What Is HubSpot CMS?

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The first content management system (CMS) can be tracked back to 1989 and Tim Berners-Lee, the English engineer, computer scientist and inventor of the World Wide Web.

So what is a content management system and how can it benefit your website and business?

In this blog, we break down some of the basics: content management systems, HubSpot, the HubSpot CMS and how it has the ability to personalize your customer experience from first visit to every interaction moving forward.  

What is a Content Management System?

A content management system is software that assists its users to create, manage and change text and images on a website, without the need of a developer or any knowledge of code (i.e., HTML, Java, Javascript and CSS.) 

Essentially you don't have to waste time and money building this by scratch anymore!

A CMS can be purchased from various companies and will be the backend of your website, its foundation, its infrastructure which streamlines the management of your website, making it faster and more accessible for anyone in your business to use. 

What is HubSpot?

HubSpot is what many call an 'all-in-one' or 'all-on-one' platform to grow your business. 

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This includes all the digital tools for your customer relationship management (CRM) database, marketing, sales and customer service departments with the added bonus of its own CMS!

The beauty of using HubSpot means you have the ability to consolidate your digital presence into one place, reducing the amount of programs to learn and integrate together. 

With that said, if you need additional tools that are not in the HubSpot suite, they have their own App Ecosystem, where you can find pretty much anything you're looking for, and they even support companies that want to build their own integrations through APIs!  


What is the HubSpot CMS?

So, now that you know what a content management system and HubSpot is, we'll dive into HubSpot CMS.

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The HubSpot CMS is a content management system owned by HubSpot, that you pay a monthly fee for to host all your text, images and files.

You can think of it as a 'holistic' platform which includes your website pages, landing pages, blog, files and templates, and analytics all-in-one.

Additionally, when you buy the CMS, you get full access to HubSpot's CRM and Marketing Hub, which then gives you a sophisticated contact database, ads management, email marketing, social media, CTAs, forms and search engine optimization (SEO) features. 

The fact that the HubSpot CMS integrates with the CRM database is the magic sauce.

This is how you can create highly personalized, relevant experiences for your website visitors and current customers. 


Finally: A Personalized Customer Experience

When Econsultancy and Adobe released their annual Digital Trends report, they asked B2B companies to reveal what they thought the biggest opportunity for 2020 would be.

And guess what...customer experience (or CX) came in FIRST over content marketing, video marketing and social media!

So what does this mean?

A brand’s most important differentiator will not be price, features, or even the offer itself...it will be the customer experience. If your business is not offering genuine, collaborative, intelligent services to your customers, you’re going to fail.

So how can you start this?

With the HubSpot CMS, the CRM, Smart Content and Personalization!

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The HubSpot CMS does this by delivering content that is intelligently personalized to your customer’s needs and tailored to where a prospect is in the buying process (a.k.a., buyer's journey). For example:


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  • 1st time visitors = Awareness Stage - only deliver educational content that helps someone learn about a potential challenge they may have.

  • 2nd time visitors = Consideration Stage - deliver content that proves you have the solution to these challenges.

  • 3rd + time visitors = Decision Stage - deliver content or an offer that gives someone the opportunity to book a call or buy from you.  

Smart Content allows you to then create content based on anything you know about your contacts in the HubSpot CRM. This is true relationship-driven marketing! 

How how does this technically work?

Smart Content alters the content displayed within rich-text, HTML, or form modules within emails, landings pages, website pages and blogs, depending on viewer characteristics, and can be tailored to two types of visitors:

  1. Unknown visitors (not currently in your CRM)
  2. Known visitors (currently in your CRM)
Since unknown visitors are not in your CRM, you don't have access to as many characteristics, but you can still display various types on content to these people based on their location, device, referral source or preferred language.

Known visitors (or your contacts!) will be very different. You can create smart content for them based on almost any of the data you have on them in the HubSpot CRM, think contact and custom properties, Smart Lists, Lifecycle Stages, Personas, and more.

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HOT TIP: By creating Smart Lists that recognize your different lifecycle stages, you can customize the content that people in each lifecycle stage will see. Visitors then see content that is personalized for them specifically.

Again, the types of content that can be made 'smart' in HubSpot are:

  • Rich Text Modules (which houses content on a page)
  • Calls-To-Action (CTAs)
  • Form Modules
  • HTML
  • Global Custom Modules

FUN Statistic
When HubSpot looked at the data for more than 93,000 CTAs created over a 12-month period, they found that ones targeted to users, performed
178% better than ones that were the same for all visitors!

Last but not least, developers now have access to a new HubL tag that allows you to pull CRM object data into your HubSpot hosted pages as well! 

With this feature you’re able to really dive deeper into 'account based marketing' by building custom customer pages, that show things like:

  • Recently purchased products
  • Renewal dates
  • Contact information you have for them
  • Who their account managers are, and more.


That wraps up our post on 'What is HubSpot's CMS'. 

If you found this article helpful, you may also enjoy:

If you are a HubSpot user and want to master the platform, feel free to contact us with any questions and book a Free Chat with one of our HubSpot experts. 

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Picture of Remotish Remotish
Remotish is hyper-focused on servicing companies that plan to use or currently have HubSpot. We have been keeping up on our HubSpot skills since 2013. We make HubSpot awesome.


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