How to Build & Personalize Customer Journeys with HubSpot's Content Hub

The customer journey has evolved considerably in recent years. Companies need to meet prospective customers where they are with different touchpoints in multiple formats. That means constantly producing high-quality content in multiple formats across several channels, and doing so with maximum efficiency in content creation and delivery. No sweat, right?

The problem is that many marketers are trying to do more with less, and creating several different versions of content is rarely feasible with the available time and resourcing. 

The answer? HubSpot Content Hub. This all-in-one solution is powered by artificial intelligence (AI) to help marketers personalize the customer journey to meet the growing demands of prospective customers.

What Is HubSpot Content Hub?

Quite simply, Content Hub is a tool that makes it easier for marketers to get their message out there in various forms and channels to keep up with demand—without all the extra time, resources, and headaches.

Content Hub handles all forms of content, from your social media to your emails, webpages, and more. It makes it easier to keep all of your content organized and, most importantly, make sure it resonates with your audience. And because tools such as Google Lighthouse (an automated tool designed to improve the quality of website content) are built into Content Hub, you can also rest assured that your content will be well received by Google. 

How to Personalize the Customer Journey with HubSpot Content Hub

Today’s customers love personalization, and HubSpot Content Hub makes it easy to deliver.

Dynamic Websites

Websites used to be static. Just like if you were printing a pamphlet or catalog, once your website was built, it couldn’t be modified, personalized, or contextualized in any way. That has changed with HubSpot Content Hub. 

Now, marketers can create personalized content easily and quickly in a no-code/low-code environment without waiting for a developer to adapt a website to new pages or new content. What’s relevant to your customers is delivered to them in the manner they want to receive it. This hyper-personalization can improve conversions by ensuring your content is adapted to the individual rather than being generic content that could have no meaning or resonance for the prospective customer. Your customers have the best experience they can expect from a website because it’s adapting to their persona and the stage of their journey.

Your content can be further contextualized; if a prospective customer is on your webpage for the first time, they’ll see specific content, whereas repeat visitors will see content based on their preferences, interests, and previous activity on your website. This enables your website to evolve based on your visitors’ personas, industries, and segments.

For example, if a customer prefers to listen to your website content using a screen reader, the site can adapt to their needs instead of remaining static. This functionality is critical for individuals with visual impairments. Content Hub supports more than 60 languages, enabling effective communication with your global audience.

Your Content, Remixed

Content Remix is a recent addition to Content Hub’s suite of AI-powered tools. This solution helps you maximize your content’s reach across multiple platforms. For example, with Content Remix, you can take a single blog post and turn it into other forms of content—such as landing pages, social media posts, and audio files—with the click of a button. This doesn’t just help you maintain brand consistency; it also saves you time and resources.

Smart Content

With HubSpot Content Hub, you have access to AI tools to make sure every piece of content you produce reflects your brand voice and personality. By uploading information about your brand voice to Content Hub, you can create content and then apply your brand voice to it with the click of a button. This ensures every landing page, social post, and email sounds like you, thus keeping your content consistent and building trust in your brand. 

You can also create smart rules. For example, if a customer is in a particular industry, the content on your site can adapt to that industry and the main motivation of your customer persona. A customer looking to learn something on your website will see knowledge-based content, whereas a customer seeking results will see results-based content instead of how-tos. 

Smart rules can also tailor your website’s appearance based on the persona and journey of the site visitor. For example, if someone is in the beginning or awareness stage of their journey—just discovering they have a problem and wanting to find a solution—your website can show them informational content so they can analyze their options. This same content may show up for visitors in other stages, but because it’s smart content, it will be adapted to the individual and their journey stage.

Content Hub Considerations 

Content Hub will open up what you can do to build and personalize your customer journey, but you’ll want to think through a couple of things before getting started.

Product Tiers

Aside from some basic tools available in a free plan, HubSpot has three main pricing tiers: Starter, Professional, and Enterprise. Each tier has its own capabilities and services included, but you’ll generally experience full personalization potential in the Professional or Enterprise tiers. (Explore the most updated pricing information in HubSpot’s product and services catalog.)

Timeline and Resources

HubSpot Content Hub will take some time to configure, but the capabilities it provides and the results you’ll experience are worth it. You’ll want to factor in time to adapt Content Hub for every persona, stage, and type of reader, which can take approximately 3-6 months.

Partner with HubSpot Experts to Get the Most from Content Hub

There are thousands of HubSpot partners around the world that provide various services and solutions, and each partner employs experts who can help you through every step of the process. 

Our team at SmartBug boasts more than a decade of experience working with the HubSpot platform, and we’re committed to sharing our skills and expertise with businesses like yours. To get started with harnessing the power of all the tools HubSpot has to offer, check out our free resource, Building an Award-Winning Website with HubSpot’s Content Hub.