HW Creative Marketing Blog

How to Set Up Content Strategy In HubSpot

[fa icon="calendar'] September 26, 2017 / by Eric Daniel


We as marketers create a lot of content (1,388 blog posts per minute to be exact). Because of this abundance of content creation, Google has shifted from keyword-focused to topic focused results. Instead of trying to rank for 1,000+ keywords, you now have the opportunity to rank for a topic instead. You might be asking youself "how am I supposed to move to topic-focused content?" Enter: HubSpot.

HubSpot is inbound marketing and sales software that helps companies attract visitors, convert leads, and close customers. They've recently developed a tool called Content Strategy that helps you organize content into large and comprehensive resource centers called Pillar Pages

If you know all about topic-based content or just want to get your feet wet, we've created a guide for setting up and organizing your content on HubSpot's Content Strategy. So without further ado, let's jump in.

Content Strategy is available for free to anyone, and you don't have to be a HubSpot user to enjoy the benefits of this organization.

How To Set Up Content Strategy

1. Sign up for or login to HubSpot (it takes less than a minute)

image of setting up hubspot marketing free

Content Strategy is a useful tool whether you're a first time HubSpot user or you operate at the enterprise level. We recommend trying Marketing Free if you're just getting started.

2. Click on Content > Strategy


On your main dashboard, a Strategy tab has been added under content. Is this perhaps the start of a beautiful friendship?

3. Watch the short video and click 'Create your first topic cluster'


The video offers a breath of fresh air for anyone in the midst of trying to capture and rank for hundreds of different keywords.

4. Find your Core Topic

Screen Shot 2017-09-21 at 6.16.46 PM.png

Your core topic is the most important part of Content Strategy and topic clustering. Spend some time figuring out what topic you want to be an authority on and work from there. The best rule of thumb is to keep your core topic broad and from 2-4 words. Remember, if you're trying to rank for a long-tail keyword, it's not going to be a pillar page. You need a search term with a much higher volume than a long-tail keyword can offer.

5. Attach or Create a Pillar page

attach pillar page.jpgYou can create a pillar page on a blog post template or a landing page template. As of right now (Sept. 22, 2017) when you're creating a pilar page, HubSpot's default landing page is rather uneditable. After a good bit of digging, we discovered that there were a few Pillar page templates burried deep on HubSpot's site.

6. Create a Subtopic and either link it to a blog or create a new blog post.

create subtopic.png

Subtopics are a little easier to set up than Pillar pages, these link to a blog you've written or give you the option to start a new one altogether.

7.  Admire your nice work! 

Screen Shot 2017-09-21 at 6.27.59 PM.png

Congrats! Your topic cluster is under way! You're one step closer to conquering the future of search.

8. Add the rest of your topic clusters


Congrats! If you've done everything correctly, you'll see this beautiful green octopus of content linked up and ready to go. You'll see those nice green links if you have linked your subtopics correctly. Otherwise, you'll see this icon Screen Shot 2017-09-21 at 6.44.49 PM.png. For more information on the future of search and content strategy, check out our Pillar Page.

New Call-to-action

Eric Daniel

Written by Eric Daniel