Marketing & Growth

Everything you need to know about HubSpot Content Hub

23 min read


HubSpot Content Hub

In this guide, you'll learn all about HubSpot's Content Hub, including the key benefits, features and pricing, what's changing for CMS Hub users, and how Content Hub differs from Marketing Hub. We also provide actionable tips on how marketers can get the most out of HubSpot Content Hub.

In recent years, the customer journey has changed considerably. Many people now consume a variety of content across multiple platforms, from websites and social media to podcasts and review portals.

For marketers, this shift means that they need to meet buyers at different touchpoints in various formats. With the constant need for unique, high-quality content across multiple channels, efficiency in content creation and content management is key to success.

To streamline content creation and management, HubSpot launched the new Content Hub in early April 2024. Content Hub is an all-in-one, AI-powered content marketing software that helps marketers manage the growing demands of content creation and management. It provides personalized content experiences tailored to every step of the customer journey, all from one central platform.

In this guide, you'll learn all about HubSpot's Content Hub, what's changing, including the benefits, features and pricing, and how it can revolutionise your marketing efforts. Let's dive in!

HubSpot’s new Content Hub: what’s changing?



One of the biggest changes is that CMS Hub, formerly a standalone offering, will now be part of the new Content Hub. HubSpot will no longer refer to CMS Hub and the website tools will be placed as tools within Content Hub. 

This consolidation brings together website management, blogs, landing pages, and more under a unified platform, marking a significant departure from the previous model that has been in place for the last 15 years.

So, what will change for HubSpot users who currently use CMS Hub? With the launch of Content Hub, nothing will change for existing CMS Hub customers. If they are currently using CMS Hub and want to stay with it, they can renew their CMS Hub membership, but they will not have the new Content Hub features. If they want the new Content Hub features, they will need to upgrade to the new Content Hub. 

Another major change is that the landing pages and blogs will be located in the Content Hub and no longer in the Marketing Hub. We will explore the difference between Marketing Hub and Content Hub further on and also discuss HubSpot's Marketing+ Bundle offer.

With these changes, HubSpot is addressing the current complexities of content marketing by offering an all-in-one solution to optimize content creation and management. But what exactly are the key benefits of the new HubSpot Content Hub?

Key benefits of HubSpot Content Hub

It’s clear that HubSpot's Content Hub offers a range of benefits tailored to the evolving needs of marketers to drive success across the entire customer journey.

Let’s have a look at the key benefits:

  • Personalized content experiences: Content Hub aims to enable marketers to create personalized content experiences that resonate with their target audience at every touchpoint of the customer journey.

  • Save time and increase team efficiency: Content Hub features for content creation and management, such as the repurposing of content and content governance features, enable marketers to optimize their workflows and increase their team's productivity.

  • AI-powered tools: Content Hub leverages AI to automate and optimize various aspects of content marketing, which means marketers can use AI tools, from AI-driven content creation to idea generation, to improve their content strategies while saving valuable time.

  • Standardized campaigns: As a marketer with a team operating across multiple regions, I understand the challenges of coordinating marketing efforts across different channels and touch points. HubSpot's Content Hub is designed to overcome these challenges and facilitate the creation of cohesive marketing campaigns that work across multiple locations and channels.

    By standardizing processes for creating and distributing content on one platform, marketers can ensure consistency and alignment across their marketing activities, improving brand messaging and customer engagement.

  • Increase efficiency and save resources: By automating repetitive tasks, optimising content performance and providing actionable insights, Content Hub aims to enable marketers to do more with less and maximise the impact of their content marketing efforts.

In summary, HubSpot's Content Hub provides marketers with a comprehensive solution for creating, managing, and optimizing content throughout the customer journey.

Now let's take a closer look at Content Hub's features and tools and their use cases for marketers.

Content Hub's features, tools and use cases: everything marketers need to know

The main use cases of HubSpot Content Hub are content creation and content management: the platform enables marketers to focus on creating personalised content experiences that drive engagement while also streamlining content management processes for maximum efficiency and effectiveness.

Let's delve into Content Hub's main features before we dive into specific tools and their use cases.

1. Create content

Overall, HubSpot’s Content Hub is designed to optimize the content creation process and help marketers deliver high-quality, relevant content that drives engagement and creates a deeper connection with their audience.

Let’s look at the specific features for content creation in more detail:

  • Website optimization
    Content Hub offers several tools and features to optimize your website. Content Hub’s Website Builder tool empowers marketers to create and modify web pages, ensuring a seamless user experience and driving conversions with drag-and-drop editing and customizable themes.

