HubSpot Content Hub: Everything You Need to Know for 2025

Last year, HubSpot launched its updated website CMS - Content Hub.

HubSpot Content Hub is an end-to-end solution for creating, managing, and optimising all your digital content. What’s more, it brings plenty of powerful AI capabilities to the table, which will surely impress whether you’re an old or new customer.

What You'll Learn in this Guide

In this guide, we’ll take a deep dive into every aspect of HubSpot’s Content Hub. You’ll discover how it compares to HubSpot CMS and what makes it so different. We'll also highlight some new features released in 2025 that we're excited about.

Key Takeaways

• Why HubSpot Content Hub is more than a CMS – It’s a full-stack, AI-powered content marketing platform built for scale and speed.

• Content Remix – Repurpose blogs into emails, videos, and social posts with a click.

• Brand Voice – Train HubSpot’s AI to write exactly how your brand speaks.

• AI Supercharges Your Content Operations – From blog writing to translation and SEO, automation is built in.

• Built-in analytics – A/B testing, campaign reporting, page analytics and SEO insights - all in one dashboard.

• Content Hub simplifies your tech stack – Replace tools like ChatGPT, WordPress plugins, and Hootsuite with a single, unified platform.

What is HubSpot Content Hub?

Simply put, HubSpot Content Hub is an all-in-one, AI-powered content marketing platform. It leverages a combination of HubSpot’s existing capabilities in this space, combined with exciting new AI tools to help marketers create, manage, and optimise content across the entire customer journey and all public touchpoints.

It brings together the best of CMS Hub, Marketing Hub, and AI, providing marketers with a unified system to support all their needs.

Content Hub replaces CMS Hub to join the now six hub lineup, including Marketing, Sales, Service, Operations and Commerce Hubs. 

Why did HubSpot Create Content Hub? How is it Different from CMS Hub?

HubSpot didn’t just rebrand CMS Hub and slap on some AI tools. It built Content Hub to reflect the fundamental shift in how content is created, personalised, distributed, and analysed in 2025.

The rise of AI, evolving customer expectations, and the fragmented content creation landscape precipitated the change. Marketers were cobbling together tools - one for blogs, another for AI writing, something else for translation or audio. HubSpot spotted the inefficiency and built Content Hub to fix it.

What CMS Hub Was Missing

Before Content Hub, CMS Hub was mostly just a website builder and content management system. It was powerful but limited to website content. As the needs of content teams evolved, CMS Hub couldn’t keep up with demands for omnichannel content, generative AI capabilities, or content repurposing at scale. Modern marketers demand more than just a place to host content;  they need tools to ideate, create, remix, and personalise content across multiple platforms.

The Purpose of Content Hub

Content Hub is built for the modern content marketer. It integrates AI and automation into the entire content lifecycle. It’s designed to collapse your bloated martech stack by combining tools like AI content generation, podcasting,  AI content translation, blog narration, and even content remixing under one roof.

CMS Hub was, and still is, a powerful tool that gained popularity for helping businesses build CRM-powered websites that connect with prospects and customers through personalised experiences.

CMS Hub enables marketers to seamlessly integrate their online website environment with sales and service functions, as well as customer data in HubSpot, to drive engagement.

While the old adage “content is king” still rings true, customer expectations have shifted dramatically over the last decade. With AI increasing the pace of content production, the increased competition and changing consumption patterns, audiences are expecting more. As a result, hyper-personalised, relevant, engaging, and up-to-date content is now the norm.

Content Hub represents HubSpot doubling down on their website CMS, content and generative AI. It aims to supply marketing teams with tools to create, manage, publish, and reuse content more efficiently to meet today's consumer expectations.

To do this, HubSpot Content Hub not only comes with all the capabilities of CMS Hub but expands on them with AI-powered tools to manage content creation, governance, and distribution across multiple channels. Now, marketers can focus less on juggling tools and more on creating impactful content that resonates with their audience.

Still unclear about how Content Hub differs from CMS Hub? For existing CMS Hub users, it mainly boils down to these key changes:

• Content Remix: Automatically repurpose blog posts into videos, social media posts, emails, and more
• Brand Voice:  Train AI to match your brand’s tone, vocabulary, and style
• Podcasts: Create and manage podcast episodes natively
• Content Embeds: Reuse content blocks easily across assets
• AI-powered tools: Including AI Powered SEO suggestions
• Case Studies: A case study tool to present your best work on your site. 
• AI Content Translations: Translate and localise content in multiple languages
• AI Blog Post Generator: Train the blog tool on your content for bespoke blog generation
  
  

Benefits of HubSpot Content Hub

By now, you’re probably wondering what tangible benefits you can expect from transitioning to Content Hub. By its very nature, Content Hub is an end-to-end solution for marketing teams, meaning that it aims to bring improvements across your entire pipeline.

