The Content Collaboration Framework That Earned HubSpot 6 Million Views

Not so long ago we didn’t work much in marketing.

If I posted a post on a blog about “SEO strategy”, it became a happy coincidence if the YouTube team covered anything like that I could use in my post.

The teams just do not create content cohesively in different verticals. Let’s be honest: we grew too big.

In a blog team, it also meant that we had limited non-organic channels to use to get our posts ahead of the true audience.

Today I will pull the curtain (sorry, I just saw Evil) about how the HUBSPOT blog team re-imagined our approach to content-by overcoming what was once a blog strategy into a dynamic, multi-channel storytelling machine.

(PSST: curiously what else is happening in the blog world? See our brand new 2025. Blog Report With 500+ dealer data – We have ever led such a comprehensive audit of what happens in the landscape of blogging.) For the first time.)

Why did we start our media program of narratives

When we first started our original research program in 2017, something became clear: our blog readers are absolutely obsessed with data.

Like, Taylor-Swift-Friendship-Cracelets, obsessed.

In the first full year, we drove over 1.4 million views with original research. It turns out that people love data – regardless of the platform.

Challenge? Quality research is expensive and long lasting. We need a strategic approach not only to create research, but to effectively distribute it to multiple channels to make sure we get the biggest bang for our research left.

For example, you should not be a blog reader to access our marketing data – although I would selfishly like to be.

But if you are an enthusiastic YouTuber instead of a Bulletin or a follower, you should still be able to access top marketing trends on these platforms.

Enter: media …