Content marketing
is an amalgam of moving parts, from page design to content creation, scheduling, and publishing, and marketers are always looking for better ways to organize and optimize this process. This is where the
HubSpot Content Optimization System
(COS) comes in.
HubSpot COS is a content management, publishing, and personalization platform encompassing all components of content marketing that can even allow your webpage to tailor its content to the individual visitor. You can build landing pages, websites, and blogs through the system, letting you keep track of all of your content marketing efforts through one dashboard.
Now that you know what HubSpot COS is, here are 4 ways you can use the system to simplify your own contenting marketing efforts:
1. Be Seen On Any Device
HubSpot COS optimizes your content for mobile from the get-go, meaning you won’t have to source someone who codes to create that functionality for you. HubSpot COS uses a built-in responsive design so that all of your content can adapt to all of your audience’s devices, without additional effort from you or your team.
2. Optimize Your Content for the Modern Searcher
HubSpot COS was built with the modern web searcher in mind, even incorporating SEO best practices into its interface. From the control panel, you’re provided with high-ranking keywords and other SEO recommendations, limiting the amount of outside research you have to do for your web and blog content.
3. Stay Organized with the Built-in Editorial Calendar
HubSpot COS includes a convenient built-in editorial calendar that allows you to organize your content by campaign or marketing channel. It’s integrated with the rest of the platform so you can see your scheduled content wherever you are in the system. HubSpot itself is an expansive platform with many parts, and the editorial calendar provides a centralized way to view your marketing tasks and scheduled content in an easily editable format. You also have the option to view the content you’ve scheduled by day, week, or month, and to color code your entries by campaign.
4. Improve Customer Experience with Personalized Content
If you have a Pro or Enterprise version of HubSpot COS, you have the ability to personalize the content of your web pages for specific personas with the system’s “Smart Content”. Compared to a typical CMS’s static website that speaks to all site visitors the same way, HubSpot COS’s Smart Content allows you to provide custom web experiences for specific personas. Web pages adapt to show targeted content, images, forms, and CTAs for each audience, based on a user’s activity.
For example, if a visitor to your site downloaded an infographic outlining the best days and times to post B2B content to Twitter for follower engagement, their interest might also be sparked by your eBook “Best Practices for B2B Businesses on Twitter to Build Engagement.” HubSpot COS’s Smart CTA feature will change the CTA to ask that same visitor to download your eBook on their next visit.
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