So, without further ado, let’s look at the reasons why you should consider Content Hub:

Personalised content

Using AI, Content Hub helps craft highly tailored content for various market segments with minimal extra effort at scale.

Save time and increase team productivity

Content Hub’s tools help with non-care processes, like governance, allowing teams to focus on more strategic and value-driven tasks.

AI-powered tools

From ideation to creation, AI has the potential to accelerate processes while delivering more value, allowing companies to stay competitive.

Multi-lingual & multi-channel marketing campaigns

Content Hub empowers teams to extract more value from their content by reusing it for different regions, languages, and channels.

Brand consistency

Content Hub facilitates unified messaging across platforms, regions, and formats by standardising content creation and distribution within the HubSpot ecosystem.

Notable enhancements we've noticed in 2025

In true HubSpot fashion, updates come thick and fast. This year we; 've noticed the AI rendering of content and images has increased significantly, so you can fine-tune your instructions to get the desired output.

Additionally, permissioning, collaboration and approvals have taken a big step forward, making the workspace much friendlier for large teams. 

What Are the Key (New) Content Hub Features?

HubSpot Content Hub still offers plenty of familiar features that CMS Hub and Marketing Hub users have come to know and love. However, its offering is supercharged, particularly around content creation and management, with a number of AI-powered solutions.

We can classify Content Hub’s main feature verticals into 3 broad categories:

• Website creation and optimisation
• Hubspot AI
• Content operations

Aside from these core capabilities, Content Hub also offers others to help ease content marketing:

• Accessibility tools
• Access to HubSpot’s vast app marketplace
• Central multisite partitioning and management

Now, let's look at the individual features that make Content Hub the digital marketing and content management powerhouse that it is:

1. Content Remix

Easily one of Content Hub’s best new tools, this AI-powered multichannel content creation feature effortlessly transforms a single piece of content into various formats. For example, you can repurpose a blog post into an email, social media post, ad, landing page section, or even an audio file.

This maximises the value of every single piece of content and maintains an active presence and engage with your audience across various platforms without using more resources.

2. Brand Voice

Learning from your existing content, this AI tool is able to mimic your brand’s unique tone, style, and personality. It provides on-the-fly suggestions to rewrite new content to be true to your brand voice.

Not only does this help uphold consistency across your team, but reduces the need for training and supervision when working with new content creators. Built into the standard content editor, it’s also extremely easy to use.

3. AI Blog Writer

This generative AI tool can (almost) instantly draft blog posts optimised for search engines. It helps with every stage of the writing process, from coming up with ideas to generating a rough outline to producing quality content.

In 2025, we've see a big increase in the time AI tasks are completed, and the accuracy of the output is way better than when it launched in late 2024. 

More than just a writing assistant, it provides key SEO metrics to help evaluate the impact of your content. It’s built on OpenAI's GPT-4 and uses Semrush data to stick to best-performing SEO principles.

4. Memberships

Similar to other HubSpot products, Content Hub users have out-of-the-box access to manage access to their content. This makes it easy to tailor content to specific audience segments or set up a business with a recurring revenue model.

You can either restrict access by inviting individuals from existing contact lists or set up methods for self-registration. It’s possible to create highly tailored experiences by setting up custom membership pages and fine-grained access levels.

5. Smart Content

Once again, setting up pages to use dynamic content is simple. It takes place in the default page editor, and you can create these “rules” using a simple editor - no code needed. Each and every module on the page can have its own smart content triggers and outcomes.

This is a highly powerful feature that allows you to hyperpersonalise pages for known and unknown visitors on the fly. For example, known contacts can see tailored content on their stage in the customer journey or upsell/cross-sell opportunities.

For unknown visitors, you can craft a targeted experience based on the site, ad, or link that sent them to you, their device, or location.

6. Content Embed

This nifty feature lets teams embed Hubspot-made content into external platforms, like WordPress, without any coding. You can design entire website sections using the Hubspot interface and seamlessly integrate it into your WordPress pages.

At the same time, this allows you to leverage HubSpot’s AI tools and dynamic content features to speed up production and create personalised experiences across different platforms.

