers better features. This is primarily because you have everything you need to generate more leads and scale your business ready within the platform. The ability of the HubSpot CMS to connect with others, like the Marketing and Sales Hubs, is truly amazing.
This allows you to leverage a platform that not only can do website or content management, but can also optimize, measure, and develop a strong digital presence for your brand.
HubSpot CMS Memberships Capabilities
Now that you’ve read about HubSpot CMS and what it can do, it’s time to discuss the various CMS features you can expect from the plans they have available.
HubSpot CMS Starter Plan Features
The HubSpot CMS Starter plan lets you get started in creating a fast, secure, and reliable website by providing the following capabilities:
Themes: Users can access one of many pre-built website themes from HubSpot with the option to customize them as needed. You can create a responsive website without having to worry about mismatched navigation, logos, or designs with the awesome theme selections they have available.
Drag and drop editing: You can create and update pages without having to use custom code or needing help from an expert. This also makes on-the-fly changes easier.
Landing pages: You can develop landing pages that utilize forms and CTAs to streamline your lead generation efforts.
Blogging: The HubSpot CMS provides content creators with a platform that allows them to develop their authority on their specialties while generating website traffic.
Web pages: You can build up to 15 pages quickly and easily with robust page-building tools offered by the system.
Multi-language support: Your domains can be set up to support different languages, with each one being optimized for search engines as well. Website visitors can also toggle between languages on your website with ease.
- Full CRM: The CMS Hub comes with the HubSpot CRM so you can easily monitor site visitor engagement metrics on your website. The insights provided lets you personalize your messaging so that each prompt speaks to users directly.
HubSpot CMS Dynamic Content Capabilities
Dynamic content, also known as smart content, is a feature in HubSpot that provides a customized experience for users at the very moment they visit a web page. It is often applied to a part of a website where you want different things to be displayed based on specific variables, such as the URL or user details.
When you use dynamic content, visitors, qualified leads, and customers all see different information upon arriving at your website. Rather than create three variations of a page, you only have to set up a single page that can adapt what it shows to users based on certain criteria.
In HubSpot, you have two primary ways of using dynamic content. The first is through HubDB tables and the second is via smart content.
HubDB Dynamic Content
HubDB provides users with a relational database that allows them to efficiently create and manage their structured content like resource libraries, product listings, and team bios. The tables from HubDB come with variables that decide what kind of dynamic content should be displayed.
Let’s consider a product listing as an example. An online shop can have countless products listed on their website for visitors to look through with each separate product page containing similar fields. Rather than match the number of web pages to your products, you can just have a single HubDB table that has a column for every field.
This will solve the need to create a unique page for each product listed on the website. In case any updates are necessary, the merchant only has to do it in one place and have it dynamically pulled in based on the category.
At the backend of your CMS, all of these pages can be seen as rows in a table while they are fully realized pages for the front end. The latter could still be optimized for search engines and can use unique URLs, allowing you to direct visitors to a particular product page rather than a directory.
The second option of using dynamic content in the HubSpot CMS is through smart content. This utilizes data that a browser knows about a visitor to change what is shown on a site. The information stored could be personal details about the user, their location, the device they are using, or the referral source.
With smart content, you can automatically show the most relevant information to your visitors as soon as they arrive at a web page. For instance, you can configure smart content to adapt the products that are the most applicable to a user based on their geographic location.
This feature could be highly beneficial for businesses that have an international audience, especially those with region-specific products and services.
You can also assist with nurturing by setting up smart content based on the past behavior or lifecycle stage. This is great for web pages that feature an asset or a digital product that users can download. A rule can be configured to show a new asset if the person has already downloaded it previously.
Additionally, knowing the buyer persona of a visitor can let you use smart content to focus on showing them solutions that address their main problems.
Compatible Integrations With the HubSpot CMS Hub
Now that we’ve discussed the features, benefits, and capabilities of the HubSpot CMS Hub, it’s time to talk about its ability to integrate with other platforms. If you’re already familiar with the system, then you might already know that HubSpot allows for the integration of its platform with others.
Integrating HubSpot with other systems can help improve efficiency while enhancing overall business performance.