    Additionally, Content Hub’s smart content feature enables marketers to personalise the images and content on your website by verticals or other segments to create a targeted experience for specific customers without compromising the experience for the rest of your customers.

    You can also create landing pages and forms with simple drag-and-drop editors as well as effective CTA’s that you can test and optimize.

  • Content and image creation with AI
    Using HubSpot’s AI chatbot ChatSpot, Content Hub includes an AI-powered Blog Post Generator that simplifies the process of generating engaging blog content.

    Marketers can generate topics, titles, and targeted keywords, allowing for a steady flow of high-quality content. Content Hub's AI Image Generator also enables the creation of custom images that complement your brand's messaging across various platforms.

    Furthermore, Content Hub's AI Translations feature facilitates seamless translation of content into multiple languages, enabling you to connect with diverse audiences on a global scale.

  • Content repurposing strategies
    Maximising the value of existing content through repurposing is a cost-effective strategy. Content Hub's Content Remix feature enables marketers to repurpose content for various channels and formats, including during written text into podcasts.

  • Enhanced accessibility
    Embracing audio content with Content Hub's Post Narration module ensures inclusivity and accessibility for all audience members, catering to those with visual impairments or audio content preferences.

  • Brand consistency
    Maintaining a consistent brand voice across all channels is crucial for building trust and recognition. Content Hub's Brand Voice feature allows you to define and reinforce your brand's tone and style, fostering consistency and cohesion in your messaging.

  • HubSpot’s App marketplace
    HubSpot’s Apps Marketplace that includes apps that can be connected to HubSpot also live in the Content Hub. The marketplace connects HubSpot with content management systems such as Wordpress and Webflow, as well as design apps such as Canva and video hosting apps such as Zoom, On24 and HotJar.

2. Manage content

Content Hub is designed not only to simplify content creation, but also streamline content management. Let’s take a closer look at some of the tools:

  • Content governance
    With Content Approvals & Partitioning, you can ensure governance for web pages, blog posts and landing pages with the right approvals and permissions, making it easy to collaborate with your team by requesting changes and granting approvals directly in HubSpot. This keeps irrelevant assets out of sight so teams stay focused and efficient.

  • SEO optimization
    With Content Hub's SEO recommendations, marketers can effectively optimise their website for search engines by identifying content issues and taking actionable steps to solve them.

  • Reporting and analytics
    HubSpot’s reporting and analytics features will live under Content Hub, allowing marketers to evaluate the impact of marketing efforts across various channels and to create contact attribution reports that identify top-performing pages for lead gen.

  • Video management
    In Content Hub, videos live at the same place as content, allowing marketers to embed videos into content, with the addition of forms and CTA’s directly from the module. You can also access reporting on video views per contact to analyse what is resonating the most with your target audience.

  • Dynamic content management
    With Content Hub's Dynamic Content feature, marketers can create dynamic elements such as product listings, real estate catalogues, and employee directories to facilitate content management. Updates made in one place are automatically reflected across all impacted content, saving time and ensuring consistency.

  • Memberships & gated content
    Content Hub allows you to engage your audience with exclusive content and generate higher-quality leads through Memberships and Gated Content features. You can also use the content library to offer exclusive digital assets, such as audio files, video files, PDFs and more, by requiring a login.

In summary, Content Hub equips marketers with a robust set of tools and capabilities to optimise and streamline their content marketing and achieve tangible results across the customer journey. 

But how does HubSpot Content Hub differ from HubSpot Marketing Hub and what do you need to know about HubSpot’s Marketing+ Bundle offer?

HubSpot Content Hub vs HubSpot Marketing Hub 

Marketing Hub and Content Hub offer distinct sets of features tailored to different aspects of marketing strategy.

While Marketing Hub is centred around lead generation, marketing automation, and customer relationship management, Content Hub takes a broader approach to content marketing, in particular content creation and management.

