The Content material Collaboration Framework That Earned HubSpot 6 Million Views

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

If I revealed a weblog submit on “search engine marketing technique”, it turned a contented coincidence if the YouTube staff had coated something comparable 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 massive.

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

Immediately, I will pull again the curtain (sorry, I simply noticed Depraved) on how HubSpot’s Weblog staff 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? Take a look at our brand-new 2025 State of Running a blog 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

After we first began our Authentic Analysis program in 2017, one thing turned instantly clear: our weblog readers are completely obsessive about information.

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

In our first full 12 months, we drove over 1.4 million views by unique analysis. Seems, folks love information — no matter platform.

The problem? High quality analysis is costly 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 verify we had been getting the most important bang for our research-bucks.

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

But when as an alternative you are an avid YouTuber, e-newsletter subscriber, or IG follower, you need to nonetheless have the ability to entry the highest advertising tendencies on these platforms, too.

Enter: Media…