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HubSpot marketing content: managing pages, blogs, case studies and podcasts

Understand the HubSpot tools available for pages, blogs, case studies and podcasts, and how domains and governance support consistent publishing.

HubSpot provides tools for creating, publishing and managing digital content connected to your CRM, campaigns and reporting.

Depending on your subscription, this can include website pages, landing pages, blogs, case studies and podcasts. Connecting the correct domains and applying consistent themes, settings and publishing controls helps keep this content aligned with your organisation’s brand.

Content you can manage in HubSpot

HubSpot supports several content types, each designed for a different purpose.

Available tools and limits depend on your HubSpot subscription.

Website pages

Website pages are used for permanent or longer-term website content, such as:

  • Home and overview pages
  • Product or service pages
  • About and team pages
  • Contact pages
  • Resource pages
  • Campaign hubs

Pages can use HubSpot themes, templates, modules and reusable sections. The options available in the editor depend on how the page’s template and theme have been developed.

Website pages can also contain forms, calls to action, videos and other interactive content.

Landing pages

Landing pages are generally used for focused campaign or conversion activity.

Common examples include:

  • Download pages
  • Event registration pages
  • Campaign-specific pages
  • Lead-generation pages
  • Consultation or enquiry pages
  • Thank-you pages

Although website and landing pages use similar editing tools, they have different strategic purposes. Website pages normally form part of the main site structure, while landing pages are usually designed around a specific action or campaign.

HubSpot guide:
Edit content in the content editor

Blogs

HubSpot’s blog tool provides a structured way to publish and organise recurring editorial content.

A HubSpot blog includes:

  • A blog listing page
  • Individual blog posts
  • Blog templates
  • Tags
  • Authors
  • Language and URL settings
  • Subscription and notification options
  • SEO and social-sharing settings

An account can contain more than one blog where supported by its subscription. This can be useful for different brands, languages, audiences or subject areas.

Before creating multiple blogs, consider whether separate structures are genuinely needed. Too many blogs can make templates, subscriptions, reporting and content governance more difficult to maintain.

HubSpot guide:
Create a blog

Case studies

Content Hub Professional and Enterprise provide a dedicated case studies tool.

Case studies can be created manually or, where enabled, with assistance from HubSpot’s AI tools. The structured editor can include content such as:

  • Customer information
  • Challenges and objectives
  • Your organisation’s solution
  • Results and success metrics
  • Testimonials
  • Related case studies
  • Calls to action

HubSpot also provides a case study listing page. Case studies can be assigned to a connected primary or secondary domain.

The dedicated case studies tool currently uses HubSpot’s case study structure and template. If your organisation requires a highly customised format or filtering experience, a website-page or custom-development approach may still be more suitable.

Obtain the customer’s approval before publishing their name, logo, quotations, performance information or other identifiable material.

HubSpot guide:
Create and manage case studies

Podcasts

Content Hub Professional and Enterprise also provide a dedicated podcast tool.

HubSpot can be used to:

  • Create podcast shows
  • Upload existing audio
  • Create episodes using uploaded and AI-generated audio
  • Add show notes, artwork and transcripts
  • Import an existing podcast through its RSS feed
  • Publish and schedule episodes
  • Share podcasts on HubSpot pages and external platforms
  • Review podcast performance

Connecting a primary domain is recommended before creating or importing a podcast.

If AI-generated audio, transcripts or artwork are used, your organisation should review the resulting content carefully before publishing it. AI access and data use should also align with your organisation’s approved AI policies.

HubSpot guide:
Use podcasts

Resource libraries and other content

A resource library is not necessarily a single standard HubSpot content type.

Depending on the required experience, resources may be created using:

  • Website pages
  • Landing pages
  • Blog posts
  • HubDB
  • Dynamic pages
  • Custom objects
  • Custom modules or development

The right approach depends on the number of resources and whether visitors need features such as filtering, search, categorisation, gated downloads or personalised content.

Avoid building a large resource library as unrelated individual pages without first considering its long-term structure. A suitable content model can make the library easier to manage, search and report on.

