When it comes to building a website from the ground up, there a number of different things that you need to consider. The first thing that you need to think about is whether to use a traditional Content Management System (CMS) or a more specialized option like the HubSpot Content Optimization System (COS).
In this article we’ll have a closer look at both options so that you can better understand the differences.
What is CMS?
A content management system makes it easier for someone with no web development experience to publish their content to their blog or website.
All you need to do is to create the content, open up the system and follow the simple instructions on the page. WordPress ranks as the most popular of these systems and offers a reliable user experience. It features a number of different plugins, templates, etc. that you can either get for free or for a reasonable price. Joomla is another example of a traditional CMS platform.
The more conventional method of sharing content is focused on getting the posts published. Marketing the posts once they have been posted must be done manually.
What is HubSpot COS?
In 2013, HubSpot launched their own CMS. But they took it a step further by equipping it with a lot of content marketing, SEO, and analytical tools.
HubSpot designed their Content Optimization System to be a one-stop shop when it came to creating content, optimizing it, marketing it and providing your audience with a much better personalized experience.
The company realized that great content is at the heart of every business. But they also realized that great content wouldn’t take you very far if no one reads it. As a result, the content optimization system was born. This system is based on the principle of inbound marketing, a concept first created and then perfected by one of the founders of HubSpot.
Who Should Leverage Traditional CMS?
HubSpot COS because you get tons more features with it. To be honest, though, it’s not going to fit everyone’s budget. If you’ve just started out with a small blog, or have a website that you don’t need a lot of traffic for, save the money and stick to a conventional system.
So, if you are posting once a week, for example, HubSpot probably won’t be worth the expense for you.
Having too many tools, or the wrong tools, could slow the load time for your site, and this can be fatal when it comes to visitors. According to statistics gathered by Google, if your site takes longer than three seconds to load, you’ve lost 53% of visitors on mobile already. So do think carefully if you’re planning on adding a plugin just because it looks cool. Make sure that it adds real value as well.
Who Should Use HubSpot COS?
This is a tool for a business or a blogger that is producing at least two pieces of content a week and who is serious about optimizing traffic. The monthly subscription is a good business investment for those who take their inbound marketing seriously or those who don’t have the staff resources to handle this properly.
In fact, you can save money using HubSpot – it automates a lot of functions that are essential to the promotion of content online, meaning that you don’t have to employ someone to perform this role for you.
If you look at what a professional SEO consultant charges per hour, or the cost of employing someone full-time for this function, the monthly subscription fee is going to save you money from day one.
What’s the Big Deal About the HubSpot COS?
At first glance, it’s a lot like WordPress. You can use it to design the perfect site and upload content even if you don’t have the slightest inkling about how to code. That’s all great, but it really only scratches the surface of what the platform is capable of.
Now we get to the interesting part. You get to tie your marketing database into the system. The COS will use the data contained on here, where your visitors are, what they’ve done on your site before, and a good few other things as well, to make sure that your user gets a page that is personalized.
Say, for example, that you run an online clothing boutique. A woman based in New York, who has previously only looked at purchasing skirts, will be shown content related to the fashion for skirts in New York.
But the system is a lot smarter than that. It can also gauge the different part of the sales cycle that your client is in. Let’s say that the woman in New York has never bought anything before. The content she sees might be geared towards consideration content, content that helps her make a buying decision.
On the other hand, once she has bought, and returns to the site, she might be presented with a survey to help her rate her experience on the site.
The point is that people are going to see content that is most relevant to them. They’re not going to see irrelevant information that they’ve seen a good few times before on your site. This helps to improve the experience that the visitor has and makes it more likely for them to actually buy something from you.
Another excellent feature that you get here is a completely responsive website. Your content will be optimized no matter what device it is being viewed on.
A Detailed List of What Tools You Get
Hosting for your landing page
An email marketing platform – this includes automation for more advanced users
SEO and marketing strategy tools
Calls to action
Tools to make social media publishing a breeze
An integrated management tool for your contacts list
An easy to navigate dashboard
A content calendar
Native HubSpot CRM and Salesforce integrations
The ability to integrate a range of other services as well
To Sum it Up
HubSpot offers a powerful range of tools to help you take your marketing to the next level. Is it for everyone? No, if you have a small blog, and only publish once a week or so, you’re not going to really get full value.
But, if you want to scale up your business through content marketing, there is no better tool on the market today.