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 printed a weblog put up on “search engine optimisation technique”, it turned a contented coincidence if the YouTube crew had coated something comparable that I might use in my put up.

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

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

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

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

Why We Launched Our Media Narratives Program

After we first began our Unique Analysis program in 2017, one thing turned instantly clear: our weblog readers are completely obsessed with knowledge.

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

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

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

As an example, you should not need to be a weblog reader to entry our State of Advertising and marketing knowledge — though, selfishly, I’d find it irresistible for those who have been.

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

Enter: Media…