Easy for Marketeers, powerful for Developers
HubSpot has come a long way. It started out as a set marketing-tools, landing pages and a blog were seen as such initially; nice features to be able to get your content to (potential) clients in a fast and easy manner. Lovely for marketeers; they were able to get a landing page online without interference from developers. But a hell for developers. Eventually there’s always that moment something doesn’t work, the marketeer picks up the phone and calls his developer with a seemingly easy request; could that text be centered vertically, with a blue background? The marketeer didn’t get why it should cost a couple of hundred euros, the developer couldn’t explain it, the drag & drop builder was as easy as it looked, wasn’t it?
The major problem with the previous HubSpot CMS Add-On was that it was built for the marketeer, with the promise anything could be altered. Simple, easy and fast. But developing a website is a craft, and not a one-person job. You need a marketeer who knows what he wants to achieve with the website, a developer, and because developers are lousy designers you most probably want to hire a designer as well. When you want to go crazy you can hire a strategist, a copywriter, ux designers, customer experience designers and a dozen other specialists.
A proper CMS accommodates all these specialists, not only the end-user, and provides a smooth experience for all. Starting from design, to development and usage, all the way to the moment the website needs to be updated.
The motto for HubSpots new CMS Hub; Easy for marketeers, powerful for developers.
The most important characteristics of a CMS
Don’t look at functionality as sharing articles on social media, being able to create new pages or adding a contact form to a page. If that is not part of the core functionality, can’t be added by simply enabling a plugin or being implemented at a glance by a developer, you can’t even call it a CMS (or the developer shouldn’t call himself a developer).
The most important characteristic of a CMS is the level of independence of the marketeer; can you change the layout of a page, and still let it look good? Can you add content swiftly and edit content without having to call a technician? And most importantly; does the CMS actually support you in your work, or are you battling the system?
And for the developer; can you easy add new features in a transparent manner? Are universally accepted standards supported? Are seemingly simple adjustments actually simple to implement, or do you need to be a hacker instead of a developer?
Important for both; simplicity, speed, flexibility and transparency without compromises in functionality or design.
The new HubSpot CMS Hub has it all: What's new
The HubSpot CMS was an Add-on to the Marketing Hub previously. All the features you rely on are still available (blogs, landing pages, forms, etc), no worries! Important new features that will make your life as a marketeer easier;
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Drag & Drop page editor
Craft a page by dragging and dropping blocks of content (eg. text, forms, images) was already possible, but only on template-level. To add a block of content to a page could be a cumbersome task. In the new Hub you can now add blocks of content (modules) to an individual poage, without intervention from a developer. And only that particular page will be altered, not all other pages that accidentally use the same template.
If you are familiar with Wordpress you have most probably heard of themes; a set of templates and assets (images, modules, components) that together form a unified experience, and make sure new functionalities (using plugins for example) fit in your website seamlessly. For a developer it means a constructive and organised way of working so changes can be implemented fast and cost-effective.
Multi-language page testing
A/B tests were already available, but testing pages in different languages wasn’t possible yet. That meant you first had to find the best version of your page in a specific language before you could launch the translation. But more importantly; a version can perform great in one language, but very poorly in another, because of cultural differences.
Differences between CMS Hub Pro en CMS Hub Enterprise
A/B tests are common practice in online marketing for years, but HubSpot raises the bar with adaptive page testing. You can add as many variations of your page to your experiment, based on machine learning HubSpot will automatically and gradually filter out the non-performing pages, ending up with the best performing version. You will not only be a lot faster, the results will be a lot more accurate as well.
Some content should only be exposed to clients, partners or dealers. In the HubSpot CMS Hub Enterprise you can create gated content - pages or a complete blog -, users can login with their own username and password. If it’s a set of support pages you want to create for your customers, or a complete, full-functional customer-portal, HubSpot is now a serious alternative.
Developers especially will be happy with this awesome feature, and happy developers make happy marketeers. Cost-calculates, an online event-registration or personalised status-updates were always a pain the arse for developers, but become realistic possibilities using serverless-functions. Server management and traffic-control is handled by HubSpot (getting a bit of help from AWS Lambda), without any limitations in what you can build.
An essential feature for large companies or international teams; divide your content over your teams and users and determine who can view or edit particular content. Besides that you’ll have a better overview in your portal because you will only see what is relevant for you.
SaaS-based CMS for the midmarket
Besides the new features that are available it shows HubSpot takes the CMS seriously. With a couple of hundred developers and a large product-team, dedicated to the CMS alone, it’s not just an add-on to get some random content online swiftly, but it’s a serious contender to a better known CMS such as Wordpress, Squarespace or Drupal. And with the launch of the Hub they also make the promise a lot more candy is coming our way.
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