The Content Collaboration Framework That Earned HubSpot 6 Million Views

It wasn’t too way back that we weren’t collaborating a lot throughout Advertising.

If I printed a weblog submit on “search engine optimization technique”, it turned a cheerful coincidence if the YouTube workforce had lined something related that I might use in my submit.

Groups simply weren’t creating content material cohesively throughout totally different verticals. Let’s be trustworthy: We would grown too giant.

On the Weblog workforce, this additionally meant we had restricted non-organic channels to make use of to get our posts in entrance of the proper audiences.

In the present day, I will pull again the curtain (sorry, I simply noticed Depraved) on how HubSpot’s Weblog workforce reimagined our method to content material — remodeling what was a siloed weblog technique right into a dynamic, multi-channel storytelling machine.

(Psst: Curious what else is going on on the earth of running a blog? Try our brand-new 2025 State of Blogging report with information from 500+ entrepreneurs — the primary time we have ever run such a complete audit on what’s occurring throughout the running a blog panorama.)

Why We Launched Our Media Narratives Program

Once we first began our Authentic Analysis program in 2017, one thing turned instantly clear: our weblog readers are completely obsessed with information.

Like, Taylor-Swift-friendship-bracelets-level obsessed.

In our first full yr, we drove over 1.4 million views by means of authentic analysis. Seems, individuals love information — no matter platform.

The problem? High quality analysis is expensive and time-consuming. We wanted a extra strategic method to not simply create analysis, however to distribute it successfully throughout a number of channels to ensure we had been getting the largest bang for our research-bucks.

As an example, you should not should be a weblog reader to entry our State of Advertising information — though, selfishly, I’d find it irresistible when you had been.

But when as an alternative you are an avid YouTuber, e-newsletter subscriber, or IG follower, it’s best to nonetheless be capable to entry the highest advertising and marketing developments on these platforms, too.

Enter: Media…