To have an idea of what HubSpot offers in terms of integrations, you can visit the HubSpot App Marketplace. In this section, you can find hundreds of available integrations, allowing you to check if the platform can connect with your existing apps.
Browsing the app marketplace, however, can be quite overwhelming, especially with the countless options available. To help you out, we’ve prepared a list of the top HubSpot integrations that can streamline your business.
Email Marketing HubSpot Integrations
HubSpot comes ready with email marketing tools that can help grow your brand. You can start incorporating enhanced email sending integrations so you can provide user experiences that increase the lifetime value of your customers.
Vidyard: This integration lets you personalize the sales process using email marketing workflows that leverage video to engage with prospects. Vidyard lets you record and send customized video content by way of HubSpot that can engage with your leads on a personal level.
Sigstr: With the Sigstr integration, you can automatically add personalized email signatures to drive engagement so you can make the most of wasted email space. With HubSpot, you can use its analytics feature to keep track of conversions from your signatures while letting you perform A/B testing.
Project Management HubSpot Integrations
Although HubSpot already offers some project management features, teams that want to expand on their team handling capabilities often integrate the platform with third-party apps.
Teamwork: Teamwork provides you with a project management solution that offers numerous features for managing tasks, planning projects, time tracking, and in-depth support. With its integration with HubSpot, you can transfer data between the two systems for better project management.
Asana: The project visualization tool known as Asana provides users with an overview of all their ongoing activities. When you connect Asana with HubSpot, you can process triggers that can help bridge gaps between teams.
Time Tracking HubSpot Integrations
Professional solutions providers demand the use of effective time tracking tools to analyze performance, monitor ROI, and support billing.
Clockify: Clockify is normally used by support teams since it is capable of letting them respond to tickets that pop up in HubSpot. The integration offers users a simple way to log the time that they’ve spent on their tickets.
Toggl: Another time tracking system, Toggl can easily integrate with HubSpot to provide users with the ability to log the time spent on their tasks. It can also be used to log different hourly rates and set up various “rooms” for freelance professionals.
Invoice Management HubSpot Integrations
If you want to start billing your clients with accurate and trackable invoices, then you should leverage automated invoicing with these HubSpot integrations.
Freshbooks: This popular invoicing and accounting system allows small and medium businesses to automate their billing process. Its integration with HubSpot provides users with easy access to invoices from company and contact records.
Sage: You can synchronize HubSpot to the robust cloud-based accounting software of Sage to set up rules that lets you monitor customers from a financial standpoint.
Reporting and Analytics HubSpot Integrations
Integrations for reporting and analytics allow you to obtain data from HubSpot and transform that into useful dashboards, insights, and visualizations.
Databox: The Databox integration lets you stream information from your analytics sources in one area by providing you with graphics that are easy to understand. It is especially beneficial to marketers as it provides them with highly interactive data dashboards.
HotJar: This HubSpot integration lets marketers direct HotJar poll responses directly to their HubSpot contact records. With such data, marketers will be able to optimize their campaigns and improve performance.
Contract Management HubSpot Integrations
Contract management systems provide companies with the ability to create contracts quickly and get them signed faster. When you integrate such platforms with HubSpot, these tools can link contracts to customer profiles that make it easy to open up access for sales, marketing, and support teams.
PandaDoc: This app lets you simplify the contract procedure with pre-made templates and digital signature options. HubSpot can send and keep track of contracts you create via PandaDoc and connect them to the appropriate customer records.
- Proposify: Proposify lets you streamline the proposal and contract workflow by offering users the ability to analyze past contracts, proposals, and quotes through HubSpot’s analytics tools.
Get a HubSpot CSM free trial
At the end of the day, web developers want a content management system that is easy to use, SEO-friendly, easy to personalize, and cost-effective.
The great thing about the HubSpot CMS Hub is that you don’t have to commit to anything just yet. If you want to try out its features, you can start a 14-day free trial to see if the platform is right for you.
HubSpot CMS Hub is a content management system that matches well with marketers looking to create and personalize web pages for their potential customers. Each page can be optimized for conversions on any device that visitors use.
Whether you are new to using a CMS or an advanced user, the HubSpot CMS Hub is an excellent all-in-one option for managing digital content, analyzing web performance, and obtaining insights into consumer behaviors.