Let’s take a closer look at what sets them apart:


Marketing Hub

Content Hub

Main Features

  • AI Content (email, SMS, social, chat, and bots)
  • Ads (search, social)
  • Social (publishing, monitoring, reporting)
  • Conversational marketing (bots, chats) 
  • SEO
  • Lead Conversion tools (CTAs, forms)
  • Marketing Automation (workflows)
  • Omnichannel messaging (SMS, WhatsApp, FB messenger, marketing 
    email, transactional email)
  • Smart Content (personalisation)
  • Segmentation and targeting tools 
  • ABM tools
  • Lead scoring
  • Marketing campaigns
  • SalesForce integration
  • Reporting (dashboards, customer journey analytics, multi-touch 
    revenue attribution)
  • AI content (blog, images)
  • Landing pages
  • AI content remix
  • Content embed
  • AI website builder (site pages, themes, website analytics)
  • Smart content (personalisation)
  • Brand voice
  • AI translations
  • Content operations (approvals, permissions)
  • Memberships (gated blogs, gated library, custom portals)
  • Content optimisation and reporting (audiences, SEO, A/B and adaptive testing, custom reporting)
  • Multisites
  • Video management
  • Multi-language management
  • Fast, safe, secure hosting

Main Use Cases

Generate leads and automate marketing

Content creation and content management


Integrates with CRM, Sales Hub, Service Hub

Integrates with CRM, Sales Hub, Service Hub

Analytics & Reporting

Lead attribution reports, email analytics

Content performance analytics, SEO recommendations


Marketing+ Bundle Offer

Marketing+ Pro: $1000 (instead of $1300)

Marketing+ Enterprise: $3800 (instead of $5100)


Marketing Hub primarily focuses on lead generation tactics such as email marketing, social media marketing, ad management, and SEO tools. It also provides features for marketing automation, CRM integration, analytics, and optimization, enabling marketers to streamline their lead generation efforts and nurture customer relationships effectively.

On the other hand, Content Hub is designed to address the increasing demand for personalised content experiences across multiple channels and formats. It offers AI-powered content creation tools, lead conversion features, content remixing capabilities, and smart content personalisation options. Additionally, Content Hub includes website management tools like AI website builders, video management, content embeds, and dynamic content features.

For most companies, the Marketing+ Bundle from HubSpot offers the most value, providing a discounted combination of essential tools. Now, let's delve into the pricing and packages available for Content Hub.

HubSpot Content Hub: pricing and packages

With a range of tiers catering to varying needs, organisations can choose the option that aligns best with their objectives and budget.

Let's look at the different pricing tiers and the value they offer:


In addition to the standalone pricing tiers, HubSpot offers the Marketing+ Bundle, a discounted package that combines Marketing Hub and Content Hub. By using the Marketing+ Bundle, marketers can use Marketing Hub to generate leads and automate marketing activities, as well as centralize their content creation and content management in one place.

Below is an overview of the pricing of Marketing+ Bundle:


HubSpot’s Content Hub: FAQs answered

As HubSpot makes the transition from CMS Hub to Content Hub, many customers and partners have questions about the impact of this transition.

Below we summarised some frequently asked questions for a better overview:

1. What’s happening to CMS Hub?

CMS Hub will no longer stand alone but will be incorporated into Content Hub, offering marketers a more comprehensive solution. The shift from CMS Hub to Content Hub reflects HubSpot's commitment to providing marketers with tools to meet modern content consumption patterns. With buyers engaging with diverse content across various channels, Content Hub offers a unified platform to manage this complexity efficiently.

2. How does this transition affect existing CMS Hub customers?

Existing CMS Hub users retain access to their current features. However, to leverage the new capabilities of Content Hub, they'll need to upgrade to the Content Hub. 

3. What are the key benefits of Content Hub for marketers?

Content Hub facilitates personalised content creation, effective content management features and streamlines team workflows, and offers AI-powered tools to scale content across channels. This aligns with modern buyer journeys, where diverse content formats play a crucial role in engaging prospects.

4. What’s the Marketing+ Bundle?

The Marketing+ Bundle combines Marketing Hub and Content Hub at a discounted rate, providing marketers with a comprehensive solution for lead generation and content marketing. 

In essence, the transition to Content Hub marks HubSpot's response to the evolving landscape of content marketing. By addressing common concerns and emphasising the benefits, HubSpot aims to facilitate a smooth transition for customers and partners alike, ensuring continued success in their marketing endeavours.

Ready to utilise HubSpot’s new Content Hub?

One of the standout features of Content Hub is its scalability and versatility across different marketing channels. Whether it's creating blog posts, landing pages, social media content, or email campaigns, Content Hub provides marketers with the tools they need to deliver consistent, engaging experiences across every touchpoint of the customer journey.

By centralizing content creation and management within a single platform, Content Hub enables marketers to maintain brand consistency, optimize content performance, and drive meaningful results across diverse marketing channels.

Interested in HubSpot's Content Hub and want to find out how you can best utilise it for your business?

Get in touch with our team today to find out how Huble can help you maximise the benefits of HubSpot's Content Hub. 


Not using HubSpot yet?

Book a demo with our team today.

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