By now you’ve likely heard about HubSpot – either as a leading marketing automation software or as a hardy CMS on which to host your website. If you’re in the market to rebuild your website, then I have no doubt HubSpot has popped up as an option to consider as your CMS. Trying to determine whether HubSpot CMS is a good fit for your site rebuild is a weighted decision. There are a variety of other CMSs that bring a whole host of benefits with them. Also, fortunately (or unfortunately) HubSpot marketing software can integrate with most of them. Which doesn’t help make the case for choosing HubSpot CMS but does make a good case for the versatility and sophistication that HubSpot as an organisation displays constantly. With its ability to enable your digital assets and online marketing functions to be managed from a single repository you no longer needed integrations and plugins or to find a way to handle disparate data sets.
As a diamond partner agency of HubSpot and one with a fiercely technical team of developers and designers, we know all about HubSpot’s CMS. We are in the thick of it daily and so we’re well positioned to share our experience with this platform. So, we’re going to give it to you – the good, the bad and the ugly for both design and development and marketing.
Let's get to it.
From a marketing perspective, HubSpot CMS makes out quite well within the top 10 CMSs being used today. When it comes to the management of content, it's an exceptionally easy platform to master. No technical aptitude or background is required to create, publish or update your site pages. You can quickly knock out landing pages, thank you pages, emails, CTAs, social media messages and blog posts without a design or development background (although I still highly recommend modern marketers familiarise themselves with the basics of HTML).
If you're even vaguely adept with traditional CMSs at best or Microsoft Word at worst, you'll be right at home using WYSIWYG (what-you-see-is-what-you-get) text editors.
HubSpot CMS is an all-in-one-platform which now seamlessly connects your CMS platform with your Customer Relationship Management system (CRM). You can make use of the smart features and personalisation which helps you tailor your visitors experience. With these features, as a marketer, you can ensure your content, offers and outreach is to a specific audience’s psychographic and demographic factors. You can also enjoy your website, blog, email marketing, contacts, social media monitoring and publishing as well as your analytics being housed on one platform.
There’s really a lot to love about this platform unless you don’t like a steep learning curve. Because HubSpot is a very many things and it is easily described as a comprehensive platform. With so much functionality on offer there’s so much to learn and that can feel perhaps overwhelming. In fact, you need to be an adept digital marketer to experience no struggle when starting out with HubSpot. But a little patience and perseverance will go a long way to remedy this concern.
We can speak so freely and confidently about this platform because everything you might experience with HubSpot, we as an agency have been through ourselves. Building up our infinite technical know-how in the backend of the CMS and gaining a keen understanding of how to fit all the pieces together has been how we’ve grown to a diamond partner agency. The tutorials and online training hub provide you with just about everything you need, to eventually have a deep theoretical understanding of the CMS and CRM tools. But to really make the platform work hard for you, you need actually get your hands dirty in the backend of the platform.
From junior to the more experienced designer, all agree that they love the freedom and flexibility that the design manager provides. With almost no prior experience you can build, style and deploy your own website, email templates or landing page campaign.
The design manager comes with a drag and drop editor that is intuitive and easy to use. Without needing any HTML or CSS knowledge you have access to limitless layout possibilities and styling options. Quick access to the template marketplace can have you set up with anything from a basic email template to a complex homepage design - with no developer required at all.
The past few years has seen massive improvements and updates to the editing process, as the UI/UX team at HubSpot has focused on providing the best editing experience for their users.
The preview mode now boasts a 'Live' mode where you can preview your designs changes in real time. Add to that you also get the device preview mode, enabling cross browser testing all in one place. The editor has been updated with many UI enhancements, small but effective upgrades that has made editing a breeze. Besides conveniently having all your website assets in one location, your File Manager now also includes an image editor, so you never have to leave the CMS to crop or resize images.
Great effort has been done on HubSpot's behalf as they work towards being the best CMS platform in the world.
As more and more companies are relying on SAAS based solutions, the need for solid integration capabilities has never been more present. From AdRoll to Zendesk, HubSpot has many integration partners to choose from. If it's not already a featured integration, developers have access to the HubSpot API to create custom integrations with your applications, quickly and with ease.
By using the HubSpot API developers can provide seamless data relationships between your CRM and external application. Integrating with social media, webinars or any other platform has been made effortless by the well-documented platform, also hosting a variety of API tools like endpoint monitoring and built in OAUth services.
The developers who embrace everything about the platform have learnt to push the boundaries within the defined parameters and they specifically appreciate HubSpot CMS for aspects like:
- Storage of images, resources and fonts on the reliable HubSpot Content Delivery Network (CDN) that ensures they are readily available when needed (and reduces page loading times)
- World-class web interface IDE for custom HTML, CSS or HubL (HubSpot's proprietary markup language) that highlights potential errors
- Built-in mobile responsiveness that requires comparatively less editing than in legacy platforms
- Negating the need for updates of plugins of codebase
If you're keen to have a chat about the HubSpot CMS and whether it's a good fit for your company, tweet us @struto_central or head over to our contact page and get in touch. We’re always happy to help.