Themes, templates and modules

HubSpot content is normally created using a combination of themes, templates and modules.

  • A theme controls the wider visual design and styling options.
  • A template defines the structure available for a particular type of page or post.
  • A module is an individual content component, such as text, an image, a form or a call to action.
  • A section groups modules into a reusable page layout.
  • Global content can be shared across multiple pages, such as a website header or footer.

Changes to themes, templates or global content can affect multiple pages. Check where an item is used before editing or removing it.

Where possible, use agreed themes and reusable components rather than applying inconsistent page-level styling.

Connecting a domain

A domain must be connected to HubSpot before supported content can be published using that domain.

Common configurations include:

  • Hosting the full website on a root or www domain
  • Hosting a blog on a subdomain such as blog.example.com
  • Hosting campaign pages on a subdomain such as go.example.com
  • Hosting a knowledge base on a help or support subdomain
  • Hosting different content types across approved domains

Connecting a domain requires access to your DNS provider and permission to change DNS records.

A root domain or subdomain can host content in only one location. Connecting a domain that currently serves content from another platform can therefore interrupt the existing website or break URLs.

Plan the content assignment, DNS changes, redirects and launch process before connecting a live domain.

HubSpot guide:
Connect a domain to HubSpot

Primary, secondary and redirect domains

HubSpot uses different domain roles:

  • A primary domain is the default publishing location for a particular content type.
  • A secondary domain can host additional content alongside the primary domain.
  • A redirect domain sends visitors to another connected location rather than hosting content.

The available domain configuration depends on your subscription.

Use a clear domain structure and avoid creating unnecessary subdomains. The chosen structure should reflect the organisation’s website architecture, content strategy and SEO requirements.

Brand consistency

Themes and reusable components can help maintain consistent:

  • Colours
  • Typography
  • Spacing
  • Buttons
  • Forms
  • Headers and footers
  • Calls to action
  • Navigation

A documented publishing process should also define who can create, review and publish content.

Brand consistency depends on governance as well as technology. HubSpot can provide approved templates and controls, but users still need clear guidance about how those assets should be used.

SEO settings

HubSpot pages and posts include settings that can support search optimisation, such as:

  • Page titles
  • Meta descriptions
  • URL slugs
  • Canonical URLs
  • Featured and social-sharing images
  • Headings
  • Internal links
  • Language settings

These settings should accurately describe the published content and follow your organisation’s wider SEO strategy.

Changing the URL of existing content can affect links, analytics and search visibility. Set up an appropriate redirect when a published URL changes.

Analytics and campaign reporting

HubSpot-hosted content can contribute to website, campaign and conversion reporting.

Accurate reporting depends on:

  • Publishing content on the intended domain
  • Using consistent campaign associations
  • Configuring forms and calls to action correctly
  • Applying appropriate tracking and privacy settings
  • Avoiding duplicate or unintended domains
  • Maintaining consistent URL structures

Connecting a domain does not automatically make every visit attributable to a known CRM contact. Identification depends on factors including form submissions, tracking cookies, consent settings and visitor behaviour.

Content access and governance

Content permissions should reflect each user’s responsibilities.

Your organisation should define who can:

  • Create and edit drafts
  • Publish or unpublish content
  • Edit global content
  • Change themes and templates
  • Connect or change domains
  • Manage website settings
  • Use AI content features

Domain, theme and global-content permissions should be restricted carefully because changes can affect a large part of the website.

What can Forbidden help with?

Forbidden can help you:

  • Plan the appropriate HubSpot content structure
  • Configure website pages, landing pages and blogs
  • Set up case studies and podcasts where included in your subscription
  • Design resource-library approaches
  • Implement or adapt themes, templates and modules
  • Connect domains and assign content types
  • Plan redirects and content migrations
  • Configure publishing permissions and governance
  • Review SEO and analytics settings
  • Train content creators, editors and publishers

Your organisation remains responsible for approving its brand, content, domain changes, publishing decisions, customer permissions and use of AI-generated material.

Further information