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The Content Collaboration Framework That Earned HubSpot 6 Million Views

Content Strategy
February 4, 2025/by
The Content Collaboration Framework That Earned HubSpot 6 Million Views It wasn't too long ago that we weren’t collaborating much across Marketing. If I published a blog post on “SEO strategy”, it became a happy coincidence if the YouTube team had covered anything similar that I could use in my post. Teams just weren't creating content cohesively across different verticals. Let’s be honest: We'd grown too large. On the Blog team, this also meant we had limited non-organic channels to use to get our posts in front of the right audiences. Today, I'm going to pull back the curtain (sorry, I just saw Wicked) on how HubSpot's Blog team reimagined our approach to content — transforming what used to be a siloed blog strategy into a dynamic, multi-channel storytelling machine. (Psst: Curious what else is happening in the world of blogging? Check out our brand-new 2025 State of Blogging report with data from 500+ marketers — the first time we've ever run such a comprehensive audit on what's happening across the blogging landscape.) Why We Launched Our Media Narratives Program When we first started our Original Research program in 2017, something became immediately clear: our blog readers are absolutely obsessed with data. Like, Taylor-Swift-friendship-bracelets-level obsessed. In our first full year, we drove over 1.4 million views through original research. Turns out, people love data — regardless of platform. The challenge? Quality research is pricey and time-consuming. We needed a more strategic approach to not just create research, but...
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How Content Audits Help The HubSpot Blog Age Backwards — A Peek Into Our Process

Content Strategy, SEO
January 26, 2025/by
How Content Audits Help The HubSpot Blog Age Backwards — A Peek Into Our Process In 2023, my team and I began working on perhaps one of the most ambitious content audits ever conducted on the HubSpot Blog. We’ve run content audits in the past — but not like this. We ran the audit in three phases: Phase 1 addressed our oldest content. Phase 2 evaluated our lowest-performing content. Phase 3 assessed the value of our topic clusters. When it was all said and done, we audited over 10,000 blog post URLs and over 450 topic clusters. In this post, I’m going to focus on phase one of our audit. I’ll walk you through how we audited our oldest content and how we took action. Plus, I’ll share the results we found. But first, let me give you some background on why we decided to run an audit of this magnitude. Why We Audited It all started in early 2023. At the time, my team was called the Historical Optimization team and we sat at the intersection of HubSpot’s SEO and Blog teams. We were responsible for updating and optimizing our existing blog posts and finding growth opportunities within our library. (We’ve since evolved into what is now the EN Blog Strategy team.) In case you’re new here, the HubSpot Blog is HUGE. For context, the blog was home to 13,822 pages in February of 2023, the month we began our audit. While...
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