7. Video & Podcasts

It’s also easy to create, host, and distribute longer-format content, such as videos and podcasts, for your campaigns. This can be tutorials, customer success stories, podcast episodes, or any other content you may want to leverage on your site, emails, or customer interactions.

You can either upload your own audio, or use HubSpot's AI to generate audio files from your content. 

After you've created your podcasts, you can check out your published episodes on the podcasts page. You can also distribute your podcast internally or on other channels. 

HubSpot’s CRM tracks video performance, so it’s easy to measure ROI or spot key moments of engagement.

It’s also simple to distribute podcasts across platforms like Spotify or Apple Podcasts.

8. SEO Recommendations

HubSpot’s SEO tools provide everything you need to build search authority, fully integrated with all its other content features. It suggests improved keyword focus and priorities to boost your rankings and ensure you get the most bang for your buck.

The recommendations feature also helps you identify which pages need updates, receive topic suggestions based on relevance and competition, and refine your SEO strategy over time. Not to mention built-in data monitoring and analytics to track organic traffic, keyword performance, and return on investment.

9. Content Library

While not completely new, this feature saw some upgrades with the introduction of Content Hub. This module allows creators to easily create and manage gated content, such as eBooks, infographics, PDFs, and other exclusive resources, and make it available to specific audience segments.

On top of providing a central repository to store, manage, and share these resources, it also leverages CRM data to improve personalisation and tracking.

10. A/B Testing, Analytics, & Reporting

As any seasoned marketer knows, your company site or blog is a living entity that must be continually nurtured.

Content Hub facilitates continuous improvement with A/B testing on any HubSpot Content Hub page. You can test different images, text, layouts, forms and more.

These A/B tests all come with in-depth reporting as well as SEO performance, engagement, and conversion tracking. All of this takes place in user-friendly dashboards with colourful and easy-to-digest charts, graphs, and counters, which you can customise according to your goals and KPIs.

It’s also easy to test multiple variations of the page, allowing you to quickly see what works and what doesn’t.

HubSpot Content Hub Pricing

Content Hub is available as a standalone product or as part of the Marketing+ bundle. It has three tiers, with more advanced features at higher price points. Like many other HubSpot products, it follows a seat-based pricing model that scales with the size of your team.

The good news is that all options come with a 14-day refund policy, so you can test them out risk-free.

1. Content Hub Starter

HubSpot has a Starter plan aimed at small teams or individuals. This plan excludes the majority of the most valuable Content Hub features, but it does come with the basic website and content creation tools:

Create Content

• AI Blog

• Landing pages (custom templates)

• Forms

• Website pages

• Themes, templates, and modules

• Content assistant

• AI image generator

• AI website builder

• Content library

• Ecommerce modules

Manage Content

• Multilingual management

• Fast, safe, secure hosting

• File manager

• Cookie management

• Template Marketplace

• App Marketplace
  
  

Measure and Optimise

• SEO Recommendations (basic)

• CTAs

• Website analytics

Price: Starter $15/month/seat

2. Content Hub Professional

HubSpot’s Professional and Enterprise tiers are where Content Hub really comes alive, though. Everything in Starter, plus:

Create Content

• Content remix

• Personalisation (SMART Content)

• Podcasts

• Post narration

• Content translations

• Dynamic content (HubDB)

• Custom Portals
  
  

Manage Content

• Brand voice [Beta]

• Content embed

• Memberships [Beta]

• Member blogs (with blog teasers)

• Media management (video, audio)

• Content staging
  
  

Measure and Optimise

• A/B and adaptive testing for pages

• Content analytics (SEO, Reporting)

• Campaign reporting

• Custom reporting

Price: Pro starts at $400/month with 3 core seats included. Each additional core seat is $45/month.

3. Content Hub Enterprise

Everything in Professional, plus:

• Limit access to content and data
• Content Approvals & Partitioning
• Permissioning for content
• Activity logging for content
• Single-sign on
• Serverless functions
• Custom objects
• Multisites (10 domains included)

Price: Enterprise starts at $1,500/month with 5 core seats included. Each additional seat is $75/month.

3. Marketing+ (HubSpot Marketing Hub + Content Hub)

If, in HubSpot’s words, you need a “complete marketing solution,” you may want to look into Marketing+. This essentially combines its Marketing Hub and Content Hub into a single package. Starting at $900/month for 3 seats, it’s a good deal as Marketing Hub alone starts at $800/month.

Marketing+ Enterprise costs $3,800/month for 5 seats (Marketing Hub Enterprise is $3,600/month)

What’s the difference between CMS Hub vs Content Hub and Marketing Hub?

CMS Hub was primarily a platform for building and optimising websites to provide dynamic and engaging experiences.

Marketing Hub is HubSpot’s marketing automation platform, focused on lead generation and omnichannel marketing to grow your audience

Content Hub is HubSpot’s all-in-one, AI-powered content marketing platform, synthesising many of CMS Hub and Marketing Hub’s capabilities and augmenting them with AI.

The key thing they all have in common is leveraging HubSpot’s CRM for improved personalisation and performance tracking.

What will happen to HubSpot CMS Hub? Can I still use it?

Existing customers will still have access to CMS Hub and be able to renew their subscriptions. It doesn’t seem like HubSpot has any plans to completely remove it any time soon. However, it’s no longer available for new subscribers, and CMS Hub users will not be able to access the new HubSpot Content Hub features.

Marketing+ represents a shift to a more all-in-one type of solution is in line with HubSpot’s strategy to better address the current needs of marketers.

HubSpot CMS Hub users will just see some of the new features that are not available. Everything else continues to work just fine. 

Have some tools moved out of other Hubs and into Content Hub?

For the most part, Hubs will retain their existing capabilities, but there is one specific change taking place which are good to be aware of:

• Landing pages and no longer part of HubSpot Marketing Hub.

Enter Marketing+

What is Marketing+?

Marketing+ is a bundle plan that includes both HubSpot Content Hub and Marketing Hub capabilities under a single subscription. It also has a Professional and Enterprise plan, both of which are more expensive than the individual Content Hub and Marketing Hub plans but more affordable than subscribing to both separately.

Why should I use Content Hub instead of other Hubs?

There are multiple scenarios in which you might benefit from HubSpot Content Hub:

• You have to create personalised and high-quality content for multiple channels, languages, formats, and audience segments at scale.

• You want a unified system for managing content and marketing channels, as well as measuring performance and optimising SEO.

• You want to eliminate inefficiencies and streamline collaboration between teams with tools for content approvals, consistency, and permissions.

Ready to change the way you do content marketing with HubSpot Content Hub?

HubSpot’s new Content Hub really speaks to the needs and challenges of the modern marketer.

Content Hub not only acts as a creativity engine, but also a way to maximise your resources and leverage your existing content to maximise impact across all your channels.

Ready to see how Content Hub can revolutionise your content marketing efforts today? As an Elite HubSpot partner, our expert team is on standby to take your digital presence to the next level.

Frequently Asked Questions

Q: Is Content Hub worth it for a small business?

A: It depends. If you’re running a small WordPress website with just a few pages, the total cost of ownership is typically much lower. In that case, HubSpot Content Hub might be overkill. But if you’re a medium-sized business (think 30+ employees) with a growing need for marketing automation, content scaling, personalization, and analytics—then Content Hub offers serious value. It centralizes your tools, streamlines your workflow, and gives you enterprise-grade capabilities that smaller platforms can’t match.

Q: How easy is it to move from WordPress to HubSpot Content Hub?

A: Very easy. We typically build a custom theme with editable modules that feel just like Elementor or other drag-and-drop builders you’re used to in WordPress. Alternatively, we can use pre-built templates from HubSpot’s marketplace. Either way, the migration process is smooth and your team won’t lose flexibility or control over content editing.

Q: Is Content Hub suitable for multilingual marketing campaigns?

A: Absolutely. Content Hub not only supports multilingual websites but also includes AI-powered translation tools. It can detect the user’s region and automatically display content in the appropriate language. Managing regional variations is intuitive, and you can localize entire websites without needing third-party plugins.

Q: Can Content Hub help reduce the number of tools my team uses for content marketing?

A: Yes—dramatically. With Content Hub (especially when paired with Marketing Hub), your team can handle:

• Blogging and SEO

• Email marketing

• Social media publishing

• Content analytics

• AI content creation

• Website personalisation

You can often eliminate tools like Google Analytics, ChatGPT, Hootsuite, Mailchimp and even parts of your CMS or design stack. It simplifies your marketing tech stack and cuts down on cost and complexity.

Q: How secure is Content Hub, and how is it backed up?

A: Content Hub is exceptionally secure. It’s hosted on HubSpot’s global infrastructure with enterprise-grade protections. You’ll never have to worry about your site being hacked or going down unexpectedly. Every version of your content is version-controlled, fully backed up, and easy to restore—whether it’s a single module or the entire website.